"Isn't lumpy mail expensive?" Let’s do the math. Then you can decide for yourself. But before we do… Expensive compared to WHAT? $400 is pricey for whisky, wine, or Yeti cups. It's laughably cheap for a sit-down with the owner of a $20M, $40M, or $80M business. If your measuring stick is firing off cold emails that cost you nothing? (but also get no replies) Then yeah… I guess lumpy mail IS expensive. And that is precisely why it works. Those client-getting methods that cost you very little or nothing at all, because of their very nature… Can be done by ANYONE and EVERYONE. So in the eyes of a $40M business owner, they’re worth nothing too. Not worth reading. Not worth their consideration. Not worth their time. Now put a locked gift on that same business owner’s desk instead? They immediately 𝐬𝐞𝐞 𝐬𝐨𝐦𝐞𝐛𝐨𝐝𝐲 𝐰𝐡𝐨’𝐬 𝐬𝐩𝐞𝐧𝐭 𝐫𝐞𝐚𝐥 𝐦𝐨𝐧𝐞𝐲 𝐚𝐧𝐝 𝐩𝐮𝐭 𝐢𝐧 𝐞𝐱𝐭𝐫𝐚 𝐞𝐟𝐟𝐨𝐫𝐭 to get their attention, time, and consideration. When that happens, we covertly trigger an involuntary response hard-wired into most humans… Reciprocity. When somebody gives us something, shows us kindness, offers us help, etc, 𝐦𝐨𝐬𝐭 𝐨𝐟 𝐮𝐬 𝐜𝐚𝐧’𝐭 𝐡𝐞𝐥𝐩 𝐛𝐮𝐭 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐫𝐞𝐭𝐮𝐫𝐧 𝐭𝐡𝐞 𝐟𝐚𝐯𝐨𝐮𝐫. It's why they hand out free samples at the cheese counter. And it’s why we get twitchy about being included in a round of drinks you haven't bought back. Now, what most people get wrong about reciprocity… It’s not driven by grand gestures or overly expensive gifts. What triggers it is the EFFORT, thought, and visible evidence that somebody went out of their way for you, specifically. And it’s why sending a $30-$50 lumpy mail package works just as well as sending an $80-$100 one. If you still wanna do the math on this? A package costs somewhere between $30 and $50 to put together and send. Call it $40. Send ten of them, and you're $400 in. Now, provided you don’t completely fluff the call or forget to follow up… Out of those ten businesses, I'd expect AT LEAST one, if not two, to close. And these aren't small, $500/month kind of clients.