Comments on: Copywriting in Three Dimensions: How "Fun" Sold Six-Figure Software

By: Dianna Huff

Dianna Huff — Fri, 13 Jul 2007 11:06:35 +0000

Tom,

What a clever and well-thought out campaign. I’m really impressed. Plus, you’ve made me see the idea I’ve had for using a lumpy mailing to market my own services is actually a good idea after all. Thanks!

By: Tom Chandler

Tom Chandler — Thu, 12 Jul 2007 18:04:08 +0000

Lumpy mailers don’t often pay their own way when it comes to bigger lists, but when you’re talking about high-value targets, they represent a great way to get through the roadblocks.

Thanks for your comment!

By: Vivienne Quek

Vivienne Quek — Thu, 12 Jul 2007 13:13:46 +0000

Clever idea, great execution. Production of idea to a medium can be tricky but I see no such problem here.

Sometimes, my team comes out with really good “lumpy mail” idea but was shot down by some clients because they “cost too much”. Sometimes, I just wonder if it’s penny wise pound foolish

By: Roberta Rosenberg, The Copywriting Maven

Roberta Rosenberg, The Copywriting Maven — Thu, 12 Jul 2007 03:49:47 +0000

Few of us can resist the sheer curiosity-factor of a dimensional mailing – except a nice big box!

By: Tom Chandler

Tom Chandler — Thu, 12 Jul 2007 03:47:33 +0000

It’s a fun one, no doubt. It’s always best to ship something that might have a little staying power around the office.

Billiard ball? Snorkel’s better. Or maybe a fish net. Something about getting to pick and choose the best specimens from a sizable pool of them.

In any case, I think the lumpy mailer has always been effective — and that it might actually be growing more effective as the world moves online…

By: Roberta Rosenberg, The Copywriting Maven

Roberta Rosenberg, The Copywriting Maven — Wed, 11 Jul 2007 20:02:45 +0000

What a snazzy approach – I love this! It’s a wonderful reinforcement of your client’s value proposition and fun to boot. The cute factor is off the scale, too. Bravo!

Now I have a client who is sending out a billiard ball because they want to talk about their “pool” of candidates. Get it, pool? Huh, huh?

No, it’s not my idea. It’s theirs. (I would have gone with a snorkle and worked the promo around “jump in to the best pool of candidates around, etc.”)