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Business Articles : Advertising & Promotion : Direct Mail Harness the Power of Direct Marketing One of the most powerful tools available to small businesses is direct mail. By this I don’t mean electronic, Internet-based mail, but the old-fashioned kind that requires a stamp and a trip to the post office. Aug 9, 2005, 20:30 Business Articles : Advertising & Promotion : Direct Mail Qualify Prospects Using Direct Mail Marketing When a prospect responds to your lead generation sales letter, how do you know if the prospect is a qualified lead or not? By qualifying them before they respond. At my direct mail lead generation firm, our definition of a qualified lead is someone who meets four criteria. Aug 2, 2005, 05:03 Business Articles : Advertising & Promotion : Direct Mail Business to Business Direct Mail Sales Letters In direct mail, the offer is the incentive or reward that you dangle in front of your prospects to motivate them to respond to your mailing. In business-to-consumer direct mail, for example, a magazine publisher will offer a yearly subscription to its magazine at 60% off the newsstand price. The discount is the offer. It motivates prospects to subscribe now and save 60%. Aug 2, 2005, 05:02 Business Articles : Advertising & Promotion : Direct Mail Direct Mail Marketing Generates Sales Leads 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. Aug 2, 2005, 04:59 Business Articles : Advertising & Promotion : Direct Mail Ensure Direct Mail Success Your Most Valuable Asset. A mailing list of valued customers is the single most important asset you have. Loyal customers will spend an average of five times more in your business than new customers. Plus it costs ten times more to acquire a new customer. Aug 2, 2005, 03:49