The White Glove Campaign That Crushed It

Back in March, I featured a campaign from Superior Plumbing that included a pair of white gloves and a promise of “insane levels of service.” It was a knockout piece that made a big impact with building maintenance managers across New York City—and it landed a spot in our S&D Example of the Month for one simple reason: it worked.

But here’s where things get even more interesting. Sam Milligan of Cousins Construction, a residential contractor in Pittsburgh, read that very issue, took one look at the gloves, and said, “Yep. That’s the one.” Then, instead of thinking about it, wondering about it, or overanalyzing it… he acted.

He hired my team to craft a white glove campaign tailored to his Dream 100 list of high-value homeowners—and the results were nothing short of phenomenal.

This month’s example isn’t just a look at what works in marketing. It’s a masterclass in what happens when someone swipes, deploys, and executes with precision. For those newer subscribers unfamiliar with Dream 100, it’s the strategic process of identifying your most desirable prospects—the ones who can transform your business—and putting your best marketing foot forward just for them. It’s not about blasting out a generic message. It’s about crafting the perfect message for a carefully curated list.

You can (and should) view Sam’s letter here.

In this case, Cousins Construction handpicked 270 homes in an upscale Pittsburgh neighborhood where they had recently completed a major outdoor transformation. The campaign featured a 6×9 white envelope, a personalized letter that introduced the “White Glove” theme, and yes, an actual pair of white gloves enclosed in the mailing.

What’s important to note here is that the original was built for B2B, but Sam recognized the deeper truth: the frustrations are the same. Whether it’s a maintenance manager at a NYC high-rise, or a homeowner with a crumbling deck, people are tired of mediocre service and broken promises. We took that concept, and with a few important tweaks—tone, offer, list, and CTA—we turned it into a successful B2C campaign.

Instead of pitching a free quote, CNS offered a full-on White Glove Design Consultation. That’s a strategic move right there. It positions the appointment not as a sales pitch, but as a premium experience. From just 270 mailings—yes, two hundred seventy—CNS booked three responses.

One turned into a project worth nearly $40,000, with the client already asking about additional work. The other two are still in progress. That’s a 23:1 return on investment. Let’s be clear: most businesses don’t get these kinds of numbers.

But most businesses also aren’t willing to get this personal, this specific, or this strategic. Sam was. And that’s why it worked.

I’m proud to say Sam didn’t do this alone. He hired my company to create and run the campaign for him—from the strategy and copy to the mailings and execution. It’s the exact kind of work we love. No fluff, no branding exercises that drag out for six months—just smart, direct marketing that makes phones ring and checks get written.

If reading this has you thinking, “I need one of those for my business,” maybe it’s time we talk. Whether you’re a seasoned pro or a marketing rookie, I can help craft a campaign that hits the right prospect with the right message at the right time. But I’ll leave that decision to you.

Marketing Tip Reader’s Only Special

Did you read Sam’s letter linked above. Did you see the headline? Can you guess what we included with the letter? You got it, a real pair of white gloves. We first introduced this to our Inner Circle Members, and the results were fantastic.

Do you offer a high-end service? Do you have the top service in your industry? Do you want to get that point across in your next direct mail piece?

Use our “White Gloves” to show off your “White Glove Service.” Great of service businesses, contractors, medical practitioners and more! This is a great item to target unconverted leads, or a “high value list” of potential new customers. Here are a couple headlines ideas you can use:

“Our White Glove Service Will Amaze You!”

“Who Else Wants The White Glove Treatment?”

“Enroll In Our White Glove Service and Get __________.”

“You Deserve The Finest ‘White Glove Service’ Available”

“Who Else Wants The White Glove Treatment?”

If you need some more inspiration, you can download several sample letters using the while gloves right here.

You can get 15% off this all-new item when you use promo code Gloves. Get pricing and order here, or give us a call at (888) 250-1834. We’re open M-F, 8-5 Pacific Time.