Selling Today: Partnering to Create Value, 14/e

Direct-Response Advertising and Sales Letters

Many advertisements invite the reader to send for a free booklet or brochure that provides detailed information about the product or service. In the category of business-to-business marketing, advertising has strong inquiry-generating power. Some firms distribute postage-free response cards (also known as “bingo cards”) to potential buyers. Recipients are encouraged to complete and mail the cards if they desire additional information. In some cases, the name of the person making the inquiry is given to a local sales representative for further action.

Sales letters, sent via e-mail or the U.S. postal service, can be incorporated easily into a prospecting plan. The prospecting sales letter is sent to ...