Business to Business Direct Marketing
Consumer marketers rely on this one selling piece to do the bulk of their selling when it comes to getting people to subscribe to their mag¬azine, buy their insurance policy, or purchase their mail-order product. The package is continually mailed, tested, refined, and modified. Copy-writers are hired to create new test packages to mail and measure against the existing package. The package that wins the test becomes the control package and is mailed in mass quantities to as many lists as is profitable. In the olden days of direct marketing, copy was king. The copywriters called the shots.
Business to Business
Business to Business Direct Marketing info: A vice president of operations, for example, doesn't clip a coupon from a trade journal ad and order a $75o,000 air pollution control sys¬tem by mail. Could you imagine the response coupon for such an ad?
Yes, I'm interested in controlling pollution in my chemical plant? Please send me an XP-800 Wet Scrubbing System. Our check for $750,000, in fact, they often started in the business as salesmen and later translated their face-to-face selling arguments into lengthy direct response ad copy. Graphics were not nearly as important early on.
is enclosed.See also Online Direct Marketing.
Response Makers - Business to Business Direct Marketing
