Boosting Your B-to-B Sales,

Here are a few tips to help you improve response to your business-to-business direct mail:

Mail to different job titles. In large companies, decisions are made on many levels, so you must prove to all that doing business with you is beneficial and safe. Try mailing to different job titles simultaneously, perhaps with different copy addressing each level's concerns. Or you might encourage pass-alongs of the same piece.

Provide complete information. Business decisions require more consideration. That's why it's vital to provide complete product specifications and detailed features.

Avoid chest-beating corporate brochures. A brochure should have a clear, specific purpose. Stick to that purpose and save the heady language and images for your annual report.