Grab Attention, Grab Clients: How Lumpy Mail Can Transform Your Lead Generation

In this episode you'll...

• Discover how personalised, creative packages can grab the attention of high-value clients and open doors to new business.
• Learn the do's and don'ts of using lumpy mail in your lead generation strategy— so you avoid common pitfalls that waste time and money.
• Get step-by-step advice on crafting memorable packages that speak directly to your prospect’s interests and needs.
• Find out why timing, personalisation, and follow-up are critical to the success of a lumpy mail campaign.
• Hear real-world examples of how lumpy mail can turn cold leads into sales conversations, setting your consultancy apart from the competition.
• And much much more!

Timestamps:

Introduction (00:00 - 01:20)

• What is Lumpy Mail? (00:18)
• Benefits of Lumpy Mail (00:40)

Advantages of Lumpy Mail (04:03 - 09:33)

• Grabs attention (04:20)
• Creates a memorable experience (05:27)
• Adds a personal touch (06:44)
• Natural conversation starter (08:31)

Disadvantages of Lumpy Mail (09:33 - 14:40)

• Expensive (09:53)
• Requires proper targeting (11:04)
• Can come across as gimmicky (11:55)
• Not very scalable (13:01)
• No guaranteed response (13:55)

Before You Embark on a Lumpy Mail Campaign (14:43 - 17:41)

• Follow up is crucial (14:53)
• Timing (15:23)
• Expect mixed responses (16:23)

How to Use Lumpy Mail (17:47 - 23:38)

• Do your research (18:03)
• Choose the right item (18:45)
• Personalization is key (19:53)
• Plan your follow-up (20:47)

Outro (23:38 - 26:05)

• Key takeaways (24:41)
• Call to action (24:59)
• Closing remarks (25:29)

