Every single day, I go to get the mail, and next to my mailbox sits a garbage can, filled to the top with the exact same things. New condominium fliers, special offers, government newsletters.
If the postman were observant, he would put all this junk directly in that trashcan instead of our mailboxes. If the post office weren’t so greedy, they’d be honest with the advertisers and how effective these mailers really are.
At times, they think they’re smart, they’ll drop one of these on our doorsteps. Same difference.
When we see that you’re lazy, don’t take the time to think about each of us personally, don’t care if I say no to you, you’re immediately blacklisted. All the “thought”, time, and money you put into buying that mailing list, crafting that copy, acquiring those stock photos, running them off the press, a complete waste.
Had you sent me a simple, personal, creative, and genuine letter, you would have increased your efficiency ten-fold. Sure, thousands of others may have received similar letters, but I don’t know or care about that — look, I got this nice letter and great offer, just for me.
Eliminate the term “mass” from your vocabulary. Each of your customers are more important than all of your customers. And existing customers are more important than potential customers.
In everything you do, “Hey Travis” will get you a lot farther than “Dear valued customer”.
RSS