The One About Mailbox Excitement - I Love Marketing With Joe Polish And Dean Jackson - Episode #80

I'm dean jackson, he's joe polish, and this is the I love marketing podcast. Hey everybody, I'm Dean Jackson and this is Joe Polish.

And Dean's got his little snake. Yeah, it's not a real snake. He's. He thinks he's cool. Go ahead.

It's pretty fancy.

Do this episode here and at the Piranha Marketing headquarters, nonetheless.

The toy store.

The toy store, yeah.

Yeah.

And Dean just loves that frickin snake. He's playing around with it. So anyway, what are we doing? Why are we here? Well, we've got a platinum meeting that's gonna be starting tomorrow.

Tomorrow.

And we decided that we would pull out a bunch of stuff. And I've got lots of this stuff that you can.

Boxes of a whole room full of grabbers.

What is this? So here's the deal. If you want to get someone's attention, if you want word of mouth marketing, if you want people to do business with you, there's this famous, that old sales, the ADA principle, Attention, interest, desire, action, which many people talk about, get their attention. You could probably watch like Glengarry Glen Ross and that very funny scene from Alec Baldwin. But the whole point is, how do you actually take this to the level of marketing and make it interactive? Now there's a bunch of stuff that is sitting on tables in front of us and a lot of people will look at this and say this is total junk. And very well it could be, depending on what you do with it, how you do with it, the context, its involvement, mechanisms. Some people refer to this as like three dimensional mailings, grabbers, lumpy mail.

I call it mailbox excitement.

Mailbox excitement. That's what it is, a shock.

Whenever I look at. That's the thing is always in my mind when I'm sending something to somebody, I always want it to be for sure the most interesting thing they got in the mail that day.

Right.

You know?

Yep. What about that honey badger we've got?

Actually the honey badger don't care.

Jeremy gave that to me at an I Love marketing meetup group as a gift. It's in there. There's a.

There's a honey badger in there.

Yeah. Now this is my favorite Burning man hat. I actually really, you know, this is my favorite. I've got a bunch of different hat. Been a Burning man twice. Total freak show. If you've been there, if you don't know what I'm talking about, just Google Bernie man. But anyway, so the thing is, there's a lot of stuff here and we're going to actually go through and explain what this is, why it could be very important to you, and how you can translate what a lot of people consider junk and stuff that you can get in dollar stores and turn it into money, turn it into sales, turn it into impact. This could be used in a nonprofit sort of environment if you want to get someone's attention. It could be used in a for profit. It could be used in love letters. I mean, there's all kinds of things you can do. Like for instance, this right here, this. I can't even remember this dude's name, but this is a little sumo wrestler. And I sent one of these to Marty Edelston. Actually, no, I take that back. I actually saw one of those at Marty Edelston's house. I ended up getting one. And then I think I sent him one or he might have sent me one. And me and Marty Edelston. Marty Edelston is the founder of Boardroom Inc. That Brian Kurtz and Margie Abrams and just amazing marketers. They do Bottom Line Personal, the largest non publication paid for consumer newsletter in the world. Just a great group of people. And I originally had sent Marty Edelston a spider man, basically toilet seat with Spider man comics and stuff on the toilet seat. It was like this piece of art. It's really cool. And he put it up on the wall. That somehow developed some level of bonding and relationship with me and Marty. And he sends me stuff all the time. I send him stuff.

Remember he sent you a box of chicks?

He sent me a box of baby chickens. Yeah. And thankfully I found someone that afternoon whose sister actually has a farm. Because I was like, what the hell am I supposed to do with these things? Right? So some gifts could actually freak people out. Now that being said, we're going to talk about it in the context of making money. And Dean's got a very creative mind. So a lot of this we've done yellow page roulette.

I've used a lot of these kind of things because I love that kind of thing.

I'll give my take on it, but I want to hear your take on attention grabbing direct mail. Now we learned all of this before the Internet. We were doing this before websites. And the reality is there's less noise in people's mailboxes today than there ever has been. So you have a huge opportunity to still mail things to people. Like even this morning, you know, we have my high level event that I'm doing in New York. It's going to be the highest level mastermind group on the planet. We've got, you know, Arianna Huffington and Peter Diamandis and Ray Kurzweil and Steve Forbes, Tim Ferriss, you know. And Mark Hyman, who's a doctor, is going to speak at it. Evan Pagan, Neil Strauss, you, Dean Graziosi, John Benson, all these people that are coming in speaking at this thing. And we've had a few emails back and forth with Mark Hyman, who's just a brilliant dude, you know, he's written a bunch of books and just very smart speaks at TED and all that. You know, we were having emails going back and forth and I made a phone call to him and we wrapped up what we needed to literally in the span of about three minutes. And I made this comment that, you know, you just. People try to do everything online. They try to make all conversions online. Sometimes you need to send people a card, send them a package, make a phone call, you meet them in person. I mean, see, that's where you can really make a lot of things happen that electronically you just can't. How are you going to send a Yo yo via email to someone and say, dear friend, as you can see, I've sent you a Yo Yo. Why? Because you've been on a Yo yo diet or whatever. So you could tie in anything. So I want to give your take on what this is. I'm going to read a letter and then let's go through kind of like we do with yellow page roulette.

I like it. Yeah. Maybe stimulate some ideas of how you could use stuff like this. But that what you said about just creating some drama or creating some theater around things. Right.

Or drama, of course, in the right way.

Right, right. But I call that mailbox excitement. But you and I, we use things like I would say sending our. I love marketing book into space with our action figures is theater. Theater, that's what that is. Now the books have just arrived last week. We've been sending them out to people, they've been getting them.

And those of you that actually bought book, thank you very much.

Yeah. And so the people who bought the book, they know when it came the envelope is the most exciting looking thing they got in the mail that day. It's got the big red galactic space mission logo on it. It's got the as seen in space and the whole, you know, it's just an exciting thing to get in the mail. But there's all kinds of things that you can do like that. I used these cars here with cafe latte when we were doing the birthday postcard promotion. One of the things we did was we got some Hot Wheels like this and we took pictures of them and put them on the website as more of an incentive to bring people in. We said, plus, you could win one of three new cars. And we showed the thing, which one will you choose? We had the convertible, the sports car or the suv and we had pictures of them. And then right below it in as big letters as everything else, little asterisks that said cars shown approximately actual size. And then when people came in, we had them on display and it was kind of a funny thing. And they're like, oh, I want the sports car if I win. That kind of thing is pretty exciting. So even if you, especially if you're a location based thing where you want, you're getting people to come in, rather than sending them a car, you could send the pictures of the car and have them on display in your restaurant or in your cafe or in your whatever to get people to come in.

Yeah, well, see, and the whole point is like you can take it too far with trying to be funny versus actually trying to sell. However, what you want to do though is you want to bond with people, you want to engage them and you want involvement. And so what you just described is an involvement mechanism. So even like free recorded messages, void of having a grabber and you're going to run an ad somewhere, if you can literally get someone to pick up the phone and call a 24 hour free recorded message, that is an engagement mechanism. I mean you're known for inventing the squeeze page. And that is like you were to take looking at a website and say, okay, how do we get more interactive involvement? And that was. When did you first do that? When did you first do that?

