HOME ยป Marketing ยป Local Marketing Techniques ยป The Shock and Awe Box


Example of a shock and awe box printed and created by Monarch Direct
Example of a shock and awe box printed and created by Monarch Direct.
Source: Monarch Direct Facebook Page.

The Shock and Awe Box is a lead generation tool as simple as it is incredibly effective, but unfortunately, it can also be quite costly.

If you don’t have a substantial budget for this type of promotion yet, it’s best to hold off for now.

Instead, focus on printed landing pages, joint ventures, and events.

Once these methods start yielding results and generating income, you can consider implementing the Shock and Awe Box by allocating a portion of those earnings, as I’ll explain in this blog post.

So, what’s the core idea behind this foolproof tool?

It all revolves around the notion that every entrepreneur dreams of acquiring a specific customer (more or less famous, such as celebrities, athletes, or other well-known figures), even if just to have a positive testimonial to showcase on blogs and social networks.

For instance, if you manufacture hair care products, your goal would likely be to attract the world’s top beauty salons as customers or even the most prominent athletes to endorse the effectiveness of your lotion on their hair.

Similarly, if you’re a marketing consultant for lawyers, your aim would be to gain the best law firms in the world as clients.

When I worked in real estate, my targets were Serie A football players – Forte dei Marmi has always been a sought-after summer destination for Serie A footballers.

I wanted to be the first real estate agent that Juventus, Milan, and Inter would contact when their players wanted to rent a summer property or buy a house in Forte dei Marmi.

With online ads, SEO, and videos, it was very challenging to reach those teams… it would have required a stroke of luck, and luck has never been on my side.

Even if I spent thousands of dollars a day on Google Ads and Facebook Ads, there was no guarantee that Juventus, Milan, and Inter would see my ads.

When I learned this strategy (from Dan Kennedy, perhaps the only useful thing he made) it opened up a completely new world for me.

By implementing this strategy and building my box, as I’ll describe in this blog post, I managed to sell a villa to Andrea Pirlo and Leonardo Bonucci, two famous Italian football players.

This opened up new opportunities for me because with the same box, I could also reach out to figures from the Italian entertainment industry who often spend their summers in Forte dei Marmi.

The purpose of this tool is to attract specific and potentially affluent customers whom you couldn’t reach through other means.

How the Shock and Awe Box Works

I already know that many of you may think there is already a tool that helps reach a specific client: the call center.

But what is a call center?

The call center is the end of marketing and business.

It involves exploiting an underpaid individual in need of work, chaining them to a chair, and forcing them to call random phone numbers, endlessly repeating:

“Hello, we sell [X], are you interested?”

This compels the unfortunate operator, after 5 or 6 calls concluded with the most severe insults, to turn to a psychiatrist specialized in depressive crises.

Free those poor call center operators; let them see the light of day again.

Shut down that horrible call center and embrace a new tool: our Shock and Awe Box.

Imagine this box as a tank that allows you to send all your promotional material and bypass the barriers erected by your potential clients, ensuring that your message reaches its destination.

Your affluent potential clients are hidden in their fortresses, where they don’t see your marketing messages, and no one can disturb them (unless they want to be disturbed).

The Shock and Awe Box allows you to destroy these fortresses.


Do you remember studying the Trojan War in school?

Just as the Achaeans did in the Trojan War, you must disguise your marketing message and make it pass through your potential clients’ defenses without their knowledge.

If, like me, you slept through history class, let me briefly summarize the Trojan War for you: since they couldn’t penetrate the city’s defenses, the Achaeans gifted Troy a statue of an enormous horse – a sacred animal for the Trojans – and placed their soldiers inside it without the enemy’s knowledge.

The Trojans (may they rest in peace!) naturally welcomed the horse with open arms.

During the night, while the Trojans were worshiping this massive wooden horse they had brought into the city, the Achaean soldiers emerged, and… farewell, Troy.

The purpose of the Shock and Awe Box is precisely this: to disguise your marketing message as a gift, avoiding any “advertising scent,” thus evading the defenses of your clients, even the most important and difficult to reach ones.

To Whom Should You Send the Shock and Awe Box?

Apart from those specific prospects you aim to directly acquire, you can also send it to some of your existing customers, perhaps in an attempt to elevate them to the next level of engagement:


If you already have existing customers – as a reminder, these are individuals who have made purchases from you at least twice – you can send them this box with upsell and cross-sell offers.

