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  • Answer Upon - B-to-B Direct Mail: Don't Get Lost In The Details

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    orders – no matter how good the copy or offers are.

    When planning a business-to-business direct mail campaign, first determine your objective.

    • Are you trying to gener

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    It seems that we business-to-business marketers too often get caught up in the details of direct marketing, rather than concentrating on the things that are most important: the list, the offer and the results.

    Stop worrying about the unimportant details such as whether it is better to use gray paper or white for your B-to-B direct mailer. It really doesn’t matter what color paper you use—if you’re mailing to the wrong people with the wrong offer, your campaign is going to bomb.

    For example, if you’re sending a mailing about graphic design software to chief financial officers -- or sending a mailing about financial forecasting software to design professionals, you’re betting against yourself with regard to generating sales leads or orders – no matter how good the copy or offers are.

    When planning a business-to-business direct mail campaign, first determine your objective.

    • Are you trying to genera

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    ffer and the results.

    Stop worrying about the unimportant details such as whether it is better to use gray paper or white for your B-to-B direct mailer. It really doesn’t matter what color paper you use—if you’re mailing to the wrong people with the wrong offer, your campaign is going to bomb.

    For example, if you’re sending a mailing about graphic design software to chief financial officers -- or sending a mailing about financial forecasting software to design professionals, you’re betting against yourself with regard to generating sales leads or orders – no matter how good the copy or offers are.

    When planning a business-to-business direct mail campaign, first determine your objective.

    • Are you trying to gener

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    color paper you use—if you’re mailing to the wrong people with the wrong offer, your campaign is going to bomb.

    For example, if you’re sending a mailing about graphic design software to chief financial officers -- or sending a mailing about financial forecasting software to design professionals, you’re betting against yourself with regard to generating sales leads or orders – no matter how good the copy or offers are.

    When planning a business-to-business direct mail campaign, first determine your objective.

    • Are you trying to gener

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    to chief financial officers -- or sending a mailing about financial forecasting software to design professionals, you’re betting against yourself with regard to generating sales leads or orders – no matter how good the copy or offers are.

    When planning a business-to-business direct mail campaign, first determine your objective.

    • Are you trying to gener

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    orders – no matter how good the copy or offers are.

    When planning a business-to-business direct mail campaign, first determine your objective.

    • Are you trying to generate sales leads?

    • Are you trying to move prospects along the buying cycle?

    Your copy and offer should be designed specifically to support your objective.

    The next step is to consider your list.

    When choosing a list for B-to-B direct marketing, focus on the important things—such as results—instead of worrying about less important details such as the percentage of undeliverables on the list.

    A client of mine recently told me she was concerned by the high percentage of undeliverables from a business mailing list she rented. She was seriously considering not using the list again because of it. However, when I reviewed the overall results of previous mailings with her, it was clear that the same mailing list sh

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