While I hate clichés, sometimes thinking “outside the box” can be a great idea, even if occasionally a daunting task.

A few years back, we were tasked with developing a direct mail marketing-focused post card for one of our senior living communities. But think about your mail for a moment and recall how many such cards you receive weekly.

So the goal for any such card is to get picked up and at least looked at.

For some reason—perhaps that book by Roy Chapman Andrews of the American Museum of Natural History I read at night as a child, the blanket pulled over my head to avoid parental discovery, a flashlight held by my teeth—I thought: dinosaurs.