I have been a marketer for long enough now that not much surprises me anymore. I know the theories and techniques, I engage in them everyday, but I recently got a marketing piece that caught me off guard. It was a simple, short, handwritten card. The card was a landscape layout and said:
Top half of card:
Clique Waxing Boutique – Bring this card back and receive $5.00 off your next waxing service.
Bottom half of the card:
Jennifer,
Thanks for choosing Clique for your waxing needs. We appreciate your business.
Jayda
So simple, so elegant. A coupon with an ultra personal touch.
Why did this stand out to me? Why did I think this was so special? Well, honestly, I can’t remember the last time I got a handwritten card. My kids have gotten a few from birthday parties they attended over the past year, but not me. As I think about it, I think I got a few this past Christmas, but many of those were just signed, no note.
In this age of email and automatic everything, it was refreshing to get a handwritten note from someone. I have gotten cards from those card services before that are made to look hand written, but are just fonts meant to look like handwriting.
Maybe Jayda at Clique is very wise about marketing the service she offers. Waxing eyebrows, legs, or whatever, is a very painful yet personal experience. Sending a personal note for such a personal type service is very smart. However, I think there is a place for it in less personal businesses as well. Wouldn’t it be amazing to get your car repaired and get a note thanking you for your business? Or get a “hope your are feeling better soon” note from your doctor or at least your doctor’s office?
Could your business benefit from a little old school, personal marketing? Give it a try and let me know how it works out.
Side note: If you are in Louisville and need waxing service, I highly recommend the
Clique Waxing Boutique
. (I am not affiliated with them in any way, I am just a satisfied customer impressed with their marketing efforts.)
{ 6 comments… read them below or add one }
Jennifer, thanks for the post. It is the details of delivery that certainly make the difference. This could have been a cost savings strategy or a well crafted campaign, either way it moved you enough to take action and even blog about it. Great lesson for us all.
Hi Wayne,
Thanks for the comments. I think in her case, it might have been a money saving technique. However, I would recommend this as a long term strategy for her in such a personal business.
Jennifer
Funny to read this. Yesterday I received a handwritten “Thank You” note from a saleswoman from whom I’d bought Lazy Boy furniture a few days ago. She was very professional and knowledgeable through the entire selection process but the note was the “action line” to ensure I recommend her and the store.
It can make a big difference to add a personal touch. Thanks for your comments!
Jennifer
In today’s economy, service is what differentiates ‘us’ from ‘them,’ and likely what will be the difference between your customer being a ‘fling’ or a long-term ‘affair’…
You are right on with this post Jennifer! I’m glad I stumbled on your blog from one of your tweets! Happy Thursday
Hi Barb,
Thanks for your comments. It’s nice to meet you!
Jennifer
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