The Power of Lumpy Mail…
Monday, May 25th, 2009Lumpy mail is a very effective strategy to secure Attention and increase your response with your direct mail campaigns. If you’re trying to get the Attention of a key prospect, lumpy mail will help you stand out and be remembered.
I’ve even heard of someone sending a CEO of a large company a $1200 golf bag to get the CEO’s attention and get his foot in the door for a presentation. Mind you this deal was probably worth hundreds of thousands of dollars, I’m not by any means suggesting you use a $1200 golf bag. You must know your numbers and stack the odds in your favor.
When a prospect receives a lumpy piece of mail they are curious to open it and see what is inside. You know yourself when something arrives in the mail for you and it’s an odd shape and you can feel that there’s something different inside, which makes you want to open it immediately to find out what it is.
There are many lumpy mail pieces you can use including the following;
· One red sock with an invite to an event where they will get the second red sock to make the pair
· A bar of soap with a letter saying; You don’t know me from a bar of soap, so here it is, and then lead onto why you have contacted them
· You can get special bottles to send with your message inside the bottle
· Coconuts that unzip with your message inside
· A gift box with chocolates inside and your sales letter
· Send a torch with the opening message saying; “Don’t be left in the dark about __________” And your message flows on from that.
· Mail a Rubik’s cube saying “Are you puzzled by__________”
· A compass – “Have you lost direction on your company when it comes to ___________ today?”
· A tape measure – “Do you measure up to today’s standards in ________? Get our Free report on the 3 biggest mistakes made by business today.”
There’s a few to get you started and we haven’t even scratched the surface. I remember a copywriter I know who sent a lumpy mail piece that turned up in a large express post bag with a pair or red underwear inside and a note saying; “I’ve sent you these undies, because when you read my offer, you’re going to shit yourself” – Now I must clarify, this individual knew his market and they loved the joke. So pick your mark if you plan on any outrageous campaigns like this one.
Remember your lumpy mail is to grab their attention, then your message must end with a call-to-action as to what they must do next. Whether you’re offering a free report, seminar or consultation, you must make it clear to your prospect the next step.
Attention is the currency in marketing today and Lumpy Mail will help you cut through the clutter and get response from your market.
P.S. This and a whole lot more will be covered in detail at The Business Commandos Boot Camp
