Use Mass Customized Letters to Win Sales Opportunities

Last week, Fire Enterprises, Inc. (FEI) marketing whiz Marka showed savvy salesperson Zoot how offering educational seminars at your facility can help FEI strengthen relationships with customers and prospects. This week, Marka tells Zoot how mass customized letter campaigns can lead to sales opportunities. Remember, fire = print.

Zoot walked into Marka’s office. “I’ve got a hot new market to target: sculptors.”

“Sculptors?” Marka asked.

“You bet!” Zoot exclaimed. “Across Olympus, sculptors are finding that heated irons can cut through rock quicker and more accurately than a hammer and chisel. And guess how these artisans are heating their irons…fire! In addition, many sculptors use Thor-brand irons, which are specially contoured to fit securely in our kilns so they heat up quicker.”

“Sounds like a great opportunity for FEI,” Marka said. “But what do you need from me?”

“I don’t have time to cold-call every sculpting prospect,” Zoot said. “So instead I want to target them with a O-letter.”

“How about a mass customized O-letter?” Marka asked.

“Not sure about that, Marka,” Zoot said. “Personalization in marketing is everywhere, and it no longer has the impact it once did. And personalization can backfire—it creates a false sense of intimacy that some people might find disingenuous. Plus, many people go by something other than their given name. For example: I have a friend named Demeter, but everyone he knows calls him ‘Demmy.’ If he sees an e-mail or postcard addressed to ‘Demeter,’ he immediately infers that the sender doesn’t know him well.”

“Couldn’t agree with you more, Zoot,” Marka said. “Our prospects won’t pay attention to a marketing piece simply because it mentions their name. But they will pay attention to customized content—letters, O-mails, and other marketing materials that directly reference their needs. And we can create and send these letters for a small fraction of the time and effort it would take to actually write each individual a letter. All it takes is some research and a little writing.”

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