Mail Activity Highlights: B-to-B
January 8, 2009
By Ethan Boldt, Editor, Inside Direct Mail
multipage
The offer is key in all direct mail, and that's especially the case in the B-to-B sector. Businesses are not going to sign up for a service based on great copy alone . . . they want to see an offer that makes sense for their bottom line. They want a "great deal." Many such "deals" were in the mailstream in October, the latest month that's completely integrated into our comprehensive Who's Mailing What! Archive.
The first effort we will examine comes from Yahoo!, which sent out a simple 6" x 9-1/2" self-mailer. On one side is a picture of a happy female customer holding a large sign that says, "Sell to me." Next to her is the teaser, "Attract more customers to your website." Below, in small red type, is the special offer to get a $50 credit when you sign up for "sponsored search." The addressed side of the self-mailer gives more detail about what this sponsored search entails. With a small image of a computer screen, an arrow with the words "Put Your Business Here" points to the upper part of the computer screen and the shaded portion of search results. Rather than go into a long list of benefits, Yahoo goes the simple route with this copy line above the computer screen: "Sign up today and start connecting with customers searching for what you sell" (Archive code #837-698557-0810).
On the outer of the fold-out, four-panelled 5-1/2" x 8-1/2" self-mailer from Help Desk Technology is another computer screen, but this time transposed in front of a colorful sunrise. Alongside the inviting computer screen with attractive icons, the cover line "Evolution, or Intelligent Design?" gets business prospects' attention and the bottom line of copy - "Choosing NEW! HelpSTAR 2008 over Remedy Help Desk" - takes on the competition. Folding out to four copy- and design-intensive panels, the inside of the mailer delivers tons of content about HelpSTAR along with an informational DVD tucked into the final panel. Prospects are encouraged to watch the video introduction and are offered an "Unconditional 45 Day Money Back Guarantee."
The top part of the interior tackles the amusing evolution versus intelligent design argument. The "evolution" side explains how long Help Desk Technology corporation has been around under the same ownership, while its competitor Remedy has not fared as well; the other side discusses how HelpSTAR is another example of intelligent design: "HelpSTAR is a coherent and comprehensive service desk incorporating functionality that is well matched with state-of-the-art user interface." The next panel details its brand new implementation of HelpSTAR 2008 that incorporates .NET technology, and the third panels shows simple photos of people ("end users," "help desk manager," "support team" and "the boss") who will "love you for it!" The flip side of that panel reveals a funny picture of a nerdy help desk staffer, complete with the Clark Kent office get-up and black-rimmed glasses, ripping open his shirt to reveal a giant cursor against a red background: "Turn your help desk staff into "HelpSTARs." Lastly, another panel mentions the awards the software has won and includes positive reviews (Archive code #836-639499-0810).
