Direct mail and e-mail can generate a lot of activity in a short period of time. You can buy lists of business disability prospects selected for a variety of criteria, including type of industry or profession, city, county, and SIC or ZIP codes, so you can target your direct mail campaigns to as narrow or as broad a group as you choose. Also see "e-Relationship" for effective e-mail tips that work: ON-Net > My Resources > ON-Net University > Industry Links > Marketing Systems > e-Relationship.

To make direct mail and e-mail work in the business and professional market, though, you should also tailor your direct mail pieces to fit the market. Be sure to follow up with all repliers, and with as many non-repliers as you can. It also helps if you can get your name in front of prospects more than once before contacting them. That's why many advisers send two or three direct mail pieces or newsletters to business and professional prospects over a period of weeks before following up. This makes it more likely that the prospect will see and pay attention to your message and know who you are when you call.