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