Comments on: The Power Of The White Envelope http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/ Small Business Branding and Marketing Advice and Commentary Thu, 09 Feb 2012 02:07:26 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Lead Generation Techniques and Hierarchy » Small Business Marketing And Branding http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/comment-page-1/#comment-6416 Lead Generation Techniques and Hierarchy » Small Business Marketing And Branding Sat, 30 Sep 2006 13:20:25 +0000 http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/#comment-6416 [...] Sales letters and direct mail are a great cost-effective way to generate leads. I personally like sales letters better (see here), but direct mail can be effective as well. The beauty of letters is that there is no restriction on length. Data from the DMI shows that longer letters perform better than “one pagers”. As long as you are telling a compelling story and providing value to your prospects, I do believe they will read three to five page letters. Direct mail postcards are different. Here you have to convince someone to take the next sales action step with just a few words. In either case, an appropriate offer is critical to your success. It could be as simple as providing free access to industry research or a white paper. [...] [...] Sales letters and direct mail are a great cost-effective way to generate leads. I personally like sales letters better (see here), but direct mail can be effective as well. The beauty of letters is that there is no restriction on length. Data from the DMI shows that longer letters perform better than “one pagers”. As long as you are telling a compelling story and providing value to your prospects, I do believe they will read three to five page letters. Direct mail postcards are different. Here you have to convince someone to take the next sales action step with just a few words. In either case, an appropriate offer is critical to your success. It could be as simple as providing free access to industry research or a white paper. [...]

]]> By: Nick Rice http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/comment-page-1/#comment-5297 Nick Rice Sun, 10 Sep 2006 00:15:16 +0000 http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/#comment-5297 Stuart, you're right on. I find it amusing how senior people shy away from the little things that make a huge difference. Even the receptionists like the personal approach - especially hand delivering the letters. It's always good to get some face time with the gatekeepers. They can become your greatest ally. Nick Stuart, you’re right on. I find it amusing how senior people shy away from the little things that make a huge difference. Even the receptionists like the personal approach – especially hand delivering the letters. It’s always good to get some face time with the gatekeepers. They can become your greatest ally.

Nick

]]> By: Stuart http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/comment-page-1/#comment-5292 Stuart Sat, 09 Sep 2006 20:35:03 +0000 http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/#comment-5292 Robert, Simple, effective and so doable. Some will say "what handwrite 100 targeted envelopes"- I'm too senior for that!". but I did just that with my Sr. reps at a startup wireless braodband ISP chasing B2B SMB leads. I also had them hand deliver them (don't forget I did a lot of database work upfront to create the right TARGETS!). We bough a few beers, did envelops after work-then had a blast "cold call delivering them" (after 10AM so the receptionists were free to HAND deliver them for US), We got calls same day! (and thats in Montreal the slowest market in NA) regards, Stu Robert, Simple, effective and so doable. Some will say “what handwrite 100 targeted envelopes”- I’m too senior for that!”. but I did just that with my Sr. reps at a startup wireless braodband ISP chasing B2B SMB leads. I also had them hand deliver them (don’t forget I did a lot of database work upfront to create the right TARGETS!). We bough a few beers, did envelops after work-then had a blast “cold call delivering them” (after 10AM so the receptionists were free to HAND deliver them for US), We got calls same day! (and thats in Montreal the slowest market in NA) regards, Stu

]]> By: Home repair http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/comment-page-1/#comment-5078 Home repair Tue, 05 Sep 2006 15:31:55 +0000 http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/#comment-5078 Works perfectly! Thanks for the help dear writer! Works perfectly! Thanks for the help dear writer!

]]> By: Nick Rice http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/comment-page-1/#comment-4329 Nick Rice Sun, 20 Aug 2006 00:33:33 +0000 http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/#comment-4329 <blockquote cite="some instances might call for a brand name and logo on DM pieces"> Robert, I agree. I think there is a lot of room for branding when communicating w/ current customers. They NEED to know that it's from you. You're not breaking through the door, you've already been invited it (hopefully).

Robert, I agree. I think there is a lot of room for branding when communicating w/ current customers. They NEED to know that it’s from you. You’re not breaking through the door, you’ve already been invited it (hopefully).

]]> By: Robert Kingston http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/comment-page-1/#comment-4298 Robert Kingston Sat, 19 Aug 2006 06:25:19 +0000 http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/#comment-4298 Good article... I'm acctually looking to use a DM piece for my business. I totally agree with your point with regards to not decorating your letter and envelope. There's no point in building your brand by sending out sales pitches everywhere. In fact, if you keep up sending them sales pitches with your brand all over them you might cause classical conditioning - If someone keeps recognising your brand and rejecting it because it's "worthless junk mail", they will associate those feeling towards your brand. Although, I can't rule out the possibility that some instances might call for a brand name and logo on DM pieces. Good article… I’m acctually looking to use a DM piece for my business.

I totally agree with your point with regards to not decorating your letter and envelope. There’s no point in building your brand by sending out sales pitches everywhere. In fact, if you keep up sending them sales pitches with your brand all over them you might cause classical conditioning – If someone keeps recognising your brand and rejecting it because it’s “worthless junk mail”, they will associate those feeling towards your brand.

Although, I can’t rule out the possibility that some instances might call for a brand name and logo on DM pieces.

]]> By: Seeds of Growth http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/comment-page-1/#comment-4281 Seeds of Growth Fri, 18 Aug 2006 16:37:25 +0000 http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/#comment-4281 <strong>The Power Of The White Envelope...</strong> More evidence that consumers ignore advertising. Really want to communicate? Use a remarkable white envelope. If you use direct marketing to reach customers, you’ve probably tried the traditional business letter. A lot of companies will stuff that ... The Power Of The White Envelope…

More evidence that consumers ignore advertising. Really want to communicate? Use a remarkable white envelope.
If you use direct marketing to reach customers, you’ve probably tried the traditional business letter. A lot of companies will stuff that …

]]> By: Seeds of Growth http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/comment-page-1/#comment-4282 Seeds of Growth Fri, 18 Aug 2006 16:37:25 +0000 http://www.smallbusinessbranding.com/519/the-power-of-the-white-envelope/#comment-4282 <strong>The Power Of The White Envelope...</strong> More evidence that consumers ignore advertising. Really want to communicate? Use a remarkable white envelope. If you use direct marketing to reach customers, you’ve probably tried the traditional business letter. A lot of companies will stuff that ... The Power Of The White Envelope…

More evidence that consumers ignore advertising. Really want to communicate? Use a remarkable white envelope.
If you use direct marketing to reach customers, you’ve probably tried the traditional business letter. A lot of companies will stuff that …

]]>