[NOTE - we're moving RossFishman.com to FishmanMarketing.com/blog-page soon!]
How to get the rapt attention of the people? Go the extra mile and their attention. Intrigue them. If the targets are important, it’s worth spending more on the materials and taking the time to tailor them to the individual recipients.
Here’s a package that showed up in my mailbox. It caught my attention; it was the first thing I opened. I dedicated much more attention to it than anything else that arrived that day, and took the time to appreciate the creativity, hard work, and expense that went into it. It implicitly promised a program of real value.
First lesson – all the Hallmark research shows that “dimensional” mailers get opened first, before the letters. Of course I opened this box before the holiday cards and other flat envelopes. And the return address from Google made it even more interesting:
Opening the top, you see a black box and an envelope: