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Standing out with direct mail grabbers.
Hi I’m Brian Pombo welcome back to Brian J. Pombo Live brought to you live every day from Grants Pass Oregon back here.
Today we’re looking specifically at a piece of mail that dropped in and this is one that anyone that’s in Southern Oregon has probably gotten these before from Butler Automotive Group. They sell a Ford’s and Acura’s.
It’s with a large dealerships here locally and if you asked me before which, well, I’ll help go cover that in a second.
I want to show you one specific thing about this piece of junk mail that I lovingly refer to a junk mail. Because I work a lot and in junk mail, I help people to use even physical direct mail like this to get attention.
It’s all about standing out.
If you can stand out with your customers, you have a chance of being heard and then eventually take them down the line of being known, liked, and trusted.
Right.
How do you get known?
First you got to stand up.
You got to be rise above everything and oftentimes when we get a bunch of stuff in the mail, we parse through it pretty quick.
Pay attention, next time you grab the mail and you’ve got a handful of things, what are you doing?
You’re looking for, okay, what’s the stuff I don’t need?
What does this stuff that I don’t even need to think about, look at or do anything else with?
One of these would normally be something that you would just kind of toss aside the differences with this particular one is that it comes with a little key.
That’s an actual physical key.
Now it hasn’t been cut specifically so that it works on anything, but it’s one of those deals that they send you an actual key, taped on here and it says your odds of winning this SUV is one in 71,158 if you received a key and your confirmation code matches the prize board, you are the winner of a 2019 Ford Escape SC or 25,000 cash.
That’s all this is.
This is a representative.
But many people don’t know why, something like this is in a piece of mail and it’s because it stops you.
It stops you and in the industry, it’s referred to as lumpy mail or as a grabber.
I remember Gary Halbert, a famous marketing genius, used to talk about grabbers.
Often times they talk about those being in an envelope, but this is an example of a free mailer that is, you know, it’s a regular mailer that you normally just kind of toss aside, but this grabs your attention.
It’s a little heavier and if you’re feeling something a little lumpy in it and you’re going to pay attention to this little key, whether you’ve received one of these before or not.
I always notice this little key when it shows up it comes a couple times a year that they do this same deal over and over again.
I can tell you it probably works for them because they do it over and over and over again.
So it must be working.
It must be worth tossing in a little bit of extra metal and plastic into the cost of the mailer to get that extra little attention to make you stop a little. Just a little bit and pay a little closer attention to their little piece of mail here rather than just tossing it aside like every other piece of junk mail that just kinda comes through and it’s obvious.
It’s obvious right off the right off the bat. It’s an ad, but this little grabber stops you.
It’s all about standing out.
Now I don’t know whether it works for them or not.
They may just be doing it because they’ve always done it.
It’s funny how businesses can work sometimes.
I’d love to find out if you are in the Southern Oregon area and you know anything about the Butler Automotive Group or the marketing people that work with them to to build this little thing.
I’d be interested to know how well it works for them because I could tell you, I could always talk about a piece of mail like this with the keys a few times a year.
It was always one of those things that’s always on my mind, but I couldn’t tell you which automotive group did it.
I really couldn’t.
I knew it was one of the big ones, but I couldn’t tell you that it was Butler Automotive Group.
So it’s not a name recognition thing that they were going for.
They’re going for specific people. I think specific people that are in the market for a car and just trying to get your attention, that split second longer may just do the trick.
That’s just one example.
There are a million examples.
I love lumpy mail.
I love any type of mail that’s different and odd and off the wall.
Most people don’t know you can mail just about anything.
There are people that mail coconuts that all you do is you, if you put a label on it and you can fit the postage on it, you can get it through the mail.
As long as it’s not hazardous or anything.
Well, I know you can do something’s alive. You can send chicken eggs through the mail, you can send chickens in the mail, but you got to do it a special way.
But you could take a coconut and hollow it out and seal it back together and you could have that be a mailer.
I mean there were a million things out there. 3D Mail Results, I think I’ve talked about on here before.
3DMailResults.com I think is the website. They’ve got some great examples of lumpy mail, but I just want you to think of the concept of standing out about being just just different enough, it a little bit more attention.
Now, if you could be more different, if you could be more outrageous, if you could stand out a whole lot more, that’s a key to really being able to capture people’s imaginations and to get them to pay attention a little bit longer so that they get to that point with it.
They Know, they Like and they Trust you and that leads the way to having an ongoing customer or client.
So just a little piece. If you’d like to see how you can standout more as a business, then I’d love to be able to talk to you.
Go to BrianJPombo.com and you could also go to a DreamBizChat.com especially if you are a business owner or executive that’s in the self-reliance field, meaning you have products and services that encourage people to become more self reliant.
Go to DreamBizChat.com the link is in the description above, below, depending on where you’re watching or listening to this so you have a great day.
In the meantime, get out there and let the magic happen.