How to Reach C-Level Executives With Direct Mail
June 25th, 2009 |It isn’t easy reaching C-level. I’m talking about getting your direct mail letter through to senior executives in a corporations, the ones with the letter “C” for “Chief,” in their titles.
Here are just a few of the more common C-level titles . . .CEO - Chief Executive Officer; COO - Chief Operating Officer; CFO - Chief Financial Officer; CMO - Chief Marketing Officer; CIT - Chief of Information Technology; and CTO - Chief Technology Officer.
C-level executives, of course, are the decision-makers you want to reach if you’re selling major systems or services. They’re the folks with the power to make big purchase decisions or instruct the appropriate person in the organization to “check out” what you’ve got to offer.
Needless to say, everyone wants the ear of the C-level players. Which means that they’re protected by assistants who make sure that junk mail never reaches their desks. So what’s a poor copywriter to do? What tricks can you use to make sure that your letter gets past the gatekeeper, gets opened by the senior executive, and generates the action you’re asking for?
Here are some copywriting tips and techniques which can help get your letter in front of a decision maker.
1. Forget about envelope teaser copy
Envelope copy screams “JUNK MAIL” and thus will be tossed out by the executive’s administrator. Some companies actually have internal mailroom policies stating that obvious junk mail should never be delivered to the executive’s desk! This means that you should avoid the junk look at all costs and use a standard #10 business envelope without any teaser copy.
2. Use overnight mail or priority mail
A better approach, if your budget permits, is to use an express service. When someone sees a FedEx package, they open it. It’s as simple as that. Of course you can’t afford to send a mass mailing via FedEx, but if you’re mailing in ones and twos and following up with a phone call, this is a great way to go!
3. Send a dimensional package
In the jargon of copywriters, a dimensional mailing is a package that actually has something stuffed inside it (i.e. it has three dimensions). Often, by adding an attention-getter, you can be sure your package will get opened. For example, you can enclose a book that you think the prospect might enjoy reading. Or an important report. (Forget about calculators, caps, and any other junky gifts.)
4. Use the “Peer-to-Peer” approach.
This means you can have your letter signed by a person at your company with the same C-level title as the prospect’s. For example, if you want to send a letter to the Chief Financial Officer at American Widget, have it “written” by the CFO at your company. Play up the fact that both executives face the same challenges, the writer knows from personal experience what the prospect is up against, etc.
The take-away message? If you’re writing to C-level executives, you have to cut through the clutter, get past the gatekeeper, and make sure your letter gets read.
Ivan Levison is an award-winning, direct response freelance copywriter. Download a free copy of his new report, “101 Ways To Double Your Response Rates!” at http://www.levison.com/subscribe
Contact Ivan any time at ivan@levison.com
