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I can't tell you the number of times I've walked into a prospect or
client's office and my note is propped on their desk or pinned to
the bulletin board. Can you say the same of your marketing
materials?
Here's when I send a handwritten note. I'm sure you can think of
more opportunities, as well:
1. After a meeting to thank a prospect.
2. After a networking event, particularly to people with whom you
had a genuinely good conversation.
3. When you earn new business.
4. When a client recommits to you by giving you more business.
5. When someone gives you a referral (whether it pans out or
not).
6. When someone consistently gives you repeated referrals. Often,
I send more than a note: anything from a $5 gift card to a high-end
basket of their favorite goodies or tickets to an event should
accompany a note when they're been really good to you.
7. After you give a talk. I know it's daunting, especially if
your audience climbs above 30. But the payback is amazing. There are
ways to "systematize" this, so that you don't have to hand-write
every single note yourself. Send me an email, and I'll let you in on
my secret process. Also, send a note to your sponsor, host, other
speakers, and any co-panelists.
8. If you're new to a committee or board ? or welcoming someone
new to yours ? send a note to each member.
9. After a kick-off meeting, retreat, or visit with a new client
? to everyone that was at the meeting, if possible. I also like to
send thank-you's to key support staff that were involved (i.e.,
meeting planners, secretaries, A/V technicians, vendors, etc.).
10. When you've ended with a client.
For tips on how to give thanks, keep reading?
1. Above all, be genuine. If you don't feel grateful or don't
mean what you write, don't bother. You'll resent it, won't make it a
habit, and the recipient will know it's hollow.
2. Do them immediately (i.e., the next day). I've found that if I
don't, chances are I won't later. This is more about discipline than
it is about creativity or a big marketing budget.
3. Make them a habit. On average, I do three notes every morning
before I turn to other priorities. In less than a half hour, I start
every day off with a high-impact marketing action.
4. Use a professional note card ? I find that a 4" x 5" folded
card is perfect. Mine are an exact replica of my business card,
which creates a consistent "identity" after someone has received my
business card at, say, a networking event. I slip them into sheer
envelopes and include another business card, for a low-cost
marketing piece. Before I had them, though, I used small note cards
in my company colors ? don't let the lack of the "perfect"
stationary keep you from starting now.
5. Hand-write them! This is about relationship building. A short
note written by hand (even in sloppy hand writing) has a much more
meaningful impact than a sterile letter with a (heaven forbid!)
stamped signature. Nobody is too important or too busy to write a
quick note. Many a U.S. President has hand-written-noted his way to
the top. If they can do it, so can you.
The real key to this strategy? Being grateful. I don't take any
of my clients, prospects, and valued contacts for granted and want
them to know it. By expressing my gratitude in writing, it's a great
mindset to start the day.
TurningPointe Marketing, Inc. All rights reserved. Marketing
educator, Kelly O'Brien, is creator of the Create a TurningPointe!
Marketing BootCamp and Advanced Marketing Clinic. To learn more
about these step-by-step programs, get her FREE 20-page Marketing
Guide and more how-to articles, visit
http://www.TurningPointeMarketing.com
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