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How to Get Leads
by Matthew Samp
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"Promise, large promise, is the
soul of an advertisement"
Samuel Johnson
Dead Patriot
"Sell the sizzle, not the
steak. Better yet, sell the smell."
Matthew Samp
Direct Mail Copy & Graphic Design |
You can generate
quality leads...
Direct mail is an excellent medium for generating sales leads for
a field sales force, a telemarketing crew, catalog distribution or
for direct mail fulfillment. But getting cost effective leads
through the mail is entirely different than making one-step sales
through the mail. Here are some tips for effective lead
generation...
You can't go wrong with these
tips...
Less is more.
It is way too easy to tell your prospect too much about your product
or service in a lead generator. You'll get a lot more leads if you
"sell the sizzle, not the steak." Most lead packages don't even need
a brochure. A simple letter and reply device will usually do the
trick.
A package works better than a
self mailer.
In most cases, that is. Self mailers tend to look like what they are
... advertising. An envelope with a letter in it is more personal
and, thus, more effective. Generally speaking, a well crafted
package can outpull a self mailer by a ratio of four to one. Maybe
more.
Personalize it.
If your budget allows, you should avoid form letters. Computer
personalization will get you more response. It will make your
company look better in the process, too.
Make it a no risk offer.
Be sure to let your prospect know that it's free information they
are sending for. There is no risk or obligation. You will get to
that part in the fulfillment package or sales presentation. In other
words, a lead package is an "opener," not a "closer."
Give them a deadline.
Even if none exists, it
is better to administratively dictate one. You will get more leads
this way. Note that if you do place a deadline on your offer, you
have to live by it. There are regulations on this, somewhere. On the
other hand, you can always administratively extend the deadline ...
know what I mean?
Always use business reply
postage.
You
pay for the return. But, it's well worth it.
Offer a "kicker."
You know. Like they do on those annoying TV commercials. "But wait,
that's not all! Call now and you will also receive a chrome plated
whizbang, guaranteed to make your farbles yoik!" The kicker can be
something as simple as a booklet relating to the product or service
or as "nice" as a "free solar powered calculator."
Include a reply card and a
phone number.
I've seen a lot of lead generators that rely on a toll-free number
only to facilitate response. That's a big mistake. The most recent
research I can find on the subject says you can potentially double
your response if you include a business reply card or other form for
written response device. Apparently, some people just don't like to
call for fear of being accosted by a salesman over the phone. Go
figure. ©
2005 Creos Direct Mail, Matthew Samp
http://www.TheSamp.com
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