This weekend, I got buried getting some client work done.
I was scrambling to write you a great lesson today. When I saw it wouldn’t likely happen, I remembered that my very first newsletter was only seen by like 20 people. So, I looked it over, polished it up, and am sharing it here for all of you who haven’t seen it.
[And for those of you who did see it 17 months ago, let me know if you tried it out!]
It’s really a great idea that’s been tried & tested. Even on me.
Blindfolds. Puzzles. A rattling tube in the mail.
This is how you win the attention war with architects.
Because in today’s world, everyone is trying to email, ping, post, DM, or tag them.
But as my mentor Brian Kurtz says:
“The least crowded In Box is the one at the end of your driveway or in the lobby of your building.”
That’s why today I want to show you how to hijack that forgotten inbox … and use it to build real, high-trust relationships with architects using one simple strategy:
The Mystery Mailer.
And no, this isn’t about gimmicks or junk.
Just one well-executed mailer can beat 100 forgettable emails.
Let me show you how…
A quick lesson from the King
You might’ve heard of a guy called Gary Halbert. He was one of the greatest direct-mail marketers of all time.
And one of his most famous marketing ideas was “The Dollar Bill Letter.”
A simple sales letter with a real $1 bill stapled to the top.
Why did it work?
1) Attention-grabbing: It stood out & got read.
2) Engaging: The letter was conversational, relatable, and explained the $1.
3) Psychological impact: The $1 created a sense of reciprocity. You feel obligated to read it.
4) Memorable: Ensured the message and the sender stay in your mind.
5) Simple & unexpected: Making it easy to understand and appreciate the creativity.
Now, let’s steal that idea … but give it an architect-friendly twist.
=======
If you’re new here, subscribe here so you don’t miss the next lesson.
=======
The puzzle piece mailer: How it works
You’ll send architects a personalized, intriguing package with a grabber. [A “grabber” is something you include with your letter to “grab” their attention.]
But, instead of $1, each mailer could contain a puzzle piece. Or a unique code that unlocks exclusive online content that ties to your product.
The mailer
- Use sleek, professional designs that hint at architectural themes.
- The package could resemble a miniature blueprint tube or a sleek portfolio case. [U-Line has 1” x 12” Kraft tubes for 88 cents a piece. Perfecto!]
- A FedEx package is another great option that always gets opened.
Personalize
Research each architect on your list and personalize their letter. This could be as simple as referencing their recent project. Or including a message that connects with their design philosophy [if it’s obvious].
The Puzzle Piece
Include a high-quality, tactile puzzle piece in each mailer.
- Could be part of a larger architectural image or design.
- Intriguing enough to pique their interest. Part of a famous building? An innovative design concept?
- If you go with the tube mailer idea, make sure the puzzle piece rattles around inside.
Unique code
Include a unique code with the puzzle piece.
- It could grant access to an exclusive section of your website.
- Make sure this online platform is well-designed and mobile-friendly.
- Hint toward the bigger picture the puzzle piece belongs to.
Exclusive Online Content
Once they enter the code, they’re taken to exclusive content. Make sure you clearly tie it to the mailer & puzzle piece. This could be…
- Interactive 3D models of buildings
- Video series showcasing innovative architectural designs
- A virtual tour of futuristic or conceptual buildings that use your product
The Final Reveal
Each piece they receive builds towards a bigger picture as they collect more puzzle pieces over a series of mailers.
Once completed, it could reveal:
- An invitation to an exclusive event
- A chance to collaborate on a high-profile project
- Some other enticing idea that ties in with your product(s) and provides value to them.
Why it works:
- It’s interactive
- It taps into their aesthetic sensibilities
- It builds a relationship before a sales pitch
- It’s unlike anything they’re getting from your competitors
And yes … this has been done before.
The blindfold that booked a meeting
About 7 years ago, a FedEx package landed on my desk.
No idea what it was, so I quickly tore it open. Inside was a letter, a product sample, and… a blindfold?
It was around the time Sandra Bullock’s Netflix movie, “Bird Box,” first came out. I never saw it, but I knew everyone had to stay blindfolded to survive.
Anyway, the letter had a small screenshot of the movie showing Bullock blindfolded. It then tied the movie to the blindfold in the package, and then to the company’s new “blindside” waterproofing product sample they’d included.
Not a sexy product. But they definitely grabbed my attention! It was timely with the current “hot” movie. And it was very memorable (I still have the package and blindfold.)
But the key was…
Someone called me five days later to follow up. They asked if I had any questions, and that call turned into a sales meeting at our office.
Bingo!
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil “The Blindfolded Architect” Sutton
Architect | Speaker | Coach to Building Product Reps
=======
If you’re new here, subscribe here so you don’t miss the next lesson.
=======