I am often saying to clients that just sending brochures is not enough to cut through the clutter of messages taking up the head space of your prospect or future client as I prefer to call them.
So....to stand out you need to send them something physical, something that stands out and demands they give it the time it deserves. If it can be fun as well then this is even better.
One of my clients sends out a fluffy cat with a carefully crafted sales letter. The results have been great and to make the point I thought I would share with you part of an e-mail his marketing team recently received that makes this point far better than I can.
Here it is...
Hello Jackie,
In my line of work I feel it’s important to let others know when something they do is working. I have just gotten a stuffed cat in the mail with your handwritten notes and informational brochure. To be honest, I couldn’t recall the company name when I read it so I went back through my emails to locate your below message.
I do recall getting this message and thinking it was nice to see the person who was emailing me, an idea we had considered within our own company, but I had put the conversation with Alan and your email to the back of my mind due to the sheer volume of these types of call I get.
Anyway, I just wanted to send a ‘well done’ to your marketing department, as this very unconventional mail follow-up has made me take time out of my day to not only view your website, re-read your email, tell my colleagues about this funny cat/message and to ultimately spare more time yet to email you now.
A company I was once unfamiliar with is now at the front of my mind. Be assured that when the time does come for us to progress this project we will contact you.
Thanks for the cat, he looks great on my desk!
Have a good day,
Jenny
Proof if you ever needed it that the more "put of the box" you get with your marketing the better results you'll deliver to the bottom line.
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