How To Successfully Market To Executives

If you're looking to generate more response from top executives

, a well thought out, well-planned, and well-written direct mail effort is one of your surest bets for success. It's been reported that the typical executive gets 175 pieces of mail a week and that number is a mere fraction of the emails and voicemails they get, the majority of which they'll never see or hear. If direct mail isn't part of your current game plan in targeting this highly influential group, it should be, because it can be successful if you use the right strategies.

Here are four sure-fire direct mail tips for marketing to senior-level executives

Make Your Mail Peer-To-Peer Personal - Consider sending a personalized direct mail letter "written" by your CEO, CFO, CIO, etc. on his or her corporate stationery to his or her counterpart. Play up the commonalities both people share, the business and professional challenges they face that only someone in their position truly understands.

Don't Use Teaser Copy - In many larger companies your mail will be screened twice, once in the mailroom and again by the executive assistant. Teaser copy, copy on the envelope such as "FREE," "Urgent" and so on, will scream "JUNK MAIL" and you probably won't even make the first cut. Plus, even if you make it out of the mailroom you still won't make it past the executive assistant.

Use Overnight Mail - If you have the budget for it use an express service. When it says Overnight or Express on the package, the package gets opened, usually right away. At the very least, the assistant will put your package on top of the executive's mail pile. Now you're not going to mail thousands or even hundreds of these packages at a time. The ideal strategy is to send two or three a day or a week and follow up with a phone call. Getting your package noticed and opened is a major accomplishment, but your copy and your offer have to be interesting enough to keep the executive interested once they've opened it.

Offer Useful Information - Senior-level executives are by and large information junkies and Type-A, driven people who are always on the lookout for ways to get an edge on the competition and advance their careers. So well reviewed, top-selling business books, especially on the subjects of leadership and management, make good offers for them. In addition, offering them information they can't get anywhere else, such as a timely white paper or just released survey can be a great way to get their attention - and, a response.

by: Ron Subs

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