Use Grabbers To Get Your Mail Opened

You are probably wondering, “What is Ken talking about now.” 

This one thing that I’m going to go over now will get your mail opened by more people, than if you just sent an envelope.

A “Grabber” is something attached to a sales letter and its real purpose is to “get the person’s attention.”

It could be a dollar bill, a “million dollar bill”, and any type of foreign currency, a penny, a bag of sand, a small packet of aspirin, or a sports trading card.  I could go on and on listing more items that you can use as a grabber but I think you get the idea. 

I am a huge believer in using these things and I am constantly searching for new sources of “inexpensive” grabbers. 

In my consulting I try to find a unique “grabber” that would fit the situation and mailer that is designed to create a customer. 

I’ve used a pair of shoes where I started the letter off like this:

“I’ve sent you a pair of shoes for two reasons:

  1.  I need a way to get my foot in the door, and,

  2. Because what I have to tell you is of great importance that I needed a way to get your attention.”

I used that approach whenever I wanted to get an appointment with a decision maker or a high value client.  When I called, they knew who I was and on average, 83% of the time gave me the time to talk to them.  

Here’s another example, where I’ve used a packet of aspirin:

“I’ve sent you the packet of Aspirin because of two reasons.

  1.  I wanted to get your attention and,

  2. What I have to tell you will take your greatest headache away.”

The bulkier the package, the higher the chance of you getting it opened.

Have you used grabbers?  How did they work for you?

If you haven’t, how can you use them to get your prospect to open mail from your particular business?


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45 Responses to “Use Grabbers To Get Your Mail Opened”

  1. Doris says:

    Hello,
    How are you I love the articles and they are usually very insightful and full of information. I will be contacting you soon.
    Doris

    [Reply]

    Ken Varga Reply:

    @Doris,
    Doris, I am fine. Thanks. I’m glad you are enjoying the articles. I’m looking forward to hearing from you.

    [Reply]

  2. Deborah says:

    Ken,
    I love your ideas and people always react to free stuff or unique items. I make chocolate keys and wrap them with my business card as “I am the key to getting it done”. Keep the ideas coming..

    [Reply]

    Ken Varga Reply:

    @Deborah,
    Deborah, that sounds great! And if you make the mailing package bulky or unusual, you will get more opens.

    [Reply]

  3. C says:

    Wait…Ken, did you actually send a pair of shoes!?

    Or are you talking about a symbolic pair of shoes written into your letter? Maybe a picture of a pair of shoes…?

    I can see sending a packet of aspirin or small chocolate keys as Deborah says above…. but a pair of shoes…?

    [Reply]

    Ken Varga Reply:

    @C,
    Initially I sent a regular pair of shoes. I went to a cheap shoe store, and purchased whatever they had at about $2 a pair, with the box. Then I used only one shoe and sent that. This way I had a pair for two prospects. I just changed the letter from ‘ The reason I’m sending you a pair of shoes is because, etc, etc. to “the Reason I’m sending you a shoe is because I needed to get my foot in the door. etc etc.” C, you can test it with toy shoes, etc, but make sure you have the verbiage that goes along with the item.

    [Reply]

  4. Mike Twaddell says:

    Great suggestions, primarily as stimulus for each reader’s thoughts!

    It’s well-established that “three dimensional” mailings get much better response than flat mailings. If you’re considering several different “enclosures,” I’d suggest that you make samples of each one, checking to see how easy each is to process/assemble, what the postage costs, and unless the mailer is something rigid, what your mailing might look like once the USPS has (man)handled it. you might even consider a test-mailing to trusted recipients to see how your package arrives.

    [Reply]

    Ken Varga Reply:

    @Mike Twaddell,
    Mike, great suggestions.

    [Reply]

  5. Fazli says:

    Hi Ken,

    This is definitely something new to me.
    Thank you for sharing this great idea!

    Fazli

    [Reply]

    Ken Varga Reply:

    @Fazli,
    Fazli, you are welcome! Let me know of your successes with this.

    [Reply]

  6. Venice Fairbanks says:

    This is Brilliant.

    Venice

    [Reply]

  7. tara says:

    besides shoes, or keys, what are some of your other ideas? how would you tie in the tennis ball? get the ball rolling etc?

    [Reply]

    Ken Varga Reply:

    @tara,
    Tara, I wouldn’t use, “Get the ball rolling.” That’s a command. People don’t like to be commanded. They want to choose. The tennis ball is good to use after you’ve tried to reach the prospect several times, with no response. So instead, you could say something like: “The ball is in your court for the last time. So, if you want to win, you need to reply. Otherwise, you’ll lose!”

    [Reply]

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