Monday, October 7, 2013

Thank-You Marketing: Get Real

Writing and mailing thank-you notes to your prospects and clients can help make your business 100% referral-driven. It's done that for my business, in less than 3 years.

In fact, I now refer to this simple, powerful concept as "Thank-You Marketing."

And yet, I still get asked the same question: Should I thank people by email or with a card in the mail?

Answer: How would you send your mother a birthday message, by email or paper mail? How about your spouse -- would you give him or her an anniversary card by email or on paper?

Treat your clients the same as any other VIP. Only a real thank-you note, on paper and mailed with a stamp, counts for anything.

In fact, mailing a real thank-you note to someone creates a lasting impression that's simply NOT possible with an email. And there's science to back this up.

Research by The UK's Royal Mail and Bangor University found that tangible materials, like a letter you can hold in your hands, "triggered greater emotional processing."

The study, Using Neuroscience to Understand the Role of Direct Mail, found that "tangible materials actually leave a deeper footprint in the brain."

To quote the study at length:
This research strongly suggests that greater emotional processing is facilitated by the physical material than by the virtual. The “real” experience that the physical media provides means it’s better at becoming part of memory.

It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.
Bottom line: a thank-you note they can hold is literally more real and emotionally compelling to the recipient than an email they can only see onscreen.

(Of course, this idea goes well beyond thank-you notes. A printed sales letter is "more real" and more emotionally involving than the same sales message sent by email, text, or social media. But those are topics for another day.)

Now, do you still want to send that "thank you" by email?

Meanwhile, if you want to put an end to "feast or famine" syndrome in your business, my free Client Cloning Kit can help. It's not some cheapo download -- this is a real business-building kit you can hold in your hands. Grab your free copy now, while they last.

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