Best Campaign I Ever Wrote

March 2000
by Jeffrey Dobkin

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Editor’s Note: This article will be of special interest to our niche publishers.

No, you don’t have to make any phone calls. It’s a mailing. The best possible list of names you can mail to, bar none, is your house list. These are your present customers. They know you: they’ve already ordered from you, they like your merchandise, and they trust you. The absolute best campaign you can send in the mail is to them. Unfortunately, this isn’t the campaign we’re talking about. Fortunately, the campaign that follows works for that group too. The next best list of names you can mail to are your own hand-picked prospects. You should have 100 of these names on file-in some form or other of readiness to contact. This is your Top 100. The creme de la creme. The big bananas. The, well, you get the idea. Perhaps mixed in here are prospects you’ve called on once or twice. Maybe these are hand-picked names from a magazine article. You might even have mailed to these folks already. You may have sent them a letter-or a sample product-and are waiting for them to call you. (If it’s been over a few weeks, wake up, baby, they’re not.) Now you’re wondering what to do next. Keep reading! Your top 100 is a hot list. The key is to make it produce just one order-which in itself would be large enough to make the entire mailing profitable. And that’s what we’re talking about-a list of prospects so valuable that if just one of them orders, it would pay for the entire promotion a…IBPA Members – Click here to view the full article (login required).

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