Perceived value. It's what B-to-B mailers often try to build within a mail package, and Intuit's latest effort is an example of how to do it expertly . . . to the point that a response is nearly guaranteed.
Beginning simple, the computer company's plain white #10 outer envelope says, "RE: Your FREE Retailer's Success Kit." Indeed, the word "free" becomes the theme of this package. Inside, prospects are greeted by a letter that uses many of the standard response boosters: personalization (Dear [John Doe], We've created a FREE Retailer's Success Kit for [X Studios], the word "free" running throughout, a bullet list of benefits (such as the key "FREE Software CD: Intuit QuickBooks Point of Sale 30-Day Trial"), a limited time offer, special offer code and a P.S. that emphasizes all of the above at once. The top of the letter, however, goes an unusual route by titling the addressed portion with "Shipment Confirmation" and "Status: Ready to ship ***no charge***" and then the crucial "Instructions: Call [toll-free number] to confirm shipment." Wow. Clever, huh?
The personalization - "Dear [John Doe], We've created a FREE Retailer's Success Kit for [X Studios]. It's ready to ship right now. May I send it to you?" - is equally clever. After mentioning its free software CD, free report and free case studies, the letter addresses why Intuit created this kit for the prospect's business: "Because we've found that retailers like you are thirsty for information about how to run their business better. And the more successful you are, the more successful we are." At the bottom is a promised "free shipment confirmation form" that emphasizes that there is "no cost or obligation of any kind."
On the flip side of that letter is the "partial list of included items," and it's a staggeringly long list of such resources as "Your Unique Selling Position," "Marketing Your Business," "Tips to Bring in New Customers" and so on. The clincher is what resides in the right-hand column for every resource mentioned: the word "FREE," of course.
The enclosed brochure includes a helpful "answers to questions about your FREE Retailers Success Kit" and mentions that "more than 70,000 retailers like you use QuickBooks Point of Sale to help them grow their business." Under a photo of one of those retailers are four very positive testimonials.