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Transcript

00:00 Have you ever opened your post expecting the usual bills and junk mail, but instead you found something Unexpected, something a little bit different, something that instantly grabbed your attention because it was a bit lumpy?
00:18 Well, today we're diving into the world of lumpy mail, a quirky but highly effective way to get noticed by potential clients.
00:27 And the best part? It could be the lead gen technique that finally gets you out of that fee store farming cycle.
00:33 So stick around because I'll be sharing exactly what lumpy mail is the pros and cons and whether it's worth trying for your HR consultancy.
00:42 This is the marketing made easy for HR consultants podcast, a show to help independent HR consultants get a pipeline of perfect fit, high pain clients without expensive at this.
00:55 Time consuming social mediativities or energy. I'm your host, Nick Poninski or for a pousalanger dream find a book which explains everything you need to know to get every sale and client you ever want.
01:10 And if that sounds interesting, make sure to grab your coffee from the influencer. That being said, let's get into today's show.
01:20 Hello there, and welcome back to another episode of Marketing Made Easy for HR Consultants with me, Nick Paninski. Here, as always, to help you build a thriving HR consultancy that attracts high quality clients, gets rid of feast or famine, and helps you build a consultancy where you've got competition
01:38 . Complete control over who you work with and how you work with them. Before we today dive into today's topic, I wanted to give you a quick update about what I've been working on.
01:49 There's something big coming before the end of the month, and if you've been following me on LinkedIn or you're on my mailing list, you'll probably already be aware of that.
01:56 But if not, here's your FAQ. Here's your FYI. Here's your warning. Here's your fair warning. Keep an eye out because it's going to be a game-changer for any HR consultant who's struggling to generate leads and build a sustainable HR consultancy.
02:13 But enough about that. Let's crack on with today's episode. Today we are going to talk about, Lumpy Mail.
02:22 Now, I'm conscious you may never have heard of Lumpy Mail, or if you have, then perhaps you know it by another name, but in marketing circles, that's what we call it, Lumpy Mail.
02:33 So, you may have used it, you may not have used it, you've probably more than likely been on the receiving end of it, though.
02:41 In short, Lumpy Mail is about sending something physical in the post that isn't just flat paper. It's something with a bit of bulk.
02:49 So, I'm going to walk you through today what Lumpy Mail is, why it can work as a lead gen tool, the pros and cons of using it, what you need to keep in mind if you want to give it a go, how I would use it, and yeah, a bit of a summary at the end of it all.
03:03 So, if you're ready, let's get started. in terms of a working definition, Lumpy Mail, well, as I said, it's something that isn't a flap.
03:13 letter or a brochure. It's when you include something physical in the envelope or the package, right? It could be a branded pen, it could be a stress ball, it could be even something a bit cheeky like some sweets or a quirky little toy.
03:26 The idea is that it stands out among all the boring posts that we get every day and it catches your recipient's attention.
03:33 And when someone feels something bulky in their letterbox, curiosity gets the better of them. That means they're much more likely to open it with some anticipation.
03:44 You will grab their attention. And that's step one, getting As I'm sure you're aware, marketing, it's difficult to get hold of people easily.
03:53 You know, we go through life where we're, you know, assaulted by adverts everywhere we look, constantly. And we ignore most of it.
04:03 Most of it we just look at, pay a split second of attention to, and then move on with our day.
04:08 Well, lumpy mail can cut through all that noise. It will get noticed. And that is one of the advantages. Which, speaking of which, I'm going to go through now.
04:20 Let's look at the advantages of lumpy mail.
04:24 So yeah, in terms of those advantages, when I say that it grabs attention, what do I mean? Well, you know, when you get your post in the morning, it's the same old stuff, right?
04:32 There's bills, there's flyers, there's the odd boring brochure. But then you spot something different, something unexpected, something lumpy. You are curious, you're not expecting it, so you pick it up and you immediately want to open it.
04:47 It's out of the ordinary, it's a bit different, it's gonna grab your attention. That's exactly what Lumpy Mail does, that's how it gives you an advantage, it disrupts the flow of everyday posts.
04:57 It's like sending a little nudge that says, hey, pay attention to me. Think of it like a splash of colour in a black-and-white film, when everyone else is sending emails that gets lost in crowded inboxes, when you're sending out cold DMs, when you're posting all over social media, LinkedIn, whatever.
05:17 Lumpy Mail stands out like a sore thumb, but in a good way. And getting noticed is the first step in any lead gen process.
05:27 next advantage as well, you know, leading on nicely from that, is that it creates a memorable experience. Now let me ask you, when's the last time you remember any marketing email?
