Next to the Valley View Ferry
Richmond, Kentucky
I got a call yesterday from a company that started something
like this: “This is your second and last notice about a credit card that we
will make to you….” Now, that caught my
attention big time because for a second, I thought I hadn't paid a bill or
something like that.
However, the message went on: “…to get an outstanding
interest rate on our new offer, please stay on the line for this important
message…..” Also, a week ago, I got a
letter in the mail that had a window on the envelope and it had my name on it,
except the paper inside the window looked exactly like it was a check. I eagerly opened it up, salivating over the
idea that I would be able to take my wife out to dinner only to find that it
was an advertisement and not a meal ticket.
My students at school would say that I was “dominated” and
“owned”.
Even though this type of marketing and direct mail assaults
are killer and sure to get me to open the mail, it is a two edged sword. On one hand. I could just shrug it off and
think, no big deal, on the other, I could definitely get mad about being
deceived.
Actually, I got mad about the call rather than the mail,
because the call interrupted something important.
However, despite my reaction to both of them, the direct
mail piece actually accomplished more than the call did. The call was a one-step introduction whereas
the direct mail piece required me to do at least two things, look at the
envelope and then open it.
(You can easily see
which was harder to do.)
Anyway, I wound up opening up the envelope hastily, and of
course, it was an advertisement.
However, no matter how disappointed I was, I started thinking, “What if
they did this marketing right?” I mean,
what if they put some information of real value in there about their product or
if they offered me something like a free trial or even an irresistible offer
that I’d have to be crazy to pass up?
I’m here to tell you that it can be done the right way, and
it has been done over and over again. You
can use these types of tactics just to get the mail opened, much like the direct
mail ideas that I have told you about like three dimensional objects or the
Doodleopes I wrote about previously.
Picture 1 |
The deceptive envelope trick isn't new but it is very effective
and used by some of the best marketers on the planet. (see picture 1)
However, as I said before, if you use this tactic, you
better make darned sure that you have something of value to say or offer them,
otherwise this tactic could backfire and you could suffer a bad
reputation.
I would only use this tactic on first time prospects because
chances are you won’t be remembered, unlike if you are sending out an offer to
someone who already knows, likes and has been already doing business with you.
Picture 2 |
Anyway, you can get these types of direct mail pieces from Evil Mad Scientist Laboratories. They
have all sorts of great direct mail envelopes that you can order to help you get
your foot in the door with potential clients or customers. (See picture 2) This company has all sorts of great envelopes
covering almost every type of deception or occasion. Check them out at the link above.
No comments:
Post a Comment