PR Enclosures Can Help You Win New Business

Last week, Fire Enterprises (FEI) marketing maven Marka told savvy salesperson Zoot how offering inexpensive giveaways in FEI’s direct marketing promotions can lead to new sales opportunities. This week, Marka shows FEI Team Leader Org how enclosing public relations pieces in direct mailers can help persuade prospects to buy from them. Remember, fire = print.

One afternoon Org sauntered into Marka’s office holding February’s Fire Buyer’s Monthly. He opened the magazine and showed Marka a piece of expert commentary he’d written—“Ten Secrets to Longer-Burning Hearths”—that appeared in this issue.

“Look,” he said, “I’m a star!”

“More importantly, your name—and FEI’s—is being associated with useful information, and validated by a major industry publication,” Marka said.

“There’s that, too,” Org said.

“May I see that?” Marka took the magazine from Org. “Today I’m drafting a letter for our upcoming mailing to hearth installation businesses. Why don’t I have our intern make 100 copies—we can enclose one in each letter!”

“Sounds good,” Org said. “They’ll find this information useful—and so will their customers.”

“That’s a plus, but it’s not really my point,” Marka said. “A lot—if not most—of these prospects will miss the article in Fire Buyers. By including a reprint of this article, we’ll put our brand message of ‘reliable, expert fire solutions,’ validated by a reputable source, right in front of these hearth installers’ eyes!”

“I think I’m getting it,” Org said. “Say Harry from Harry’s Hearths is deciding whether to partner with FEI or Flintstone to offer ‘all-in-one’ installation-and-lighting kits for his customers. He needs to make sure whichever business he chooses is trustworthy, and knowledgeable—after all, he’s putting his valued customers in their hands. Who do you think he’ll choose? The company that’s been vetted by the fire industry’s leading publication? Or the other guy?”

“Exactly,” Marka said.

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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  • Jessica Gutowski

    Good idea!