1997.

1997. Okay, now literally millions of people have knocked that off and now there's different ways and some people don't use squeeze pages anymore and all that sort of stuff. But the point is you always thought about how do we get more engagement and involvement from people that we are trying to do business with. And that is the psychology of before, during and after. So all of the eight profit activators which you hear us talk about on I love marketing, one of the ways we want you to think about this is how do you incorporate three dimensional involvement, touch and feel things so that you can shock and awe mailbox excitement, you know, whatever you want to call it. And so as an example, this ties into copy though. So it's one thing to have a mechanism it's another thing to say certain things either in print, in audio, or like video.

You have to be able to segue it properly.

Yeah, exactly. So I'm going to read in, I'm going to show you a couple of examples and we're going to talk about this. And I'll ask Dean, what would you do with this? What would you do with this? So. So, for instance, here is a dollar bill letter. I first learned this from Gary Halbert. And you basically attach a dollar bill to the top of the letter because it's a grabber. You want to grab someone's attention. And it says, dear Christine, as you can see, I've attached a nice crisp $1 bill at the top of this letter. Why have I done this? Actually, there are two reasons. One, I have something very important to say to you and I needed some way to make sure this letter would catch your attention. And two, and secondly, for reasons I will explain in a moment, I wanted you to experience as you open this letter the totally unique thrill of receiving money in the ma. Completely unexpected source. Now, this is all Gary Halbert copy, right? First things first, what is it that I have to say to you that is so fired up important? Simply this. Thank you. I really mean it. When you decided to invest in the Gary Halbert XXX package, which is the consultation I did with Gary, you took a chance. I admire that and I intend to do everything within my power to make this the best investment you'll ever make. The content of this package is by far the most valuable marketing and copywriting information in the entire world. You're about to discover the brilliant, jealously guarded secrets that Gary Halbert shared with me during a private consultation that has allowed me to rake in millions of dollars in my info marketing business. It will literally be like eavesdropping in on a private $11,500 consultation session with Gary Halbert. And the next best thing to actually being there. Get ready to make $5,000 a day selling information from anywhere in the world. Starting from scratch with just a pen and a legal pad. These audios contain over 39 specific secrets that can result in huge explosive profits for any infomarketer. From the newbie just getting started to even the most advanced info marketer. Blah, blah, blah. So it goes on to say that, and then at the very end I say more, but I'm not going to read the whole letter. And it says, I forgot to tell you. P.S. after I sign it in blue ink. By the way, important. I forgot to tell you the other Reason I sent you the dollar bill letter, you can do whatever you want with it. You can give it to charity, buy yourself a beer or whatever. But you know what I hope you do with it? I hope you frame it. And then someday in the not too distant future, what I hope happens is someone will see the dollar bill hanging on your wall. And when they ask you about it, you'll say something like this. Well, that happens to be the very first dollar I ever received because of my association with Joe Polish and Piranha Marketing. And since then, I've received hundreds of thousands of dollars more. Let's make it happen. And so that is a stick letter that wasn't even designed to actually sell something with the Grabber. It's after somebody bought something from me, we actually mail them the actual consultation audios with this letter attached saying, thank you. And someone's like, wow, when's the last time you, for one, got a thank you letter?

Do you remember ever. So do you remember ever getting money in the mail? Like, do you ever remember getting a dollar bill letter or getting. I remember the very first time. This was like. And I still remember it.

People send me letters now with $100 bills because they're trying to get me.

To use the attention of them. Yeah, yeah. I remember the very first time I got money in the mail like that. It was four. I was like 18 or 19. And it came. And it was a survey company, like a radio survey company. And they wanted me to fill out this survey with my radio listening habits. And it had three $1, like, crisp $1 bills attached to it, like offering money in advance as a thank you for doing the survey. And I never did the survey, but I kept the $3. And I still, like, you know, I still feel a little bit guilty about that 20 years later.

I mean, I'm just sitting here thinking, I mean, you really need to do a pen.

It stood out in my mind.

You need to do a penance for that.

It stood out in my mind.

Yeah.

You know, one of the things from the Halbert. I think he talks about this on those CDs that, you know, he talked about using an example of for somebody who sold things internationally or represented manufacturers in other countries. And he got a st of paper money from the countries that they represented and put a rubber band around it.

That's the one thing I can do. I've got a bunch of foreign money here.

Okay.

Yeah.

But he would send a letter and said, these are all the currencies of other countries. That's Real money that you're not getting because you're not represented in these countries. And what we do is we help people distribute their goods in these countries. That's kind of an interesting use of money like that. And sometimes foreign money, like where it's interesting from places that you've never seen before. You don't know what it's worth, right?

It could be worth it.

Yeah. Cheap.

Yeah. Like if you do a Google search for Educational Coin company, they actually, you know, can send you literally money from almost any country. And so that's a great, you know, do a Google search. But that's Robin at Educational Coin Coin. But basically, yeah, I mean, I've used every type of money. Gluing pennies to the top of that. We recently sent out a tube mailing for an invitation for the New York event. And there were pennies in the tube. So there was a big rolled up invitation, like a big poster saying you're invited to come to this event. And on top of that I put pennies in it. So when people get the tube, you hear this cranking around like, what is this? And this is one little more added element that added another 2 cents.

We did that maybe last year helped you with a letter with the Paula Abdul talking card.

Yeah, you know what, what I'll do in a month, I'll have you ramble off and I'll go downstairs and I'll grab one of those Paul Abdul talking because obviously, you know, there's so much stuff that I have. I mean, I've literally done hundreds of things. So we want to share. But let's make a note of that, that I will go grab the Paul. Okay, let me show one more example of a letter. So you can use this obviously dollar bill letter. You can say dear.

You can do that. I'll text Eunice to bring it up.

Wonderful. Okay, why don't you do that, see if she's down there. She might be at lunch. Where are Michelle? We've got different ways that you can use grabbers. Like this one is something that I originally wrote in my carpet cleaning guide for carpet cleaners, for accounts receivables for when people owe their money. And this particular letter has helped generate millions of dollars of getting paid for accounts receivable money in different industries. It was part of my stick Strategy secrets program. Like what do you do after you a sale in order to make the sale stick? And what do you do if you're in one of the situations where your business actually bills people when they're late on their payments. So this is a very non threatening way. We've talked about this on a past episode.

We went through the whole strategy.

Yeah. So I'm just going to read kind of briefly. So the first letter says Dear name. As you probably notice, I've attached a piece of string to this letter. Why have I done this? You ask for two reasons actually. One, to get your attention and two, so that you could tie this special piece of string around your finger so you wouldn't forget to pay the bill below. This is just my friendly little way of reminding you that your account is past due. I know you're busy, so if you just tie the string around your finger, you won't forget to pay me. Please take a few minutes and write a check so I won't have to interrupt your busy schedule with a piece of string. Again, I appreciate your prompt attention, sincerely, you know me. P.S. please hurry and return to this special piece of string with your check. I need this string for other accounts. So that adds, you know, you're talking about situation where people may be in financial trouble or they may be, you know, who knows? I mean, but the fact is, if you've provided a service and someone owes you money, you need to be getting paid for that. And if they're hemming and hawing or not paying you, how do you do it in a way to where you can keep them on your side as much as possible, not piss them off, not come across as like a hardcore collection agency where if they're angry or in a situation they're like, well, screw you, I'm just not going to pay you. And that's how most people's attempts to collect are actually treated. So they're not only not getting paid, the people end up hating them. And in reality, you totally get screwed if you're the service provider, because either way, yeah, I mean, completely. So. And if they don't. So you send that out and it's just a great grabber. Now you can use different stream. Here's really colorful string. Look how pretty that is.

