| SECRET WEAPON FOR CORPORATE SALES |
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| selection and presentation of the enclosure: 1. It must have perceived value. 2. In addition to creating interest, it must strategically reinforce your selling message. 3. It must have “head scratcher value” that will compel recipients to read and comprehend the selling message. Non-dimensional
direct mail
Dimensional direct mail packages can be costly. For lower-priority prospects, dimensional concepts can be adapted to a “flat” format. One approach omits the attentiongetting enclosure, substituting an envelope for the shipping box. Envelope teaser copy asserts the impossible: “Ice Cream Enclosed. Perishable — Open At Once.” Inside, instead of enclosing the item, the package offers it in return for a response. Another successful “flat” approach encloses items which, though not necessarily costly, still have perceived value: cartoons, recipes, playing cards, gift certificates, etc.
Closing the sale
Remember that, while response advertising is a great door opener, its job ends when the appointment is set. Presenting the product and closing the sale is the sole responsibility of the salesperson. After all, we can only do so much.
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