The B-to-B Mailer’s Rules of the Road
True today? It’s worth a test.
Other Challenges
When a new person replaces your long-time customer in a job, you may be starting from scratch. If you market Day-Timers and the new person is a U.S. Diary or a Franklin Covey customer—or hooked on the Palm Pilot—you are back to square one. What’s more, that Palm Pilot might make such an impression on the new person’s colleagues that they all switch from Day-Timers to the electronic device. You’ve lost a passel of renewal business that must be made up with some acrobatic b-to-b acquisition strategy.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
