Maximising impact with Handwritten Mail for B2B Prospecting
Use direct mail throughout the B2B sales cycle to the capture the attention of your target customers. This is part 2 of our series focussed on using handwritten direct mail for B2B prospecting.
Introduction
Direct mail isn’t just for making initial contact—it can be a powerful tool at every stage of the sales cycle. By integrating handwritten mailers from top-of-funnel (TOFU) acquisition through to retention and re-engagement, you can create a memorable, personalized experience for your prospects and customers.
OVER THE YEARS, PEOPLE HAVE DONE THE MOST AMAZINGLY CLEVER THINGS TO GET LIFE-CHANGING MEETINGS.
Dan Waldschmidt's Sword Campaign
Turnaround specialist Dan Waldschmidt devised an ingenious method to connect with CEOs facing significant challenges: he sent them ornate swords. Recognizing that these executives were in the midst of corporate battles, he chose a symbol that resonated with their struggles. Each sword was engraved with an inspirational message, making it a personalized and memorable gift. This bold approach resulted in an incredible 100% response rate.
The Walkie-Talkie in a Box Strategy
In the movie Hitch, Will Smith's character employs a creative tactic to win a date with Eva Mendes's character by sending her a walkie-talkie in a box. This playful gesture initiated a direct line of communication and left a lasting impression.
Orabrush's $28 Facebook Ad That Led to $20 Million in Sales
Orabrush, a company selling tongue cleaners, leveraged the power of targeted social media advertising to achieve extraordinary results. With just a $28 investment in a Facebook ad aimed specifically at the right buyer at Walmart, they secured a meeting that led to their products being stocked in Walmart stores nationwide. This savvy use of micro-targeted advertising resulted in $20 million in sales, demonstrating an astronomical return on investment of 69,500,000%.
Landing a Six-Figure Deal with a Falconry Glove
Deep personalization can significantly enhance outreach efforts. A sales representative discovered that a potential high-value client was passionate about falconry. Seizing this insight, the rep sent a high-end falconry glove as a gift. This thoughtful and tailored approach not only captured the client's attention but also led to a six-figure business deal. By aligning the outreach with the client's personal interests, the rep forged a connection that standard pitches could never achieve.
Kris Kristofferson's Helicopter Stunt to Meet Johnny Cash
Determined to have his music heard, Kris Kristofferson took an extraordinary step: he borrowed a helicopter and landed unannounced in Johnny Cash's yard, demo tape in hand. This daring move was impossible to ignore and resulted in Cash recording Kristofferson's songs, significantly boosting his career. This true story exemplifies how taking bold risks can lead to remarkable opportunities.
Securing a $350 Million Deal with a Full-Page Ad in The Wall Street Journal
When Rick Bennett's client sought to capture the attention of Oracle founder Larry Ellison, they opted for an unconventional strategy. They purchased a full-page ad in The Wall Street Journal for $10,000, directly addressing Ellison. The ad's audacity succeeded in grabbing his attention, leading to a meeting and ultimately a $350 million deal. This case illustrates the potential payoff of strategic investments in high-visibility outreach.
The Live Pigeon That Landed a $250,000 Deal
In one of the most unusual outreach efforts, a sales representative sent a live pigeon to a prominent CEO, along with a note requesting a meeting. The sheer novelty of receiving a live bird captured the CEO's interest, resulting in a meeting and a subsequent $250,000 deal. This inventive approach, costing little more than some birdseed, underscores the power of creativity in breaking through to high-level prospects.
What Does this tell us?
By creating a memorable experience, you can get a meeting with anyone. This is why B2B teams love using Scribeless to reach their ideal customers, and book meetings. We've seen incredible results throughout the sales cycle.
Acquisition (Top of Funnel)
At the initial stage of the sales funnel, capturing attention is crucial. Digital channels are saturated, but a handwritten note can cut through the noise and draw your prospects in. Consider personalized letters that introduce your company and highlight the value you offer.
Example: A tech company targeting new leads might send a handwritten note introducing their solution and inviting the prospect to book a meeting or download a mini whitepaper. Including a personalized URL (PURL) can help track engagement and guide recipients to a dedicated landing page.
Mid-Funnel Engagement (Middle of Funnel)
As prospects progress through your funnel, use handwritten mailers to build trust and keep them engaged. This stage is about demonstrating value and showing how your solution meets their specific needs.
Example: After a prospect attends a webinar, follow up with a handwritten note thanking them for their time and mentioning how your solution can address their particular challenges.
Conversion (Bottom of Funnel)
When prospects are close to making a decision, a handwritten mailer can provide the personal touch needed to tip the scales in your favor.
Example: Send a handwritten letter summarizing the key benefits discussed in your meetings and invite them to a final demo or a personalized consultation. This reinforces your commitment and helps your offer stand out.
Onboarding & Post-Purchase Engagement
The journey doesn't end at the sale. Use handwritten mailers to make onboarding smoother and show new customers that they made the right choice.
Example: A welcome note thanking them for their business and offering support during the onboarding process sets the tone for a positive relationship. This small gesture can reinforce your brand's value and make customers feel appreciated.
Retention & Customer Engagement
Keep your customers engaged and satisfied over the long term with thoughtful handwritten notes. These can serve as reminders of your ongoing support and commitment to their success.
Example: Send personalized notes on significant dates like anniversaries or birthdays, or acknowledge achievements like hitting a milestone with your product. This shows your customers that they're more than just another account.
Re-Engagement & Win-Back
For dormant accounts or lapsed customers, a personalized handwritten note can be the perfect way to reignite interest.
Example: A simple "We Miss You" note with a personalized message encouraging them to reconnect can open the door to further conversation. It's direct, personal, and shows that you care about their business.
This isn’t just about making contact; it’s about making a real connection.
That's it for part 2 of our B2B prospecting series. Next we'll look at using technology for taking personalization to the next level, and to streamline your workflow.
