Marketing Your Writing: The Lumpy Mailer
This week I’ve written about the benefits of using postcards to send to prospective clients and customers. I would be remiss if I neglected to include the “lumpy mailer” as part of your marketing arsenal.
Over at Tom Chandler’s site, the Copywriter Underground, there is a good article on using a lumpy mailer. Tom advocates cherry picking your clientele and sending them something special. Using this method, you tap into our human desire for uniqueness. It’s a excellent idea. By doing a bit of research on your prospects you have a better chance of getting them on your client list.
Tom has used a battered bowling pin, a robot arm and wind up chattering teeth. Each fun toy was attached to his strong sales message. This method would certainly warm up those cold calls we need to make to get new business.
Here’s another idea you could use; send your prospects a pizza magnet with a slice missing. You can get these at a dollar store. Send them with your message, “Is something missing from your sales message?”
If you still need convincing about adding this technique to your marketing tactics, then check out this article by DMNews called Adding Dimension for Direct Mail Success.
Ideas are limitless with this type of mailer but remember to stay within your budget. I’d be interested in knowing what you do to entice prospects to try your freelance services.
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Thanks for the mention. Just to clarify, a lumpy mailer is usually a three-dimensional object mailed in a box or thick envelope. It stands out from the rest of the mail pile because there’s obviously an object inside – not just another piece of paper.
As you noted, a great way to warm up that cold call, but expensive in large quantities.
@ Tom: You are most welcome. I like the lumpy mailers because you can have some fun along with your prospects in addition to getting new business.
Yes, fun is good – in fact, it’s probably a more accepted part of marketing than at any time in the past.