Spring is here and we have had a bit of a spring clean, which also included installing a couple of new Macs and some new storage. This has kept us busy breaking up boxes for recycling for longer than it should have…

But anyway, I’ll stop moaning – after all, the sun’s out, the snow’s gone and spring definitely feels like it’s on the way.

One of the interesting things we’ve found about this spring clean up though is how much stuff we’ve accumulated.

It’s a lot of stuff.

But what’s pretty instructive is that when cleaning up the desk, going through files, and consigning as much stuff to the bin as possible, we’ve ended up with a small pile of marketing.

Whether it’s brochures, calendars or sales letters, they’ve all found their way onto my desk, and some of them have been there for three months or more.

Now, apart from suggesting that I need to keep my desk tidier and clean it more than just in the spring (I do), this highlights something important for all of us in marketing in the 21st century:

We value physical stuff. We’re more likely to look at it, and we tend to hold onto it.

So sending physical stuff out gives you way more chance of grabbing your prospects’ attention, and if you’ve got that, then everything else is a whole lot easier.

But as online marketing continues to rise in popularity, the amount of people doing offline marketing diminishes.

This means though, that when you send something physical out, your competition is likely to keep shrinking, giving your marketing a much better chance of getting read and getting acted upon.

So next time you’re planning on sending out some marketing, why not do something physical and get your prospects’ attention?

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