Update: Does bad luck come in threes? I'll touch on this in the next section.

Feature Article: When They Zig—You Zag

Resource: Are You One Headline Away from a Winning Promotion?

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It was Sunday morning when I received a message to call U.S. Bank Fraud Division. Someone attempted to use a recently sent credit card at Margarita Rock's around 1:44 am. Since that card was not properly activated—the bad guys could not make any purchases.

Four days later in my parked car while participating in a conference call, I got bumped up front by a minivan mom who placed the blame on her two overactive teens. The damage to my vehicle ran over $1,000.00. The time lost: irreplaceable.

Both times I was the innocent victim. Both times I stand to lose. But is this the end of the story or is this the beginning of a string of bad luck?

A collegue once stated these things run in cycles of three.

He's not far off...

Ancient text records a man named Job who lost his livestock, lost his ten children, and lost his health. There's an Appalachian superstition that states death comes in threes. And there's a German proverb "Ein Unglück kommt selten allein" that translates Bad luck rarely comes alone.

I don't put much stock in cycles of threes because that would mean I'm expecting another unfortunate incident. Which implies I'd have to live in fear of what's around the corner. Which also suggests I have to submit to it's power.

One thing I'm not is superstitious. There may be a third, fourth, or a fifth unfortunate incident waiting for me. Or maybe none at all. But through it all—I won't bow down to its power.

When They Zig—You Zag

Dear Associate,

If you're like most consumers, the mail carrier cometh and you are deluged with packages. Most of them asking you to send money. So you separate your bills into pile A, and junk mail into pile B. And if you get around to it, you might go through pile B.

But if you are sending out a prospecting package, what can you do to get your mailers read? How do you motivate your prospects to open your package instead of getting sandwiched into pile B? And what can you do to prevent them from discarding it in the round file without looking it over?

One of the best ways is to send a package that stands out from the pack:

Send an oversized envelope or postcard. The larger envelopes get special attention because over 95 percent of the other envelopes are usually the smaller size #9 or #10. Get this, I even got an 8.5" X 11" postcard: not once—but twice from a doctor's office. It caused a great deal of curiosity and I was compelled to read it.

Send colorful envelopes or bubble packs. Use brilliant colors that draw attention from the common off-white, blue, or ivory. Today's envelopes even have designs that appear like gift-wrap. People tend to rip open gift-wrap first, or save it for a special moment.

Send a bulky package. Most of the mailers lie flat. Yours will grab more attention by bulging at the seams. It creates the perception of having a great deal more of something. Maybe there are extra coupons, special offers, or discounts on inventory stuffed inside.

And even more effective is sending a package with a bulge. There's a mystery value added when people receive a lopsided, or odd-shaped package. People are naturally curious and assume there's a surprise freebie inside and can't wait to find out what's inside.

Use teaser copy on the envelope. Write a juicy offer, a benefit statement, a fear of loss declaration, a controversial argument, or an incredibly intriguing phrase on the front and/or back of the package. Pen a line that stimulates their senses into finding the answer inside.

And here's how to get a divorce from the pack mentality...

It appears every marketer, publisher, coach, consultant, speaker, and self-proclaimed gurus and geniuses worth their salt are conducting teleseminars. People go online to register their name and e-mail for a chance to listen to the call. Some get to ask questions. And many get valuable coaching lessons for participating.

I register for many of these and have run into clashing teleseminar schedules. I have to choose one over the other. Which causes a slight dilemma.

But you won't have this problem prospecting because if everyone in your industry is zigging—you should be zagging. Don't follow their footsteps. Branch out on your own.

Besides standing out—create a marketing package that goes against the flow...

If your peers are sending post cards: why don't you send gift cards?

If they're using #10 envelopes: why don't you send a 6" X 9"?

If they're relying on e-mail: why don't you use snail mail?

If they're sending letters: why don't you send a CD/DVD?

If they're passing out catalogs: why don't you distribute a magalog?

If they're doing presentations: why don't you send invitations?

If they're posting flyers: why don't you send coupons?

If they're writing articles: why don't you promote a special report?

If they're relying on advertisement: why don't you submit a media release?

If they're promoting their website: why don't you develop a squeeze page?

If they're giving away tchotchke: why don't you pass out an informational booklet?

You see, every time they zig—you zag. Don't be the follower: become the leader. And when they start copying you, lead from another direction. This way: you become the Alpha Marketer and are always ahead of the pack.

Warm Regards,

Are You One Headline Away from a Winning Promotion?

If you're engaging in marketing campaigns, website promos, or display ads and the results have been dismal—what you may need is a gut-wrenching, killer headline. Marketing experts have known for decades that without changing anything else but the headline: you can double, quadruple, or multiply your response rates by tenfold.

Great headlines may take an hour, a day, or even a week to capture. And great copywriters sometimes create up to 10, 20, 50, or even 100 headlines to get the one or three they will test.

If you don't have the time for this, I may be able to help...