Handwritten notes have power
A recent survey of marketing executives revealed that most business leads come from referrals and personal connections, with email and a website being effective, and in spite of the declining mail volume these days, direct mail marketing was still viewed as an effective lead generator.
Of course, as a direct response marketer and copywriter, I was pleased to see that news. I know how difficult it is to generate profitable results with sales letters, postcards and such so I thought I’d share a “lost marketing secret” that you can apply to your direct marketing efforts today. That secret weapon is the use of handwritten notes in your marketing communication.
One of the best ways to get your direct mail opened, read and acted upon is to use genuinely produced handwritten addressing. Results don’t lie. I have been proving it for almost 18 years now in hundreds of direct marketing campaigns from clients and for myself. Going beyond this, a handwritten sticky note on a letter or a handwritten note card can have dramatic impact on the marketing and sales results that you seek. How do you react when a handwritten addressed envelope comes in? You place it at the top of the pile or you open it immediately.
Yes, there are automated services that use computer-generated fonts to give the illusion that you took the time to write a real note. Hogwash for the most part, if truly memorable, personalized communication is the goal and you are trying to influence your prospect with a warm message. Computer-generated handwritten fonts do have their place in direct marketing and I have used these services in past campaigns, but it is all dependent on the campaign objectives. Actual handwritten notes will always be more effective.
Here are some of the benefits of using handwritten notes in your marketing.
Powerful follow-up: A handwritten note is the best way to follow-up on an initial lead, and it’s a powerful tool in your lead nurturing process. Whether that note is on a Post-It Note, written on a sales letter or a personal note on a thank-you card, it will deliver impact. Consider a handwritten “P.S.” at the bottom of a letter, or a handwritten note with an article of interest forwarded to a prospect.
Great relationship builder: It conveys a message to your client or prospect that you care enough about them to take the time and recognize them as an individual who is important to the sender. A handwritten note tells the recipient that they were on your mind and that you value the relationship.
Show your gratitude: Pay attention to this one. One of the easiest ways to let your customers know how much you care, and value their business is to send a handwritten thank-you note on your custom-designed stationery. Case in point: We have mailed out more than 300,000 genuine handwritten thank-you notes to loyal cable customers for a client who needed to fend off a competitor’s new fiber optic alternative. You can say thank you to your customers either annually, or triggered by a purchase.
A lost customer rejuvenator: A handwritten note campaign to inactive or lost customers can create a stampede of business for a cash flow infusion and restart revenue streams that were once lucrative.
A true differentiator: A handwritten note positions you above the others trying to do business with your prospect.
If you are a consultant, salesperson or a solopreneur, consider having a custom-designed card on hand, as well as a roll of stamps and drop a handwritten note in the mail immediately after meeting your prospect or customer. Be prepared, make it a habitual part of your sales routine and stick with it. Make it part of your stay in touch system. You will be amazed at the response. It is a great way to close deals and generate referrals. People will be impressed. If you are a business owner, handwritten notes will be among your smartest marketing investments.
Don’t overlook this marketing secret weapon. I’ve used it to sell cars for dealerships, sell consulting services for myself and others, sell enterprise software, caskets, industrial components, food products and more. Now it’s your turn to start writing.
Of course, the words themselves matter greatly. If you would like a copy of our report “Seven Ways To Achieve Great Marketing Power With a Pen” send an email with “Seven Ways” in the subject line. Include your address and this report will arrive by U.S. Mail.
Thanks for reading. Now go write a note to a customer.
Bob Martel is a Marlborough-based marketing consultant, direct marketing copywriter and author of the book “How to Create All of the Business You Can Handle.” He can be reached at 508-481-8383 or by e-mail at bobmartel@jmbmarketing.com.
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Susan Pope
One of the key things that is always lacking in the corporate world is the ability of executives to write in order to convey their message across. In fact, that was the pinnacle point of flaws in many of the Top 4 Companies. Writing is something that each individual must acquire and personalize in order to truly understand the power of the words.
17 January 2012, 10:57 amLeslie,St. Louis,MO
Mr. Martel’s blog is the best one I have read at this site. I find his theory — that handwritten notes are powerful tools — to be true in the first place. But, also, I have proved this many times with my own company. Writing a simple note to a client and saying thank you for the business — is a gesture that people remember.
