It seems that we business-to-business marketers too often get caught up in the details of direct marketing, rather than concentrating on the things that are most important: the list, the offer and the results.

Stop worrying about the unimportant details such as whether it is better to use gray paper or white for your B-to-B direct mailer. It really doesn’t matter what color paper you use—if you’re mailing to the wrong people with the wrong offer, your campaign is going to bomb.

For example, if you’re sending a mailing about graphic design software to chief financial officers—or sending a mailing about financial forecasting software to design professionals, you’re betting against yourself with regard to generating sales leads or orders – no matter how good the copy or offers are.

When planning a business-to-business direct mail campaign, first determine your objective.
• Are you trying to generate sales leads?
• Are you trying to move prospects along the buying cycle?

Your copy and offer should be designed specifically to support your objective.

The next step is to consider your list.

When choosing a list for B-to-B direct marketing, focus on the important things—such as results—instead of worrying about less important details such as the percentage of undeliverables on the list.

A client of mine recently told me she was concerned by the high percentage of undeliverables from a business mailing list she rented. She was seriously considering not using the list again because of it. However, when I reviewed the overall results of previous mailings with her, it was clear that the same mailing list she was questioning generated more leads and sales than any of the other lists she had tested to date. In fact, that list resulted in the best overall return on investment. When considered from that important perspective, the list she was about to not use again was a real winner.

The next step and the best way to boost B-to-B direct mail response rates is to create a strong offer—that is, a targeted offer, or “call to action,” that will entice prospects to respond.

In business-to-business direct marketing, educational offers work well for getting people to “raise their hands” and express interest. These types of offers include how-to guides, buying guides, reports, white papers, articles, case studies and invitations to events (e.g., webinars, presentations, seminars).

Also consider boosting your response rates by making multiple offers, each designed to appeal to people at different stages of their consideration/buying process.

However, don’t make the mistake of offering something “cool,” like an iPod. Yes, you’ll get a high response rate, but those responses will be from people who want the iPod, not from people who want your product or service.

The last step is to always make it easy for prospects to respond to your call to action.

Your response form should include the various ways people can request the offer (e.g., Web address, e-mail, toll-free number or even fax). Your form could also include a few questions that elicit the information that you need to determine whether the respondent fits your definition of a qualified lead. Don’t ask too many questions, however, as you risk turning off the prospect.

Successful B-to-B direct marketers understand that most of their campaign’s success relies on the list and the offers. So be sure to determine the objective of your direct marketing, and then ensure that your list and offers support your objective. Your response rate will be much higher in terms of qualified sales leads.

Sure, the letter is the most important element in any direct mail package. But don’t forget the brochure. It’s important too!Whether you call it a brochure, circular, or flyer, make sure it’s doing its job — laying out all of  the features and benefits of your product or service and giving the prospect compelling reasons to order IMMEDIATELY.Here are nine ways to improve the pulling power of YOUR next brochure:1. Keep the cover simple.Forget about trying to do too much on the front cover. All you need on that surface is one clean, clear concept that positions the material that’s about to follow. Stay away from the clichés that everybody else is cranking out. Please. No more “committed to service”, “dedicated to meeting your needs”, etc.2. Tell the whole story.The brochure’s the place to do a total selling job. You simply can’t do it in the letter. There just isn’t room unless you’re willing to go with a really long letter, and these days letters rarely exceed two page. The brochure is the place to explain the product in detail, overcome objections and ask for the sale.3. Restate the offer.Don’t worry about being repetitious. You can’t be certain which piece will be read first, no matter how everything is nested and comes out of the envelope. That’s why you want to tell the whole story on each and every piece in the package, even on the Business Reply Card. (Readers often grab the BRC first because they figure they’ll get to the punch line faster and not have to wade through your entire letter.)4. Make certain your headline, subheadlines or snipe refers to the offer you’re making. Don’t get cute. Just make your offer crystal clear and you’ll laugh all the way to the bank. Presumably you’re making a terrific offer that will benefit the prospect. Then don’t hide it. Put it up where it will get noticed.5. Don’t forget the subheadlines.They’re a great way to break up copy and give the reader a chance to see where you’re headed — even if they don’t want to read every single word of body copy.  A subheadline can make an emphatic statement, ask a question and be as playful or serious as the situation requires.6. Use a box for added impact.Everything doesn’t have to flow in long columns of type. It’s often nice to drop some important information (like a Question & Answer section) into a one-point, fine-ruled box. It gives the piece some extra visual interest. Use a dropped-in box to highlight material. Maybe it’s the perfect place to put your testimonials.7. Make sure the brochure’s “look” is a match for the target audience.It’s an obvious point, but one that is often overlooked. If you’re selling a low-end drawing program to a casual computer user, your brochure will look different than if you’re selling a high-priced diagnostic tool to an MIS manager. The important point: Each brochure must capture the personality of the product.8. Use graphics the right way.Make sure your photography shows the product to its best advantage. If you’re selling software, don’t settle for shots of the box or the screen. Instead, humanize your piece with some photos of people using the product.9. Don’t forget the “extras” that make brochures interesting.Why not add testimonials, rave reviews, awards or a Questions & Answers section that deals with the prospects’ concerns? Research proves that  customers LOVE Q & A’s and read them with a great deal of interest.Don’t forget that although your sales letter is the most important part of any direct mail package, your brochure is a close second. Don’t rush it through production or settle for something as-is, just because it’s sitting on your shelf. Do a solid, comprehensive job that really explains and sells your product and you’ll DRAMATICALLY improve response rates.