by Michael Kaselnak,
6 Handwritten Notes You
Should Be Writing To Attract & Retain New Clients
A friend of mine who owns three
restaurants simply sat down and handwrote a postcard to his
customer list inviting them to join his rewards program and he had a 20%
sign up off that mailing. During the previous 6 months, he distributed
two other postcard mailings, without the handwritten
message, and never had more than a 5% response rate.
What made the difference?
This time he used cheapest and
most effective loyalty building and customer retention tool in
existence, a tool that is largely ignored because it is boring to the
marketer. However, it is so exciting to the customer that it completely
drowns out all other marketing messages it competes with. This powerful
tool that nobody uses is a personal touch.
“Oh, it’s just that,” you say.
“I thought he was going to talk about some new idea or technology that
would magically attract and retain clients for me. Personal touch, blah,
Gotcha! I’m sorry to tell you,
but there is no magic pill for attracting and retaining clients. It
takes work – work that many businesses today fail to invest in. They
don’t spend time to write a personalized handwritten note or make a
personal phone call because that kind of stuff is boring. It takes too
long. Taking the time to sit down and think of what you want to write,
find a nice card, actually write the note, stuff it into an envelope,
put a stamp on it and mail it. Are you kidding? Why not send an email,
it’s so much easier!
When trying to create loyalty
and build customer retention, easier is not always better!
What catches my eye about a
service provider is not the easy things they do, but the things I
perceive as they’re going out of their way to do for me.
After receiving cost hikes and
poor service from my local cable service for years, I had come to detest
them to the core. I would have sworn my prejudice was so ingrained it
would be impossible for them to overcome. Yet, I melted with just one
personal gesture on their part.
My cable box went out. The
company sent someone over two days later and replaced the box. Not
great, but OK. The very next day, I received a handwritten note from the
cable guy. Yeah, the cable guy. He thanked me for being a customer in his
own handwriting. I immediately thought, "If a guy who doesn’t get paid
the big bucks at the company would still take the time to send me a
handwritten note the day after he performed a service for me, then
that’s a company I like doing business with."
Here Are My Top 6 Loyalty
Building Handwritten Notes You Should Be Writing To Attract & Retain New
Always have a stack of
“Thank You” notes on your desk. Write at least one a day for
anything that strikes your fancy. Just get it written and in the
mail. You would be surprised how writing a thank you note to a clerk
who helped you in a store can sometimes work its way back to you in
very strange and positive ways.
Have an idea that people
need to know about? Send out a handful of notes asking people to
lunch or breakfast to run an idea by them. 10 of these a month, and
your sales will go through the roof.
Birthday and holiday cards.
Don’t send a lousy pre-printed one or a card with just a signature.
That is a slap in the face. Take the time to write a brief
message--then, and only then, sign it.
Attach a note to an article
that you read. Nothing makes a person feel more important than when
you send an article to him or her about an interest of that person
has, with a personal note attached. People work with people who do
the little things.
Haven’t seen you in a while.
Sending a note to check in with someone can result in business you
never dreamed of.
Send something to make them
smile. A joke, a funny news story, or personal account. This will
change your whole relationship to that of a friend. People buy from
friends. Editor's note: Just don't overdo it or violate the
boundaries of propriety.
Writing a note is one of the
simplest, easiest, and most cost-effective ways to build loyalty and
retain clients. Yet, it is the most underutilized marketing tool in
business today. Pick up a pen. Write a note and watch the magic begin.
About the Author
With his Hoard Client Marketing,
Sales Lead and Referral Systems, direct marketing expert Michael Kaselnak has helped hundreds of businesses and professionals just like
you attract and retain new clients.