Handwriting Marketing – Tips on how to save time

Email, Email, and more Email. You customers are inundated with email. So how can YOU stand out this holiday season? Write thank you notes…that’s right…I’m saying NOT to use technology

A handwritten note on a card with your signature can add the personal touch and help you stand out. Direct mail strategist Michael Kaselnak, points out the effectiveness of handwritten notes:

A Midwestern restaurant owner sent out a series of handwritten notes to his customers and had a 20 percent response rate.

A financial planner in the Northeast sent out just 80 handwritten notes to touch base with prospects and had six people call him and two set appointments.

A non-profit was able to get 51 donations by simply sending a handwritten note to warm list of 100 people.

Ikea has also seen great results from handwritten marketing:

Ikea recently tested an innovative approach for finding great employees. They put hand-written job announcements on bathroom walls at upscale restaurants in Malmo, Sweden. According to the company, the bathroom ads generated four times the response they get from classifieds.

Below are some suggestions on how you can send handwritten notes and save some time.

1. Apply the 80-20 Rule

I send notes out to all of my clients. However, to save time, you can apply the 80-20 rule. The 80-20 rule was first posited in 1906 when Vilfredo Pareto concluded that that 80% of Italy’s wealth was owned by 20% of its population. Since then, others have interpreted the rule to say that 80% of your revenue comes from 20% of your customers.

So if you figure out which clients fall into the 20% category and focus your marketing on them, you will achieve greater results with less work. Create a list of your best customers and send them the notes.

Here are some tips on how to determine who your best customers are.

2. Generate a Font of your handwriting

Did I say no technology? Well, there is a program that allows you to create a font of your handwriting and then purchase it and install it on your computer. However, according to direct mail strategist Michael Kaselnak, “Computer-generated font, while easier, will not get you a 50 percent response rate“.

3. Hire someone to write your notes

If you don’t have the time, you can hire an intern to write your notes and you can sign them. There are also companies like Hand Written Results that will write the notes for you.

Good luck and happy ROI (return on investment)

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