"Grabbing" Attention - Cheap.
by Dan Kennedy
I like using "object mail" - with things called "grabbers" attached to or enclosed with sales letters - and this should not be a new concept for you. Unfortunately, a lot of business owners and entrepreneurs are too cheap to use many of the ones I get my private clients to use. So, when a party supply catalog arrived in my mail, and I glanced through it, I thought: here are some ideas even a penny squeezing cheapskate'll love... .
I have often used the "Silver Platter" letter in my marketing. This is where an inexpensive silver platter dish arrives in an envelope with the following message attached: as you can see, I've sent you this letter on a silver platter. Why? Because I will deliver ___________ to you on a silver platter, too!
But those darned silver platters cost too much, you say. Well, what about paper plates. They're cheap. There are Happy Birthday paper plates, NASCAR paper plates, paper plates of every imaginable design. As you can see, I've sent you this letter on a "summer fun" paper plate. Why have I done this? Three reasons... etc.etc.
How about a swizzle stick? The little red and white striped plastic stick you stir coffee with. Can't get cheaper than this. Throw a few in or tape one to the letter. Could be: 'I'm here to stir things up" ... .. or... . "I'd like to buy you a cup of coffee and take just 11 minutes of your time"...
Personalized table reservation cards:
Here's an example how you can use this:
You Are Seated at
As you can see, I've attached a reserved seating card in your name to this letter.
Why? To invite you to sit at "the new dining room tables," that just arrived at ABC Furniture. You can sit and an experience what it will be like having this quality crafted table in your own home while you and your husband are entertaining for the holidays."
Or one of those "HELLO - MY NAME IS" sticker-badges. Your first name scrawled on it. It is stuck to the letter, or maybe even the outside of the envelope.
If we met in person at the recent Jewelry EXPO, I'd have had this badge on. But I missed meeting you. A shame, because I have the most beautiful jewelry and gems you can take home to your wife to tell her how special she is... "
Or a big pirate flag with skull and crossbones, that unfurls.
"Yoho, yoho, a pirate's life you'll lead ---- At ABC Menswear, our prices are so low... it's like it is LEGALLY STEALING... in fact, our competitors call us a damned pirate... .."
Need I go on.
This is how I think! How do YOU think?
When I get ANY catalog, when I prowl through ANY store or mall, read ANY magazine or newspaper, my antennae's up, for ideas that can translate for profit. I think most people go through life, antennae down.
Anyway, you need to remember that direct-mail is salmon swimming upstream to spawn; it must survive obstacles and challenges along the way. It must be DELIVERED. It must then survive the A-pile, B-pile, C-pile sort. It must be OPENED. It must be READ. And we don't often talk about this, but it must CAPTURE INTEREST AND IMAGINATION, it must ENTERTAIN; not to distraction, not so the "fun" overwhelms, but enough that the recipient/reader is engaged and feels good about the experience of handling, reading and considering it.
Getting, opening, and going through a direct-mail piece should be a good experience. When someone opens your envelope, it should be a rewarding experience.
This is THE advantage you have with direct-mail that does NOT exist with any other media. By all means, capitalize on it.