Getting anything “good” in the mail these days is a challenge. Your mailbox is probably filled with bills, direct mail pieces (i.e. junk mail) and things you’d really rather not look at. Think about the last time you actually received a greeting card or personal handwritten note in the mail. When was that? A long time ago I bet.
The truth is, handwritten personalized notes are few and far between. That’s why when someone does receive one, it stands out. This leaves a great impression on the receiver of that personalized note.
Sending a handwritten note to a potential client after a meeting is a great marketing strategy to implement. One, you have the chance to quickly thank your potential client for the meeting. Two, it keeps you on top of their mind as they are “thinking” about working with you. Three, it makes you stand out from the crowd. If they are “shopping” for service providers, they will be more likely to choose you for your great service, because they are impressed by your gracious follow-up.
But sending a handwritten note doesn’t stop with new potential clients. This practice should be carried out throughout the life of your relationship with your client. This means thank you notes when the job is completed, a card acknowledging the anniversary of their business, congratulating them on a BIG win, etc. The time you spend maintaining the great relationship with your client will go a long way towards creating a satisfied customer and generating referrals.
And, who doesn’t love referrals?
Happy customers will tell their friends, family and anyone who will listen about the great service you provide. The next time someone needs a financial planner, guess who they will recommend? YOU! Because you were a great financial planner (or whatever service you provide), you gave them great customer service and you are on the top of their minds because you are in constant contact with them.
The type of card you send should be a mixture of personal choice and professionalism. First of all, send the nicest card you can afford. If you are going to have monogrammed or personalized note cards made with your business logo, take the time to hire a graphic designer to make them look polished and professional. Plus, be sure they are printed on good quality card stock. You don’t want someone who is paying $1,000 for your services to feel like they got a “cheap” card from a discount store.
Depending on your profession, you will probably want to avoid using the cartoon and caricature type of cards. These do not support your brand your business and could detract from your professionalism. I’m interested to see how this strategy works for you and would love to hear the feedback you get from clients! Please share your success stories with me by posting a comment below!
Tara Alemany says
Great message, Sydni. I whole-heartedly agree. Making personal contact through the mail is a great way to set yourself apart from other contacts the recipient might have. Not only that, the sense of appreciation the recipient feels for getting something other than junk in the mail is a wonderful feeling, and it all reflects back on you, the sender.
I personally have chosen to use SendOutCards to handle this aspect of my business. There are over 14,000 cards available online for me to choose from, and the ability to create my own cards by uploading pictures, logos, and other branded materials. I then can add my note using a variety of fonts, including my own handwriting. The card is then printed, stuffed, stamped and mailed for me, and all for less than a typical greeting card costs.
If anyone’s interested in more information, they can visit: http://www.sendoutcards.com/alewebsocial.
Regardless of how you implement Sydni’s recommendations, the important thing is to do it. Your clients will value you more when you show them how much you appreciate them!
Sydni Craig-Hart says
Thanks for the feedback Tara! You’re absolutely right about using personal notes to set yourself apart. While I’m not a fan of the SendOutCards system (I think it’s great, I just prefer to hand-write my own notes) I agree that whatever method works for you is fine. It’s keeping in touch that’s most important!