How to Use Lumpy Mail to Win Big Clients: A Simple Guide for HR Consultants
Nick Poninski
Helping HR Consultants Build a ￡70K+ Business | 2x Self-Published Author | Podcast Host | Avid Reader
If you’re struggling to attract and retain clients for your consultancy, you’re not alone. Many consultants face the same challenge. But what if there’s a unique strategy that could make a significant difference? Enter lumpy mail—a creative approach to stand out from the crowd and engage potential clients.
What is Lumpy Mail?
Lumpy mail is a term for physical mail that includes something unusual or interesting inside. Instead of sending a standard letter or flyer, you send a package with a little surprise. This surprise could be anything from a quirky toy to a useful item that resonates with the recipient’s interests.
Why Should You Use Lumpy Mail?
Lumpy mail is a powerful tool for grabbing attention and making a memorable impression. Here's why it’s worth considering and the specific advantages it brings to your HR consultancy:
1. It Gets Noticed??
In the flood of digital communication, physical mail stands out. When you receive a package that feels different, your curiosity is piqued. This initial curiosity means your mail is more likely to be opened and read.
Example: Picture your potential client receiving a package that’s not just another envelope. They’re more likely to open it because it’s intriguing and different from the usual marketing material.
2. Creates a Strong First Impression??
A thoughtfully crafted package creates a memorable first impression. By sending something tailored to the recipient’s interests, you show that you’ve put effort into understanding their needs.
Example: Suppose you’re targeting HR Consultancies focused on employee engagement. Sending a highly regarded book on this topic, along with a personal note, can make you stand out and demonstrate your expertise.
3. Personalised Touch??
Personalisation is key to making lumpy mail effective. Research your target’s preferences and tailor the package to them. This shows that you’ve put thought into your approach, fostering a sense of connection.
Example: If your target loves coffee, sending a voucher for their favourite local café shows you’ve taken the time to learn about their likes. This makes your outreach feel more genuine and considerate.
4. Builds Curiosity??
A unique package naturally builds curiosity. When recipients receive something unexpected, they’re more inclined to engage with it and learn more about who sent it and why.
Example: Including a small puzzle or a quirky item related to your services, along with a letter, can intrigue your target and encourage them to reach out to you.
5. Can Start Conversations??
The ultimate goal of lumpy mail is to start meaningful conversations. By sending a package that resonates with your target audience, you create an opportunity for dialogue and engagement.
Example: Following up on a lumpy mail campaign with a phone call or email to discuss the package can open doors to valuable business conversations and potential opportunities.
The Disadvantages of Lumpy Mail
While lumpy mail has its advantages, it’s important to be aware of the potential drawbacks:
1. It Can Be Expensive??
Customising and sending physical mail involves costs, including items, packaging, and postage. Ensure your budget aligns with the potential return on investment.
Example: If you’re targeting high-value clients, the cost of a bespoke package may be justified by the potential revenue from securing a big contract.
2. Timing Matters??
The timing of your lumpy mail is crucial. If your target is overwhelmed with work or on holiday, your package may not get the attention you hoped for. Plan your mailings to avoid these pitfalls.
Example: Avoid sending packages during holiday seasons when people are out of office. Aim for times when your targets are likely to be more engaged with their work.
3. Mixed Reactions??
Not everyone will respond positively to lumpy mail. Some might find it intrusive or unnecessary. Be prepared for varied responses and focus on building relationships rather than expecting immediate results.
Example: While some recipients may appreciate the effort, others might not engage. Use this feedback to refine your approach and improve future campaigns.
Things to Watch Out For
Before you dive into using lumpy mail, here are a few things you’ll want to watch out for:
1. Timing is Everything??
If your prospect is in the middle of a big project or on holiday, your carefully crafted package could end up in the bin. So, try to send it when your prospect is more likely to pay attention.
2. Follow-Up is Crucial??
Don’t just send lumpy mail and leave it at that. Follow up with a call or email a few days later to ask if they received it. This keeps the conversation going and increases your chances of making a connection.
3. Be Ready for Mixed Responses??
Some people will love the creativity, while others might not be interested. But that’s okay – the goal is to start conversations and build relationships, not to close deals on the first touch.
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What to Do If You Want to Use Lumpy Mail
If you’re thinking about trying lumpy mail in your consultancy, here are the steps to get started:
1. Do Your Research??
Make sure you know who your target is and that they’re the right person to send this to. Is the decision-maker actually going to see it, and do they need what you offer?
2. Choose the Right Item??
Pick something that’s not only memorable but also useful or relevant to your services. Pens, stress balls, or even a quirky toy are good options – just make sure they tie into your message.
3. Personalise It??
Add a handwritten note or something that shows you’ve put thought into the package. It doesn’t have to be elaborate, but it should feel like it was made just for them.
4. Plan Your Follow-Up??
After the mail is sent, don’t just sit and wait. Follow up with a polite email or call and start a conversation. It’s the follow-up that often leads to those golden opportunities.
Summary
Lumpy mail can be a highly effective way to break through the noise and engage potential clients. By crafting a personalised and memorable package, you not only stand out but also create opportunities for meaningful conversations and business growth. Just be mindful of the costs, timing, and potential reactions to ensure your campaign is successful.
PS. Feel free to reach out to me on LinkedIn if you have any questions about lumpy mail or lead generation in general. And keep an eye out for a big announcement coming before the end of the month!
4 Ways We Can Work Together:
1 - The Marketing Made Easy for HR Consultants Podcast
This podcast gets released every Wednesday and covers everything you need to know to get a pipeline of perfect-fit, high-paying clients for your HR Consultancy.
There’ll be implementable tips and tricks and strategies - so it’s not just theory and mental titillation.
And, importantly, there’ll be a psychological and neurological aspect so you understand why this stuff works too.
If that sounds interesting then check it out here.
2 - My book, “How to Land Your Dream Client”.
This book details my signature offer and everything I do with my clients so you’ll understand everything I advise in one easy to access location.
Whatsmore, the book is laid out in 7 easy-to-follow chapters that relate to every aspect of the sales and marketing funnel:
I’m a copywriter as well as a marketing and sales consultant so be assured that the book is easy to read and totally focused on you - the target audience.
If you’re ready to get your copy then click here and make your investment today.?
3 - The Power Hour
Just like Ronseal, this does exactly what it says on the tin.
Whether the problem you want to solve is something you’ve discovered on my podcast, or my book, and you just want reassurance that you're “doing it right”...
Or, you’re implementing your own solutions and they just aren’t getting the results you’re expecting…
We can sit down together and devise a plan to overcome those struggles.
You’ll come away from the session knowing exactly what needs to be done, in what order and how to do it - kinda like a HR Policy and Procedure (but less formal).
4 - My Signature Offer, “The HR Consultants’ Client Control Solution”.
In this 12-month programme we build and implement your business’ marketing and sales process, tools and strategy from start to finish so you have control of your business forever.
That means you’ll have everything you need to get every client you ever want, whenever you want, at prices you’re currently too scared to say out loud.
Whatsmore, you can get all this without expensive adverts, time-consuming social media activities, and time consuming and mind numbing networking meetings.
If that sounds interesting then register your interest here.