High technology prospects are different. They don't respond like consumers and they don't respond like other businesses. What works with them is often the opposite of what works with consumers. Here's a primer on how to sell high-tech products to businesses using direct mail. Mail to people who won't

Business-to-business direct mail is different from business-to-consumer direct mail in one vital way: sales cycles are longer. A senior vice-president of information technology doesn't buy a $1.5-million network upgrade by dropping a business reply coupon and cheque in the mail. In B2B selling, the

Although it may seem counterintuitive, giving something away at no charge can lower your cost per lead. That's because offering a freebie usually increases your response rate. Here's an example of what I mean. Your cost per lead is the money you must spend to acquire one lead. When you mail 10,000

1. Personal Unlike an advertisement in a trade publication, which can be read by anyone, your sales letter arrives at your prospect's place of business as a piece of personal communication from your mind to his. Also, unlike any other medium, direct mail can be personalized (Dear Mr. Smith) and customized

Making sure that your email newsletter subscribers are receiving the best of your information is very important. If you are using an optin list from a while then you should know: What grabs most of your subscriber's attention? How frequently do they want to read your newsletter? Are the really