MRL #072- The Surest Way To Get To The Decision Maker

I got a DM last week from a “Henry Schuck” on Twitter.

After peeping at his profile, it turns out…

Henry is the CEO of ZoomInfo.

Yeah, that ZoomInfo.

He responded to a tweet I put out about why I’m non-renewing my ZoomInfo contract asking for more feedback.

(Nice guy, by the way)

In my tweet I stated that:

“Even though [ZoomInfo] is a great lead gen database, it’s just not worth the investment anymore.

Biz owners are wising up and cell phone numbers are getting harder and harder to find.”

I wasn’t trying to hate on ZoomInfo, I was making the point that…

It’s Never Been Harder To Get To The Decision Maker

Gatekeepers, 3rd party answering services, the work-from-home revolution, strict non-soliciting policies post Covid…

All are making it difficult.

Those factors combined with the fact that every biz owner knows 10 brokers…

And it’s never been harder to get to a Decision Maker.

Which is exactly why I chose this topic for this week’s newsletter.

Believe it or not…

There is a way to get to the Decision Maker.

And I GUARANTEE you, if done correctly, your message will end up in the Decision Maker’s hands 9 out of 10 times.

But before I tell you how to do it…

A Story About Debbie The GateKeeper

Marlon the mailman walks in the front door of XYZ Agency’s office with his normal assortment of postcards, envelopes, and small boxes.

Except today, Debbie the receptionist notices Marlon has another oddly shaped “package” with him, delicately balanced on top of his stack.

As Marlon sets the mail down on Debbie’s desk, the “oddly” shaped package falls off the stack.

Debbie picks it up and looks at it for a few seconds.

It’s a large envelope with some sort of object inside…

It’s also hand addressed to the owner, Steve.

Curious, Debbie shakes it.

“What in the world could this be?” she wonders.

Eager to open it up and see what’s inside, she hesitates…

It’s a package unlike anything she’s ever seen before.

“Probably personal mail,” she thinks to herself. “Probably shouldn’t open Steve’s personal stuff.”

Debbie stands up from her desk and collects the other pieces of mail addressed to Steve. She walks the stack of mail back to his office and sets it neatly on his desk.

One Amazon box on the bottom, 7-8 envelopes on top of that, and on top the “oddly” shaped envelope.

*End of scene*

The story I just told you perfectly demonstrates…

Why “Lumpy” Mail Is So Effective

Lumpy mail is exactly what it sounds like—an envelope with something “lumpy” inside.

It’s a creative marketing strategy that ignites curiosity in your prospect and dramatically increases your chances of getting your message seen by the decision maker.

As demonstrated in the story here’s why it’s so effective:

First off…

Lumpy mail dramatically increases your chances of getting around the gatekeeper. 

Because its hand addressed (to and from) to the DM it looks like personal mail. And because there’s a physical object inside the GK is much less likely to open it for fear of privacy.

Secondly…

Lumpy mail is much more likely to get opened by the Decision Maker.

Because it’s oddly shaped it has to be set on the top of their mail stack (nothing else can be stacked on top of it). And because there’s a “physical object” inside, it provokes curiosity in the DM to see “what’s inside”.

Now, I know this sounds crazy…

But it actually works.

Direct Mail marketers have been using it for decades.

It’s more expensive than traditional snail mail…

And may seem kind of cheesy…

But when all else fails, and you need to get to the Decision Maker…

It’s the surest way.

Experts say…

“Lumpy” Mail Gets Opened By The Decision Maker 90% Of The Time

I mean, it’s hard to ignore a package that lands with a thud on your desk!

What you put inside is up to you.

Get creative…

Pens, a foam brick, toy cars, or a copy of your book…

It doesn’t really matter.

Just make sure your tchotchke ties in to whatever message your delivering.

For example…

Here’s A “Lumpy” Mail Piece That Worked For Me

Inside a normal sized envelope I placed a handwritten letter with a $1 bill attached to it using a large binder clip.

The letter read:

“Hey Steve,

As you can see I have attached a $1 bill to the top of this letter.

I’ve done this for two reasons:

1. To hopefully get you attention

2. Because this letter has to do with your hard earned money, so I thought it was especially appropriate.

You see…”

… and the letter continued on to talk about a new market that had entered their state.

I won’t go into further detail on the “how-to” of “lumpy” mail… you can use google for that.

I just want you to know what it is, and why it works.

So, the next time you run into a brick wall of a gatekeeper, or can’t seem to ever get the DM via phone and email…

Try “lumpy” mail.

You might find that this crazy ass idea actually works.

See you next Sunday.

Kick ass take names,

Maximus F Revenue IV

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