It’s getting harder and harder to get your message through all of advertising clutter so sometimes you need to up ante and make a real statement. A lumpy mail package screams notice me, open me. A lumpy mail campaign can give your marketing message center stage attention. Of course, you’ve still got to deliver performance. But half battle is finding an audience.

How to run a lumpy mail campaign

Go to your core marketing messages. You core point of difference or benefit. The primary things you promote when you want to tell your prospects why they should hire you.

Now think of some unique items, trinkets, or packaging that you can use to help communicate your point. We’ll jump through hoops to get your business – hoola hoop. We’re key to your success – a box of keys. We provide total solutions – a box of Total brand cereal. We’ve got tools to help you get job done – a box of play tools. It’s very important that you can create a very strong image and metaphor for message you are trying to communicate.

Repetition

Like any good direct mail campaign, repetition will improve your results. I usually suggest looking at three installments in your campaign. If done correctly this will usually leave recipient eager to perform whatever call to action you request at end of campaign.

A building series

If you want to attract more clients in order to build a more profitable business you need three things. You need clear goals, knowledge of how to market your business and a plan of action. Your marketing is like proverbial three-legged stool. To function effectively, all three legs need to be solidly in place.

Without clear goals you won't move forward. Without marketing knowledge you'll waste your time instead of pulling in many more clients. Without a plan of action, your marketing won't get done.

Setting Your Marketing Goals Staying on track can be a struggle, whether you are trying to stick to a diet or get your marketing in shape. How can you get started and maintain your marketing momentum? What you need to do is make a commitment to specific marketing goals.

Winners set both large and small goals, and they put specific goals in writing. This last task may sound superfluous but it can make a big difference to your success.

One of my goals had been to write a book, a task that seemed overwhelming. Of course, no one writes a book all at once, they are written a page at a time. With a short-term goal of writing three to five pages a week, I made steady progress, wrote three books and have outlines for two more.

Take a piece of paper or fire up your word processor and make a list of goals for yourself and your business. Include both long and short-term objectives. When you write your objectives where applicable include who, what and when.