| If you're like most consumers, the mail | | | | It appears every marketer, publisher, coach, |
| carrier cometh and you are deluged with | | | | consultant, speaker, and self-proclaimed |
| packages. Most of them asking you to send | | | | gurus and geniuses worth their salt are |
| money. So you separate your bills into pile | | | | conducting teleseminars. People go online to |
| A, and junk mail into pile B. And if you get | | | | register their name and e-mail for a chance |
| around to it, you might go through pile B. | | | | to listen to the call. Some get to ask |
| | | | questions. And many get valuable coaching |
| But if you are sending out a prospecting | | | | lessons for participating. |
| package, what can you do to get your mailers | | | | |
| read? How do you motivate your prospects to | | | | I register for many of these and have run |
| open your package instead of getting | | | | into clashing teleseminar schedules. I have |
| sandwiched into pile B? And what can you do | | | | to choose one over the other. Which causes a |
| to prevent them from discarding it in the | | | | slight dilemma. |
| round file without looking it over? | | | | |
| | | | But you won't have this problem prospecting |
| One of the best ways is to send a package | | | | because if everyone in your industry is |
| that stands out from the pack: | | | | zigging-you should be zagging. Don't follow |
| | | | their footsteps. Branch out on your own. |
| Send an oversized envelope or postcard. The | | | | |
| larger envelopes get special attention | | | | Besides standing out-create a marketing |
| because over 95 percent of the other | | | | package that goes against the flow... |
| envelopes are usually the smaller size #9 or | | | | |
| #10. Get this, I even got an 8.5" X 11" | | | | If your peers are sending post cards: why |
| postcard: not once-but twice from a doctor's | | | | don't you send gift cards? |
| office. It caused a great deal of curiosity | | | | |
| and I was compelled to read it. | | | | If they're using #10 envelopes: why don't you |
| | | | send a 6" X 9"? |
| Send colorful envelopes or bubble packs. Use | | | | |
| brilliant colors that draw attention from the | | | | If they're relying on e-mail: why don't you |
| common off-white, blue, or ivory. Today's | | | | use snail mail? |
| envelopes even have designs that appear like | | | | |
| gift-wrap. People tend to rip open gift-wrap | | | | If they're sending letters: why don't you |
| first, or save it for a special moment. | | | | send a CD/DVD? |
| | | | |
| Send a bulky package. Most of the mailers lie | | | | If they're passing out catalogs: why don't |
| flat. Yours will grab more attention by | | | | you distribute a magalog? |
| bulging at the seams. It creates the | | | | |
| perception of having a great deal more of | | | | If they're doing presentations: why don't you |
| something. Maybe there are extra coupons, | | | | send invitations? |
| special offers, or discounts on inventory | | | | |
| stuffed inside. | | | | If they're posting flyers: why don't you send |
| | | | coupons? |
| And even more effective is sending a package | | | | |
| with a bulge. There's a mystery value added | | | | If they're writing articles: why don't you |
| when people receive a lopsided, or odd-shaped | | | | promote a special report? |
| package. People are naturally curious and | | | | |
| assume there's a surprise freebie inside and | | | | If they're relying on advertisement: why |
| can't wait to find out what's inside. | | | | don't you submit a media release? |
| | | | |
| Use teaser copy on the envelope. Write a | | | | If they're promoting their website: why don't |
| juicy offer, a benefit statement, a fear of | | | | you develop a squeeze page? |
| loss declaration, a controversial argument, | | | | |
| or an incredibly intriguing phrase on the | | | | If they're giving away tchotchke: why don't |
| front and/or back of the package. Pen a line | | | | you pass out an informational booklet? |
| that stimulates their senses into finding the | | | | |
| answer inside. | | | | You see, every time they zig-you zag. Don't |
| | | | be the follower: become the leader. And when |
| And here's how to get a divorce from the pack | | | | they start copying you, lead from another |
| mentality... | | | | direction. This way: you become the Alpha |
| | | | Marketer and are always ahead of the pack. |