"If you want your B2B lead-generation campaigns to be as successful as possible, you need your ... messages to break through the clutter, get your prospects' attention and provide them with compelling reasons to respond," says Mac McIntosh in a recent post at his Sales Lead Insights blog.
And what's a unique way to accomplish these objectives? Well, here's a hint. Take a moment and...
Look at the sky, listen to a song, rub your hands together, smell a flower and pop some gum in your mouth!
Feeling a bit stimulated and little more alive? Super!
That little exercise just illustrated McIntosh's main message: "To accomplish [your lead-gen] objectives, consider leveraging your prospect's five senses."
McIntosh offers practical tips on how lead-gen campaigns can subtly appeal to a prospect's senses—and in the process boost the likelihood of a positive response:
Sight. Use photos, illustrations or icons to help visually oriented leads "see" the benefits of your products or services.
Sound. "To communicate best with ... auditory people, have a conversation with them; either out-loud with spoken words or in their heads with written words," McIntosh advises.
Touch. Offer product samples or software demos, or create printed matter using materials with a sensual "feel."
Smell. If appropriate, add a fragrance to your outreach. (Think cologne samples in women's magazines.) A catering company might include the aroma of apple pie in its mailing.
Taste. Or that catering company could simply add a free cookie to its direct-mail package!
Not all products may lend themselves to sensual promotion, but considering your prospects' five senses when constructing B2B promotions could help boost response in subtle ways. Oh, go ahead: Add those fresh flowers to the meeting room!
The Po!nt: Appealing to the senses makes good business sense. As B2B marketers vie for every available dollar, an appeal to the senses could help set you above the crowd.
Source: Sales Leads Insights. Read the full post here.
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by Christina "CK" Kerley
Comments
by Ralph Jannelli Thu Sep 24, 2009
Promotional Products are the only advertising media that can be used to involve all five of the senses. For more informantion contact me at PromoXprt@PromoXprt.com. www.PromoXprt.com
by James Obermayer Thu Sep 24, 2009
Nice article. Good reminder of more than the basics. This is what good copywriting is all about, sound, touch, smell and taste can all be described by a great copywirter. Mac is right but then he usualy is when it comes to lead generation. Mac has also been nominated by three people so far as one of the 50 most Influential People in Sales Lead Management in 2009.