lead gen and direct mail

Cutting Through the Clutter

Once upon a time in a neighborhood two and a half blocks away, mailboxes were swarmed with messages from companies near and far.

Tree service. Mulch delivery. The local eye doctor. Product samples. The not-so-local eye doctor. Coupons, coupons, and more coupons.

The ones that garnered more than a glance implemented three things: they did their research beforehand, were the most creative, and spent a bit more dough.

Laundry detergent sample that instantly removes mud stains? “Kids! Give me your dirty clothes.”

I’ll never use this coupon…or this. But, this, I’ll be sure to save.

Piece of gum? Sure, why not.

Oh, that’s hilarious. “Karen, look at this and tell me it didn’t make you laugh.”

Email Killed The Mailman

We miraculously survived Y2K, and the 21st century inbox holds the equivalent of thousands of traditional mailboxes, the ones filled by the postal truck in that neighborhood two and half blocks away.

Survey request. Newsletters. The local college. Rate my service. The not-so-local college. Free item, free item and more free items.

Mailboxes have turned into inboxes, Valpaks have turned into, well, they still exist…but the logic behind what makes a message stand out hasn’t changed.

Extremely addictive game? *opens App Store*

$2 shots at Kilroys! I’ll be there.

Tweet about Uber to get a free ride? Damnit. I went over 141 characters.

Oh, that’s hilarious. *Screenshot* “Siri, send to Emma”

A college student will delete coupons for adult diapers just as fast as they would throw them away in the 20th century. A 300-word block of mindless text is just as boring in the mail as it is an email. A postcard with faded ink will be looked over in the same manner as an infographic created with 1999 Microsoft Paint.

A mixture of creativity, research, and moolah to get your message to stand out was necessary then. With the myriad of mediums that exist today, It’s even more necessary now.

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