For B-to-B Success, Don't Think Big

DIRECT MAIL is still one of the most efficient channels to reach small business decision makers. The keys to a successful campaign are concentrated in three areas.

First, get to the right person. Unlike large corporations, small firms have few gatekeepers and usually concentrate their buying decisions at the highest levels. Owners and presidents are the preferred targets, with a companion piece going to the functional managers.

Next, lead off with the benefits of your product or service in the first 20 words and concentrate on getting your message across as quickly as possible. Also remember to emphasize how your product or service will fit in with minimal functional dislocation.

Lastly, offer a cost/benefit analysis and demonstrate ow it has worked in other organizations in the same sector or size. Testimonials from other small business managers about their success should be included as much as possible.

In creating the direct mail package, keep in mind that many buying decisions are made after hours. In fact, our studies have shown that significant portions of purchase decisions for less than $5000 occur after 5p.m.

Make sure your package is easily portable and can be picked out of a mass of papers on a desk or briefcase. Sum up your message in the first 100 words and repeat the main arguments in a bullet-point presentation.

Always have an incentive for an immediate call to action and suggest that they contact a person rather than a Web site or mail in a card. If you have a Web site, make sure it is personalized.

THE TAKEAWAY

Send bright, eye-pleasing direct mail packages to the highest-level executives.

Author: JoAnn M. Laing President/CEO Information Strategies