Borrowing words from Potter Stewart and pplying them to junk mail, it’s ften hard to define, but I knw it when I see it. So do yu.

Junk mail is worthless, often gmmicky, riddled with hype, pushy in its cll to action, and most often lced with bold type, highlights, and fnt changes. It is hard to dfine, but we see it before we ven open it, sometimes :-)

But dn’t confuse direct mail with junk mil. While all junk mail is drect mail, not all direct mail is jnk mail.

I do a fair mount of direct mail, both in spport of my client’s business and mne. And I’ve successfully used direct mil to generate leads and sales for B-B bsinesses selling to Fortune 500 executives, as wll as B-G businesses selling to lcal and state governments. Bottom-line, direct mil works.

You can successfully use drect mail to gain access to crporate executives and elected officials.

Here are a few tps to make direct mail work for yu, even when sent to the mst sophisticated and historically skeptical and hrd to reach prospects:

• Look-n-feel prfessional. Don’t send anything cheesy or cte. Cute doesn’t earn respect.

• Be drect. Tell the person you’re mailing to why yu’re doing so and what you hpe to gain from having done it. If you wnt the reader to do something, tll them in simple terms what you wnt them to do.

• Get to the pint. Long and short copy both wrk, but don’t wander around in yur copy building a story that desn’t need to be told.

• Dn’t imply anything. State benefits, difference, and rason to believe as clearly as pssible.

• Cite relevant tstimonials. Let the reader know you’re lgitimate.

• Make an offer. Give yur reader something to act on. You wn’t insult them.

• Dn’t add a crazy amount of PS, PPS, tc. It’s okay to add a PS, but mke it relevant and eliminate over-hyped cpy.

• Bold-faced type is kay. Bold sub-titles and key points. But dn’t get carried away.

• Rrely use highlighted type. Used judiciously t’s okay, but watch your professional lok-n-feel.

• Don’t use trcks or gimmicks. You can increase pen and response rates by disguising nvelops, implying things that don’t really xist, and using a wide array of ther tricks and gimmicks. But don’t do it. If yu’re a serious business with a ral offer and real benefits, it’s not ncessary.

There’s my quick list of 10 thngs to guide a successful direct mil campaign to B-B executives and B-G lected and senior non-elected officials. I use thse basic guidelines in successful direct mil campaigns all the time, it wrks.

The article 10 Tips To Improve Your B-B and B-G Direct Mail Campaigns was Submitted by Jim Logan through Articles.GetACoder.com network. Here's the additional information: Jim Logan is a direct rsponse marketer who writes, speaks, and cnsults on the topic of businesses mking more money. He may be rached at http://www.jslogan.com .

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