They All Laughed at Our Direct Mail... Until 48 Moose Showed Up


Steve Miller

Let me make an Uncopyable confession: I love cool, new, AI-driven marketing tools.

And yet, I also still love old school marketing tools, too.

The fact is, I have zero preference for either, because the ONLY thing that matters is that the tool you choose to use must be the BEST tool for finding, reaching, engaging, and receiving the response you want from your exact right moose.

If it works, why should you care if it's because some dude is standing on the corner spinning a sign for you?

That said, even in the age of AI, funnels, and dancing TikTok's (yes, I'm talking to YOU, Dan Thurmon...with your 827,000 followers...and yes, I'm INTENSELY jealous 🔥), there’s something powerful about a good ol’ fashioned tool used at the right moment for the right moose.

Two weeks ago, I showed you a real-life example of a direct mail postcard that got opened, scanned, clicked, and converted. Last week I told you about Tom Cruise, the only guy in Hollywood who zigged when everyone else zagged—because he looked past the obvious.

See the theme?

Because I deeply believe:

🟠 There are many roads to the top of the mountain.
🟠 Every marketing tool works for someone.
🟠 Competition doesn’t breed innovation. It breeds conformity.

It’s not about chasing shiny objects. It’s about choosing the right tool for your mountain.

Here’s a story you won’t find in a marketing textbook...

Years ago, I was consulting for Emerson Electric, a Fortune 500 giant out of St. Louis. They were preparing for one of the biggest trade shows of the year. Like most exhibitors at every trade show/fair on the planet, they were focused on traffic—trying to cram as many people into their booth as possible.

I said, “Forget traffic. Go for targeted. Who are your biggest moose?”

So we built a campaign around that. They identified their top 50 customers and we built a three-part direct mail sequence around them. Each mailing included a separate piece of a very special Jack Nicklaus putter—the grip, the shaft, and the putter head:

“We’re great at putting answers together for what you need. Visit our booth and we’ll complete the set for you.”

And when those execs showed up? Emerson handed them a fully assembled, professional-grade Nicklaus putter.

Guess how many came?

48 out of 50.

It wasn’t just a cute gimmick—it was strategic, personal, and completely focused on the moose. The result? Millions in sales and relationships that stuck.

Here’s the real genius of it:

While every other company at that show was chasing traffic, Emerson chased targeted impact.

They zigged when everyone else zagged.
They put quality over quantity.
They dared to be Uncopyable.

As I tell my clients all the time:
“Look at what everybody else is doing… and don’t do it.”

That’s not just a fun line. It’s a survival strategy in a marketplace drunk on sameness. Emerson didn’t just mail putter parts—they delivered a message their top buyers couldn’t ignore, because nobody else was doing it.


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More new stuff coming soon! Stay tuned!

And always remember...

BE UNCOPYABLE!

Steve

Still Kelly's Dad, Uncopyable Gunslinger

32706 39th Ave. SW, Federal Way, WA 98023
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The Uncopyable Mindset

WHO THE HECK IS STEVE MILLER? I'm the guy companies call when they're tired of blending in and ready to stand the heck out. I help B2B businesses and solo entrepreneurs create Uncopyable brands, generate better leads, and make real money—not “someday” money. Author of the bestselling book UNCOPYABLE, Main Stage TED speaker, bad golfer, and proud title-holder of “3rd Funniest Person in My Family.” My work is rooted in one thing: results-driven branding, marketing, and differentiation that cuts through the noise, not adds to it. If your strategy looks like everyone else's, it's not a strategy—it's camouflage. I fix that. A client once said, “Steve should come with a disclaimer… but you still need to hire him.” That actually brought tears to my eyes. Fair warning: I’ll challenge you. I’ll push you. I might even outwit your marketing team. ¯\_(ツ)_/¯ But together? We’ll build something nobody else can copy.

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Mission: Uncopyable — The Move Tom Cruise Hid in Plain Sight Let me run a theory by you. Not a conspiracy—an insight. One that’s easy to miss, but once you see it, you can’t unsee it. It stars a guy who’s made a career out of doing the impossible: Tom Cruise. Back in 2020, when theaters were shutting down and studios were dumping big-budget movies onto streaming platforms, the message was clear: “Stay home. The couch is good enough.” Most of Hollywood was comfortable with that—as long as the...