That's very fancy fur.

There's thicker, it's green, you know, it's like, yeah, that's. And you want me to tell you.

Rope, it's a lifeline.

Okay? A piece of rope goes into a bar and goes up to the bartender and says, you know, give me scotch on the rocks, right? And the bartender says, you know, you're a piece of rope. Don't you see the sign? We don't serve ropes. Get out of here. So he tells the rope. The rope goes outside and kind of sits on a curb and is depressed and, like, really wants a drink. Yes. And so the rope comes up with this idea. So he jumps and ties himself in a knot, kind of, you know, messes with the top of the rope and just kind of frays his hair a little bit, and walks back into the bar and goes out the bartender and says, you know, I'd like a Budweiser. And the bartender's, like, looks at him and says, aren't you that rope that was in here just a. You know, a few minutes ago? And he says, no, I'm afraid not.

I'm afraid not. That's good.

Very powerful.

See, it's fun.

That's like.

That's what they call in comedy. Phonetic ambiguity. That's what that is. Is that it?

I just thought it was a very mediocre joke, but it reminded me of that. So this is what happens when you're add. All right, so basically, second notice, here's that piece of string again. Now, you send this out, like a week or two after you send the first one. If you don't get payment. Dear Name, I was hoping this wouldn't happen, but I haven't heard from you, so I'm forced to send you another piece of string. This string works. If you tie it around your finger right now, you will not forget to pay your outstanding bill. I told you this was a special piece of string. Sometimes these things happen. I understand. Once in a while, a bill may slip by and you don't even realize it. Please take care of your obligation now. If you're unable to pay the overdue bill in full at this time, please call my office to arrange a payment plan. I understand that occasionally life throws us a curve ball, but before it counts as a strike against us, we can correct it. Sincerely, blah, blah, blah. P.S. i need that special string back. I'm running out of. And by the way, if you actually want to legitimately and legally use these letters, which are copywritten that we own, you can actually buy our program. However, this will give you some ideas. So I just want to say that because people really need to be sending us money, because this is truly this letter, these letter sequences, people in that business could literally collect. What they collect could be worth tens of thousands of dollars. So why would someone take something that. This is genius, use it, and then not want be willing to reciprocate and give the giver of this great advice money. Right.

I can't even think of one possible.

Reason I can't fathom it. Other than no ethics, right? But, you know. All right. So that being said, so the third notice, I'm running out a special string. Can you read this one?

You want me to read this?

Please.

I'll read the whole thing.

I think too much time's being spent with me talking.

That's interesting, isn't it?

Yeah. Imagine that I think about this thing.

This is your third piece of special string. I'm running out a special string. Please pay your overdue bill right now. Or tie this special piece of string around your finger so you don't forget. I've got a problem. You see, I really am running out of special string. This is the very last piece I can afford to give you. If I don't receive your payment or a call from you explaining your situation, I'm going to be forced to turn this over to so and so collection agency. I don't want to do that. You see, once the so and so collection agency has your name, your credit rating will reflect your non payment. That could possibly affect you the next time you get a loan or from anyone that you would like credit from. I don't want to do it, but my hands are tied. I've done my part. I've sent you two other notices. I haven't heard from you. It's our strict company policy that stays all overdue accounts must be turned over to the collection agency. After three attempts have been made to collect, you still have a way out. If you send your payment in the next five days, this will all be avoided. You must act quickly. Sincerely, Joe Polish. P.S. hoping my special string will work its magic.

Yeah, and the funny thing I used to say is. If someone doesn't pay you after that, or they simply don't want to, you could send them like a miniature noose or something. And tell them to hang themselves by their big toe.

There we go.

But here's the Paula letter. I'll get to that in a moment. So basically, what are your thoughts on that, Dean? Now, like, what's the psychology behind that? I mean, we're showing a single piece of paper and a piece of string which costs nothing, and then a stamp. And you're going to send that three times. I mean, you're not talking about a very expensive, elaborate, complicated method of communicating people that owe you money. What's the psychology behind it? Why does that work? Because we know that letter. I mean, I have people over the years that have used that letter. That it has solved a large portion, not all. Sometimes you have to turn things over per se to a collection agency, or you simply write it off, right. Or you become your own collection agency. There's all kinds of ways to do it. I think doing things like that, followed up with phone calls, depending on the relationship you have, you know, I mean, I think, you know, in any sort of situation, whatever can be handled, you know, with a phone call or whatever, you know, is the best circumstances in some situations. But what from a marketing standpoint, what's going on there?

Well, you know, it's. You're getting somebody's attention. It's different than just sending an invoice with a letter from a lawyer or, you know, something like that, or escalating or third and final notice or those kind of things.

There's the keyword escalating. Escalating. What does that mean, escalating?

Well, I mean, you're getting firmer and firmer. Like, you know, you're kind of being like the stern voice, you know, cult trying to collect this money and trying to shame them into paying or whatever. But this is just a fun, light.

Way to do it.

But it's serious, too. I mean, it says everything you want. And it's.

You said something like in the beginning, because, you know, I tend to be more sarcastic and I bust on people more than you. It's more my personality stuff. But you said the reason this works is we have the right level of respect and disrespect. Well, the thing is, yeah, it's, it's, it's. It's. It's. It's fun, it's enjoyable, but it's also about a very, very serious matter. And you're dealing with, like, you need to get paid, right? And so. And at the same time, you want to be nice to people, but you also need to get paid. You provided a service, you sent a product that has cost you. If you don't get paid, if people don't pay you for what you're doing selling, you can't stay in business. So how do you actually address this very serious issue and do it with the most humanity possible in order to get the desired result? Because at the end of the day, this is not about just throwing a bunch of shit together, mailing it to people. I mean, it seems like that, and partially it is. This is about creating a result, getting an objective, making a sale, bonding with people, connecting with people. And we just know that if you bring some level of this or a lot of level of this to your business, you will be a hell of a lot more successful. Different companies do it in different ways. I mean, I always think of the Apple videos, like, even when they show how an iPad is made and they show the manufacturing plant, I mean, even online, they do as best as they can to tell a story, to create an experience, to create environment involvement. And, you know, sometimes if you're just selling information products, you know, you're not going to have jack in the box jumping out of the package, running their business for them. You got to do other things to engage people. So that's where free recorded messages come in. That's where things like that come in. So let me show the Paula letter and then let's do some. So one of the things that me and Dean teach, and you literally are crazy if you don't have this is a 24 hour free recorded message for the before, during and after units of your business, where every person that has a business card should have a 24 hour free recorded message on the business card. So when they hand out the business card to somebody, which is, that's why you have business cards, you're typically not mailing business cards. You go to Whole Foods, you go to grocery stores and they have those cork boards where, you know, it's like, if you really want to sell something, put a free recorded message there because what are the chances that someone's going to take a business card? And half of them. I don't even understand what the people do, especially like Whole Foods because there's so many touchy feely, spiritual people. And they do meditation, they do yoga, they do bodywork. And they come up with these bizarre names like massage alchemy or something. But there's no explanation. There's like the name.

