Mail Advertising Done Right

Every week, my mailbox collects a small stack of advertising mailers — glossy brochures, oversized postcards, discount coupons, and the occasional cleverly worded pitch.

Most of them barely get a second glance. They follow a familiar formula: promote a product, make something sound like a good deal, try to sell things I don’t need, or at least not now. And for the most part, they end up exactly where you’d expect — in the trash.

But recently, one mailer broke through the noise.

It wasn’t flashy.
It wasn’t loud.
It wasn’t trying to sell me anything.

It was a simple peel-off sticker.

The sticker showed a quick guide on how to shut off your gas line in case of a leak or emergency — something every homeowner should know, but many don’t. It was practical, clear, and immediately helpful. And the best thing about it is you could stick it right on your water heater for easy access.

So that’s exactly what I did.

Now, every time I walk into the utility room, that sticker is sitting there — helpful, relevant, and branded. And if something ever goes wrong with my water heater, guess who’s top-of-mind?

Not because they shouted the loudest.
Not because they offered the biggest discount.
But because they gave me something genuinely useful.

Another example is this laminated ruler that can also serve as a hand fan. I didn’t immediately throw it away because it looked like something that could have utility someday. Humans are biased to save things that have potential to add value to them, even at a later point.

It’s certainly more expensive to print something like this, but the beauty is you only need to do it once a year. And again, if the advertisement appears to provide real utility, most consumers will keep it — and your company stays top of mind for the products or services you’re trying to sell.

The Lesson: Utility Is Underrated in Selling

Too many companies focus on capturing attention instead of earning it. 

The problem with that is attention won’t last if it’s not backed by value. This little sticker was a reminder that the most effective marketing isn’t always about persuasion — sometimes, it’s about service.

When you solve a tiny problem, answer a real question, or make someone’s life 1% easier, you build goodwill. And goodwill compounds.

Here are a few takeaways for anyone trying to get noticed:

• Be helpful first. Sell later.
  A customer who trusts you is far more likely to buy from you. This works equally well when you are trying to network or looking for a job.
• Solve a real problem — even a small one.
  A simple emergency shutoff guide turned into brand awareness that actually sticks.
• Put yourself where the user needs you.
  A sticker on a water heater is far more memorable than a flyer, which most people would instantly throw away.
• Utility builds loyalty.
  People remember who helped them, not who advertised to them.

These illustrations might seem small, but they are perfect examples of marketing done right: provide value upfront. When you do that consistently, you no longer need to fight for attention — customers give it to you willingly.

Being useful is the most effective way to sell your product or services.