Why a Customized Direct Letter Beats the Trash Can
The good thing about the venue business is its distinct and limited market. Therefore, you are easily able to prepare an introduction letter for each customer. Categorize the customers into six or seven groups, and for each group, introduce your services in some way. The smart move is to make the introduction based on the type of customer; there is no introduction suitable for all companies. Prepare an exclusive letter for each customer, if possible.
You have two groups of competitors: high-earning large companies and small companies. When you customize your introduction method, both groups fall behind you. The first group doesn't care about it, and the second group can't afford it.
B2B marketing is like a sniper who precisely aims at the target, not like someone behind the machine gun shooting aimlessly. Sending letters to your customers is a kind of corporate marketing because you exactly identify the other party and introduce yourself based on the details of your target company's needs.
More than 90% of advertising letters you send to companies are put in the trash. Most of the remaining 10% are still put in the trash after being opened. However, when you send an exclusive customized letter, the other party will not put it in the trash because they see the name and logo of their own company on the letter. By customization, you stand among the 10% who are noticed. But you want to be among the 1% who are taken more seriously, those whom they call to schedule an appointment.