If the goal of a direct marketing campaign is to generate response, that doesn't mean the campaign should end once the phone rings.

In lead generation, fulfillment is where the real selling begins - direct mail only identifies people with a problem your technology can help solve. Why spend thousands on direct mail only to treat the next stage as an afterthought? Instead, incorporate fulfillment materials into your marketing plan from the beginning.

Here are some other tips to help turn your leads into sales:

1. Send the information immediately (next day if possible).

2. Maintain the same production value as your direct mail. You wouldn't photocopy a direct mail letter, for example - so why do it in fulfillment?

3. Consider producing an envelope specifically for fulfillment purposes - with copy that reminds the recipient they asked for the information (ex: "Here's the Information You Requested").

4. Don't send a lengthy cover letter that attempts to sell the product for you. Thank the prospect for his or her interest, summarize what it is you're sending, give them a call to action (see below) and move on. Let the materials and your sales reps do the selling.

5. Always include a "next step" - a free trial, a seminar, a "buy now and save" offer - and highlight the call to action in your cover letter.

6. Include a reply device - a reply card or an order form, if appropriate.