05:36 email or paraphernalia that you've received? Chances are you can't, you know, we receive so many marketing messages all day every day that we blank most of it out.
05:47 Digital messages, they're fleeting. Here, one second, buried the next. But physical mail, and especially lumpy mail, that creates an experience.
05:56 That you can actually touch, you can hold it, you can feel it, you can even potentially use it. And that sensory interaction, that makes it more memorable.
06:06 Especially as well when you, you know, when you send them something useful, like a pen, or, you know, as I say, a stress ball, or maybe a mouse map, if you have a marketing message on it.
06:16 And a great example of this is when companies send these branded items, right, you might think, ah, it's just a pen, but every time your prospect uses that pen to scribble, or take a note, or sign a document, or whatever, they're reminded of you and your services.
06:31 It's like putting a little piece of your brand into their daily routine, it's a constant reminder. It's the difference, you know, between reading about a product online and actually getting to touch it, getting to feel it.
06:44 Lumpy Mill adds that personal touch. It gives your prospects a little reminder, consistently, of you, long after they've opened the package.
06:56 of which, that means that it builds up a personal connection. They're touching it, they're feeling it. So, unlike digital marketing, which can sometimes feel a bit impersonal, it's out there in the ether, it doesn't really exist, Lumpy Mill brings back that human element.
07:11 It shows effort. It says, I went the extra mile to send you, to share something with you, something unique. It's like a thoughtful little gift.
07:21 You wouldn't send just anyone a present, would you? No. But you'd send it to someone who matters. And that's how Lumpy Mill makes your prospect feel.
07:30 It makes and feel important. So, imagine receiving a little small stress ball, shaped like a brain, with a note that says, Take a break from your HR headaches.
07:40 It's clever, it shows the sender that you know something about your industry, your challenges, but it also says, you know, that you're willing to be playful about it.
07:48 Now, I'm not saying you definitely need to send out the little stress ball with the brain. Maybe that's not what on brand for you.
07:53 Maybe something a bit more serious is in your brand. Maybe something even sillier is your brand. That, you know, that is your choice.
08:01 The idea is to create some sort of impression, build a personal connection. And the kind of marketing that makes your business feel less like a faceless company, and more like a person who's willing and genuinely wants to help, and genuinely exists.
08:15 And in HR, where relationships are so important, that personal touch, that can go a hell of a long way. finally, and almost potentially one of the best things about Lumpy Mail, is that it's a natural conversation starter.
08:31 If you gift or a useful tool, it gives you a reason to follow up with the prospect. You can say, did you get the package I sent you?
08:38 How are you finding it? What do you think of that brain I sent you? It's not just a cold email, it's not just a sales pitch, you've given them something physical and that opens up a very personal and engaging dialogue.
08:51 give you an example to bring it to life, imagine walking down a street full of billboards all shouting out for your attention.
08:58 You're gonna walk by them without giving any of them much thought, but then someone hands you a personal letter with a small package attached.
09:07 You're much more likely to stop, open it, and engage with what's inside, and that's the power of lumpy memory. No, it's intimate, targeted, and hard to ignore.
09:18 overall, there are loads of advantages for lumpy memory. mail. It's, yeah, it starts conversations, it cuts through the noise, it builds a personal connection, it creates a memorable experience, and it grabs attention.
09:33 obviously, it's not all advantages. There are some disadvantages to using lumpy mail today. And, you know, no marketing strategy is perfect.
09:41 So, let's have a little look about, you know, what the disadvantages are, what you need to be aware of, before you start sending out boxes of branded stress balls and pens.
09:53 the initial thought, it's expensive. Okay? Or, it can be expensive. It's much more expensive than sending a free, cold email, right?
10:02 So, you know, you're not just sending a letter, you're paying for the item that you include, you're paying for the packaging, you're paying for the postage.
10:09 And, depending on how many prospects you're targeting, those costs can add up quickly. I say, sending out an email is like handing out a flyer on the street.
10:19 It's cheap and fast. But sending lumpy mail, it's much more, much more expensive. There's a personalized gift basket for each prospect, perhaps.
10:27 It's thoughtful, but it comes with a higher price tag. And that's where, you know, you may not be able to afford.
10:34 You may not even be able to want to consider lumpy mail. You might be thinking to yourself, it's too expensive.
10:39 Especially if you don't have a huge marketing budget. So spending all of your marketing budget on lumpy mail without a clear strategy, that could drain your resources without delivering results.
10:51 you've got to make sure the investment is worth it. You've got to make sure that you know what you're doing.
