Effective marketing Technique

If you are writing in the business to business marketplace, and your prospect is the owner or other well-place executive, your goal is to make what you're sending look like professional business correspondence. The immediate reaction from the screener or the secretary upon seeing the envelope should be "This is something I should pass along" rather than "This is something to pitch".

The key to getting the letter into the first category is make sure that all traces that this might be promotional material is eliminated. For example, we've tested plain white envelopes against cream colored ones, and the "non-generic" envelopes outperform their generic cousins by a significant factor.

If your prospect is a senior level executive at a large corporation, you'll want your envelop to mimic the look of personal business stationary. This means that it should be of a heavier weight which gives the envelop greater stiffness and a certain gravitas of importance.

We've also experimented with off-sized envelopes and have found that slightly smaller than normal envelopes outperform standard or larger sizes. The exception is if you are marketing to consumers which has an entirely different set of guidelines to observe.

Although this would appear to be obvious, the address needs to be printed in a type that is consistent with the look of personal correspondence. Fortunately most letter shops are equipped to handle this task. However it's a good idea to check a trial run of what the envelop will look like before you send them out. On occasion, the print on the envelopes looks "washed out" which sends a clear message that this is a mass produced mailing.

If you are purchasing a mailing list you want to make sure that address is in standard Title Case, rather than all in caps. Apparently the post office prefers caps in addresses, thus a lot of the mailing list services provide their lists in this format by default. Since no on in their right mind would send personal correspondence addressed to someone in all caps, failing to catch this can have a significantly negative impact on the success of your mailing.

Expertise. It's important that you'll be known as someone who is an expert on your chosen niche. If you are offering travel tours for example, you must be well-traveled and you must know the ins and outs of traveling and how to get the best value for money when it comes to airfare, accommodation, and tours. People are most likely to do business with you if they know that you are very good on what you do and that you can offer them exactly what they are looking for.

Be responsive. People who are interested to buy from you will surely call or send you inquiries through email. Show them that you are really serious in addressing their needs by giving them responses within 24 hours. If you ignore their inquiries or you reply back after a week, you can be assured that you'll lose their business in a heartbeat.

Build connection with your prospects. It's very important for any type of business that you build a relationship with your prospects and clients. You can do this by sending them newsletters on a weekly basis and by calling them up from time to time.