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.
Henry B Springs
“Life is one grand, sweet song, so start the music. ”
Writer: Ronald Reagan
Songs are great ways to rekindle memories, have us reminiscing about old friends, family and colleagues that we know so well or those we’ve just been introduced to. A Personalized Card or Note can be just as memorable or encompassing as a popular song, in terms of drama, originality and literal madness behind the music. We offer 124 Best Selling Cards and Notes that run the range from Embossed to Bordered, Monogrammed, Raised Print and beyond. Try our premium Personalized Recycled Cards and Notes. Send them as reminders, thank yous, introductions, and invitations. Delivery your Eco Friendly Cards or Notes that will keep messages resonating in your receivers mind for some time to come: Eco Embossed One Liners, Mother Earth Banner Cards, Eco Chancery, Eco Script Cards, Eco Monte Carlo, Paris, Traditional Monogram and Eco Banner Notes are few expressions that make clean air and a clean environment a priority. Make it a priority, a choice right now. Personalized Cards and Notes promises the delivery of a special message to someone special no matter what the occasion, purpose or date. Believe in love, people, and of course special, personalized messages in rhyme, dramatic script and song.
This week Rihanna spends reclaims the number one spot for the second week in a row for a total of ten non-consecutive weeks at number one with “We Found Love.” I don’t know if it’s one for the record books or not? It’s surely something you’d find easier to jot down in one of your favorite Personalized Notepads: Join Your Friends Martini or Champagne Lists, any one of ourTablets or Notepads from your Distinct 7 Set, Tri Color Memo Squares and Garden Mini Lists. You know whatever will hold you your major priorities in life together. Adele’s “Set Fire To The Rain” charges up two more notches to number two, another sad love song? Flo Rida had a good feeling about his aptly titled “Good Feeling.” It took two more steps forward from five to three. Bruno Mars finds himself nestled at number four with “It Will Rain,” a song featured in the movie : Twilight Saga: Breaking Dawn Part I. Sexy And I Know it is still shuffling along at five after falling three notches. Whether you want to capture a moment with “a song lyric in a Personalized Card or Note or list the songs and their meanings that are nearest and dearest to your heart or someone else’s we’ve got the Personalized Stationery to satisfy any need or pleausure.
“My life has been one great big joke, a dance that’s walked a song that’s spoke, I laugh so hard I almost choke when I think about myself. ”
Writer: Maya Angelou
24 January 2012, 5:45 pmLaura Heizn
Christmas has always been a special moment for my family for years. The ritual of gift giving is something that the kids love. But for us Christmas has always been a family moment, more than religious one. It allows us to be more family oriented in any given situation.
24 January 2012, 6:10 pmHector
As an employee at walgreens, I can tell you that online customization that is offered through Giftsin24.com is way higher quality. Our machines print the most simplest prints but fail to provide high quality. Our machines are really simple and I would trust Giftsin24 all the time
24 January 2012, 6:23 pmHaby Diallo
Many companies are competing for that edge. Personalizing cards and notes is a hot business but everyone opts for lower cheaper quality and paper. As a customer, I can tell you that quality is highly important for me. If I am willing to pay a decent price, I expect good quality.
24 January 2012, 6:31 pmRoberta
Nothing like spreading the holiday cheer with candy canes, cinnamon cookies, and of course note cards. Do not ever sacrifice quality in this special occasion because it is a family ritual that truly makes everything special.
24 January 2012, 6:45 pmJenna
Christmas traditions may have some commonality with other families, each household still has their own way of living out those traditions. That is what is so special about them. Each family’s unique twist is what gives that family its identity and and creates strong bonds.
24 January 2012, 7:17 pmJonathan Price
If it took three weeks for the kiosk to deliver your personalized stationery, then that sort of defeats the point of having an in-store kiosk, doesn’t it?
I guess that’s what makes GiftsIn24 so cool. They offer better quality, wider selection, AND faster shipping, without sacrificing a great price. I sure don’t know of any better place to buy personalized note cards, stationery, thank you cards, or gift enclosures.
24 January 2012, 8:05 pmHenry B Springs
Christmas is over but we are still concerned with holidays, enjoying our free time and making the most of the finer things as they “keep shining through.” Whether it’s the best restaurants, the best movies, the best music or the best place to buy diamonds: Harry Winston, Debeers or Van Cleef and Arpels? Are diamonds really a girl’s best friend? Who is the indisputable champion, who offers the best, “simply the best” diamonds, anywhere? If you are caught in a quandary about diamonds and you just want to offer “clever conversation” our Personalized Cards and Notes will lend a noticeable shimmer to your expression just the same. Try any of our 70 Classic Personalized Cards and Notes to convey a mood and celebrate an occasion. Fill a warm moment with song, with a warm gesture, sincerity, happiness or gratitude. Make whatever date or whatever occasion much more than it could be, more than expected. Let someone know you’re thinking of them, remind them of an approaching birthday, anniversary or spring festival. If you are bringing flowers or wish to express your love with the sparkly stuff, as in brilliant stones that shine keep our cards and notes beside them as brilliance will be added in kind.
Our Best Cards and Notes go hand in hand with the best people in your lives: Traditional Monogram, Blossom, Glory Cards, Columbia, Brittany and Flourish Notes. Give a full range of expressions and impressions to connect with anyone and everyone, have them connect with you. Let our cards sing your celebrations, convey gratitude, and wish everyone well. Take the time to reflect on all the special moments that make up your life. Watch them bring the best of everything to life. Send a variety of messages in a rich array of Cards or Notes with over 124 of our Best Selling Notes and Cards. Let your true colors shine through in our Cards and Notes, in every color of the rainbow, as they become a magical language for all the days of your life. Personalized Stationery let’s enrich someone else’s experience. Cards and Notes send personal messages for every purpose under the sun. Make unique moments and messages to open doors and make lasting impressions, express just a little more……
“Ambition has but one reward for all: A little power, a little transient fame; A grave to rest in, and a fading name! ” But what of those we touch and who are touched by us, does not their light shimmer just the same.