Do you remember the psychic that was following us? We went to Whole Foods one day, we walked over and there was this really colorful card, little business card. And you picked it up and we read it all the way into the Whole Foods and you threw it in the garbage. And then we went down the street to Starbucks and then we came back out to the car and there was another one of those cards right on the thing. It was for a psychic. And I told Joan, let's call him up.

I'm thinking a human being. No, no, no. I was like, what are you talking about?

But I said, let's call him up and say, do you know who I am? And you know why I'm calling?

Just to test them. We should have. Exactly.

We did, but she wasn't buying into it.

We did call.

Yeah, yeah, I can remember that.

Okay. I remember in the car?

Yeah, because that was from when you got hit with the typewriter in your head. That's why you can't remember it.

Whatever, you know, it's, it's like I, I should know that even you telling me that annoys me that I don't remember that aspect.

But you remember the, you remember when it happened, right? You remember the whole.

Yeah, no, I remember that. I just don't remember the phone call.

That's funny.

I have to think about it more. Maybe some hypnosis. Maybe I could, I could get into that memory.

That could be alright.

But the point is. So you've got all things like that and you have no idea what they actually do. But if you have a 24 hour free recorded message, you have the advantage.

Of.

Don'T get a massage until you listen to this free recorded message. Or if you're anything, whatever you're selling, you can use a free recorded message to educate people on how to make an informed buying decision so that they can do business with you. And it's just a great way. So we've taught that if you want to set up a free record message, go to ilovemarketing.com we even have the company that we recommend, just click where it says free recorded messages. It's dirt cheap. Great company we recommend and you can literally get, you can get a free recorded message there. So what I wanted to do was like, how do you actually take this to a direct mail campaign? So Paul Abdul is one of my 25k members and she's doing some joint ventures with some 25k members right now that will probably result in a pretty big thing for her. And it's like a special message from Paul Abdul and Joe Polish. So people that are prospects for the 25k group we send this card to and they open it up now it says if you're a high level entrepreneur who wants to join the most exclusive mastermind group in the world for entrepreneurs, visit www.the25kgroup.com.

Joe Polish's 25K group has changed my life. I know that's a bold statement from someone who has had what most would consider a lifetime of success. But it's true. I was looking for my next reinvention and was seeking the best business insight to take my career to a new next level. And I knew with Joe's group I would be surrounded by the brightest business minds in the world. Because it's designed that way. I knew I'd have Joe's cell phone and access to his network and Rolodex and all the resources, every 25k member. I talked to a few folks before joining and they said if I didn't make my money back from the very first morning that they'd be shocked. Well, they were right. In fact, I've made some multi million dollar deals with several 25k members right now. This is such a special group because it's a close family of world class talent driving and supporting each other to their best success. If Joe and bites, you take the same advice I was giving. Don't think about it. Just be daring. And if you want to know more about Gel Polish and my experience with Gel Polish, visit the website that's included with this card.

Okay, so now that.

Is that our books that arrived. Is that for me? Can you open it up and see? Yeah, because if it is.

Dean actually doesn't really care about editing and stuff. He's like this. Whatever.

Well, it's all alive.

Why not?

It's very exciting.

Okay, so this is our. I'm gonna go get a knife so you don't have to model. You explain what's in that knife.

Look, we got the mini label right on there. Can you see that one? So this is the. This is the label that comes on the space books here. Got the. I love marketing there. As seen in space. Can we use one of those knives to open.

What do you think of this knife rack?

I love it.

Isn't that great? All right, go ahead.

Can we use one of these too?

Of course. That's why I brought it.

Oh, okay.

I'm doing this for a while here.

So you keep talking.

So this Paul Abdul card, you know, obviously who the hell is Joe Polish, right? A lot of people don't know me, but they don't know Paula. Now Paula wouldn't resonate with a lot of particular entrepreneurs, but Paula actually would with other people. So there's certain. This is just a great involvement mechanism to actually take something about your company and something that you want to say and actually put it into a card. Because it actually turns out the card. Sort it into like a 24 hour free recorded message.

That's exactly what it is. And they don't even have to call to listen, right?

Yeah. Seen in space.

As seen in space.

I love marketing book. Okay, so. Boy, dude. Well now here, here's a perfect example.

Now this is different because this two I got one for you and one for me.

Okay, great. Now I want to point something out. When somebody gets.

There's one for Joe Polish.

Listen, what I'm Saying here, Dee.

Okay.

What are you doing right now?

I'm very excited about opening the mail.

Right, so you're opening a box, but say there was a sales letter in there and say it was lumpy.

Yeah.

You listening to me? I hear you. All right, so you can't multitask. You should know this. So the thing is, if you sent someone an email and there was a letter and they didn't have to go through that whole process to cut something open or someone did, you're not going to treat that the same as if you're actually holding something.

I agree. I agree.

This is live. Actually, it won't be live.

This is a fantastic.

But this is an example of getting someone to hold something in their hand. So explain what this is.

So this is actually the envelope that's yours.

Wonderful.

It's actually the envelope that people received. So all the people that ordered their space book, this is what came in the mail with the Galactic marketing mission logo here, as seen in space. Your I Love Marketing yearbook. Their name big on the. On the thing.

So if you order our I Love Marketing book, you will actually get a package like this.

Yes.

Right. So I'll have you do the honors.

Okay. Well, it's very exciting.

Look at that.

That's a great looking book.

Look at that, look at that. One through 50, the best. So explain what's in here.

D. So this is when Joe and I were talking about this whole idea of doing the podcast. We were talking about how cool would it be if Claude Hopkins and Albert Lasker, or, you know, not comparing ourselves to Claude Hopkins and Albert Lasker, but the whole. If they had gotten together every week and recorded an hour conversation about all the best practices in direct response of the day of the time. And every week they had a, you know, they would transcribe it and they had a book of all of the conversations that they had. How cool would that be?

It would be amazing.

Yeah. So that was kind of what we thought about.

So we wanted to lump ourselves in that category because we're all kinds of marketing that it's.

I believe I'm going to. Going to suggest that this book is going to be historical. 100 years from now, somebody's going to dig this up and they're going to feel like they came on the gold mine. But this is like a.

Let me see whose pictures. This is a keepsake from a status standpoint. Don't you think mine should be up here? Because it says, I'm Dean Jackson.

You know what I decided? I decided here's the thing that puts.

You more of an authoritative position because you're trying to take this whole Robin thing we got going and turn yourself into Batman.

I decided. You know what I decided? I told somebody the other day that I think you are the Flavor Flav to my Chuck D. I mean, that's probably.

I wonder how many people don't know what that means.

And it doesn't matter if they're other.

Age, they're not gonna.

But, you know, that's funny and it's.