10:55 You wouldn't buy an expensive gift for someone who doesn't even know who you are, right? So be careful when you're embarking on a lumpy mail campaign.
11:04 It can be expensive and it might not return any return on your investment. next disadvantage is that it requires proper targeting, proper research, proper time committed to the process.
11:17 Because lumpy mail, it only works if it lands on the right desk. I mean, I've been in the situations where I've received all sorts of lumpy mail when I worked in HR, especially from companies pushing for engagement software, but the problem we weren't in the market for it, but more importantly, I wasn't
11:34 even a decision maker for this kind of a purchase. So what's the point in sending me lumpy mail? It was a complete waste of time and money.
11:41 They obviously hadn't researched who I was properly. you've got to make sure that when you're doing your lumpy mail, if you embark on that, you've got to make sure that you're lumpy mail is going to the right person, and that person is a decision maker.
11:55 Otherwise, otherwise, your lumpy mail might well just be junk mail. disadvantage that I imagine that has come across to you, as we've been talking about it, is that, you know, you can just come across as gimmicky.
12:08 So, while some people might think that there's a memorable experience behind lumpy mail, you could be seen as gimmicky. If the item that you send feels cheap or unrelated to your services, your prospect might not take you seriously.
12:20 So, if you send a silly toy that has no connection to your brand or your message, the prospect could think, well, this is fun, but, what's the point?
12:28 It's like those TV ads that make you laugh, but when they're over, you can't even remember what the product was that they were promoting.
12:34 The novelty wears off quickly, and it doesn't help your brand. Equally, if you're sending through random stuff that has nothing to do with anything, you know, what is the point?
12:43 It just doesn't sit right. It can come across as, yeah, pointless. So be careful not to go too far down the novelty route.
12:51 The item should always tie to your message or your service in a meaningful way, or it'd be very bespoke to your target audience who you're targeting.
13:01 next disadvantage is that lumpy mail is not really scalable, so if you, If you are sending lumpy mail to a small targeted group, it can be manageable, right?
13:09 But if you want to scale that up, if you want to send out 20, 30, 50, 100 packages, it's doable.
13:16 But once you start aiming for, you know, hundreds, it can become a bit of a logistical nightmare. I mean, let's compare it to baking a cake, making one cake for an entire party is fine, but if you had to make 100 cakes for a wedding, suddenly you're dealing with a much bigger operation.
13:32 The same goes with lumpy mail. It's a more intimate approach, but it can make scaling very tricky without the significant time, resources, or planning.
13:40 Obviously, you could knock together a mini little conveyor belt with your children. And your partner and whatnot make it a bit of fun, but if you don't have those resources to hand, scaling lumpy mail can be very difficult.
13:55 the final disadvantage, well, yeah, like any marketing strategy, there's no guarantee that lumpy mail will work. There's no guaranteed response at the end of it.
14:04 So you can spend time, money, effort creating the perfect package for the right prospect, but yeah, if the prospect isn't the right frame of mind or doesn't see the value, it could just end up in the bin.
14:16 Yeah, it could just be pointless. It's a bit like fishing. You can have the best bait in the world, but if there's no fish in the pond or they're not biting, you're not going to catch anything.
14:26 being said, one of the best ways that you can avoid that is by making sure that you follow up after you've sent the lumpy mail.
14:32 Don't just assume that because you've sent something unique, your work is done. A well-timed call or an email, that can nudge your prospect to take the next step.
14:40 And without that, even the best lumpy mail might go unnoticed.
14:44 Speaking of following up with people when you've sent out your lumpy mail, that is something to consider before you embark on your campaign of lumpy mail.
14:53 In fact, I've got three things for you to consider. So firstly, as I say, follow-up is crucial. So lumpy mail alone no matter how creative, usually isn't enough to seal the deal.
15:04 Think of the follow-up as part two of the strategy, right? It's like you've prepared a great meal, you've served the starter with your lumpy meal, but the main course, the real conversation, that happens when you follow up.
15:14 Don't expect your prospect to be proactive about it themselves. You've got to take action. You've got to be in control of it.
15:23 next thing to consider is timing, right? You've spent time and money putting together this package, but if you're sending it out at the wrong time of year, or, you know, they've got other things to worry about, then it's going to be a pointless waste of time, so think of it kind of like if, oof, if your
15:39 prospect is knee-deep in a big project or out of office on holiday, your package, which should have grabbed their attention, it might get tossed aside or forgotten.
15:48 It's kind of like if you were pitching somebody who, perhaps they were planning a wedding, or they're at a wedding, right?
