The Personal Touch
Posted on March 18, 2008
Filed Under Branding You
While our electronic gadgets make it easier to communicate they can also impede our ability to stand out from the crowd. Why? Because email communication and decently designed websites are ubiquitous. Everyone who advertises non-creatively through these channels risks blending in with the background noise.
What are you doing to set yourself apart and stay “top of mind,” for your clients, customers and prospects? What people really hunger for is the “personal touch.” You may have great software that cleverly pretends to personalize your correspondence by addressing them by their first name – but they see right through it. It just doesn’t ring true.
People hunger for authenticity. They want to feel that you’re real – and that you regard them as more than just another name in your database.
Here’s a tip that promises to pay off big time: Have some personal note cards professionally designed and printed that are very eye-catching. Make sure they are tastefully done. Brand them, yes. But focus on acknowledging others – not making it another overt piece of marketing that is all about you. Get feedback from at least five objective professionals. Don’t make the mistake of just asking your friends or relatives.
Now, commit to ending each day by hand-writing and sending out at least three personal notes. Again, your words must be sincere and authentic. No need to write a lengthy treatise. Just a few short thoughtful comments will suffice.
The busiest people will usually take the time to open and read a personal letter. Psychologically, we associate small envelopes with good news, whether it might be an invitation or an announcement.
You’ll be surprised at how good it makes you feel to share yourself in this way. The reciprocal benefits will flow naturally.
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