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)
• Five ways to get a flood of great new leads coming down the pipeline! (Page 4)
• Three techniques for closing sales in half the time! (Page 5)
• How to launch a money-making, non-spamming, e-mail sales campaign with just three clicks of your mouse. (Page 6)
• The four biggest mistakes salespeople make … and how you can avoid them! (Page 8)
• How five real-life salespeople used our software to increase their income by 35 percent … and how you can too! (Page 11)
3. Design the cover for maximum impact. Use large type on the cover of your fulfillment piece. That way, when you reproduce it on an envelope, letter or HTML e-mail, it will be easy to read.
4. Use call-outs or captions to highlight reasons to request your fulfillment piece. Link these call-outs or captions to a photo of the fulfillment piece.
5. Emphasize that there’s no cost or obligation. Be sure to state that your fulfillment piece is absolutely free. “There’s no cost. No obligation. Nothing to buy.”
The takeaway message? It isn’t just what’s in your fulfillment piece that counts. How well you motivate the prospect to request it in the first place is vitally important!
Ivan Levison is a freelance direct response copywriter who works for companies like Bank of America, Fireman’s Fund, Intel, Microsoft and others. Levison writes direct mail sales letters, e-mail letters and ads. He can be reached at (415) 461-0672 or at firstname.lastname@example.org. This column originally appeared on the Inside Direct Mail Web site. Check out Ivan Levison’s monthly online exclusive at www.insidedirectmail.com