15:54 They've got bigger things to focus on and you're on it no matter how thoughtful, it might just fall flat. It just might be the wrong time for that particular person and that's why it's so important to understand what's happening on the other end.
16:07 So make sure to send out your package when your prospect is in a more relaxed state or when they might be thinking about new solutions.
16:14 This way your lumpy mail can arrive, it's more likely to arrive at a time when they're open to receiving it, literally and figuratively.
16:23 the final thing to consider, and this is crucial, is to expect mixed responses. As I said earlier, some people might think it's gimmicky, some people are not up for a laugh.
16:32 Some people won't be open to reading it. Some people receiving packages from random people. That's just how it is, right.
16:38 So, not everyone is going to love what you've sent out. Some people will think it's clever, others will find it brilliant, others will find it irrelevant, and some might just hate it.
16:48 And that's perfectly fine. Those things aren't things that you can control. They aren't even really things that you can consider, because, you know, whether or not someone's going to relate well to a package you send them in the post isn't something you're likely to find out through research.
17:01 Um, you know, I guess really, I think I've used this in allergy earlier, but lumpy mail is kind of like fishing.
17:08 Sometimes you'll get a bite, sometimes Sometimes you won't. people, they like to think about lumpy mail as, you know, the goal is not necessarily to close a deal immediately.
17:19 They like to think of it more as starting a conversation, building a relationship, you know, all that good stuff. They've, they want to open the door.
17:26 And lumpy mail enables them to open the door. So if that's also your aim, I mean, either way, whatever your aim is, don't be discouraged by the fact that some people don't respond well.
17:37 It's part of the game and it's not something that you can control.
17:41 Okay, so now you know what to watch out for, let's have a look at what to do if you want to use lumpy mail.
17:47 What do you, what are the steps that you should take if you want to use lumpy mail in your HR consultancy?
17:56 Well, first things to say is that it can be a great tool, but only if you approach it strategically. So here's your step-by-step guide.
18:03 Firstly, do your research. First things first, do your research. You've got to get to know your target. I don't just mean their job title or the company.
18:14 I mean really understanding who they are and what they need. Is this person likely to even open a package? Are they a decision-maker?
18:22 Are they likely to buy your HR services? So yeah, you've got to make sure that you're not just getting it in front of the right eyes, but that those eyes are interested in what you have to offer.
18:34 It's a bit of a daft example, but you wouldn't send a dog toy to someone without a dog, right? So make sure that what you're offering is relevant to the business or the person's needs.
18:45 Next up, you've got to make sure that you choose the right item. And this is where a lot of people stumble.
18:50 See, it's easy to get carried away. And choose something that's quirky, but irrelevant. The item that choose, should do one of two things.
18:58 Either grab attention or tie into your messages or your services. So, you know, for example, let's go back to that branded stress ball, right?
19:06 On the surface, it might just seem like a bit of a fun toy. But if your consultancy specializes in helping companies reduce stress, then it's perfectly aligning with your offering.
19:17 Or maybe you could send out a small tool kit to highlight how you can help fix their HR challenges. you could send out a robber's mask with a note saying something like, this offer is a steal.
19:28 Or a bag of sweets with a note saying something like, have I got a sweet deal for you? Or, taking things even a step further, you could send out a fake arm with a note saying, I give my left arm for a meeting with you.
19:42 it is that you choose to send out, the key is to balance creativity with relevance. You want them to smile when they open the package, but you also want them to think, this makes sense.
19:53 Okay. third thing to consider if you're embarking on a strategy of lumpy mail, and I cannot stress this enough, is personalization.
20:02 Personalization is key. A package that feels like it was generic or mass-produced, that can actually hurt you. It can your chances of connecting with a prospect.
20:11 They might think, well, this is nice, but you've probably sent the same thing to 50 other people. But if you write in a handwritten note or a tailored message, that can make all the difference.
20:21 Even something as simple as writing their name on the box, or including a short personal line about their business, can show that you've done your homework, can show that it is worth a personal package.
20:32 of it like when you get a birthday card with a heartfelt message inside versus one that just says happy birthday.
20:39 extra effort really stands out. the fourth and final step of a lumpy mail strategy is to make sure that you plan your follow-up.
20:47 So, when you send out your package, now what? Sit back and wait for the phone to ring? Absolutely not. You need to follow up.
20:54 And this is where a lot of people drop the ball. The follow-up is crucial to the success of lumpy mail.
21:00 So, after a few days, send the polite email, or even better, give them a quick call. Hey, did you get the package I sent?