Lost Customers

As mentioned earlier, one of the common mistakes made by entrepreneurs is entrusting the task of re-engaging with old customers who have fallen out of touch to a junior employee.

  • “Hello, this is Jason from [X]. You used to be a valued customer of ours, and we’d like to do business with you again. I’m calling because our representative will be in your area and could drop by tomorrow morning. What do you think?”
  • “I think that if you call again, I’ll hire a hitman.”

To avoid this unpleasant situation and the need for bodyguards, we can make use of the shock and awe box.

This box is perfect for reactivating Lost Customers as it will contain irresistible special offers (I’ll show you what to put inside this box later in the blog post).

If this specific customer was lost due to your mistake, it’s a good idea to include a personalized apology letter as well.


When we obtain the contact information of our customers’ friends and colleagues, it’s a good idea (if feasible) to also send them a shock and awe box (henceforth abbreviated as SAAB because I constantly forget the spelling) on behalf of our customers.

Essentially, Customer X brings you Referral Y, to whom you will send your SAAB on behalf of X:

“Gift from [YOUR COMPANY NAME] on behalf of [CUSTOMER X NAME].”

The process is quite straightforward.

You just need to contact Customer X and ask, “May I send a gift to your friend Y on your behalf?”

No one will refuse.

How to Create a Successful Shock and Awe Box

As mentioned earlier, crafting this box can be quite costly, so it would be a waste if it didn’t yield results.

Therefore, you must create your SAAB exactly as I will explain now, including all the materials I will show you and structuring it precisely as I suggest.

It’s important to emphasize that the materials I will recommend should be of top quality.

If you act like the typical Italian individual trying to save a few dollars by using low-quality materials, I can assure you that you will regret it.

A well-crafted SAAB with great attention to detail will have an extraordinary impact and leave a lasting impression.

Conversely, a SAAB filled with poorly folded paper and an unprofessional appearance will likely end up in the trash.

Therefore, to ensure your success, follow my instructions carefully and never deviate from them.

Personalized Letter

The first item to include in our SAAB is a personalized letter.

A personalized message is crucial.

Instead of dedicating countless hours to fruitless cold calls, invest your time in crafting personalized letters.

Create the letter exactly as I suggested, print it just like you would your Landing Page, and place it in the same old-style Harry Potter envelope.

Of course, the letter should be customized with the recipient’s name.

Here’s what to include in the letter:

  • Introduction: Introduce yourself and your business.
  • Specialization: Describe what you specialize in.
  • Target Customer: Define your ideal customer and explain how you intend to serve them.
  • Origin Story: Share your professional background and your story, just as I showed you in the lead magnet lesson.
  • Unique Skills: Highlight your core and unique skills that set you apart.
  • Skill Development: Describe how you’ve developed these skills.
  • Relevance: Explain why these specific skills are essential for your work.
  • Customer Service: Discuss how you use these skills to help your clients.
  • Success: Explain why you have a high success rate and why your method leads to predictable success for your clients.
  • Path to Success: Emphasize how your approach will guide the client along a path to success.
  • Weak Points: Acknowledge a potential weakness to strengthen your ositioning and explain that you may not be the right fit if the client isn’t the right target.

To compose the letter without spending hours and hours writing it, you can use ChatGPT.

Use this command:

“I will provide you with some sentences. Combine them to construct a persuasive and well-written text. [Introduction]: My name is The Business Homepage, and I’m a digital marketer. I’ve created a free blog that explains all the ins and outs of marketing and business. [Specialization]: My specialization lies in creating business marketing plans, etc.”

If you are trying to re-engage a lost customer who previously knew your business, replace all these bullet points with personalized apologies.

These apologies should be based on the specific circumstances that led to the discontinuation of your relationship.

If this customer is important to you and you are determined to reactivate them, taking responsibility and acknowledging any mistakes that may have been made is crucial.

Personalized Letter from a “Friend”

Let’s say you want to acquire a prestigious law firm as a client, and you decide to send them a SAAB.

A highly effective technique is to include in the SAAB a letter written by one of your attorney clients.

This letter serves as a testimonial from a satisfied client who has had a positive experience with your services.