17 January 2012, 11:26 amLori Davis – Katy, Texas
At my job each representative is required to write at least 3 handwritten thank you notes to clients each week. At first I did not buy in with the process because we live in an email age. However, after doing it now for 2 years I love the back and forth with our clients. Some of them write back, some thank me next time I talk to them on the phone, other send an email reply and some also send their own personalized note. Now that I have been living this practice for a couple years I have begun buying several different stationery notes and cards at one time so I have a variety to choose from.
17 January 2012, 11:50 amLinda Mills
Personalized communication is key in order thrive in this competitive economy. As a student, I can tell you that all major schools make their pupils take these courses that emphasize this in order to give them confidence to speak publicly and write in a clear and concise manner. Writing centers in my university hold workshops not only for essay writing but personalized writing such as poems.
17 January 2012, 6:17 pmSabrina Sunia
Silent gratitude isn’t much use to anyone. ~G.B. Stern
Well said G.B. Stern
17 January 2012, 6:27 pmBrett Ganos
There is no such thing as gratitude unexpressed. If it is unexpressed, it is plain, old-fashioned ingratitude in my opinion. Show your gratitude with personalized notecards.
17 January 2012, 6:30 pmOliver Sinzi
Grace isn’t a little prayer you chant before receiving a meal. It’s a way to live and Thank God for all the blessings. Gratitude is what makes us humans and blessed with emotions.
17 January 2012, 6:32 pmHenry B Springs
Let’s face it there are a million businesses out there often competing for the same dollar, the same customer. The biggest point you can make in all of your personal and business relationships is to make sure you stand out with the way you treat, approach, engage and keep a rewarding relationship going with all of the people you communicate with, especially clients and new prospects. Personalized cards and Notes are the gestures , the neat little intricate detail along with your signature and well placed thought, important offer, date or message that really make clients and people you really want to develop a rapport with really feel special. I think the president of Whole Foods market said it best when he said he wanted his customers feel like his friends, better yet at become his friends so he could gain great referrals from them and all of the other people that they connect to. Making customers, friends and prospects feel that they are more valuable to you and you are more valuable to them. If you really need to get colleagues, customers and prospects a message about a deal that they can’t walk away from and they are indeed more valuable than gold, a Personalized Card does it every time.
We have a 124 beautiful Personalized Cards or Notes enrich your professional campaigns and messages, for whatever purpose you have in mind. Let us help you as a professional, friend and colleague with sincere, warm professional image of Our Best Cards and Notes. Celebrate the best moments of your life. Put the your best foot forward for customers and clients: Traditional Monogram, Blossom, Glory Cards, Columbia, Brittany and Flourish Notes. Send your message in a full range of expressions and impressions to connect with anyone and everyone while they learn the Language of Cards and Notes is a favor worth returning. Let our cards seal deals, convey gratitude, and wish everyone well for the most significant moments of your business calendar and your life. . . Send a variety of messages in a rich array of Cards or Notes with over 124 of our Best Selling Notes and Cards.
It’s good to keep in mind that prominence is always a mix of hard work, eloquence in your practice, good timing and fortuitous social relations. Everything can’t be personalized.
Writer: Barbara Kruger
17 January 2012, 8:25 pmTom Garafolio
According to teachers, writing sentimental notes is crucial and the most important things that they want to teach their students. Crayons and markers often do the trick.
Food for thought…
17 January 2012, 9:05 pmSamantha Suzie
When I receive a handwritten note from someone, I know that they made an effort to express themselves, well beyond the energy to shoot a SMS or an email. When I take the time to write a brief note to anyone, that connection is reciprocated.
17 January 2012, 9:09 pmCammy Shaikh
Handwritten notes really put so much more sentimental than an e-mail or synchronous way of communication. When my husband was in the military, I used to write notes to him just because it added that little touch of intimacy. He saved all the letters when he got back and truly appreciated the gesture.
18 January 2012, 12:51 amJulia Jones
A little courtesy goes a long way towards building life-long relationships. Take out time and write a note that is genuinely from your heart to your spouse. It will add the beautiful touch to your marriage that you always desired.
18 January 2012, 1:00 amJonathan Price
This is all very true. And it works the same in reverse, too. When you’re looking for a job, it’s always great to send a letter or a thank you card as a follow-up when you get an interview or even a call, to show your gratitude and to help keep your name in the employer’s mind and set you apart from other job seekers.
This is fairly well-known advice. But it stands to reason that if a follow-up letter is a good thing, then one written on personalized note cards will make an even stronger impression. You can get some very nice, professional-looking designs that will look so much better than something just printed on standard white paper.
