The first time I heard about a "Shock and Awe" packet at a conference, I thought it was a French word: "Chaquenau." I started scribbling it down, thinking, "I need to Google this!" Then my husband elbowed me and mouthed dramatically and slowly, "SHOCK and AWE."
"Ohhhhh," I said, and sheepishly crossed out my mistaken French word.
A Shock and Awe Packet is basically a print version of your website. It's information in full color on glossy paper and put into a beautiful, glossy folder. It's mailed out to prospective customers to "shock and awe" them. I also like to call it a "Wow" packet beause it's meant to WOW your future client.
Guess what's overloaded right now? Your email inbox.
Guess what is empty and being ignored? The mailbox at the end of your driveway.
You want to get attention? Mail someone a letter or a packet! NO ONE is doing it!
Yes, I have my beef with the post office, too. They are slow, incompetent, inconsistent, and downright frustrating. But I will push that aside to get the attention of my prospective client.
How are people finding your business? Most likely online. Everyone has a smartphone and they are Googling you or finding you on Facebook. But when they scroll past you, or they shut their browser, they also forget about YOU.
Sooooo, when we put a packet of information in the mail in a beautiful glossy folder, it stays in their kitchen! It stays on their desk. It's hard for people to throw away something so nice. They think, "I better hold onto this." Or, "I've been meaning to call these people. I'm going to put this RIGHT HERE so I remember."
We build Shock and Awe packets for music schools all over the country. It's easy to order. Just email us and we'll get started right away!
About the Author
Hi, I'm Jen Hickle!