Marketing Direct to Businesses

 

 

 

 

 

 

 

 

 

 

 

 

Marketing Direct to Businesses What is the best way to reach your audience and create a relationship with them?

 

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Offer proof to convince skeptical readers your claim that you can solve their problems. This proof can be any of the following, A description of product benefits and features, An explanation of how your service is rendered, Testimonials from satisfied customers, A list of prestigious clients, Research or laboratory test results that prove the superior performance of your product, Case histories that demonstrate the success your product or service has had solving problems similar to the prospect's problem.

The credentials, track record, and experience of your company inluding: awards, licenses, degrees, certifications, affiliations, and other demonstrations of your reputation, expertise, and stability.

Position Your Product, Service, or Company as the Solution to the Reader's Problem. The discussion of readers' problems or identification of their needs should be brief—not an essay or Ph.D. thesis, but just enough to (a) get them interested and (b) show you understand their needs and problems. Then your copy should move swiftly and directly to positioning your product or service as the solution to their problem. I usually do this with a short transition sentence such as "And that's where we can help" or "Here's a (product/service) that can solve that problem for you."

 

Do you have that same problem? It's often easiest and at the same time most direct and convincing to identify the reader's most pressing problem or key concern as a question to which you know they will invariably answer yes:
Direct Mail tgg Are you sick and tired of paying too much for healthcare insurance? But you can also phrase the problem or need as a statement:
If you're like most small business owners I know, you're sick and tired of paying too much for health care insurance for yourself and your employees.

Using a statistic or fact to dramatize the problem is another effective opening gambit:
According to a recent study by Smith & Powers Associates, 54.8 percent of small business owners surveyed say they will stop providing health insurance to their employees as a benefit this year or next year because the cost is too high. In my sample letter, this "we can help" theme is communicated in the third paragraph. Please complete and mail the enclosed reply card, and I'll send you a free information kit describing a service that can help. In the example, instead of listing this information in the letter, I offer it in a free information kit the reader is encouraged to send for but I do let the reader know these credentials exist and are available on request.

Invite the reader to take action toward implementing your solution. This is the call to action. In this step, you discuss your offer and invite the reader to take you up on it. You also provide the reply mechanism, which may be a business reply card, order form, or telephone or fax number. Here's the call to action from our model letter.

Whether you have an immediate project, a future need, or are just curious, I urge you to send for this information kit. It's free ... there's no obligation ... and you'll like having a proven copywriting resource on file—someone you can call on whenever you need him.
From experience, I've learned that the best time to evaluate a copy-writer and take a look at his work is before you need him, not when a project deadline comes crashing around the corner.

You want to feel comfortable about a writer and his capabilities in advance, so when a project does come up, you know who to call.

 

Response Makers - Marketing Direct to Businesses