18 January 2012, 2:33 amJeff Harvey
Great advice. What better way to leave a strong impression on somebody, be they a potential employer like Jonathan mentioned or a current/former/prospective client, than to send them a personalized note card or thank you card? It’s a great way to show your appreciation for them, remind them of who you are, and keep yourself in their memory.
In addition, sending a handwritten note instead of a printed one carries a personal tone that helps a lot (provided your handwriting is at least sort of legible, anyway). We’ve all gotten those letters from companies that try to look like they were written just for you, when it’s obvious your name was just plugged into a form letter. With a handwritten, personalized note, you can’t do that sort of thing so it carries an authenticity that lends more weight to your letter.
18 January 2012, 2:50 pmIndy Singh
In the 21st century, e-commerce has become a powerful tools in this Web 2.0 world. That does not diminish the utilization of personal notes. As a company, it is essential to understand that building a solid brand equity has to occur at different levels. Adding a little touch of personalized can truly create a true essence of customer service and customer quality.
18 January 2012, 7:53 pmTom Boka
Tom Boka
18 January 2012, 7:59 pmBuilding and maintaining a solid relationship with customers must come by developing strong sense of interpersonal relationships. A company must really understand the power of these small gestures. Whether it’s a quick and simple sending a thank you note or giving your customer a rebate, these are powerful elements towards thriving in the long-run.
Samia Shamsuddin
When is the last time you sat down and write a note for that special someone? Take some time off to write personal notes that are genuine and sincere. Just write and let your emotions pour the paper.
18 January 2012, 10:52 pmMaurice Jones
I agree with you Samia, writing from the heart is the only way to depict your feelings.
18 January 2012, 10:57 pmJoshua Bendz
I know many folks that just got into journalism and were so good in it because not of the technical writing but their freelance writing and just writing. Eventually they became really good writers. Writing personalized notes is a great way to boost your creativity and jump start your career.
20 January 2012, 1:28 amJoshua Henderson
I personally have used thank you notes from this website to propose to my fiance. She really loved it. I left her a trail of notes which lead her the perfect spot and allowed me to propose her.
20 January 2012, 7:55 pmRobert Judiz
We often forget that the most important part of thank you is showing gratitude during calamities is so crucial towards creating a positive self esteem. Showing generosity is something that is embedded in our human DNA. Showing generosity when you yourself are not blessed with wealth is truly astonishing.
20 January 2012, 11:46 pmBritney Garfin
It’s also a great way to differentiate yourself from the competition because so few people bother to follow up at all, let alone follow up in ways that will impress customers.
22 January 2012, 11:18 amKabhir Ghulam
Besides being a great way to get prospective new customers is to write handwritten notes are also a great way to thank people for their patronage. After we got new flooring installed in our house by a local firm, the owner of the business sent us a handwritten note thanking us for choosing their firm and. We felt so wanted and recommended them to our friends.
22 January 2012, 12:21 pmAaron Kuma
Don’t be afraid of being old-fashioned. When it comes to follow up, sometimes the old ways are the best. Take the time to write handwritten notes thanking your customers and/or clients; the time you spend writing them will be well worth it in terms of return business and increased positive word-of-mouth.
22 January 2012, 12:28 pmTom Boka
I don’t know about you, but I rely heavily on social media today to keep in contact with my buds. There are forums, Facebook messages, and Twitter, of course. But now I am trying to go more retro and keeping in touch with handwritten notes. handwritten notes give you a different sense of someone’s personality. There is something about seeing their handwriting that makes their note even more special. It’s so much more personal than quickly sending an email or a post on Facebook.
22 January 2012, 6:52 pmMatt Haggard
handwritten notes really add something special to a plain old letter. In addition, if you’re sending a note because it is a burden. I think that makes it even more meaningful because your friend is able to keep it and re-read it on days when they need a little pick me up.
Some people don’t send notes because they do not know what to write or befuddled. Quick tip: it doesn’t have to be clever or lengthy.
22 January 2012, 10:55 pmHabby Diallo
Having preached for most of my marketing life about the importance of sending handwritten thank you’s , congratulatory notes, etc., I continue to be amazed at how little of this is simply activity is done today. I have at least a dozen posts over the last six years of this blog that mentions the value of handwritten notes.
22 January 2012, 11:11 pm