Forging Personal Connections And Boosting The Bottom Line
Let's say I'm a business owner with several thousands of clients. I'm sitting in the Kansas City airport waiting for a flight and an idea pops into my head for my next promotion. I scribble it down on a yellow legal pad, get home, make some copies, and actually send it personally (misspelled words and corrections included) to 6,000 of my most favored customers.
Hundreds read it and respond. Some call and thank me for personally writing this to them. Many (so many more than expected) respond by showing up for this "unbelievable offer." The results are spectacular. Not only have I jolted my cash register, but I've fostered personal connections en masse to boot.
Let's say I'm a business owner with several thousands of clients. I'm sitting in the Kansas City airport waiting for a flight and an idea pops into my head for my next promotion. I scribble it down on a yellow legal pad, get home, make some copies, and actually send it personally (misspelled words and corrections included) to 6,000 of my most favored customers.
Hundreds read it and respond. Some call and thank me for personally writing this to them. Many (so many more than expected) respond by showing up for this "unbelievable offer." The results are spectacular. Not only have I jolted my cash register, but I've fostered personal connections en masse to boot.
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Making Your Customers Believe
When I wrote this letter, I wasn't in the Kansas City airport. Actually I was sitting comfortably in my office planning this promotion and trying to live up to the exceedingly high expectations of my cherished clientele: to provide them with value, which I did through the promotion and to make them feel individually special and appreciated, which I accomplished through the handwritten letter. I got them to respond and reinforced that their shopping experience was unique and rewarding.
Being Edgy Pays Off
You have to understand the two-fold objective. In this case, simply getting them in the door was not enough. If I get them in the door but don't impress them with a personal signature, then I have not succeeded. I wanted them to feel personally connected. Any ol' direct mail flyer cannot establish a connection.
This is about "you," Mr. Davidson. YOU as an individual have choices to make throughout your day, and I value the choice you make to patron my store. YOU. Without YOU, I am zilch...nada. My job is to create an extraordinary experience for you. My expectation is that, by the end of the transaction, not only will we have completed a sale or exchange, but I will have empowered a new spokesman for my business.
We're looking for the subtle moments of expression, the ones where a board member surprises a new donor with a phone call to thank them for their gift or where an inspirational note is discreetly placed in a grocery bag. When you focus on delivering emotional gratification in additional to an exchange of goods and services, you start to understand that you can build an army of advocates for your brand.
When I wrote this letter, I wasn't in the Kansas City airport. Actually I was sitting comfortably in my office planning this promotion and trying to live up to the exceedingly high expectations of my cherished clientele: to provide them with value, which I did through the promotion and to make them feel individually special and appreciated, which I accomplished through the handwritten letter. I got them to respond and reinforced that their shopping experience was unique and rewarding.
Being Edgy Pays Off
You have to understand the two-fold objective. In this case, simply getting them in the door was not enough. If I get them in the door but don't impress them with a personal signature, then I have not succeeded. I wanted them to feel personally connected. Any ol' direct mail flyer cannot establish a connection.
This is about "you," Mr. Davidson. YOU as an individual have choices to make throughout your day, and I value the choice you make to patron my store. YOU. Without YOU, I am zilch...nada. My job is to create an extraordinary experience for you. My expectation is that, by the end of the transaction, not only will we have completed a sale or exchange, but I will have empowered a new spokesman for my business.
We're looking for the subtle moments of expression, the ones where a board member surprises a new donor with a phone call to thank them for their gift or where an inspirational note is discreetly placed in a grocery bag. When you focus on delivering emotional gratification in additional to an exchange of goods and services, you start to understand that you can build an army of advocates for your brand.
Click to enlarge
Creating Your Signature, And Signing It
My signature was be "Unmatched, Unequaled, Customer/Client/Congregant/Patient/Donor Care." It's not just about raising money or dispensing legal or medical advice, selling suits or giving a sermon. It's about creating an exemplary and ingratiating environment, a warm and nurturing atmosphere. Every lawyer knows the law, every cardiologist can give an EKG. You have many places of worship and fitness centers to choose from and, excuse this expression, jewelry stores are a "thousand a dozen" (because a dime ain't worth nothing anymore).
My signature was be "Unmatched, Unequaled, Customer/Client/Congregant/Patient/Donor Care." It's not just about raising money or dispensing legal or medical advice, selling suits or giving a sermon. It's about creating an exemplary and ingratiating environment, a warm and nurturing atmosphere. Every lawyer knows the law, every cardiologist can give an EKG. You have many places of worship and fitness centers to choose from and, excuse this expression, jewelry stores are a "thousand a dozen" (because a dime ain't worth nothing anymore).
Click to enlarge
The Real Magic of Disney World
We once took a family trip to Disney World years ago. What amazed me more than anything else about the amusement park was the authenticity of the happiness and kindness of Disney World employees. Everyone from Minnie herself to the guy working Space Mountain to the janitorial crew sweeping up after the parade wore a genuine smile and offered very real and very helpful advice with seemingly endless patience. It was years later that I learned the method to the madness.
Disney does not have "employees" but rather "cast members." They don’t interview for jobs so much as audition for a role. To them, we – the patrons – were guests, not customers. And every cast member was acting in an elaborate performance, not going through the motions of a job.
Supposedly, the janitorial staff at Disney World consists of the most highly trained actors and actresses since they are the most visible to the public and are obvious targets for questions about restroom locations, parade times, and rides.
Disney knows its signature: create a magical universe where enchantment is commonplace. They hire their employees based on it.
Your mission: find your signature and relentlessly pursue it. The next spokesman for your brand is next in line, waiting for an extraordinary experience.
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