The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd by Allan Dib

Author:Allan Dib [Dib, Allan]
Language: eng
Format: epub
Publisher: Successwise
Published: 2016-01-25T05:00:00+00:00

Lumpy Mail And The Shock And Awe Package

In Chapter 3 we discussed the power of postal mail as a media channel. “Lumpy mail” is a way of taking this powerful media channel and putting it on steroids. Think about your postal mail sorting habits. You have a pile of envelopes then you notice one of the envelopes has something in it that makes it lumpy. There’s a 3D physical object in it, perhaps a book, DVD or a trinket of some sort. Which of your envelopes is going to get opened first and get the most attention? If you’re like most people it will be the lumpy one.

Lumpy mail is an attention getter and allows you to get very creative with your direct mail campaigns. In the direct mail industry, trinkets purposely inserted for attracting attention are called “grabbers.” Grabbers often set the theme of your sales letter. For example you might insert a small plastic trash can into the envelope with the theme of the sales letter being, “Stop Wasting Money.” Or perhaps you insert a magnet with the theme being, “Attract More Clients.” It sounds corny and it probably is, but it gets attention, entertains and more importantly if done right, it gets great results.

Books, CDs and DVDs are other excellent items you can insert in envelopes to make them lumpy. Other than just attracting attention once off when being opened, these items generally don’t get thrown away. Your customers and prospects will likely keep what you sent them indefinitely and it will be a constant reminder of you.

Taking lumpy mail to the next level is the “shock and awe package.7” The shock and awe package is perhaps one of the most powerful direct response marketing follow-up tools in existence. When done right it can skyrocket conversions and position you far above your competitors. In fact, it’s so powerful it essentially annihilates your competitors and puts you in a class of your own. The awesome thing about them is that even when your competitors find out what you’re doing, they usually won’t dare copy you. Practically no one does this.

In the previous chapter we discussed the importance of capturing the details of prospects who have indicated interest. The purpose of this of course is to keep in touch with them and nurture them to the point where they’re ready to become a customer.

Now think back to the last time you enquired about a product or service. Perhaps you phoned in, emailed or submitted your inquiry through a web page. You did the typical prospect dance of “send me more information.” What did you get back in response to this request? Likely the organization you were inquiring with did one of the following things:

Sent you a link to a web page

Sent you an email (perhaps accompanied by some attachments)

Spoke with you over the phone and answered your questions

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