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:
I need a way to get my foot in the door, and,
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.
I wanted to get your attention and,
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?