It seems that we business-to-business marketers too often get caught up in the details of direct marketing, rather than concentrating on the things that are most important: the list, the offer and the results.
Stop worrying about the unimportant details such as whether it is better to use gray paper or white for your B-to-B direct mailer. It really doesn’t matter what color paper you use—if you’re mailing to the wrong people with the wrong offer, your campaign is going to bomb.
For example, if you’re sending a mailing about graphic design software to chief financial officers - or sending a mailing about financial forecasting software to design professionals, you’re betting against yourself with regard to generating sales leads or orders – no matter how good the copy or offers are.
When planning a business-to-business direct mail campaign, first determine your objective.
- Are you trying to generate sales leads?
- Are you trying to move prospects along the buying cycle?
Your copy and offer should be designed specifically to support your objective.
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