Lumpy Mail Gets Your Message Through

When it comes to your gravy, lumps are bad. When it comes to getting your marketing message through the mail room, past the gate keepers, and onto your buyer's desk, lumps are just the ticket. I love direct mail for small business marketing and I'm particularly fond of something I call "lumpy mail." Lumpy mail is a direct mail piece or package with some dimension to it. A box is lumpy mail. A balloon arrangement, a kitten, a hoola hoop. You name it. The point is you just can't ignore a piece of lumpy mail.

It's getting harder and harder to get your message through all of the advertising clutter so sometimes you need to up the ante and make a real statement. A lumpy mail package screams notice me, open me.

A lumpy mail campaign can give your marketing message center stage attention. Of course, you've still got to deliver the performance. But half the battle is finding an audience.

How to run a lumpy mail campaign

Go to your core marketing messages. You core point of difference or benefit. The primary things you promote when you want to tell your prospects why they should hire you.

Now think of some unique items, trinkets, or packaging that you can use to help communicate your point. We'll jump through hoops to get your business ? the hoola hoop. We're the key to your success ? a box of keys. We provide total solutions ? a box of Total brand cereal. We've got the tools to help you get the job done ? a box of play tools. It's very important that you can create a very strong image and metaphor for the message you are trying to communicate.

Repetition

Like any good direct mail campaign, repetition will improve your results. I usually suggest looking at three installments in your campaign. If done correctly this will usually leave the recipient eager to perform whatever call to action you request at the end of the campaign.

A building series

A very powerful way to construct your campaign, particularly if your audience is not too familiar with you, is to create your three pieces in a story fashion. Each piece builds on the last and delivers an integrated message. You can use this method to build intrigue. Many times I will send the first piece in a lumpy campaign without a company name, logo, or return address. Generally, I will imply that there is more to come. The impact of this technique can be pretty strong. In some cases your prospects will actually look forward to getting the next piece. People love a good mystery.

The Call to Action

Like any marketing campaign, decide what you want the final outcome or call to action to be and deliver it in the last piece. If you want them to call your office, take your call, visit a website, attend a workshop, make it painfully clear what the price of the game has been.

I've actually had clients tell me that prospects who wouldn't even return their phone calls, eagerly made appointments and sometime still displayed the items they were sent throughout the campaign in their office. People don't get this kind of attention from much in their lives and they want it. More than ever your prospects crave two things ? content and contact. A lumpy mail campaign had the potential to deliver both with a bang. (careful with too much auditory impact)

How Much For Those Lumps

A lumpy mail campaign can get relatively expensive when compared to, say, a postcard mailing so its important for you to consider two things when you are designing yours. How many clients you can serve and what the lifetime value a new client has to your business.

Most small businesses only need a handful of new clients at any given time to thrive. Lumpy mail is perfect for that kind of growth. Carefully target 10 new businesses at a time, throw the kitchen sink at them and watch your appointment rate soar to about 70%.

If you are in a business that sells a one time $19 product then you can't really spend to much to acquire a new client but if your business can generate thousands of dollars from a long term, loyal client then perhaps spending even $100/new client running a creative lumpy mail program makes a ton of sense.

So get to your local toy store to get the creative gravy flowing and pass the mashed potatoes already.

Copyright 2004 John Jantsch

About The Author

John Jantsch is a marketing consultant and creator of Duct Tape Marketing, a small business marketing system. You can reach him at John@DuctTapeMarketing.com.

---

Choose The Right Business For You In Less Than 15 Minutes

3 Characteristics Of "The Right Business" ModelThe business must service... Read More

Are You Backing Up Your BIGGEST Asset?

Have you ever accidentally lost an important file on your... Read More

Consumer Thinking and Email

In an article based on research done by emaillabs, MarketingSherpa... Read More

Email Marketing - The End Is Nigh!

Consider if you will the resources, the time and the... Read More

The Power Of Email Marketing

Have You Considered The Power Of Email MarketingOld vs. NewIf... Read More

7 Key Items To Include In Your Email Signature File

One of the most important and often overlooked methods of... Read More

What Do Your E-Mail Messages Say About You?

There probably isn't a business person alive who hasn't at... Read More

The List Is The Thing

Many companies begin their online sales ventures with the wrong... Read More

Raid Your Autoresponder Attic For Content

Why you need new website content.Finding or creating good content... Read More

Lesson #7: Three Extra Tricks That Can Boost Your Bottom-Line!

Let's recap what you've learned so far...In the first lesson,... Read More

Creating A Newsletter And Making Your Website Magnetic

Creating a newsletter is an ideal way to drive repeat... Read More

Email Marketing: How Much is Too Much?

I have a special new email address. It's in addition... Read More

10 Essential Steps to Developing a Successful E-Mail Marketing Campaign

Developing and executing a successful e-mail marketing campaign is becoming... Read More

Email Marketing - How Best To Manage and Distribute Your Messages

This holiday season 15 percent of consumers in the US... Read More

How to Structure an Email Follow Up Series

Marketers the world over use follow up autoresponders toincrease sales.... Read More

Using Emotional Triggers in Ad Writing

Writing ads for either your own products or affiliate products... Read More

RSS vs Email: Its Not An Either-Or Question

If you've been getting caught up in all this talk... Read More

The Goose That Lays Golden Eggs

Ever wondered what it would be like to have a... Read More

Say More Than Thank You

Most Websites are gathering e-mail addresses. When you submit your... Read More

Email Deliverability Tips

Ensuring requested opt-in email is delivered to subscriber inboxes... Read More

How Opt-in Email Marketing Helps You In Your Online Business

The consumer of today is increasingly bombarded by marketing messages... Read More

Whats on YOUR Subscriber Thank-You Page?

When I coach my clients on how to... Read More

Attract New Subscribers With Magnetic Ads

One of the most effective methods of advertising your e-zine... Read More

How to Start A Money Making Newsletter

Writing and publishing a successful newsletter is perhaps the most... Read More

What Is An Email Signature And What Do I Do With It?

You hear it all the time... email signature, sig file,... Read More