21:06 What did you think? You're not being pushy. You're just checking in. You're making sure that the package was delivered. You're making sure that they've received it.
21:13 You're making sure that you are, you know, maximizing your opportunities of getting into a conversation. that's In many cases, the prospect will appreciate the gesture and will feel more inclined to respond now that they've received something tangible from you.
21:28 of the follow-up as watering a plant. You've planted the seed with your lumpy mail, but without that follow-up, the relationship won't grow.
21:35 It's just that simple.
21:37 For me, I wouldn't do a lump in there. I love the concept and it sits really well with me and my brand.
21:43 I'd love to send out fun little packages in the post to grab attention and I'd share what I was doing on social media too for a bit of fun.
21:50 Play guessing games with people like, ooh, what do you think is inside this package? And then when someone receives the package, hopefully they post about it on social media so I can share that too.
22:00 I'd make sure to include a QR code in the letter that goes to a video where I'm talking to the prospect by name too.
22:07 I'd talk about their business, how I could help them, what I've spotted in their business specifically. You know, I'd try and add as much value as possible.
22:15 If I noticed, for example, that they don't use email marketing as well as they could do. Or if their website isn't as well set up to generate leads and clients as it could be.
22:24 Or perhaps their social media posts were a bit rubbish. You know, I'd share all this stuff and how it could be improved and why those improvements would help them.
22:32 Would help them get more clients, etc. yeah, I'd very much focus on research and personalisation. But ultimately, the time it would take and the potential ROI for a solo HR consultant, any work I got out of that endeavour just probably wouldn't be worth the effort and the resource involved.
22:51 I think the only way to that I think this concept could work for me would be if I was trying to work with what I'd call a big whale, you know, a HR consultancy, with many HR consultants who'd have a big budget to hire me for a big project.
23:04 But that's not my business model, you know, it's not something I want to do. I like working with solo HR consultants where I can add a lot of value.
23:13 But for you, for you guys, for solo HR consultants, I'd highly recommend that you consider this approach. Your target audiences, they've got the budget to hire you for big pieces of work.
23:24 So the ROI from just one client, that could make the effort completely worthwhile. So, yeah. make sure to follow up with whoever you send your packages out to.
23:38 Follow up, follow up, follow up. In fact, all stages of the process are key, actually. Research on who you're targeting, what they might want to receive, and if it's worth targeting them.
23:48 Then personalisation to make sure that the package is right for them, and, you know, right for you and for your brand.
23:55 And, you know, what you're sending out is something that's, that's, that's, that's going to cut through the noise. And then follow up, You know, for an example, a client of mine, he sent out a whole load of letters with tea bags inside them.
24:07 And he got a great response primarily because he got the postage wrong, so the recipients had to pay the post office to get their packages.
24:15 But yeah, this system does work and it can work. I mean, imagine if you were one of the recipients who got one of those letters they had to pay the postage for.
24:23 You'd definitely have their attention, right? And that's step one of marketing. Get their attention and pull them out of their automatic processing of the decisions they make on a daily basis where they block out everything apart from things which are different and unexpected and get their attention.
24:41 To sum up, Lumpy Mail, it can be a very powerful tool to help you stand out from the crowd of HR consultants and get in front of the right clients.
24:49 It's memorable, it's personal, and it can open doors that digital marketing just can't. So, yeah, it is definitely worth considering doing.
24:59 But, like with any strategy, it's all about timing, targeting, and following up. Now, if you're curious about Lumpy Mail or you've got any other questions about LeadGen, then feel free to reach out to me on LinkedIn.
25:12 And keep an eye out there, keep an eye out on this podcast, and if you're on my mailing list, keep out an eye on your mailing list because there is a big announcement coming before the end of the month.
25:21 Trust me, you don't want to miss this, it's huge. As ever, though, thanks for listening, and remember, get marketing, because without marketing, there's no sales.
25:29 And we'll know without sales, there's no business. So get marketing.
25:35 Hey there, and thanks for listening to the Marketing Made Easy for HR Consultants podcast. If you've enjoyed the show, then please consider taking a moment to help us grow by sharing the episode with a friend or colleague.
25:49 Leave it a positive review on Podchaser.com and make sure to hit subscribe so you don't miss out on any of the upcoming episodes.
25:57 I've been your host, Nick Poninski, and if you have any questions or want to know more about today's topic, then reach out to me on LinkedIn.
26:05 I'd be delighted to hear from you. See you next time.