How to Run a New Business Marketing Broadcast Letter Campaign

To start with, I suggest an initial mailing to 100 to 200 company presidents. Create your list in Excel or any software where you will be able to do an easy mail merge. If you do not know how to do this yourself, find a friend to help you or find a tutorial on Youtube. Each week thereafter, mail 50 to 100 such letters. A goal of 500 will get you a high enough number of trees to shake to get the fruit to drop. When you mail 500 marketing broadcast letters, you can expect to hear back from 3-5% of the recipients as being interested in your company and background.

Where do you get names to include on the list? Here are just a few starters:

1. Your local library or outplacement office

2. Poor's Register of Corporations, Directors and Executives

3. Dun & Bradstreet's "Million Dollar Directory"

4. Standard Register

5. Moody's Bank, Insurance, Real Estate, and Investment Trusts

6. Directory of Manufactures and Directory of Services

7. The Advertising Red Book

8. Hoover's

9. Trade Show Directories

10. Reference USA

11. Your local Chamber of Commerce

By culling information from these sources, I am confident you will be able to find 100 to 200 companies in your geographical area that will be of interested in your company, product, and service you are offering.

The reason the new business marketing broadcast letter strategy is so effective is that it puts the readers' focus on your products or services quantifiable accomplishments. It eliminates the tendency for them to initially filter you out because they are not aware of your company or product/service. From your new business marketing broadcast letter, they do not know any of that.

Basically you are whetting their appetite by impressing them with your product or service that can solve a problem for the company, make them money, or solve a problem for their customers that are not currently being solved. The hope is that they will then call you to get further clarification on your company’s background, product and or service. Now you have a live person with whom you can engage in a dialogue. I know it is faster and cheaper to use email, but you miss the opportunity to become a real person in the recipients' eyes. As a result, it is easier for them to screen you out via email.

When you get an face to face appointment with someone on the basis of your new business marketing broadcast letter, you will need to make sure they can see how your product/service accomplishments and your company’s problem-solving track record will translate to helping their organization succeed. To up the likelihood of securing a fair number of such interviews, I suggest a goal of 30 to 35 new business marketing broadcast letters per week every other week. That will give you a week in between to work on your follow up over the phone. On the fourth week, follow up via email.

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Eleanor Anne Sweet

Chief Results Officer


Division of The Remington Group, LLC