Headsets.com Makes It Easy to Call
At first glance, this long-time mailing from Headsets.com seems no different from the majority of B-to-B acquisition efforts out there. It's just a blank #10 outer (save for company logo and return address), with a few components inside.
A deeper look, however, reveals the good, basic marketing tactics responsible for the mailing's success. This package has been in the mail for over three years, one of the newest Grand Controls tracked only by Who's Mailing What!
First, consider the 2-page letter from Founder & CEO Mike Faith. It starts off by letting the target customer know the special offer "is only being extended to a select few people ... your name was not selected randomly or casually." Exclusivity can be overused in direct mail, but this is the only use of this copy driver.
The offer comes next: A 60-day free trial of the OfficeRunner wireless headset, set apart in can't-miss-it bold type. As you might expect, "FREE" is also in all-caps. It's used sparingly ... just enough to stand out.
The heart of the letter lies in four bullet-pointed paragraphs that help customers easily visualize how the features of the headset can benefit them in their jobs. For example, the product's lightweight: "Talk comfortably ... At only 0.78 ounces ... this headset will help you improve your posture, prevent neck pain and reduce fatigue." Or its range: "Walk up to 400 feet away from your desk ... do even more work while on the phone."
Notably missing is any bragging about Headset.com's building and dominance of this specialized niche. It's all business, reinforcing how the customer saves time to get more done, and reassuring them that the offer "really is 100% free for 60 days.
Also missing from the letter is an explicit call to action. Instead, the footer on both pages directs people to call the 800 number, and helpfully provides working hours, as well as a personal priority number and customer account number.
Customers can also use the 1-page form to order. It has a nearly half-page image of the headset and further instills confidence in the claims made about the product by including three testimonials, each with a full personal name, business name and location. Although a mailing address is listed for ordering, there is no reply envelope in the package; phone, Web and fax orders are clearly the preferred options.
Finally, there's the "Compatibility Guarantee." This buck slip-sized notice with a certificate-like fancy border is printed on card stock. This touch of prestige assures prospects that the headset they purchase will work with "98% of desktop telephones, including telephones from these leading manufacturers"; it then shows the logos of those 16 major companies.
By keeping the focus of the mailing simple and narrow — on how their product benefits customers — Headsets.com makes it an easy decision for customers to make that call to order.
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. Reach him at email@example.com.