A “Shock and Awe Box”, as promoted by Dan Kennedy could give your business a serious sales boost. Here’s what you’ll find inside a really good one.
Do you have a business that has a high average customer value?
Well, what if I could show you a marketing strategy you can start implementing TODAY, that virtually guarantees you’ll stand out in your market head and shoulders above all competition? And get you radically higher conversion and retention rates on all your hard-won new leads?
Let’s say your customers are worth an average of $1,000 or more over the course of the next six to 12 months. Then this strategy is definitely for you. It’s one that I learned from Dan Kennedy and you may have heard of it. It’s called sending a “shock and awe box”, “prospect welcome kit”, “information packet”, etc.
In this post and the video above, I’ll be sharing with you a great example of one of a “shock and awe box” that I actually received. I’ll reveal in moment who it came from. What’s important for you to know is that it was part of a multi-step, multi-channel marketing campaign. The kind that will drive your competitors nuts…
How to use a Shock and Awe Box for your business
So, to give you some ideas of how you can use a shock and awe box in your business, we’re gonna’ open up a really good one that you can model.
This strategy can help you stand out in your market whether you have an agency…
Or an eCommerce business…
Or a local service company…
It works for ANY type of business with a relatively high average customer value.
It’s just a super effective method for turning clicks into customers. It gets the kind of prospects you want to do business with really engaging with you and your brand…
How do I know?
Well, it’s helped me generate tens of thousands of dollars in revenues for my business. And, to be honest, my version is not nearly as good as the one I received recently…
In fact, one day, seemingly out of the blue…
A mysterious white box lands on my doorstep
It all started when I reached out to graphic designer Kia Arian, founder and CEO of Zine Graphics. I knew of her work, having seen her signature on a sales letter she’d designed for Dan Kennedy.
My inquiry on her website generated an email conversation with Kia’s assistant. And that led to setting an appointment to speak with Kia by phone.
Then, a few days later, something totally unexpected landed on my doorstep…
Now, to see what was inside as I opened it for the first time, watch the video above.
Or, if you’re in a hurry, here’s a roughly edited transcript, italicized below :
This is something that you can do!
The company that sent this does great work, by the way. Highly recommend them. Zine Graphics.
And so let’s dive in. But you can see right off the bat, nice impressions. Great, nice feel. This thing is for real. I mean, in a digital age where everybody is working by email and websites and something like this is gonna sit on a shelf at the very least, if not on a desk where your client can see it over and over again.
They have a real visceral feel. So you also have it feel real. Has that clunk factor. I mean this is awesome.
So if you wanna stand out, for sure this is a good way to go.
So here’s what’s inside.
It’s got a luxurious feel, kinda speaks for the brand, very colorful, and there’s the tagline right there, “Breathing life into your designs.” So right away you wanna include this in your packaging for this thing is who you are, what it is that you can do for your client.
It feels like a gift.
What could be better? As Maya Angelou put it, “People may forget what you said, but they’ll remember how you make them feel.”
So imagine your client getting a package like this. They’re gonna love it.
Who could resist taking the time to open it up. They’ll be dying to see what’s inside.
There’s a cover letter, and interestingly, it not actually paper, but really has a nice feel to it. Solid, different then a piece of paper. But it’s got an important message. It’s a customized message. Got my name on it there. So this is what you would say to your client. Picture of the person that sent it. So feels very personal. The message is basically an introduction, talks about benefits, how this service can solve a problem, and obviously it’s very attractive to look at.
So cover letter. There’s one of your components. Key obviously.
Then we’ve got a book “Top 10 Biggest Mistakes Business Owners Make In Their Marketing.” So this talks about what your client is struggling with. You know, if you’re a financial planner, could be the top 10 planning mistakes for your retirement. Very attractive cover. Looks like something that I’d wanna read.
Little note pad. Handy little desk item here so you can make notes.
Are you beginning to see why they call it a “shock and awe box”?
Again, these are all things you can do, you can send out to your clients in your kind of emphasizing of things that you do for your clients.
She’ll be thinking of you
Here’s a journal. So next time she goes to a conference or seminar or whatever, it’s a place she can take notes — talk about being memorable, how could she forget you! She’s carrying that with her to the events. And when she’s sitting down, just wanting to make notes, she’ll be reminded of you and your business. Awesome way to lock in that relationship right from the get-go.
Here’s a workbook. This one’s called “Five ways your design can be more seductive, advanced techniques for marketing professionals” It has a magazine kind of look and feel to it. Very professionally done.
Of course, now this is a graphic design agency, so you would expect these things are all going to be done extremely well, but you don’t need to be a designer. These are all services that you can hire out.
Another dimensional piece that your client is going to find hard to resist could contain content relevant to whatever problem it is that you solve for them. So let’s say if you’re a kitchen and bath remodeler, you could have “Five ways that you can make your kitchen more attractive” or whatever, that type of thing.
A celebration in a box
So let’s see what else we got here. Now we’ve got these little do-dads, I didn’t even see that, but it’s sort of confetti type of thing that again, makes it feel like it’s festive, like it’s a party, it’s fun.
Boy, we’ve got a lot in here. Here’s a set of gorgeous brochures. I’m not gonna go through all of these right now, but look… there are one, two, three, four, five, six or more. Each describes a different service you provide for your clients.
Here’s a guide called, “Action Catalog for Success.” Again, putting it in terms of how you’re solving problems for your clients…
Here’s a quiz. All kinds of fun stuff here.
What else have we got? A different set of brochures…
So instead of just sending your prospects an email… Can you imagine the impact something like this could have?
Let’s see what else we got here. Boy, can you believe all the stuff in here?
It feels like Christmas… in July!
Here’s a magazine-looking piece… It even has a little insert that falls out… again, more engagement.
It could feature one of your clients, maybe a case study of something you solved for them. So, let’s say you’re a chiropractor, maybe this could be a story of how you have helped someone get over his their back problems.
It has the look and feel of a high value magazine. And obviously it’s going to tell a story about all the great things that your business is doing for your community, for your clientele, your customers.
And then you’ve got this wonderful little envelope with a little seal on the back. This is just incredible. This is a really amazing package, I gotta say…
And listen, the reality is you don’t have to make yours as outrageously great as this particular one is. After all, this is what they do for a living and so they’ve got to be good at it. The point is, don’t let perfection get in the way of your progress. Just get something out there to your prospects prior to that first conversation that you’re actually gonna have with them. It can make that conversation a whole lot more profitable and productive for you — and him or her!
LOTS of pieces for maximum “shock and awe” effect
No wonder they call it a “shock and awe box”, right?
So again, in here, it looks like we’ve got different pieces that show what they do for their clients.
Again, just giving you a real sense of the type of thing that can work for your business. You would create some examples of the types of things that you can do for your clients. Give them information that’s helpful, in a way that’s entertaining and interesting.
So all very cool. I think that’s it. We finally got to the bottom of this thing. So there you go… Just imagine the huge, huge impact this could have for your business.
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So I hope that helps and if you liked what you saw here, I would definitely suggest creating something like it for you business and see what that does for your sales. I have a feeling it’ll be really good.
So I hope you enjoyed seeing what’s inside a really good shock and awe box. Does this look like this could be useful for you? Could it help you grow your business?
Please leave a comment below — I look forward to hearing from you.
Thanks for joining me here and best of success in your business!