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Old 10th February 2007, 12:22 PM   #1
mikek
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Default 6 Handwritten Notes You Should Be Writing To Attract & Retain New Clients

A friend of mine that owns three restaurants simply sat down and handwrote a post card 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 post card 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, blah, 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 by the cable guy…yeah! The cable guy! He thanked me for being a customer in his own handwriting. I immediately thought, if a guy that 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 Clients:

1. Always have a stack of “Thank You” notes on your desk. -- Write at least one a day for anything or anyone 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 that helped you in a store can sometimes work its way back to you in very strange and positive ways.
2. 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
3. Birthday and holiday cards – need is say more? And 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.
4. Attach a note to an article that you read – nothing makes a person feel more important than when you send an article to them about an interest of theirs with a personal note attached. People work with people that do the little things.
5. Haven’t seen you in a while – sending a note to check-in with someone can result in business you never dreamed of
6. 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 and people buy from friends.

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 under utilized marketing tool in business today. Pick up a pen. Write a note and watch the magic begin.

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. For a free 90-day trial and instant access to monthly marketing ideas from the best minds in direct mail and a bonus 25 page report on “Generating Consistent Referral Flow” go to: hoardclients.com/holidaycampaign

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Old 10th February 2007, 02:29 PM   #2
jvance
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to the forum, Mike.

Great first post. In a digital world, you are absolutely right that a hand written note stands out. I use them typically for when I meet with people, but after reading your post I think I will try and integrate them into my day a bit more.

Thanks again for the post.

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Old 16th October 2011, 05:05 PM   #3
DawnaKinnunen
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I use SendOutCards for both my businesses to connect, nice to meet you cards, birthday etc
Super easy to use (I need that lol), the client gets a real card in the mail and they have a program that uses my own personal handwriting. I can add pics and personalize it. I agree with you 100% that connecting in this way brings great results and loyality!
There is a business end to it as well ... here's my site and you can try it out by sending a card
https://www.sendoutcards.com/89579/

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Old 17th October 2011, 12:19 AM   #4
numeric
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I believe a personally written note creates more bond with your customer because it's "personal" it came from you as the PR.

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Old 16th November 2011, 03:30 AM   #5
kayetaylor
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Nice info Mikek. Thanks for sharing.

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Old 16th November 2011, 06:08 AM   #6
Bill Ryan
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I think it is a great idea but I would have to pay someone to write it for me.

My writing is so bad I should have been a doctor.

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Old 17th November 2011, 01:03 AM   #7
shanehubert
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Obviously hand written note is more worthy than digital word.
Thanks for sharing a nice post.

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Old 25th December 2011, 09:43 PM   #8
daveb1
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I once worked for a boss who made a point to call all of her customers on their birthday and personally have someone from the company wish them a happy birthday or do it herself. She also made a point to call every single one of her new customers to personally thank them for their business. This type of personal touch and attitude seemed to carry her success along way just on its own merits alone. Great post Mike there is a lot to learn from it even a few years. Business and humans have changed very little for hundreds of years as far as application and appeal go in regards to core concepts.

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Old 26th December 2011, 01:25 PM   #9
snellexperts
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I really loved point number 3 about the birthday cards. That is a great way to keep in contact with customers that you don't see but once or twice a year, but without it being considered spam!

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Old 2nd April 2012, 02:31 PM   #10
denise1000
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numeric...
great point
it personalizes the whole experience

i dont only preach,
i practice as well

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