I don’t open much junk mail. I suspect I’m like a lot of people that way. But yesterday I got a piece that did get my attention… more as someone generally interested in advertising than as a customer. Even so, I would expect that it would catch a lot of people’s attention.

ad sample

The envelope had a nice soft blue/white snowflake theme. The outside of the envelope didn’t make it too obvious that it was an ad, although one could notice the stamp, while real, was a bulk rate one, as well as a couple other indications. But it really didn’t look too different from what I’ve seen Christmas cards arrive in.

But inside was more clever. Yes, an ad, but they included a recipe for hot chocolate with a quick ad at the bottom. 4 copies of the recipe in fact, so that you could share it with your friends. I thought that was a particularly good touch.

So How Does This Apply to Me?

I rarely analyze ads that come in my mail. I haven’t tried that particular sort of advertising, but some factors can translate well to other media.

Consider the way this ad was set up. Seasonally appropriate, and while sent at a time that a lot of families are sending and receiving Christmas cards, it is specific to winter rather than the holiday. This allows it to potentially appeal to people of other beliefs as well.

Then there’s a recipe for a nice treat for cold, cold days. It’s ready to share with others, so if you like the recipe you spread their ad too.

Could It Work Online?

Of course it can. If you’ve marketed for long at all online, you’ve heard of viral marketing. That’s what a lot of free ebooks are really about.

If you have a list already, that’s a start. Alternatively find someone willing to send your product to their list. If it’s good, relevant and free, you have a fair shot at it. Never a guarantee, of course, but if you target your potential partners well it can happen.

The hardest part is standing out well enough that people pass your ebook around. This doesn’t happen as often as some would like you to think. There really has to be something that wows the reader.

Think useful. Think funny. Think unusual. But don’t think so long that you never get moving.

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