a single source, nothing corroborates it

Send something physical that cannot be deleted

For a small number of very valuable targets, use delivery that survives the inbox: a posted letter, a courier, an object, a public piece of work addressed to one named person. One buyer bought shares purely to be allowed into the room.

The method

1. 01

   Send the physical version instead of the digital one when you need a reply: a printed letter or a handwritten card outlasts a message.

2. 02

   For very high-value prospects use physical delivery devices that cannot be deleted: couriered objects, hand-delivered cases, a posted phone that rings at a stated time.

3. 03

   Address a public piece of work directly to one named person you want to reach, using the format that person's own audience consumes.

4. 04

   Buy a token number of shares in a publicly traded target so you get an invitation to the shareholder meeting and physical access to the executives.

What it returned

• 100

  Walt Batansky, CFO of Avocat, bought 100 shares at $6 each and flew to the company's Jacksonville headquarters after months of no replies

• A handwritten thank you card carries more weight than a text message

• Examples cited include hand-delivered briefcases, gifted typewriters, watercolour art and a FedExed phone scheduled to ring at 3pm

• Suggested tactics include a YouTube video titled as an open letter to Casey Neistat, and renting billboards aimed at a single named executive

Sources

• “The Dream 100”Harry Dry · Marketing Examples · “The Dream 100” · undated
• Costly Signalling TheoryHarry Dry · Marketing Examples · Costly signalling theory · undated