The BEST Shock and Awe Package I have Ever Received | Dan Kennedy | Direct Response Marketing
Parthiv Shah unboxes a handcrafted wooden case from Germany containing a rosewood pen display, a framed €100 bill, signed book, and personalized letters. The elaborate direct-mail package demonstrates how high-value, thoughtful gifts create memorable impressions and cut through noise in direct response marketing.
Chapters
Hi everybody, I'm Parthiv Shah and we are in eLaunches.com offices. This morning when the mailman came, we were actually walking outside and he was waiting for me with this, this monstrosity of a thing that showed up unannounced. Usually when a box comes in, I know who it is from, where it is, where did it come from, it's something I bought. It says, uh, it Color is either black or RFW, so it's not black. It came from— it came via DHL and it came from Germany from a guy named Tarek. And I have no idea what is in it, so we actually opened it and I started opening. I'm like, oh, now I'm going to record a video of opening this thing. This is actually somebody's shock and awe package. And I have 300 shock and awe boxes in my office. I study everybody's shock and awe boxes. And this is a shock and awe for me. So here, Sid, why don't you help me? So we'll bring this to the conference room and we'll open more things. So this is Sid. He is a management trainee. And this is the first time you're opening a shock and awe box, right? Mm-hmm. All right, so let's put it here and let's open this. All right, so yeah, you have a sit here and we are going to open this. Okay, so it has— so we opened this and it says, to Parthiv Shah, dear Parthiv, thanks again for everything. To show you my appreciation, I have sent you a special gift. In this envelope you will find a personal letter. Please read this letter first. Okay, so we are supposed to open this. It has a real wax seal. The whole thing is handcrafted. Okay, uh, then there are a couple of other things. It says letter 2 to Parthiv Shah. It feels like it has something in it. And then there is a third packet. Caution: please do not open this envelope until you have read letter 1 and 2 first. On the back thing, have you read letter 1 and 2? Otherwise, this will not make any sense whatsoever. So what do most people do when they get Right? They will open this thing first. They will open the thing they're not supposed to open first. So we should— that's not— but I'm going to actually open this. We should get a— why don't you get me a— that knife from my desk so we will open this safely. And while Sid is getting the thin the knife. Let's open. What the hell is this thing? It is a wooden case. Oh God, this is, uh, it's extremely heavy. It must have cost a bloody fortune. I am beyond impressed. I mean, foam packaging. It came all the way from Germany. It has this in a cloth bag, so it clearly looks expensive. And I— so it looks like a treasure box. So, okay, uh, so let's see, uh, if, uh, we will open this. Everybody always opens the gift first before opening the letter, right? Uh, so here we go. And okay, look at that! Holy cow! It is a box to hold my pens, right? And then it's a box to hold all my pens. How many? What Montblanc pens can I now buy now that I have this? So, Deepak is shooting the video. I think my Montblanc budget just went up substantially. I mean, this is, uh, this is a fantastic gift. I mean, every case here is a thing to put a pen in it. So now let's open letter number 1. I'm going to be— I'm going to open this very, very, very carefully because anyone, any of my clients or prospects who come visit the office, we are going to— we are going to— yeah, there is a video playing in the other room. Close it. So we have a personal letter that I'm going to read. Um, if you hit the red button, it'll go away. Uh, hey, um, just get out of the Zoom meeting and it'll stop talking. Okay, so we have a letter. Dear Mr. Shah, if you have ever gotten— if you buy one more— if you ever gotten the— if you buy one more pen threat from your wife, then this is the most important letter you will ever read. As you can see, I have sent you a big luxurious pen display case along with this letter. The reason for this letter is simple. I know that you too are a pen lover, and in my opinion, uh, those babies need a special place in your office. This rosewood handmade case is manufactured out of the finest material and bought from a local luxury watch box maker. And just like me, it's made in Germany. And the best part, it's yours to keep no matter what. Secondly, if your wife doesn't share your love for the collection of pens, then this box will contain the best excuse you have ever had to buy all the Montblanc collections you deserve. Okay, so that's letter 1. I mean, talk about a This is pork shakana, right? I mean, we are opening now letter number 2. Let's see, um, so if you want, you can get the scissors instead. Yeah, this, uh, here, I'll just, uh, that there's a glue thing. Let's see if I can open it on this side, so, because I want to preserve his note on the back. Yeah, this worked. So what if this has a Bon Blanc pen in it? Now what are we going to do, right? Um, okay, so, um, let's Dear Mr. Parthiv Shah, as you can see, I have attached a real and framed €100 bill, which is worth about $120 today. So this is a long-form sales letter. Wish it had— there is a whole page of PS, PPF, PPF. I'm not going to read this out loud to you guys. But okay, so in addition to that, we have a €100 bill that is framed. I should go get the scissors here. So we'll open the frame thing. I'm going to open the— I'm going to open the Did you see this? Okay, so how long is the video so far? What, about 3-4 minutes right now? Um, 10 minutes. We are already in 10 minutes and we are still opening the gift and we read the letter. Uh, see, I mean, look how much time someone would spend on a thoughtful gift, right? Um, And, and, and, okay, so here we have a €100 bill, a real €100. Do we have any euros at the house? Maybe we do, but I mean, do we genuinely have our attention there, right? Okay, now let's see what we get. Um, again, I'm going to open it at the bottom so we can preserve the top flat, because this is definitely going in the e-launchers' Sharkana Hall of Fame, right? I mean, this has made its presence there. And I already feel something lumpy here. And, uh, okay, look, it has a book. It is a book too. See page 4, and there are flags. Okay, it is signed. It's, uh, in German. Okay, my first German book gift. Was is on the second? Page 4. It's signed. So here's the author. Okay, that's why. Okay. And then there is the letter. Okay, so that is his background letter of recommendation, and this is his book number 1. See page 5, it's photocopied, and he actually put a flag on page 5. It has his name on it. I mean, just wow, just wow. So the question I have after watching me do this Is your shock and awe shocking annoying? Thank you for watching. I know it's a long video, but I mean, this is the only way you can experience getting something from this guy. And, uh, this I'm keeping it. It's not even coming out of the frame. So if you come to my office, you will have this next to this Rosewood Pen Collector Box, and I'm looking forward to hosting you in my office. Thank you.
