When we send our Shock & Awe package to someone, the response is always one of, well...awe.
They will actually send us pictures of themselves enjoying the package. Many times, they tell us they took it around the office to show everyone, or they felt like they got a Christmas present, or some variation of being blown away. They emphatically declare, “We need to do something like this!” And then when the dust settles, they wonder, “Um, how do we do something like this?”
Let’s talk about Shock & Awe packages.
What are they?
What goes in them?
How do you use them?
We're also going to reveal the X Factor that gives it the “shock & awe.”
What in Tarnation is a Shock & Awe Package?
A Shock & Awe package is a package of information that you send to your client or prospective client. The purpose is to introduce yourself and your services in a way that immediately gets their notice, makes them pay attention to what you’re saying, and leaves an indelible impression on them. It is your window of opportunity to gain trust, educate them, set up expectations, upsell them, or achieve any other outcome you’d like to happen.
A successful S&A will make your prospect feel valued and positions you as a competent, successful professional or business who they can feel confident working with.
With that in mind, I want to answer the most common questions about how to use an S&A:
Who Do I Send the Package To?
A S&A can be sent to prospects (people who have contacted you in need of your services, or have requested one of your books or free
reports) or to new clients. Or to both.
What if you get upwards of 100 calls from prospects every month? Let's consider the costs first: if it costs you $20 per package, that is over $2,000/month in prospecting expense, plus the resources required to put the packages together and ship them out. If those numbers make sense, then send them out. If not, you should have a system for qualifying the prospect.
If it is a client you want, then unleash your S&A power on them. If not, then send
them on their way.* Some people prefer to give their S&A to new clients (also called a Welcome Package. If you find that you don't need to send an S&A to prospects beforehand to "pre-sell" you, then a Welcome Package might make more sense.
When Do I Send It?
For most of us, we should be sending a S&A package to prospects before we meet with them. This will establish your nposition as an authority and leader in your market, and boost conversion. Even if they don’t convert to a client, you will stay top of mind as the lawyer who sent them “that huge package of stuff!” They will be more likely to refer to you, and hire you in the future.
For new clients, you can still have an S&A Welcome Package that has its own caliber of shock-and-awe-ness.
You can create different levels of an S&A for different qualifying levels. For example, you can create an S&A thank-you package to send to people who refer clients to you.
Or send it to your client when the project or work is successfully completed.
Remember that time is of the essence. Schedule your call so you have time to send the package and have it arrive before your meeting, ideally within 3-5 days, while the “awe” is still in effect.
If your services are such that you have to speak with the prospect immediately and there is no time to send it beforehand, then send the package to them as soon as possible.
How Much Will it Cost Me?
Marketing should always be measured in ROI, not expense. Ask yourself, how much is a new client worth to me? Some of you calculate this in the net transaction amount (e.g., a DUI case). Others consider the lifetime value of the client (e.g., preparing an estate plan). Or you may consider both. If a new client is worth $5,000, wouldn’t spending $50 or $100 or even $200 be a mighty sound investment?
So, be sure to count the cost, but always consider what those dollars will bring in. Be shrewd, but don’t be cheap.
What Goes in a Shock & Awe Package?
These are the must-have items in a Shock & Awe:
- Presentation folder to keep things organized. For this, you can be very budget friendly with a basic folder or go all the way with a cool custom folder.
- Testimonials. This can be formatted on a flyer, as a booklet, or in a brochure.
- A nicely formatted cover letter that greets the recipient, explains what they have just received and why, and tells them what to do next. You can have multiple versions of a cover letter for different categories of clients or cases.
- Information about your business. This can be a traditional brochure, a dvd, a booklet, or special folder inserts.
- An informative or educational item authored by you, such as a book or a special report.
These are the items you should have in a Shock & Awe (but don’t hold it up if you don’t have this):
- 2-4 pieces of swag, such as branded notepad and pen, cell phone holder, etc.
- Something edible, like candy or a fun snack that won't melt in warm temps.
- A magnet with your contact information.
- A bookmark that you can tuck inside your book or special report with your unique message.
- A branded mailing envelope
- The X Factor. These are the things that will give POW! to your package:
- A customized box. Putting your Shock & Awe items in a nice box will make it feel more like a special gift.
- Crinkle paper or tissue paper. The idea of “unwrapping” or “unveiling” something is irresistible.
- A luxury gift. This can be swag, but it’s fancier or more expensive. For example, a leather padfolio, a boxed pen set, a favorite book relevant to your working relationship with them, or a small electronic device like a
- Bluetooth® speaker, powerbank, or other tech gadget. Again, this is another gift in a gift that requires more unwrapping and builds their suspense!
- You can also make any of the “should have” items more luxurious (e.g., Godiva chocolate, metal engraved pens, or just higher-quality swag).
- Once you have your items, make sure they are nicely packaged and presented. Don’t just throw them in an envelope or pile them in a box. You must choreograph the experience by controlling what they see first (the packaging), second (the cover letter), third and so forth.
- Always FedEx your box or send priority mail.
Your Shock & Awe package is a visual, tactile introduction to you and your business. Even with the minimum must-have items, make sure it looks polished and carefully put together. Most importantly, have a system in place that sends out the package at the correct time and in the correct way.
That means once you determine what it should look and feel like, it should be put together exactly the same way every time. If you don’t control this, it will degrade over time.
There is no one right way to create an impressive and effective S&A, but there is a wrong way, and that is NOT having one. The information here should get you started. Your initial S&A package won’t be perfect. Expect to change it over time as you refine it, make corrections and create a system that will fit your business and your ideal clients.