Target the right people — Make conscious decisions on who to actively pursue. The shotgun approach rarely works well.
You need a big idea — Stop people in their tracks and make them react!
Make an offer they can’t refuse — The offer (aka the “hook) gets people to respond.
Testing pays big dividends — Testing shows what does and does not work, and can also reveal the best place to invest your marketing dollars.
Add value — Tailor your message to be about them, not you.
Credibility is key — Establish your claims, use facts, and employ testimonials.
Use Experts — When sending e-mail or mail, you want to ensure you are putting your best foot forward. This may be the first and only time you can make an impression . . . make sure it’s a good one. The old adage holds true: You never have a second chance to make a good first impression.