Probably true, you know? You know, here, look. We even got. Where's it at? All right. You know, this is almost as close as we can get to Flavor Flav. We've got the Bling Bling necklace.

The Bling necklace, yeah.

Okay. Look at this. Look at that. I want to hit the mic here, but.

So anyway, this. This turned out even. It's better than I hoped to. It's great. Love it. Looks like a. Well, it's a keepsake, really. It's a generational keepsake.

Yeah. So here's the thing. You know, I want to actually. I want to actually do something for people that buy that book. Maybe we should put together a package. Let me think about it while we're doing this episode. I think people really need to experience receiving a grabber in the mail. Certainly it costs money to send grabbers in the mail unless there's a specific sales promotion. But I think everyone that listens to I love marketing and doesn't just listen and get entertained by this, but actually listens and says, wow, they're actually talking about some pretty valuable stuff. Wonder if I should put together a talking card. I wonder if I should attach a dollar bill or attach something to the top of a letter and see what one looks like.

Or send your book into space. Send.

Yes. And if you haven't seen our sending book in the space, it's going to go up in the space again. Go for part two also is we have footage of that book being up in space. And the camera, of course, on the first shot, it cut off our heads. The action figures of me and Dean. But anyway, I think we should do new action figures that look a little bit different. Okay. You know what I'm saying?

Yeah.

I just think we should.

Those were rushed, weren't they?

Yeah, they were rushed. Theirs is still cold because we're up in space.

I haven't seen them yet.

No, they're actually.

They're over there with logo.

Do we want to send these ones up in space? You know, that's the deal. But. All right, so here's what I want to do.

Can you sign mine?

Sure. We'll sign it after this. After. Think through. All right, so here's a bag that came from a 99 cent store. Now, everything we're going to share with you is not complicated. It's completely doable. Anyone can do it. And I've selected. I've got hundreds of things throughout this office and stacks of stuff that we use. But most of the stuff here has been either bought at a dollar store or, you know, obviously this, like, you can get this in like a SkyMall catalog and it costs about 99 bucks for something, you know, big like this. But basically. And of course we've got weird stuff here too. Like for instance, you're not going to believe this. I can't believe I'm to say this on video, but I will. I have a friend of mine and she's like, wanted. She's like, let's go, you know, do something kind of cool. She has. Her ex boyfriend was actually dancing in a dance last weekend in Phoenix and I didn't quite know what this dance thing, she's like, it's going to be hysterical. Love it. The movie Magic Mike is actually quite funny. I went and saw that with my girlfriend. And so basically girls love that movie, by the way. Most guys are like, I'm not going to go to a movie about male strippers and stuff. And it's actually, it's quite funny. You know, I think it's. I think it's pretty. I think most guys would find that movie quite amusing. So anyway, so we go to this dance. Yeah. Just with you.

Yeah. Let's go to the vip.

Let's go tonight. Right? Let's go to matinee. Awesome. All right. So basically maybe we can get Frank Kern and Evan to go. Fred Willard. Yeah. Yeah. So basically I go to this dance with her and it literally not all of the dances, but like half of them are with the top drag queens. So men dressed up as women in a dance. It was bizarre. And so there's obviously a lot of gay people there. And one of the things that Smirnoff Vodka was doing is they were sponsoring this and they actually gave this headband out. And I literally. I think we should. Who do you think is most deserving of this as a grabber? If, like we were sending for a birthday? Evan or Frank Kern, who do you think would really appreciate that?

Trey Smith has one just like that. So if we sent that to Frank, they would have a Matching set.

We'll send it to Frank. Yeah, okay, so that.

Perfect.

Anyway, so happy birthday, Frank. That being said, let's go through some of this stuff. Like, for instance, one of the things that I think about when I'm going to do grabbers is weight.

Because getting laid.

Yeah, it's lulu.

Magnetic ambiguity.

Think about this. These cost $1. Yeah, right. $1 one for a batch. And these things weigh nothing. But if you put this inside an envelope, like here's a different red, white and blue one. It's very light, right. You can put that in an envelope, but it still gives the envelope lumpy mail, but it still weighs nothing. So certain things, like if you wanted to send like a barbell or a shake weight in the mail as a grabber, which would be funny. Or a mug, a mug actually weighs more. That's going to raise your postage quite a bit. Now, there are certain things like this.

You can.

You can get like this caution tape at Home Depot or Lowe's or something like that. And you can cut it into pieces and you can attach it to the top of a letter that says caution.

You can cut off each one where it says caution or whatever.

You literally can take something like this. That costs a few dollars. I don't know how much this actually costs. It probably costs 10 bucks for this. But basically, you can literally probably produce 1,000 letters, if not more, right out of something like that. You can even put that on postcards, if you had folded over postcards. So that would be an example of something there, like this bling thing that I'm wearing. How would someone come up with a grabber for like this? So you can either send it in the whole package like that, that says bling necklace, you know, and it has a dollar bill on it. So what would be an example part of the thing? What would you do with something?

Well, you know what's interesting, you were talking about Frank, that one of the things that Frank had done as an affiliate, disclosing that he was going to get paid an affiliate commission if you buy whatever it is that he was talking about. And he's saying, I'll probably use the money to get a fancy necklace and then I'll go into a store and buy something. I forget what it was, but it was this whole long chain of funny things that he would end up doing with the money that you ended up getting. But that's kind of an interesting. You could send somebody that as a replica.

Dear friend, as you can see, I've attached a bling necklace to Topless letter. The reason I've done this is, one, I needed a powerful way to get your attention. And two, there's a money symbol in the middle of this, and I need to talk to you about something that has to do with making money. The point is, it doesn't have much to do with anything. You can segue it. You can make that work because you can come up with stuff. You know, there's two ways you can look at this, okay? One, there's a money symbol that represents what I'm going to share with you. And second is a chain. Is your business chaining you because you don't have enough money and you're not able to hire the staff that you want, get the type of clients you need, live the life you want? I mean, there's all kinds of ways you can just take this and tell a story. So the cool thing is if you give grabbers to kids and you say, hey, explain what it is you're doing, let the kids actually come up with ideas for you. You'd be surprised that as an adult, the amount of imagination that in the world of trying to be corporate, in the world of trying to be professional, you actually forget how to have fun and make up stories. And you literally could give so many of these things to kids and say, hey, come up with some great things, and they probably will design some brilliant marketing campaigns.

See part of the things. And you can even use some of these as premiums. Like the way I was describing using the cars as the, you know, come on in and you could win one of three new cars and having the pictures of them and putting the fun part being, you know, cars shown approximately actual size. Or you could do like we did with Lane with the barefoot water skier with the slick feet 50, where, you know, you get this premium and you make all of the sales about selling the actual novelty. And along with it, you get the thing that you're actually selling, which is the $39 DVD. You buy this slick feet 50 for $39, and you get the DVD for free. Or this could be the same thing that you buy the necklace for $199 or whatever it is, and you get this whole course on how to make the money that's gonna buy you a real one of those.

Exactly. Yes.

That whole.

Yeah, I love it. So that's the whole point. You know, one thing, too. I was sitting there looking around, okay, this right here, the magnifying glass.

Now, I like that.

