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Seven reasons to use direct mail for sales lead generation.

1. Personal Unlike an advertisement in a trade publication,
which can be read by anyone, your sales letter arrives at your
prospect’s place of business as a piece of personal
communication from your mind to his. Also, unlike any other
medium, direct mail can be personalized (Dear Mr. Smith) and
customized to each reader (“As an IT manager, you know that . .
..”), showing your prospect that you know about him by name and
understand his business in particular.

2. Cost effective Advertising by its very nature is expensive.
To reach a lot of people, you need to spend a lot of money.
Direct mail, on the other hand, only targets the prospects you
want to reach. Instead of pitching your product to a huge
audience of potential buyers, you aim your sales message only at
prospects most likely to buy.

3. Breaks through the clutter Your ad can easily get lost among
dozens of competing ads in a trade newspaper. Your sales message
is also easily forgotten on radio or television unless you
repeat it many times, which is expensive. But a simple letter,
addressed to your prospect by name and arriving on her desk in
the morning mail (which she must open), cuts through the media
clutter and gets her attention.

4. Measurable ROI Direct mail is one of the best mediums for
measuring the return on your marketing dollar (or pound or yen).
Simply code your business reply cards, and count how many return
to you in the mail. Then calculate how many of those replies
generate a sales meeting or a sale. Now you know
immediately–and exactly–how effective your mailing has been.
Direct mail numbers never lie.

5. Predictable One advantage of knowing the success rates of
your past mailings is that you can predict the success of future
mailing. If you mail the same package with the same offer to a
similar group of prospects at the same time of year, you can
predict how many responses you will receive, and how many of
those will translate into sales.

6. Can be improved through testing Because you can measure your
direct mail results, you can also test your mailings. Test one
package against another, one list against another, one offer
against another, and you’ll discover what works and what fails.
That way you’ll spend your marketing dollars where they are most
effective (without relying on guess work or hunches).

7. Immediate General advertising builds brand awareness. Sales
brochures inform. But a direct mail letter asks for action now.
So if you need to generate sales leads, and don’t have time to
wait for your ad to appear in “IT Buyers Quarterly,” send a
direct mail letter and wait a week or so for a response

About the Author

Alan Sharpe is a business-to-business direct mail copywriter. Sign up for free weekly tips like this at
www.sharpecopy.com
.

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