Direct marketing guru and author Denny Hatch has a colorful name for executive assistants. He calls these good people, whose responsibilities include screening phone calls, sorting the mail and helping to manage the daily activities of their high-powered bosses…”White Fang.” And these days “White Fang” has very capable assistants of his or her own in the form of caller ID, voice mail and email filters.

Let’s face it, a big part of their job is to keep us - the B-to-B Marketer and sales professional - out. But because these senior-level executives can make or break our sales and marketing efforts, it’s imperative that we find ways to get our message in. And few marketing tools are better suited for this task than direct mail.

1. Make Your Mail Peer-To-Peer Personal
2. Use Dimensional Mail
3. Don’t Use Teaser Copy
4. Use Overnight Mail
5. Offer Useful Information

Business Know How