Fishing usually conjures up thoughts of quiet and relaxing moments. It’s a time when you can let your mind drift with the calm of the water. But when you’re fishing for new business it can feel anything but tranquil.
If cold calling leaves you feeling frustrated and beaten down, try baiting the hook with targeted direct mail. When done strategically, direct mail will help establish company name recognition, build interest in who you are and create perceived value of your product or service before you ever have to pick up the phone.
We recently developed a five-piece direct mail program geared toward helping a client catch a few really big fish. Several prospects who received the mailings are actually calling the client before the client calls them! Others are readily agreeing to meet as soon the client contacts them.
The campaign was fun, memorable and, most importantly, broke through the clutter. While this direct mail campaign was more extravagant than most, it succeeded because there was a strategic plan behind it. You have to understand who you are targeting. Uncover what excites them. Make your message memorable. And most importantly, follow through.
If the prospects you’re trying to catch always seem to get away maybe you need a different plan of attack. Fishin’—it’s a thinkin’ man’s game!
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