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A subscriber to my newsletter asks: “Got any good pointers on writing great sub-heads?” Yes, I do. Here they are.

Use subheads to draw attention to your copy
Why do we use subheads anyway? Because you can’t just cover the important points in your copy. You’ve got to highlight key points using graphic devices, such as bold type, italics, underlining, bullets and subheads. If a key point is your guarantee, then put the word “guarantee” in one of your subheads. If your copy says somewhere that subheads help skimming readers, then put that vital point in a subhead, like this:

Use subheads to help skimming readers
Readers like to skim. So use subheads to show readers what each section of your direct mail piece discusses. Look at this article, for example. A glance from top to bottom tells you this article has four tips on writing effective subheads. You discovered that by skimming. Subheads lead your readers point by point through your sales pitch. This way, readers who only skim your copy still learn, in outline form, what you are selling.

Use subheads to break up large blocks of text
Page after page of uninterrupted type is monotonous to look at (unless you are reading a novel). But if you break up your copy with a subhead here and there, you show your readers that there is some respite along the way. Subheads make your copy more inviting to read.

© Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the “About the author” message).

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ABOUT THE AUTHOR
Alan Sharpe is a business-to-business direct mail copywriter and lead generation specialist who helps business owners and marketing managers generate leads, close sales and retain customers using business-to-business direct mail marketing. Learn more about his creative direct mail writing services and sign up for free weekly tips like this at http://www.sharpecopy.com.

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Debt collection is the collection of the delinquent debt amount from the debtor. Business to business debt collection is generally a tedious process. It has to be tackled with great effort since business relationships must not be hurt. Federal law also limits harassment and abusive practices in debt collection, imposing the Fair Debt Collection Practices Act or the FDCPA. Outsourcing of the debt collection to agencies is also a common practice. Debt collection agencies provide personalized services to collect debts.

Business to business debt collection usually starts from communications with the debtor. Debtors are informed about the debt amount over the phone. Within five days of the first conversation, the creditor can engage in written correspondence with the debtor regarding the details of the debt. Regular reminders will help to collect the debt amount faster. In the absence of any favorable response from the debtor, the creditor can send a notice, mentioning the possibility of legal action. The notice also includes a last date for the repayment of the amount. In the absence of cooperation from the debtor, evidence is filed before an expert lawyer. The case is usually settled in pre-litigation sessions. If these attempts also fail, arbitration can be the ideal solution. Litigation can be the ultimate means to collect large business debts.

Business to business debt collection must follow an amicable procedure to succeed in collecting the residual debt amount. The communication pattern must follow the instructions of FDCPA with great attention. Any sort of contempt or deceptive information in communication may result in the violation of law, which in turn can impose civil liability. Small business amounts can be usually collected with regular reminders. Routine phone calls are effective to tackle the problem. In cases involving large amounts, the steps must be prompt since the amount must not be wasted on any basis. Partial settlements can also be recommended in such situations.

Business debt collection essentially involves the appropriate integration of technology and experience. Tools such as online debt collector or automated messaging services can be incorporated for timely results. Debt collectors must possess basic skills such as persistence and investigative ability to track debtors. Business to business debt collection calls for systematic and organized strategies with strong tactics to fulfill the mission.

Debt Collection provides detailed information on Debt Collection, Fair Debt Collection Practice Act, Debt Collection Agencies, Debt Collection Services and more. Debt Collection is affiliated with Debt Help.

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Direct mail is a cost-effective way to make sales and generate leads. But it’s also an excellent way to keep your brand name in front of customers, and to nurture leads until they become customers.

At my direct mail lead generation firm, our definition of a qualified lead is someone who meets four criteria:

Authority: They have the authority to buy
Readiness: They are ready to buy now
Budget: They have the budget to buy
Need: They need your product or service

Anyone who meets some of these criteria but not all is simply a lead that needs to be cultivated. This process is called lead development, lead nurturing and lead cultivation.

One way to discover if your prospect meets these criteria is to ask some qualifying questions on your business reply card or website landing page. That way, you know how much time, energy and money to spend on each inquiry.

But what should you mail to businesses that are not ready to buy right away, businesses that you want to cultivate? Here are some ideas for mailings that you can use throughout the year.

* White paper discussing industry trends or problems

* Technical bulletin
* Customer satisfaction survey
* Case study
* Product catalog

* Invitation to attend a trade show or customer event
* Media clipping (article written about your firm)
* Article reprint (written by your firm on a topic of interest to your customers)
* Announcement (new product or service, or change to existing)
* Newsletter (make sure it is customer-focussed)
* Annual report and quarterly reports
* Christmas card

Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.

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