If you want to magnify the growth of the results of your business, you know, whatever. Or one clever thing which I've not tried, but I think we should test this is you get magnifying glasses. These are real cheap and you basically print a free recorded message or a website, really tiny. So someone and say, you know, dear friend, the information on this website is so important that I didn't want it to be visible to the human eye. Here's a special magnifying glass. I want you to find it. Find the website in here and then type it in and go to where. And literally it just. It's like someone's like, okay, so they go through.

I've used something like that with some 3D glasses. You know, the paper, 3D cardboard, 3D glasses. And so we have a program called Getting Listings where we show realtors how to get listings. And when I talk about it, I talk about using direct response as being able to fly over a neighborhood. And all the homes that are going to come on the market in the next six to 12 months will light up. So I would talk about that segue using these 3D glass, using the glasses. Imagine if there were some sort of special glasses. And that's what this program could do for you. It's like all of the. It's like being able to identify ahead of time who are the people who are going to be selling their house. Now, you could use that for anything that you're using as a lead generating thing, right?

Yeah. Because you're able to see things or know things that people that don't have this information don't know.

Yeah.

And so you're giving people, you know, access to crack as safe, you know, metaphorically speaking. So what I want to do here, let's do this too. This is always trying to think. This is just. It doesn't necessarily need to be a grabber. We'll put it on top of the I love marketing mug.

By the way, I got a. And see, this is, well, I guess my mug backwards.

Hold this. Dean, if you could.

Oh, sorry, I was drinking.

No, just take care of that. So this, uh. Oh, that's a fart machine.

Uh. Oh.

And so what I do when people come to my 25k group occasionally, you know, we're talking. This is the highest level mastermind group in the world for very professional, very smart people. We bring that out because sometimes someone has an ego. They think they're too smart. They don't have a sense of humor. We need to get them to lighten hell up. So we put that. We hide that behind their chair. And we literally took that to Necker Island. And during the brainstorm session we were having with Richard, we put it behind his chair and in, you know, in the elders room where he actually has the. And that's where.

So it'd be behind my chair.

And I sort of got. We had the. I had the. And everyone in the room is, like, dying, and they're like, you know, because no one would have enough, like, is not crazy enough to do something like the Branson other than me. Although Richard likes to just freaking mess with everybody. Right, right, right. So I put that behind his chair. And it literally took about 15 times before he finds, like, what. What is that? You know what? It's like he wasn't picking up on it. And everyone is like, died. And I was sitting there. I could only do it every few minutes because I was laughing so hard. I didn't want him to see, you know, But I was trying to conceal my laughing.

I did stop that. Very nice.

All right, now here's the point.

That job in real estate, my first. The first office I was in, it was at the manager's birthday. I got one of those cards, those talking cards that played Happy Birthday. But I rigged. I took out the thing, and when it's closed, it doesn't play. When it's open, it'll play. And if you just leave it open, it'll continue to play again and again. So I took off the thing and I dropped it down the vent in his office. And he came in, and all day it's playing Happy birthday. He couldn't figure out where it was going.

When did it stop?

You know, Hours later. Yeah, it just goes for hours.

You're a bad person.

That was pretty funny.

That is not cool at all.

Right.

See the fart machine, although juvenile and completely ridiculous, right?

Yeah, it's much more. Much more sophisticated. Yeah, it's much more sophisticated.

All right, so we got rid of the lasers. We're going to go through all the different things because I want this to be a literally, laser grabber thing.

Magnifying glass. We got that.

Got that. Now, here's the thing. It's up to you as the viewer, as the person that is going to attach this, to take these ideas and actually utilize them. And we would love to hear your success and results with it. 50 pairs of wooden chopsticks that. Now, if you owned a Chinese restaurant and you wanted to invite people to come to your Chinese restaurant, a particular neighborhood, you can actually mail a letter welcoming people, inviting them to come in and bring in These chopsticks. And the first meal is free or whatever, right? And for a dollar. And chopsticks, like, steep. For a dollar, nothing, right? So, okay, this. We've got umbrella picks, like little toothpicks for, like, you know, drinks, mixed drinks. And you can literally put. If you're, say, a travel service and you want to, you know, do you need a vacation, you know, go visit this website, that sort of thing. Thing, you know, or, you know, to create a lifestyle so you can be sipping margaritas on the beach or whatever, that sort of thing. Although I don't think people really should drink that much because it's not good for you.

Probably not.

But you can segue. You can Shirley Temple or something, right? Okay, so all purpose rope. Now, you can use rope for, like, the stick letter or the strategy, or you can, you know, simply, like, are you roped to your business? You know, is your. Do you feel like you are tied up in, you know, your relationship? If you're selling relationship stuff, you know, so there's all kinds of ways. And so this particular piece of rope cost. See, there's a price tag there. I must have got this somewhere else. $1.49. But it's 50ft, and let's just say you only use 6 inches.

Yeah, there's a hundred of them.

100 letters for $1.49 right there. Yeah.

1.4 cents for each one.

This is a sleeping mask. Right? Okay. So you can.

With the earplugs.

With the earplugs. So you can send that to Visualize.

You could tell somebody to put them in, close their eyes.

Like your life to be like. If you buy our blender, right. We have a blender for sale, right?

That could be perfect.

Keychains, party favors. Okay. Dear friend, as you can see, I've attached a keychain to the top of this letter. The only thing missing from it is the keys to your success, to the solution problem, you know, whatever that is that they're encountering. You know, you can be selling Longmores. You could be selling chiropractic services. If you have pain, you know, maybe the key is that you literally need to come in for our wubba wubba.

You know, the free wubba wubba.

Yeah, exactly. So you got keys there.

I like that.

Our Mexican bingo.

Mexican Bingo.

Mexican bingo.

We don't want to give that one away. Let's play that later.

Lord and baby Jesus. All right, so there we go. Mexican bingo. Now, cards are great. You can buy, I think these I actually got from Costco. And you can take a card.

One playing card?

Yeah, one playing card. And you can attach it to the top of a letter. Okay. Do you want to be king for a day? Then you need to, you know, take your date out to the so and so luxury market.

Do you want to be seven for a day? That doesn't only works with the kings and queens.

Well, no ace and, you know, whatever. Or joker. You could be a joker. What's the joker here for, Dean?

So are you tired of flushing money down the toilet?

Look at the joker right there.

See this? Yeah, yeah, that's funny. Right there.

Yeah, yeah. And that's a key. And of course, because I do a lot of work with cleaners. Yeah, no, so expand on that. Do you want to flush? Go ahead.

Yeah. Do you feel like the money you're spending on advertising is being flushed down the toilet? Right, that's. All of these, you know, you could use that and segue into. Into, you know, using great direct response strategy, we could sell the Triple X CDs with something like.

Well, I'll tell you, if anyone's watching this and they still don't get our I Love marketing book and they really are fleshing money down.

They really are.

They really are doing it. Now what will we do with a piranha? Ready to fly A.

Ready to fly piranha kite.

Yep, a piranha kite. Look at that. See that piranha right there? You probably can't see it on the video that well, but that is.

We should. We can hire a little kid to go fly it. We could at conferences.

We could.

Yeah.

I'll maybe mail this kite to. So I've only got six of these left. These are rare items, but. All right, so we got a bowling set. Very light. Okay, one.

