The Power of the Personal Touch

EnvelopesWhen was the last time you received a personal thank you from a purchase? My guess is that it has been a while. Handwritten notes are rare and a way for you to stand out from the competition. I see people saying that personal notes are “All the rage” but I still haven’t ever gotten one and neither has anyone I asked. There are companies out there that do it with great success but they are few and far between, so here is a way for a small business to really stand out without a lot of expense. Here are some tips to make your thank you note campaign stand out.

  • Really make it personal – Address it to the purchaser “Dear Steve”. and include details so the customer knows it isn’t just a form letter. “Thank you for buying the blue hat, it is my favorite color and was fun to make for you.” These little touches tell the customer you really do appreciate your business and aren’t just sending formulaic thank you cards to everyone.
  • Leave out the business card – Or at least carefully consider it. This tip goes against instinct and against my feelings that everyone should have my card.  If you include your card it diminished the note. It goes from a genuine thank you to a branding effort. Of course you make sure they can get back in touch with you, address embossed on the card or written on the back, but there is no need for branding efforts here. The thank you is the point.
  • Make it a surprise – The first purchase a customer makes should have a thank you card in it, after that, make it random. If they expect a card each time it is no longer special. This keeps the card as something they hope to get, but don’t expect. It also reduces the burden of how many cards to send. If you are set on sending a note with each purchase make sure to look at the next tip.
  • Don’t make it a chore – If you have to write too many cards, this is a good thing and a bad thing. Don’t let it burn you out of become a dread, it will be reflected in the writing. If you just have too many cards to write consider hiring someone to help with it or outsourcing the process (yup there are services for everything). Don’t let this powerful tool bog you down.

Use these tips to stand out from the crowd. Almost no one does personal notes, so it is an easy win and a powerful tool for creating customer loyalty. Feel free to send me questions or comments below.

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