Writer: Walter Savage Landor
24 January 2012, 8:16 pmHilma Conger
It really is amazing the great quality of GiftsIn24′s personalized stationery and other products. I ordered some stationery over the holidays to give as gifts and my order got to my home AMAZINGLY fast. Some kiosk in a retail store just can’t compare to the variety of choices and superior quality you can get on this site.
It’s no wonder I do most of my shopping online anymore!
24 January 2012, 9:36 pmJeff Harvey
I think I saw a similar kiosk at the store when I was doing some Christmas shopping. But I didn’t spend much time checking it out – I already knew I was going to buy my personalized stationery and notes here. The variety of what you can get here is really nice, the prices are good, and the shipping is fast.
I also liked getting personalized monogrammed napkins and holiday-themed napkins for my Christmas and New Year’s Eve parties. I’m just sad there aren’t any party-worthy holidays coming up in the near future.
24 January 2012, 10:11 pmMaira
Lauren Diez
24 January 2012, 11:58 pmWe usually have a quiet Christmas with just our children, but we realize that wives and grandchildren will join in eventually. Grandparents visit and friends drop by. Activities that can easily accommodate different numbers of people are more apt to make for good traditions. One tradition we observe is always reading both The Night before Christmas. Then we try to give presents to each other under the tree. But we make it challenging by giving clues that lead to presents. It makes the hunt exciting and fun.
Chloe Sullivan
Chloe
25 January 2012, 12:03 amChristmas is a great time to practice generosity. One of our sons enjoys taking gifts to the children of prison inmates. Over the years, we have gathered presents for others, collecting hats and mittens for disadvantaged children, and provided holiday foods for others through our church. It is perfect for any young couples who are trying to teach children about saying their grace and appreciating what they have.
Ingrid
Best thing about Giftsin24 is that no one can imitate them! You can even preview the designs and personalization. I always recommend this to all my friends and family.
25 January 2012, 12:14 amMargaret
I agree Ingrid. The prices here at very affordable and I just browse around the products for cool ideas. Get small cute personalized napkins and give them with chocolate. Goes perfect for any occasion!
25 January 2012, 12:15 amAlexandria
This may seem obvious, but sometimes we get caught up in the idea that we need to provide a perfect Christmas for our families. We don’t. We need to give them homes that are happy and filled with love and joy. One of the best decisions I ever made was to have a tradition of the Christmas meal because it brings the family together.
26 January 2012, 12:17 amFran
The old saying quality over quantity still holds true. No one can beat the quality for Giftsin24. It is also one of the fewest companies that allows you to preview your order.
26 January 2012, 12:21 amDaisy
I think tradition is essential in all cultures. I am half Indian and half American, which means I have embraced all traditions. Traditions do not have to be necessarily be associated with a denomination. It simply means that bonds of family and kinship are solidified through generations and generations of rites.
26 January 2012, 11:12 pmHenry B Springs
You send a Thank You Note when someone goes out of their way for you when you know they didn’t have to. The realization that they are acting out of a desire to bring someone else a little bit of peace, joy or just to make someone else’s day a bit brighter or a little bit lighter than someone else has left it is a much deserved recognition of a good deed . It may not amount to much but it surely worthy of a thank you, a Thank You Note. Life’s journey can lead us across many paths and biways, those more frequently traveled and those not. In the course of our dealings with others we connect with many. We are touched by a few and we in turn respond with the same gratitude, the same positive energy. They say the testament to many of our relationships is how many people we connect with and how many people respond to the connection. We don’t go through life keeping track of the kind things we do but we try to keep track of the nice things we can and those done for us, those that we benefit from. We never act completely selfless but we are praised when an action benefits someone else. These are significant in old and new relationships everyday.Let our Thank You Notes be your guide many happy returns.
Send Thank You with Our Best Cards and Notes,make them a big part of the best experiences in your lives: Traditional Monogram, Blossom, Glory Cards, Columbia, Brittany and Flourish Notes cam all be used . Give gratitude where it is due in full range of expressions and impressions. Connect with anyone and everyone, have them connect with you. Let our cards and notes sing your celebrations, convey gratitude, and wish everyone well. Take the time to reflect on all the special moments that make up your life. Watch them bring the best of everything to life. Send a variety of messages in a rich array of Cards or Notes with over 124 of our Best Selling Notes and Cards. Let your true colors shine through in our Cards and Notes, in every color of the rainbow, as they become a magical language for all the days of your life. Personalized Stationery Cards and Notes can bsenrich someone else’s experience. Cards and Notes send personal messages for every purpose under the sun. Make unique moments and messages with a positive attitude, make lasting impressions and let your positive thoughts as well as others lead you where they will.……
“I would maintain that thanks are the highest form of thought, and that gratitude is happiness doubled by wonder. ”
G.K.: Chesterton
27 January 2012, 7:52 amFergie
I have always been a huge fan of personalized stationery and have fell in love with the stationery that Giftsin24 has. Personally, the quality has been exceptional.I truly loved their California Classic Name Notes. It makes writing even the smallest notes the biggest joy.
29 January 2012, 3:10 am