Can we please ignore all the noise coming at us at all times about how to generate client leads using this, that, and the other outsourced, AI or gimmicky thing?
Because the fact is, the people I see standing out and opening doors are not doing so through tech or gimmicks. Instead, they’re going where most folks aren’t these days:
Analog.
For example, the timeless, quality-over-quantity approach of unique gifting.
Wednesday Wisdom reader, Eric Kiker, a brand positioning and copy expert, wholeheartedly agreed with me that sending gifts and promo pieces is a smart way to open doors. He said:
“NO ONE does anything physical. And really, very few ever have. Meanwhile, my $5 pretzel canister got a 100% response rate.
And everyone loves the t-shirts. I have a whole custom series designed (Happiness Attracts, Patience Attracts, Optimism Attracts, etc.).
I used to have young, aspiring creatives hit me up for advice and I’d tell them to do stuff like this because it works.”
Examples of Eric’s past campaigns:
Here’s how you can use this exact approach to open big doors for your own business:
Step 1: Make a list of 10 dream companies you want to work with and that you know you can help.
The list can include past clients, past leads, warm leads, cold leads, and/or long shots. Don’t be afraid to go big!
Step 2: Find the name and title of the decision-maker at each company.
Optional: research their hobbies, a quote they’ve repeated in interviews, etc. (you can easily use AI for this) to find ways to connect with each person on a more personal level.
Step 3: Ship or hand-deliver a unique gift with a handwritten note and a call to action.
🚧 This works best if you’re sending it to a company with a physical office, not a work-from-home setup.
The gift can be something clever and inexpensive or creative and personalized. But ideally, the gift is about them, not you.
❌ Gifts about you look like:
- Office swag with your logo*
- Your favorite thing
- Something with your favorite quote
✅ Gifts about them look like:
- A Yeti tumbler with their name, logo or favorite quote on it
- A quality notebook with their name on the cover
- Custom cookies with their logo on them
Zazzle.com has tons of inexpensive and creative options, like a custom mini basketball hoop for $20 (if they love basketball); a custom snowglobe for $12, and even a custom poker chip for $2 a piece (think: “This is a bet guaranteed to pay off.” or “Don’t depend on luck. Depend on [fill in the blank].”)
Etsy has an endless variety of custom, hand-crafted gifts. Whatever you can think of, someone on Etsy can make it for you.
Step 4: Follow up.
Reach out if you don’t hear back within 2 days of them receiving the gift. A follow-up shows that you’re proactive and get the job done.
📞 Call to action ideas:
- Set up a meeting: Include a card with a QR code that links to your calendar booking system so they can easily set up a time to meet with you. Even better, customize the link just for them.
- Coffeehouse gift card: Include a $10 gift card for coffee at a nearby spot and invite them to meet you there to talk shop.
- Keep the fun going: Include a card with a QR code (or have the QR code printed directly on the gift) but no CTA, linking to a custom landing page about you + an easy way for them to book a call. It’ll be like solving a fun mystery: Who’s this from? What’s this about?
Let’s do the math since I know you might be wondering how much all of this costs and how much time it will take:
If you send out 10 gifts, you can reasonably expect to:
- Gain 10 positive impressions with dream clients.
- Land a meeting with ~80% of the recipients.**
- Build (or strengthen) 10 relationships.
- Be top of mind when they need your services.
- Lay the foundation for word-of-mouth referrals.
- Close 1 – 3 immediate contracts as a direct result of the campaign.
If you turned just ONE of these 10 prospects into a paid contract, think of what this campaign would be worth to you.
For example, if you go the clever and inexpensive route at say $15/prospect and 5 hours of your time, that’s only $150 invested to gain all the benefits listed above + land a new client or two.
On the high end, if you go the creative and custom route at say $50/prospect and 10 hours of your time, that’s still only $500 invested to gain all the benefits above + land a new client or two.
If you think sending a gift could feel invasive, then send something small and inexpensive but thoughtful and custom.
Gifting is one of my favorite business development approaches because it embodies quality over quantity and it delivers consistent results.
Plus, I think it’s really fun!
If you’re thinking about how to stand out and open doors in a way that’s been proven to work, give this one a try. And when you do, please write back and let me know how it went!
You’ve got this!
*Gifts about you or company swag are fine for the holidays. Expected even. But when sending gifts as part of a lead gen campaign, the biggest splash will be made with gifts about them, not you.
**This is based on the success rate I’ve seen across hundreds of consultants spanning different industries and geographies.
