Friday, June 30, 2006


The two secrets of life are flowers and thank you’s.
-Tom Peters

Advertising to the masses does not build relationships. Don’t get me wrong – advertising does work. But it is expensive and impersonal. To build strong relationships you must get personal. A mass-produced, glitzy flyer may look good but it does not show personal involvement from you. It would have been written, designed, and printed by people you hired.

It’s like receiving a birthday card from a new friend. The card was nice but it was addressed to Mary – and your name is Maria.

A small handwritten note to your clients is very personal. It shows you took the time to personally get involved. It’s the small things that make an impact. Even a mass mailing can be personalized by attaching a personal note in your handwriting.

George Torok, co-author
Secrets of Power Marketing

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