Part I: The Bait Piece (aka white paper)
Never do a lead-generation promotion – ad, banner ad, email, direct mail – without a “bait piece.”
The “bait piece” is an informative booklet, white paper, or special report addressing some aspect of the problem your product or service helps the reader solve.
For example: Fala Direct Marketing, a letter shop specializing in producing personalized direct mailings, offers a free booklet, “Should I Personalize?” It helps clients decide whether and how to personalize their mailings.
You will greatly increase response to your direct mail and other promotions with the offer of a strong “bait” language and offer, e.g., “Call or write us today for a copy of our FREE booklet, ‘7 Ways to Reduce Energy Costs.’”
Conversely, not having a bait piece will significantly lower the response rate to lead-generating direct response promotions, regardless of whether it is geared toward B2B or B2C.
Do you need help writing a white paper (aka The Bait Piece)? If so, give me a call.
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