The reference letter should be written in the first person by the client and should include the key points of a good testimonial, which we have already discussed but I will reiterate below:

  • The problem encountered by the customer.
  • Why none of your competitors have ever been able to help them.
  • Tell how you completely solved their problem

Testimonial Book

“What…? Did you say a testimonial “book”?”

Exactly, you’ve got it right – a testimonial book.

The goal of your work is to aim for as many testimonials as possible because they are never enough, and it’s a good practice to keep requesting them.

Imagine if the potential client to whom you sent the SAAB opens it and finds a genuine book with several pages filled with enthusiastic testimonials from satisfied individuals who have experienced your work.

Don’t you think they would be more inclined to trust you?

If you currently have only a few testimonials (less than 100), print them as laminated brochures through VistaPrint.

However, if you have a substantial number of testimonials (equal to or more than 100), create a book.

Use an online service to print the book and include all the testimonials (as always, VistaPrint can assist you).

A testimonial book is a potent marketing tool, as the testimonials themselves often sell your product or service.

If you have video testimonials, transcribe their content and include it in the book.

Whenever possible, consider adding various photos of satisfied clients (although, since not everyone enjoys being mentioned in a book, always ask for permission).

The Gift Series

Now, you need to include some small gifts that could be useful to your potential clients.

These gifts may include:

  • Books written by you.
  • USB drives featuring your best educational videos.
  • Printed copies of some of your best articles, which can also be transcripts of the videos (recommended: if you decide to include this type of material, print it on glossy or laminated paper, not on plain A4 sheets that wrinkle easily)

A Golden Envelope Including an Offer for a Free Meeting

Alongside the gift list we just reviewed, you will need to include a beautiful golden envelope, containing an equally amazing letter on Harry Potter-style paper.

In the letter, you will offer a free 20-30 minute consultation or meeting with your consultant or colleague.

This is the purpose of SAAB.

Why a golden envelope?

This offer cannot be written as a footnote on existing materials as it would lose its value.

It must be a standalone letter that stands out from the rest.

What to write in the letter?

It should contain the “rules of engagement for the first meeting.”

You simply need to explain the details of the meeting, including its duration and what your consultant will discuss with the potential client.

It is a 20-30 minute meeting during which you or your salesperson will lay the groundwork for selling your product or service.

Your goal is to explain in this letter how and why you will seek to understand the needs of your potential client.

You should explain why you will ask specific questions during the meeting and mention that at the end of the meeting, you will provide an opportunity for the potential client to ask anything.

Here’s an example of the text to write in the letter:

“Dear [CUSTOMER’S NAME], I have had the opportunity to learn about your business, and I am convinced that my services can provide significant value to your success.
This information box you received demonstrates the depth of my experience and the wide range of skills I can bring to meet your needs.
Testimonials from my clients are proof of my commitment to providing superior quality service and my ability to achieve tangible results.
But the truth is, paper can only tell part of the story.
There is much more I can do for your business, and to show you, I would like to offer you a free 30-minute meeting with me or one of my top consultants.
During this meeting, I will have the opportunity to learn more about your business, understand your goals and challenges, and share how I can help you achieve your objectives.
This session does not require any obligation on your part but could open up a world of opportunities.
Remember, the consultation is free and without commitments, but the benefits you could gain from it could be invaluable.
At the end, you can ask any questions you want to better understand my project and, potentially, determine if there are grounds for offering you an advantageous proposal to work together permanently:
โ€ข If you meet requirements X and Y, the offer will be the most affordable and cost
โ€ข If you also meet requirements Z and W, the offer will be intermediate and cost [$$].
โ€ข If you also meet requirements K and J, the offer will be premium and cost [$$$].
This will be a significant step towards achieving the success you deserve.
I am eager to have the opportunity to collaborate with you.
To book your free meeting, you can contact me at
[YOUR NUMBER] or send an email to [YOUR EMAIL].
Best regards, [YOUR NAME]

Clearly indicating the type of offer you will make based on your assessment is crucial.

The prices, of course, will have to be somewhat discounted compared to the original offer that you sell, for example, on your blog.

It is important to always specify that you will propose an offer to avoid wasted trips and misunderstandings such as “I thought it was free/cheap…”.

I have experienced a lot of wasted trips and don’t want the same thing to happen to you.

