Practical Sales Training™ > How To Get Attention > Lumpy Mail
What is it?
Lumpy Mail is a type of direct mail designed to stand out by not looking like a regular letter. It might be unusually shaped, a different size or colour, or have something inside that makes the envelope bulky or uneven. The goal is simple – to grab attention and get opened, because it doesn’t blend in with standard flat, white post.
Why does it work?
It works because people are naturally curious. When something arrives in the mail that doesn’t look or feel normal, it breaks the pattern and gets noticed. In a world of endless emails and identical envelopes, Lumpy Mail creates a physical moment of interest. That moment makes it far more likely your message will be opened, read and remembered – which gives you a better chance of generating a response.
How can you use it?
You can use Lumpy Mail to follow up with leads, send creative proposals, introduce your business, or even re-engage past clients. Think about including something small but surprising – like a keyring, a dice, a tea bag or a custom object that ties into your message. Add a handwritten note or a bold envelope colour to increase the impact. Lumpy Mail doesn’t need to be expensive – it just needs to be different enough to interrupt the usual flow of the day.
Example
I send out BLACK AND WHITE Christmas cards to clients and contacts which is very unusual indeed! It always gets attention as it’s the LEAST Christmassy card most people receive!
See also:
- The Bizarreness Effect
- Communication Preference
- 100+ ways to seize buyer attention
- 100+ ways to be more memorable
Hat tip to Sam Ovens for the inspiration.