Bowling.

Are you striking out or do you want to, you know, do you play golf? I mean, of course you play golf. Do you. Do you play golf?

Do I play golf?

You bowl. I know you play golf. That's all you live for is gold. Do you like bowling?

I have both.

Okay. What would be the best sort of bowling? So, I mean, you could either send something like this.

So here's something interesting.

I look at this 16 pound bowling ball and as a grabber.

Yeah. Really?

What would that cost? Like.

No, you know, this is pretty interesting. One year I. When I went back to Toronto for the summer, I had a little party because sometimes, you know, you get all the way through the summer. I still haven't seen some of my friends and stuff. So one year I rented out the whole bowling alley. And I just had everybody come with their kids or whatever. We had the whole bowling alley to ourselves. Just as a party, you know, to start the summer kind of thing.

That is very special.

But that would have been a nice thing if I had sent the invitations with. But if I were a, you know, they had such a good time. One of Chuck Charlton who you met, he had a bowling party for his clients and that would be a great thing. You could have something like that and invite everybody to the, to the bowling alley. How much is this?

This is a dollar.

Oh, it's a dollar. And there's 1, 2, 3, 4, 5. There's 10 piece, 12 pieces there.

So you look at that.

So it's like for 8 cents you can mail.

Yeah. A single piece or you can mail the whole set. Yeah, because it's light. I mean it's.

Well, you mailed the whole set for a dollar. Yeah, but I mean for 8 cents you can mail one piece added into whatever it is that you're mailing. And again, they're so light individually, they're not going to add anything to the postage. Really.

That's what I'm trying to say. That's what I'm trying to say. So here, you know, I'm probably going to create a mess by throwing all this. But you know, I have people that work for me. Why am I concerned about it?

All right, I'm not concerned about it.

Let's just make their lives miserable. All right, so fun gameplay. Money. Now think about this. This has 20 coins and 20 pieces. Pieces of play money. So you can send the. Yeah. For a dollar. So you can send either the entire little cash register thing or you can piece it up or you can put it all in a little box or a tube. And so people pour it out and all of a sudden all this money falls. Or in a bag, in a bank bag, which I have used bank bag mailings. Yeah. And you put an address, you shrink wrap it and you put a mailing on the bank bag. And you know, it says carpet cleaning, know money making secrets inside that sort of stuff. So that's a really good one. And pieces of puzzles. This now you can actually go any store.

A hundred piece puzzle for a dollar.

Totally.

Yeah.

Yeah. So I mean you can go to regular stores and buy. Even you can probably because there's so many pieces of a puzzle. You can go and get thousand piece puzzle things for, you know, 20 bucks. Right.

If you want to go, that's a premium puzzle. You get a hundred piece For a dollar.

But see, the whole point is, though, is, like, what one. You can either like, use several pieces or, you know, what is the missing piece of the puzzle? Dear friend, you know, dear Judy, whatever. I've attached a piece of a puzzle to the top of this letter. You know, I said Judy because this is bad. I shouldn't show this either. But this is an inflatable Judy, the perfect female. She doesn't nag or talk back. Great for bachelor parties. Now look how ridiculous this is. And one of our marketing friends mailed this to me. They consider themselves a marketing guru. They think they're funny, but I won't name their names. You can guess.

Okay, I know who.

Brendon Bouchard actually really enjoyed that, by the way. So having said that, this piece of the puzzle is just great. I think everyone could incorporate. There's something that your business, your solution offers that could be a missing piece of the puzzle. Okay, this is a dust mite. This is a stuff dust mite. Great for carpet cleaners.

It's shown approximately 1 million times its size.

1 million times its size. Yeah. Right. One of my trade show packages for carpet cleaners is. It says, we sell a trade show package for carpet cleaners and it says who's crawling on who? And it's a big blown up picture. Stop that.

How much for the snake?

That snake. I actually was not at a dollar store. That was probably like four bucks. I can't remember where I got that.

It's very realistic.

If you drive between here and New Mexico and Texas, you can find. Find all those stores that sell those things. This is a fake cell phone. Okay. If I actually was trying to sell stuff to people in the cell phone industry or I was trying to sell, like, therapy for people that are addicted to their phones, you could send this. There's all kinds of ways you can do that. Or are you not receiving enough phone calls? Dear friend, the reason I attached the phone is because if your phone is not ringing enough, then you really need to get the I love marketing, you know, course. So your phone will ring. All right, let's see. Look at this. Dean X Men plates.

Oh, wow.

Little plates.

Yes.

You can attach a plate.

Yes.

You know, do you want to be a superhero to your clients? You know, wubba, wubba. Isn't that fancy? Wubba wubba is always the code word of the day, really, when you don't know what else to say.

Yeah.

All right. This right here is grosser than gross. Party favors. Oozing roach, sticky ear, sticky eyeball. Touch me, sticky finger.

Oh, boy.

And this is just like little things that fake puke. But, you know, I don't know what you would use that for, but that would probably be people you know really well.

Halloween party invitation.

Okay, right here, these are fire starters made out of money.

Money to burn.

You might as well just burn money because you are failing to use our advice of using grabbers. No, but dear friend, you know, I've attached a. A fire starter made out of money. And the reason I've done this is, one, I needed a powerful way to get your attention. Two, you may be in a situation where you are, you know, hemorrhaging money or throwing money or burning money. Yeah. You know, and then you go into your pitch. This is a little keychain with a pig and a flashlight.

Like that.

Is that.

Like that?

Okay, these I bought a long time ago. I've still kept a lot of them. These are all the Spice Girls I have. Scary.

Oh, yeah.

Where are they at?

Collect the set.

I mean. Oh, the rest of the world.

Can you name all the Spice Girl?

No. Sporty. Baby Spice? Yeah, Baby Spice. Yeah.

Posh.

Posh.

Mel. Mel, B. Whatever. Yeah.

Well, you know, tell me what you want.

What you really want, what you want.

All right. So remember that. All right. This is the. This is a love. Like, I love marketing, you know, that's good. Balloons. Balloons are great because they're super lightweight and. Are, you know, are you sick of talking to your lawyer? That's full of hot air or whatever. Look at that. There's even like. Like a little balloon blower in here.

Wow.

Never even seen that. But this is a 150 water balloons, extreme splash, free filler included.

Oh, that's the filler. So you hook them up to the.

Faucet or wherever you. Oh, yeah, that's what it is.

That's what it is.

I'm sitting there going, you gotta. I'm, like, blowing it or whatever.

I know. You fill it up with water.

I'm gonna hear the comments now.

There we go.

Anyway, so, okay, all in one. How do you pronounce it?

That's a carabiner. That's for mountain climbing with the ropes. That's how you secure your rope there.

Well, see, one thing is revealed from this whole grabber thing is you don't have to be super intelligent in order to make money. You just need to know how to segue things together, you know? You don't have to know how to read, spell.

What about the American flag? Bandana?

Yeah. What would you do with that. Yeah. Well, I mean, literally, what would you do if someone wants to go buy a whole bunch of bandanas cheaply? What would they do with them?

Yeah, I mean, this. This one would be perfect for a fourth of July thing.

Okay.

