When you create and deploy a sales or marketing message of any kind, address it to the people who work at those companies, not to the companies themselves. Ultimately, a person makes the decision to buy; “the company” doesn’t.
When you deploy an offer to a company, the least favorable way to address your solicitation is: Dear Acme Company. Who gets it? The janitor? The president?
A somewhat better approach is to address your marketing message to: Dear Purchasing Agent. You are getting warmer. At least you’re directing the mail to the right corner of the building.
Naturally, the best approach is to address it by name: Clark Kent, Purchasing Agent. There is no doubt that you’ll reach the real Superman in the company — the one who will be making the buying decision.
The purchasing agent may need to get approval from others, but it’s other individuals he confers with, not “the company.”
As you develop your strategy and write your copy, picture your prospects. Imagine them sitting neatly in a row on top of your computer screen. Glance up every now and then. Call them by name; get to know them.
By the way, mailing to a household is very different. After all, the family is a very different assembly of people from a business or organization. Family members set priorities. They talk and compromise. The family ultimately does make decisions together.
