Long sales copy is fine if you're writing a letter as long as it's a compelling read. In fact, you can go on for several pages. Also include endorsements and testimonials.

Never use jargon. Stay away from anything that even remotely resembles IT speak. Make sure it's got a strong business focus because, in almost all cases, with small businesses, that's who you're mailing to; a business owner or business manager.

Show that your business has a satisfaction guarantee.

Look for a way to personalize it as much as possible. If you have a common connection there, make sure that's very high up on the letter so they know that.

Don't Let Your IT Marketing Materials End Up in the Circular File

A big percentage of the population reads their mail right next to the garbage can. It doesn't take a rocket scientist to see that if your IT marketing piece doesn't catch their attention immediately, it's gone. You've completely lost that opportunity, and in the U.S., you're 39 cents poorer plus the printing costs and the list rental costs.

Giving people a way to respond by phone, fax, a website, or an email is very important. In fact, the best thing to do is to give them multiple mechanisms. That way, they can respond in whatever fashion they're most comfortable with.

IT Marketing Requires Urgency

Be sure to use a deadline and give your mailing campaign a sense of urgency. Otherwise even if they're interested, it's going to get filed in their computer file. Guess when they're going to look at it again? On the 12th of never.

You need to light a fire under them. You need to have some kind of call to action or special offer. Call before X date to book your free, no-obligation security checkup or whatever you're offering to get people to take action. You need to give them a reason to act on it immediately.

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