Yeah, I think you could do something like that. I like those. You know, kind of on that theme of having little client parties. You know, like, if you're, you know, inviting your clients to come.

Right.

Somewhere, that'd be a good thing for that.

Yep. All right, so let's see. You know, we got a jackass. Don't be a jackass.

Don't be a jackass.

Hey, look at that. I mean, that's pretty awesome. Now, one of the things we've talked about, too, like, you know, where you actually take a trash can, and there are some companies we actually recommend and use. We'll have to maybe put them up on the website. I have some listed@joepolishrecommends.com where basically. But we should actually recommend some grabber people. And what we'll do is we'll send this out to some companies that do this for people that, you know, obviously, they don't know how to do it themselves. But, like, this particular trash can mailer.

Who was the one where you did the video? Remember, you had a video? Might have been at Dan's event.

Yeah, it was a Dan Kennedy's event where I spoke. But that was for, like, 25k members. Right.

Lumpy mouth.

And so, like, this particular mailing, what we use is we pre crumpled. Well, we crumpled up a letter, and it says, dear so and so, you know, I've crumpled up this letter to save you the time of, you know, throwing it away. And we literally mailed them a trash can with a sales letter inside. So they open it up and there's a crinkled letter. And the mere fact that they have to, like, go through the process of opening up the trash can and reading it is, like, involvement.

Right.

And so there's a couple more things that's funny. We got the cars. We got the honey badgers.

Talk about the honey badger. Well, Jared, because the honey badger don't care.

Yeah. Look at that. Can you believe what? That this silly little badger.

There's a honey badger.

That's powerful.

That's very soft.

That is beautiful. Yeah. So let's see.

All right, well, the binoculars.

Yeah. What would you do with the binoculars?

Binoculars. Have you been looking far and wide?

Yeah.

Yeah. I mean, anything. Do you want to focus in.

Look at this sort of thing. These are literally Vegas cutouts, slot machines. You know, in something like this, you would actually use a big envelope and you. Or you could roll something up like this in a tube. And there's a bunch of different things. Like, are you gambling with your business? You know, do you feel like the decisions you're making?

Yeah. Are you putting your money, the money you're spending on advertising feel like you're putting it in a slot machine?

Exactly. So here's all the stuff. Now, there's obviously more, but the takeaway that I'd like everyone watching to get. And if you actually heard this on itunes, then you're only listening to the audio version of this. If you want to see the video version of this, go to ilovemarketing.com and what we'll do, Dean, I think we should give all of the. The listeners that not just listen, but actually invest in something, the ability to see a grabber letter and mail it to them. So how would. Can we maybe put up a website or a link where we can get. Where we can pitch them on something so they can buy something?

Why don't we get them to buy their I Love Marketing yearbook? Okay, that'd be a good thing.

All right. And then what are we going to do?

We're going to do that.

Grab her in a separate mailing or.

How do you want to do that? Yeah.

Do you think that could be one way to do it?

Okay.

We could also put up books or something. Oh, there's nothing too. Like my buddy Peter Diamandis, his book Abundance. This is a fabulous book. Everyone should read it. And if you find books that you really like and you want to send them out to clients you actually could use as a grabber, an actual book. So you said, dear friend, I've enclosed a book that I think you'd find incredibly valuable. And. And if you're a financial advisor, if you're a cpa, if you're a printer, if you're any sort of web designer, a graphic designer, and you come across a great book and you know that if someone was to read it, they would think of you. You could actually put a sticker, compliments of so and so. You know, I sent you this book. Call this 24 hour free recorded message, and I'll explain why. And so you can take a cool book and say, you know, I've sent you this book as a way of, you know, I want to introduce you to something, really think it's going to help you with your thinking. And secondly, here's how I can help you I mean, so there's all kinds of ways that you can even do books and stuff like that. So I guess, yeah, we can do that. If anyone wants to invest in our book, we can maybe send them a grabber mailing. And I can pick a variety of these things and just send them out.

Perfect.

And so if I decide to come up with something after this video is done, and I'll say, oh, we should have said that on the video. This is what we could have done, then we'll just put a link@ilovemarketing.com and let's also tag this episode Grabbers. And so whenever we add something new or maybe there's a vendor that we decide to recommend down the road, you can kind of check back there and we'll put a link up. Perfect. Type in Grabbers in the search box@ilovemarketing.com and you will find things related to Grabbers. And many of the episodes that me and Dean have done where we talk about compelling, powerful direct mail using copy all segues into this. And so I'd like to finish this episode kind of talking about, how does all this tie into the eight profit activators?

Well, you know, part of the. Where it would fit. Mostly we talked about getting attention. So if you're trying to compel somebody to take some kind of action, that's certainly a great way to pave the way for them to do that. If you're thinking about, you know, we talk about selecting a single target market. It's almost like when you know who that. Yeah, Excuse me. When you know who that target market is, it makes it easy to kind of pick a grabber that might make sense for that in your after unit. If you're, you know, having events as something to strengthen your relationship with your clients and nurture lifetime relationships. Having those things, having a bowling party or having a fourth of July barbecue or having something that you can invite people to, that's a great way to do that. You were just talking about, even in collecting money or using the dollar bill, what you did for the Halbert letters, as in profit activator number six, provide after sales service. They weren't expecting that you send them some after the fact. You could use it.

Really? Really. Anyway, provide after sales service even after you've already been paid. And that's where a lot of this can come in. Because that's what leads to referrals. That's what leads to more frequent business lifetime relationships. That's what leads to being memorable. Because if you are not memorable how is someone going to refer you? You know that whole saying, I said it earlier. You know, if you want word of mouth marketing, you got to give them some. Something we're talking about. So if you really thank someone, they.

Any of them, I mean, it just takes a little bit of thinking, but you want to make sure that it's something that you can segue into the intention of what the actual letter is. Because you can't lose sight of the fact that you've got an intention for the communication. It's not something to distract from from it or to instead of it. You can't lose sight of what it is you're actually trying to do. The purpose of that string letter is to get them to mail you money. That's the whole thing. So you gotta really just kind of think it through.

I could have said it better myself.

I like it. There was lots of stuff to work for from today.

Yeah. So first off, you have plenty of things to work with here. I hope this has given you some elegant ideas on how you can get attention, interest and still desire and action into everything that you're doing in order to multiply and move your business forward.

Yes.

And so we've got a conference coming up too, Dean, and we need to start plugging this thing. Yes.

October 3rd, 4th, 5th.

Yeah. So at the time that we're recording this, if you can't make it, then you need to get the videos or watch it through livestream video. We'll have information about that Ilove marketing.com and we're probably going to have this episode up maybe with just enough time for people to make the New York event. So if you want to go to 25kgroup.com and check that out, you can click on the thing about New York and you can find out information there. And if you get our book, we'll send you. Yeah, we'll set, we'll put a link up so you can get a grabber. But the point is all these are really good ideas, but only if you actually utilize them. So here we are again. Doing it again.

Doing it again.

We will see you guys or be talking to you next week. And so let us know what you thought of this episode and how you're going to use this brilliance in order to make more money. And thank you so much for watching and listening to Ilove marketing dot com.

There we go. That's it.

Peace out.

Peace out.