Yesterday I was blown away by a very often recommended and more often than not unused business practice. The personal touch. The handwritten note. Just a month ago at an American Marketing Association meeting, the handwritten note's virtues were extolled. Here is a wonderful example of it in action.
I live in Atlanta and on Wednesday, bought flowers from a tiny local florist in Brooklyn Hts., Ohio for a local family, I had never used them long distance before. I grew up with the florist in the neighborhood, and I know that they in fact work out of their basement. On Thursday, I received in the mail from this tiny florist in an Ohio suburb a handwritten note thanking me for my business, my receipt, a promotional magnet and a "menu" of services. I couldn't believe it. I can't remember the last time a service or product I have spent considerably more money on than the flowers has ever done this. And it impressed me. With that kind of personal attention, it is no wonder they have been in business for over 15 years.
On occasion I would use online flower services for my various long-distance flower needs in Ohio, but no more! I will stick with the little business that showed me they cared...or at least has a really good idea about what communications can do for them!
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