- Can you believe that
there are people out there
who were testing a shoe.
There are people out there
who are testing marketing
ideas so crazy as Lumpy Mail.
So that when people opened
the mail they feel it
and what could possibly be in this package
and why would this person send this to me?
Hello, my name is David Thomson
and today we're talking about
something called Lumpy Mail.
I'm going to put the shoe down now
because you get the point.
I'm going to tell you some of
the ideas that have been done.
The first idea I want to share
with you is from Joe Polish.
Joe Polish has got an incredible podcast
called "I Love Marketing," which he runs
with Dean Jackson, who
are both great marketers.
And he was testing and testing
with some of his clients.
And it worked.
People were making a fortune doing it
was sending one shoe in the mail.
This is when people are trying
to get past the gatekeeper.
They were trying to get
through the top of the company
when they were trying
to have a conversation
and they would send one shoe
in the post signed for delivery.
And when the person opened
the box, it would say,
"I was just struggling to
get a foot in the door."
If you'd like to have
a conversation with me,
please let me know.
And that's how that process works.
And many people who were
brave enough to go for it
had some brilliant business.
Now, we've been doing this as well.
And this is some of the ideas
I wanted to share with you before.
38 years ago or 37 years
ago, dad was testing this
where he was sending an arrow in the post
with a piece of parchment
and a red ribbon.
And the response was incredible.
When he was in the car phone business,
they had cardboard engineered.
Funny enough, not from
direct line but a red phone
with black wheels that when
you opened up the envelope,
it popped out.
Now, they had a tonne of
complaints because it scared
a few people.
But wow, they got some brilliant
business from it as well.
I mean, there were so many
examples of people doing this.
I mean, Nightingale-Conant
whose one of the largest audio
personal development business
development companies
in the world based in America
where dad, Peter Thomson,
was the first UK author tested this again,
by being one of the first companies
to ever send out a free audio mailer.
And it was a 10-minute tape.
And the upsell from there
was to lead the field.
Dad's version of lead the
field, which of course,
was voiced originally, by Earl Nightingale.
Now you can see, we've been
doing this for many years.
Many people have been doing
this for many years and testing,
how to get people's attention.
How can you do something
different without being cliche?
How can you think outside the box?
So this really got me thinking
about some of the offerings
I was doing, and I'm hoping
that this is starting
to make you think about
what you could be sending
to your potential clients.
What is the Lumpy Mail that
you could be sending to them,
where they would be so engaged
and they would be laughing.
They would be sharing with
their friends and family,
this hilarious shoe that's
turned up in the mail
or this cardboard phone
up popped out at them.
What is it you could be
sending about your service,
about your offer, where you
could be having conversations
with the people you want to
be having conversations with,
in a fun, light-hearted way?
This is what I would
suggest you do is to think
about something maybe a little cheesy.
Think about something that's
just a little bit on the edge.
I know someone was testing
something in America
where they were sending a paddle.
And you can imagine what the message is.
If you're up a creek without
a paddle, here's the paddle.
Does it take a bit of investment?
Of course, but people
will always remember.
Now Lumpy Mail is amazing.
But you may be thinking to yourself,
"Dave, when was the last
time anyone sent anything out
in the mail on any big scale anyway?"
Well, one of the things that
I'm going to show you next week
is how you can do Lumpy Mail on email
and how you can do Lumpy
Mail in digital marketing.
Well, thank you very much for listening.
As you know, I'm David Thomson.
I've been doing TGI Mondays
and we've been talking
about the customer journey.
We've been talking
about digital marketing.
We've been talking about lead generation
talking about ideas to
engage your audience.
But there's another reason
why I've been doing this.
And it's because we've been building
something really special.
We've been building something
that I'm going to be sharing with you
in the following weeks.
I can't tell you too much
about it at the moment.
But what I will tell you is this,
I'm going to be allowing you
to see behind the curtain
and see how we have been
building our business
and how we have been making sales
and how we have been having success.
I can't wait to share these
amazing ideas with you.
Thank you very much for tuning in
and watching until next week.
Thank you, bye bye.
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Thanks for watching.
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Until next time, every success.
