Two mailers I’ll never forget.
Two tools reshaping publishing.
Same lesson: attention is earned, not owed.
At a post office window, the clerk handed me, a giant inflatable playground ball with a letter taped to it. You can’t toss that in a bin. You have to carry it out, read it, talk about it. Ted’s piece forced interaction.
Jon went even bolder: he shipped actual watermelons with a note. Yes, they deliver—and yes, people remember. Dimensional mail gets handled, photographed, forwarded. It hijacks attention by design.
You don’t need produce to use the principle. Start small (oversized postcard to validate addresses). If it pays, step up to Tyvek, FedEx, or a box. The form gets the look; the message earns the response.
🧠Key Takeaway
If you need attention, design for forced interaction.
Test one simple dimensional mailer, then scale.
What are you going to mail – produce, lumpy mail, tyvek, a box, or something else?
