Winner of a 2016 Gold ADDY Award under the Direct Mail category.

In order to build their profile in the real estate field, Gutwein Law wanted a direct-mail piece that would help them stand out with a unique voice, and establish them as a law firm that helps clients grow their business. Built around the metaphor of “cutting through the red tape,” this direct mailer comes in two parts.

The first part is a slender black box with messaging on the outside that reads: “Real estate projects can be full of complex forms, processes, and procedures.” The recipient then lifts off the lid, revealing the golden scissors and a tag attached that reads: “Need some help cutting through all the red tape? Whether it’s zoning, closings or litigation, it shouldn’t be this hard – and it doesn’t have to be. Turn to Gutwein Law for our knowledge and expertise in real estate. We’ll turn bureaucracy into opportunity, and trim both time and frustration. Hold onto these. You’ll need them soon.”

The second part is received a week after the scissors and is the main part of this direct mailer series. The box is sealed with “red tape” that is textured with a multitude of bureaucratic words. This is where the pair of scissors comes in handy. The recipient is now able to cut through the red tape with the help of Gutwein Law to reveal a set of rocks glasses and coasters – to celebrate another job done smoothly. The messaging on this box reads: (Outside) “It’s time to cut through all the red tape.” (Inside) “And have a smoother real estate experience. With all the contracts, policies, crossed t’s and dotted i’s, real estate law can get a little rocky. Gutwein gives you all the protection you need. We know real estate law, and we know how to make it less angst-ridden and you more successful. We’ll take a dirty process and make it neat. Put this gift to good use with our signature cocktail.”

The signature cocktail is received by them going to the landing page given and filling out a short form to get both an alcoholic and non-alcoholic recipe to enjoy in their new glasses.