The Exponential Power of a Shock & Awe Package

Authority Marketing

Shock and awe is a term used by many people to describe a client experience wow box, which is a prospect persuasion package that is built to follow a specific formula that has proven to be effective. The formula involves a clear plastic envelope containing a pocket folder that houses three print assets in the left pocket, one print asset in the middle, and seven print assets in the right pocket. The shock and awe package can be enhanced by including an audio CD or video DVD, a business card, or a thin USB drive housing digital assets. The package is sent to a prospect who schedules an appointment for an initial conversation, either in person or online.

The Pocket Folder

The pocket folder is developed to match and mirror the branding guidelines of the business. It is sent out via priority mail or Federal Express, along with a copy of the prospect’s book, free report, or other things that were promised. The shock and awe package includes a single page statement of guarantee or risk reversal, demonstrating how the business is eliminating almost all risks for its client. It is followed by a four-page gift brochure that leads with four or five tangible gifts that the prospect can use in their business, along with 20 minutes of the business owner’s life to help them figure out a solution to their problem and determine if they can work together. The biggest give they receive is the 20 minutes of the owner’s life.

Champion of Cover Letter

The shock and awe package also includes a cover or champion letter, which is custom-built for every situation. If it is sent to a prospect to confirm an appointment, it tells them what they can look forward to and asks them to do some homework. If it is handed to a client to pass on to their friend, it includes a letter from the customer introducing the business owner to their friend using words they want them to use. If it is sent to a JV partner who will refer business, it provides a word document of the letter they want them to write and sign.

The Right Pocket

The right pocket of the package includes seven elements that the printer would put in a shrink wrap, so when the staff assembles the shock and awe, they take one shrink wrap package, remove the plastic cover, and insert the brochures in the pocket folder. The seven elements are a message from the business owner, who depends on the business, a quiz, what happens at the initial consultation, core products and services, continuity of care, and a testimonial booklet.

A Personal Message

The message from the business owner is a personality brochure that talks about who they are, who they want to serve, how they want to serve them, and what they are seeking in return. It talks about their origin story, core strengths, how they developed their strengths, how they leverage their strengths, and why they almost always win. The “who depends on” brochure describes the business owner’s ideal client and the elite fleet of people they join when they become a client. The brochure explains why the business owner seeks the type of clients they seek, how they serve them, what they do better than anyone, and why they are right for the job.

The Quiz

The quiz is an interactive piece that allows the prospect to self-qualify or disqualify themselves in their own mind, creating awareness and agitation of the need by asking pain questions. It also asks questions regarding the benefits of a solution and the increased pain of not having one. The quiz can be used as a stand-alone, self-qualifying sales presentation that is powerful enough to get any viable prospect’s attention and bring them to the table if they are, in fact, a good prospect.

Engage in Self-qualification with an Interactive Quiz

The use of an interactive quiz can help prospects qualify themselves and determine if they are a good fit for a particular product or service. The quiz poses “pain” questions that create awareness and stir the need for a solution. It also inquires about the benefits of a solution and the increased pain that comes with not having one. By the end of the quiz, the prospect should have a clear understanding of whether or not they are a good fit for the product or service.

Rules of Engagement for Initial Consultation

If you charge for an initial consultation, be sure to justify the investment. If the prospect will be making an initial purchase during the consultation, focus on why they need the product or service rather than its specific features. For those offering a free meeting or discovery day, highlight the event and the pitch to help prospects evaluate their needs and come prepared to make a purchase.

Core Services Display

The core services or products display should detail the problems that the product or service solves. This should not be the product or service being sold in the initial transaction. This display outlines the desired “core” relationship, making goals and objectives clear to both parties.

Continuity Offer

The continuity offer highlights the benefits of ascending to a monthly plan. If a continuity income is not yet in place, consider creating an offering. This section also describes how the company helps clients post-delivery and how it can provide meaningful support beyond the sale.

Testimonials and Case Studies

The testimonial and case study section should feature 8 to 12 pages of happy customers, before-and-after images, and video or written testimonials. The case studies provide proof of concept and show that the product or service has worked for others in the past. This section is meant to celebrate the product or service and not demonstrate how it works.

On the last page of this package, an order request is made, urging readers to “be our next story.” This marketing asset can add value to a business and make it easier to sell the product or service to qualified prospects.

The Wrap Up

Developing a Shock & Awe package is a force multiplier for your business. It’s a tool that does an exponential amount of pre-selling before you ever meet them. It also helps to answer any questions your prospect might have about your brand and the service you offer.

Understanding the kind of content you require for a Shock & Awe package can be overwhelming but the first step to creating it is understanding the market you’re targeting. If you’ve never done that before, simply complete this form and we will contact you, immediately, to help. Content Marketing is a critical digital marketing channel for generating sales leads and brand awareness on your website as well s0 to find out how to turn your website into a recession-proof, sales machine, sign up to our exclusive webinar training ($297 value) for free!