The most effective DM premium for executives

by Steve Slaunwhite

Desktop pen holders in bronze? Hand-held electronic gizmos? Leather-bound planners personalized with a gold stitch signature?

Not working.

What is lifting response in direct mail and email marketing targeted to CEOS, executives and other hard-to-reach professionals is solid information. Books, white papers, exclusive reports, anything current and mission-critical.

Planning your next DM campaign? Here are some suggestions: Call a publisher and ask for advance copies of a much-anticipated business book. Get the rights to distribute a hard-to-get white paper from a distinguished research group. Or, develop your own proprietary information piece working with your agency or copywriter.

Executives love to get a head-start on new, valuable information (don't we all?) So forget the gizmos and toys. Solid, timely, relevant information is what this group of busy professionals are looking for.

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© 2004, Steve Slaunwhite. All right reserved.

Steve Slaunwhite  |  905-846-2620  |  info@steveslaunwhite.com