Will your business-to-business direct mail package
ever produce a standing ovation? It might. When you
mail an effective invitation to a seminar, workshop,
awards show or other live event, you literally move
people-out of their seats and into yours. That’s one
of the hardest jobs in B2B direct mail. Here are 11
ways to boost the success of your B2B direct mail
invitations.

SEMINARS

1. If you are offering a free seminar as a way to
   generate leads, sell the event, not your product or
   service. Promote the valuable, exclusive information
   that the prospect will learn at the event.
2. Prove there is no risk to attending by giving away
   something of value. One software company tested its
   seminar mailings by offering free software (a $20
   value) to half their list. The freebie doubled
   response.

3. Attract prospects to your trade show booth by
   giving them what Bob Bly calls a “carry card.” A
   simple card, mailed with your invitation, offers
   prospects a free gift or chance to win something by
   redeeming the card at your booth.
4. Tease. Indicate that your booth will be wacky,
   controversial or contentious so that your readers
   can’t possibly walk by.

5. Create a memorable theme. The John Caples
   International Awards show recently mailed me an
   invitation with the theme: “Why covet a Caples when
   you can have one?” Good question.
6. Show the view beyond the event. Help readers
   see themselves not just at the show, but after the
   show, with an award in their hands.

7. Create urgency by showing your deadline in
   prominent places throughout your invitation.
8. Capture the names and addresses of those who
   cannot attend by offering them something of value
   (hot prospects shouldn’t be penalized simply because
   they have a full day timer).
9. Mail more than once, preferably three times in the
   four weeks leading up to your event. Consider
   sending an email to your house list, telling invited
   guests to watch their mailboxes for your
   invitation.
10. Give guests more than one way to respond (BRE,
    web, email, phone, fax).
11. Use a checklist to make sure you cover
    everything in every invitation (such as event name,
    venue name, location, date, time, directions, early
    bird deadlines, cost, who to make the check payable
    to).

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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.

© 2005 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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