Let’s review principles that have made direct mail successful. First of all, you must reach the right person. So, you need to compile a list of your highest probability targets by industry and location. For senior executives, we suggest focusing on the CEO or board members of firms in target industries. Now, in a very large firm, you may be unsure whom to contact. People with varying titles, for example... Group VP may be running several divisions or business units.
If possible, research the specific decision maker who would be most interested in your message. As an alternative, it can sometimes be appropriate to contact the CFO. He or she may be aware of opportunities across operations... and may have the ear of the CEO.
Direct mail response is best for small and mid-sized firms. In large organizations, you will want to consider multiple mailings to different executives. In one case, approaching an employer with 28,000 employees in one metro area, each week, for 12 weeks, we mailed to a decision maker in the firm—until an interview was secured. In smaller firms, target owners or top officers. They can be decisive and make hiring decisions more quickly. Follow-up mailings after 90 days will generally produce 75 to 80% of the response of your original mailing.
Contacting board members is worth separate comment. When you do this, it has to be done in a dignified manner with the correct style and tone. Our approach is to send out custom letters under our letterhead each week. For each executive, we include a custom cover letter with a universal resume for a short overview and an executive biography for a more extensive recitation. This lets board members have a thumbnail sketch and an extensive recitation of your credentials and abilities in your executive biography. This presentation is similar to a board briefing book that a member would receive prior to a board meeting.
Get more information about Robert Gerberg by reading his blog or following him on Twitter. Or check out great companies like SET Personal Marketing or ERI Personal Marketing.
