| Did you know that your clients and customers are | | | | feeling that handwritten notes create that draws you in |
| getting hit with approximately 3,000 advertising | | | | every single time. |
| messages a day! This barrage of advertising noise is | | | | Would I have read a prospecting form letter or an |
| making it increasingly difficult for prospective | | | | advertisement from the same studio? No. |
| customers to hear what your business has to offer. | | | | So is it worth it to spend the time sitting down to write |
| So, what can a business do to break through this noise | | | | handwritten notes to your clients and prospects? |
| and actually have their messages heard by their | | | | When was the last time you have had a 6%, 20% or |
| targeted customers? | | | | 50% response rate on a mailing? |
| Many businesses have just simply started to advertise | | | | Here are some tips on how to get a 50% response |
| more and louder…which simply compounds the overall | | | | rate on your next handwritten note mailing: |
| problem. Some have tried gimmicks and sales. Still | | | | 1. Each piece should begin with your client or prospects |
| others have simply accepted a stagnant business | | | | name not a generic greeting |
| growth model. | | | | 2. You should handwrite the piece yourself or utilize |
| However, a few have begun to see huge success | | | | some of the technology now available that will |
| with a 2,000 year old tool that has none of the | | | | duplicate your handwriting accurately and easily – |
| sexiness of a celebrity endorsement or the award | | | | Computer generated font, while easier, will NOT get |
| winning graphics of a Madison Avenue Advertising | | | | you a 50% response rate |
| firm. That tool is a simple handwritten note. | | | | 3. Give your client or prospect a reason to call you |
| • A Midwestern restaurant owner sent out a series | | | | – “I just thought of an idea that might really cut |
| of handwritten notes to his customers and had a 20% | | | | your tax bill, give me a call so we can get together |
| response rate. | | | | before you do your taxes this year! Talk to you, |
| • A financial planner in the Northeast sent out just | | | | Mike” |
| 80 handwritten notes to touch base with prospects | | | | 4. Put it on a card that will get their attention – Cute, |
| and had 6 people call him and 2 set appointments. | | | | unusual, beautiful, historic, children, animals…they all |
| • A non-profit was able to get 51 donations by | | | | work but use a picture that catches their eye |
| simply sending a handwritten note to warm list of 100 | | | | 5. Hand address their address, Do NOT use labels – |
| people. | | | | Labels tell them that you sent the same card to |
| Why? | | | | hundreds of other people. You have to keep it |
| Handwritten notes are special. Clients cannot throw | | | | personal, even if you are sending it to hundreds of |
| them away without reading them. | | | | other people! |
| I dare you to try and throw out a handwritten note | | | | If you follow these few, simple and easy guidelines, |
| without reading it the next time you get one. Believe | | | | you will be surprised at the huge response rate you will |
| me, I’ve tried. I recently received a handwritten | | | | receive. It will also be the last time you’ll want to |
| postcard from the hair studio that I had abandoned 6 | | | | flush good money down the drain sending out generic |
| months earlier for one closer to my home. | | | | form letters or invitations. A little elbow grease or a little |
| I knew it was probably just them asking me to come | | | | smarts (using technology) will go a long way when it |
| back as a client, but did I read it even though I knew it | | | | comes to direct mail response rates. |
| was a prospecting piece? Yes. There is a magnetic | | | | |
