Five Ways to Make Your Fulfillment Piece Irresistible
Do you plan to generate leads through a direct mail or e-mail campaign? Will you be offering a fulfillment piece that can be downloaded from your Web site or sent via snail mail? Then you had better use a little imagination and creativity!
You see, the days of telling prospects that they can get a free whitepaper are over. At least for successful companies. The whitepaper, as an offer, is so overused, tired and flat, that I urge my clients to try something different.
Let’s take a look at five ways to make your next fulfillment piece so enticing that prospects will just have to request it:
1. Give it a compelling title. For starters, instead of calling your document a whitepaper, make the offer more exciting and lively. The goal is to make prospects feel they must read what you’ve got waiting for them!
WRONG: Free Whitepaper on Network Security
RIGHT: Get Your Free Guide: “How to Stop Hackers, Crackers, Snoops and Kooks From Bringing Down Your Network.” (They’re trying to do it right now!)
WRONG: Free Whitepaper: “Improving Warehouse Productivity”
RIGHT: Free for Warehouse Managers: “Seven Proven Ways to Manage Your Warehouse Better!”
WRONG: Free Whitepaper: “Reducing Medical Malpractice Exposure”
RIGHT: Being sued for malpractice can damage your livelihood, your family and your reputation. Our “Free Guide For Concerned Physicians” can show you how to stay out of court and out of trouble!
2. Tell them what they’ll learn. Be sure to let the reader know what specific information he’ll find in the fulfillment piece. Go to town and tell him, in detail, all about the “must-read” information that’s waiting for him.
For example, if you’re offering a free brochure titled “Unlocking the Power of Contact Management Software,” you could use descriptive bullets like these:
• How to turn the business cards in your drawer into a winning sales campaign. It’s worth requesting your free brochure for this section alone! (Page 2)