Warranty Card

A warranty card is a printed, laminated, or bound sheet that explains how to eliminate or at least reduce the risks associated with working with you.

This letter serves to demonstrate that you are not the type of person who “takes the money and runs.”

You should outline how you will handle situations if the relationship between you and your client sours for any reason, or if you fail to meet the expectations set in your marketing message.

There are several types of warranties that a company can provide to its customers.

The specific warranties you offer will depend on your company’s financial position and what you are willing to provide.

Here are some of the most common:

Full Warranty

This type of warranty offers complete coverage for the product or service, including repair or replacement if it fails to meet specified standards or expectations.

Full warranties are often provided for a limited period and may include conditions and exclusions.

This is the strongest warranty, but it also entails a significant financial risk.

Offer this warranty only if it won’t adversely affect your finances.

Limited Warranty

Unlike a full warranty, a limited warranty only covers specific parts or aspects of the product or service.

It usually has a shorter duration than a full warranty and may not cover all potential issues.

Money-Back Guarantee

This type of warranty allows customers to return the product or service for a full refund if they are not satisfied.

Money-back guarantees are an effective way for companies to demonstrate confidence in their offerings and reduce risks for customers.

Repair or Replacement Warranty

This type of warranty covers the costs of repairing or replacing a product or service if it fails to meet specified standards.

Repair or replacement warranties are often included in full or limited warranties but can also be offered as standalone warranties.

Trade-In or Upgrade Warranty

Some companies may offer a warranty that includes the option for customers to replace their product or service with a newer or upgraded version if they are not satisfied.

This type of warranty can be beneficial for both the company and the customer, as it allows the customer to receive a better product while providing the company with the opportunity to retain the customer.

Chocolate Gifts

“Are you serious? What do chocolate gifts have to do with business?”

Actually, nothing at all.

However, giving these gifts serves a specific purpose: they’re for the secretary.

Let me explain and pay attention.

If the SAAB is sent to acquire large companies as clients, it’s likely that before reaching the CEO, this box will have to go through the secretary’s screening.

The secretary is the first line of defense in filtering all the material that reaches the CEO.

The secretary’s task is to discard all the unnecessary things.

The fewer letters that reach the CEO, the better the secretary has done their job.

And promotional material has a preferential path – it goes straight to the trash bin without even checking what kind of material it is.

Unfortunately, that’s how it works.

By adding two boxes of chocolates to the package, one for the secretary and one for the CEO, we will put the secretary in a good mood and lower their defenses, significantly increasing the chances that the package will reach the CEO’s desk.

Of course, the chocolates for the secretary should be in a separate package, while the chocolates for the CEO should be inside the SAAB package.

It’s always better to be specific.

I assure you that the methods I’m sharing are tried and tested.

I wouldn’t bother writing about them if they didn’t work.

It’s essential to note that the chocolates should be high-quality and handmade, not mass-produced and easily accessible items.

Avoid low-cost options like Mars, Twix, M&M’s, or items that can be bought at a discount store.

Giving a 20-cent gift would be seen as a joke and could undermine your efforts.

The two boxes of chocolates should clearly indicate that you’ve made an effort and spent a significant amount of time to find them.

It’s best to choose an artisanal pastry shop.

This conveys the message that these clients are important to you, which wouldn’t be communicated with two ordinary Mars or Ferrero Rocher chocolates.

Instructions for the Secretary

The last sheet of beautiful laminated paper contains instructions for the secretary on how to open the package.

It is a letter that you should attach to the chocolates intended for her, the ones outside the SAAB.

In this letter, you should dedicate the gift of chocolates to her and make it clear, without hiding it, that your ultimate goal is for the package to reach the CEO, expressing your gratitude in advance.

After this introduction, explain exactly how to use all the materials contained in the SAAB:

“First, open the two antique envelopes. Then, watch some educational videos contained in the USB drivers. Next, take a look at the book of happy customers, and finally, open the golden envelope.”

Without instructions, people might not understand the purpose of the materials.

Instead of calling it a “testimonial book,” use the term “book of happy customers” as “testimonial” is a term used in marketing and may not be understood by everyone.

Secretaries may not be familiar with our advanced marketing terminology.

To them, this collection of high-value promotional material might seem like just chocolates among books, colorful envelopes, and USB pen drivers.