The ritual of sending handwritten cards...by snail mail and stamped...seems to be on the decline. In 1987, the average American household received 29 holiday greeting cards. In 2004, that number was closer to 20. This is not good news for the USPS or Hallmark. Over the last 5 years, the number of Christmas cards sent by Americans has plummeted by 24%...from 2.5 billion to 1.9 billion.
It's not hard to guess what's been happening. E-mail and cell phones make it easier to stay in touch throughout the year. Younger generations especially are not accustomed to spending time scrounging around for addresses, and sitting down to jot a note of thanks. Cell phones and e-mail are immediate, and give the illusion of being connected.
However, for the salesperson, a handwritten thank-you letter can be the most effective communication that one can send.
In the first place, a handwritten thank-you note makes the recipient feel good. Everyone likes being recognized, and a thank-you letter is an enduring note of special thanks. As importantly, a handwritten note sets the author apart...and elevates one from the silent majority who never express their appreciation in a letter.
A handwritten letter, particularly a thank-you note, is a personal and permanent expression that lets the recipient know that you are thinking of them. It shows a deep appreciation that their kind thoughts, or actions, or their business...have not gone unnoticed. One can say this on the phone, but how many phone calls are received in a day? One can say this in an e-mail, yet this will fade into the ether in a day or two. Phone calls, voicemail messages, or e-mails do not have the same lasting impact. Handwritten notes can sit on a desk, or be posted on a wall for a month...or a year.
When to send a handwritten note? Most obviously, when you receive a referral. "Thank you for the opportunity and privilege to be of service to your colleague." A referral is not to be taken lightly. It's the utmost show of trust that a client or friend can display towards you. It is the leap of faith that you will perform exceptionally well. "Thank you so much for your referral and your trust." The person who recommends you is putting their own name and reputation on the line for you. What's the upside for someone in providing you with a referral? What's their downside? All referrals deserve a handwritten thank-you...at the very least.
Other features of the handwritten note can be equally distinctive. Colorful, commemorative stamps are a big plus. Handwritten envelopes help ensure that your note is opened first. Another unique touch is the stationery itself. I like to use the message-blank, "art" cards that one can get at museum gift shops.
Handwritten notes can be a powerful weapon in your marketing arsenal. They are a low-cost advertisement for you and your services that greatly increase the word-of-mouth buzz about how you do business. Have you received a handwritten note recently? Do you remember who sent it to you? Flip it around. Think of one of your clients/prospects who deserves a note of thanks. Spend 15 minutes to compose a personal, one-on-one letter. The note that you send today may become the most valuable letter that you ever write.
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