By Bob Bly
Never do a lead-generating promotion -- ad, banner ad, e-mail, 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.
Example: Fala Direct Marketing, a letter shop specializing in producing personalized direct mailings, offered 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 piece, 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, whether business or consumer.
This article appears courtesy of Bob Bly Direct Response Letter." Learn more at www.bly.com.
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