Marketing is really all about generating sales leads
David Ogilvy, the man Time Magazine described as 'The most sought-after wizard in the advertising business' once said something along the lines of "If it doesn't sell, it isn't creative".
The point he was making was that marketing people are often beguiled by the need to be 'creative', at the expense of doing the business.
How much did he know? Well, he did go from being a door-to-door salesman to establishing one of the world's most successful agencies. And he did end up living in a magnificant French Chateau.
I am often asked to write a Sales Letter when the client really needs Sales Lead Generation Services.
I work in the B2B environment and have achieved response rates to direct mail campaigns of over 20%. For one client, CODA, we managed to get 1,700 Financial Directors of the top 5,000 UK companies to respond.
In 2006 I helped a small Birmingham-based company to achieve over a 20% response from Senior Partners of the UK's top law firms and a software house to get a similar response from the managing directors of the UK's personal finance companies.
And in today's environment I am achieving high responses to email campaigns and crafted websites for my B2B clients.
Try me - Len Smith on 01706 81 9165, email email@example.com
The two lead generation campaigns you have developed for us have far outperformed anything we have done before.
Even on the second and third mailing to the same databases, we are achieving over 6% response rates - for a high value, complex service."
Heidi Hill, Director, J&P