They Laughed When We Mailed a LEGO Brick…Until We Closed the Deal

When we ran an MSP, we were always trying to find new ways to break through the noise.

Emails? Buried.

LinkedIn DMs? Ignored.

Even some ads barely made a dent.

But do you know what did get attention?

Mail!

Now, I’m not talking about your average boring postcard. I’m talking about creative, can’t-ignore-it kind of mail like LEGO bricks.

Before I dive into that campaign, let’s rewind a bit!

Why Direct Mail Still Works

People’s inboxes are flooded, but their physical mailbox? That’s a different story. When something unique shows up that you can hold in your hands, it sticks around and gets remembered!

We didn’t just toss a few random postcards in the mail and hope for the best. We built full-on multi-touch campaigns: postcards, lumpy mail (I’ll explain later), clear messaging, real offers, and strong follow-up.

The Hurricane Campaign That Got Serious Results

We started by targeting law firms in hurricane-prone areas, specifically firms still running on-prem servers. Our message? “Your server can’t swim. Is your firm ready for the next disaster?”

That one line, paired with a bold, oversized postcard and a call to action to book a Cloud Readiness Assessment, got an incredible response!

Why? Because it was clear and directly targeted their specific pain.

Lumpy Mail: The Game Changer

If postcards are appetizers, lumpy mail is the main course.

These are 3D packages, small but bulky enough to make someone say, “What the heck is this?” They can’t help but open it!

And when they do? Instant attention.

No, these don’t need to cost a fortune: you just need something clever and connected to your message.

Some of our most effective lumpy mail pieces?

• A stress ball shaped like a cloud: “Still stressed about your server? Let us move your headaches to the cloud.”
• A tiny inflatable pool float: “Don’t wait for your server to sink. We’re your lifeline to the cloud.”

And Then Came the LEGO…

One of our most talked-about campaigns started with a single LEGO brick!

We put it in a clear bubble mailer with a note that read:

“Missing just one piece could bring down your entire system.”

The letter that went with it expanded on the idea:

“You wouldn’t build a structure without a solid foundation… yet most businesses are one tech misstep away from disaster! Whether it’s a missed patch, weak backup, or outdated server, one failure can bring the whole thing down. Our Cloud Readiness Assessment helps you find those gaps and eliminate them before they cause a crash.”

Master The Follow Up

You can get tangible results from sending a paperclip if it ties into your message and your prospect’s pain!

That’s what most MSPs get wrong. They send the thing and… wait with no follow-up.

You have to follow up! Reference the item directly, and chances are that they will remember. “I’m the one that sent the LEGO!”

And when they remember? They respond.

Make It a System, Not a Stunt

The worst thing you can do is treat direct mail like a one-off experiment.

Instead, build a repeatable engine!

Here’s what we did:

1. Pick a niche. Attorneys, CPAs, Construction firms, etc.
2. Target by geography. Disaster-prone regions? Great for cloud messaging.
3. Get a good list. Verified and dialed-in to decision-makers.
4. Build your campaign. Postcard → Lumpy Mail → Follow-Up Call → Strategy Call
5. Make your offer strong. “Cloud Readiness Assessment” sounds way better than “Let’s chat.”

And one last tip? Add some scarcity. “Only 15 assessments available this month.” That gets people moving!

Your Challenge This Week

Pick your niche, craft a message tied directly to a prospect pain point, then get that mail out: whether it’s a postcard, a stress ball, or, yep, even a LEGO!

Today’s quote is from Stewart Henderson Britt: “Doing business without advertising is like winking in the dark. You know what you’re doing, but nobody else does.”

Have a great week!