a company name, logo, or return address. Generally, I will imply that there is more to come. The impact of this technique can be pretty strong. In some cases your prospects will actually look forward to getting the next piece. People love a good mystery.

The Call to Action

Like any marketing campaign, decide what you want the final outcome or call to action to be and deliver it in the last piece. If you want them to call your office, take your call, visit a website, attend a workshop, make it painfully clear what the price of the game has been.

I’ve actually had clients tell me that prospects who wouldn’t even return their phone calls, eagerly made appointments and sometime still displayed the items they were sent throughout the campaign in their office. People don’t get this kind of attention from much in their lives and they want it. More than ever your prospects crave two things ‘ content and contact. A lumpy mail campaign had the potential to deliver both with a bang. (careful with too much auditory impact)

How Much For Those Lumps

A lumpy mail campaign can get relatively expensive when compared to, say, a postcard mailing so its important for you to consider two things when you are designing yours. How many clients you can serve and what the lifetime value a new client has to your business.

Most small businesses only need a handful of new clients at any given time to thrive. Lumpy mail is perfect for that kind of growth. Carefully target 10 new businesses at a time, throw the kitchen sink at them and watch your appointment rate soar to about 70%.

If you are in a business that sells a one time $19 product then you can’t really spend to much to acquire a new client but if your business can generate thousands of dollars from a long term, loyal client then perhaps spending even $100/new client running a creative lumpy mail program makes a ton of sense.

So get to your local toy store to get the creative gravy flowing and pass the mashed potatoes already.

About the Author

John Jantsch is a marketing consultant based in Kansas City, Mo. He writes frequently on real world small business marketing tactics and is the creator of ‘Duct Tape Marketing’ a turn-key small business marketing system. Check out his blog at http://www.DuctTapeMarketing.com/weblog.php - get these kinds of killer tips

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This entry was posted on Friday, July 28th, 2006 at 2:58 pm and is filed under Direct Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.