Last week, I wrote about lumpy mail. Greg said he’d sent out expensive gifts to some prospects, but used a format that only allowed for a short message. There was no room to explain what he did, or why the people getting the package should care. Nobody responded.
This is what probably happened:
Wow, this is great! Who sent it?
Greg?! Who’s Greg?
I don’t know any Greg. Why would he send me this?
Bet he spent a lot of money.
Hey, Joe, do you have that information on the Greenberg account I asked for?
Greg had a few seconds to connect, and he blew it. However, he knows better now.
Lumpy mail works, but just sending a package isn’t enough. The package, is essentially, the headline; it’s the introduction that invites people to find out more. Once the package is open, the rest of the contents (such as the sales letter or the brochure) have to make the case that your product or services are worth clicking on, calling about, and buying.
To quote David Ogilvy, “When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”