5. 10 ways to improve your “and subsequently”

All we know is tricks of the trade enough to use them in their simplest form.

  • Include a letter to add a personal touch to your letter to the president of your firm. The letter can be printed and mailed. You can use this type of letter to explain your philosophy. Whatever you message, adding bursts alert children to the prize inside the box (a star-shaped graphic with a copy line inside).
  • Draw a reader with special fake handwriting.
  • Insert items at the last minute (this can be a tell). Because people like to be “in”, the usefulness of information will encourage more order – from hardware to screw selection to clean and care for filters.
  • Expensive people won’t throw a hardback binder – it’s too bulky.
  • You get two advantages: First, three-dimensional objects. Second, a fine example of a sealant that prevents leaks in pipe sections when you bolt them together stuck to a photo of a pipe flange in real life put through a series of simple tests (accomplished in five minutes) to demonstrate effectiveness.
  • Include a complete list of 300 or 3,000 names. See such a list in print makes a powerful impression.
  • Think: “Everybody in the world can drive, mail or phone.”
  • Leave enough space so it won’t be misplaced. With this in hand, you can tell them, “The BRE is a self-addressed, postage-paid envelope the prospect can use to mail to order form or spec sheet back to you.”
  • Think: “My prospect works in an office. He has a supply of envelopes. He doesn’t care about a flag.”
  • A number of people say the appropriate next step: Make industrial buyers high to boost sales and inquiries of big-ticket industrial equipment with a pound of chili powder along with a little imagination.

blackout poem, source material: “Standout Performance: 10 ways to improve your B-to-B catalog (and subsequently) your direct mail,” Bob Bly, Target Marketing magazine, June 2011, pp. 13-14.

This poem is part of an experimental writing project to create blackout poems out of the entire June 2011 issue of Target Marketing magazine.

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