How to Make Your Customer Happy with Just One Letter {Hand Written One}



“I wake filled with thoughts of you. Your portrait and the intoxicating evening which we spent yesterday have left my senses in turmoil…what a strange effect you have on my heart! Yielding to the profound feelings which overwhelm me, I draw from your lips, from your heart a love which consumes me with fire? Until then, mio dolce amor, a thousand kisses; but give me none in return, for they set my blood on fire.”

A powerful romantic letter, isn’t it? Can you guess who the author is? Well, let’s leave it for the end of this article.

I once received the following message from an astonished prospective donor:
“Dear Andrey,

It’s been a while since I received a sincere letter, and even longer since I got a hand-written note. Thank you so much for your enthusiasm in describing your non-profit project. I will most definitely get back in touch with you next time I’ll be in Washington. Let’s get in touch in a month or so. My cell is …

Talk to you soon,

Mind you, I did not write any romantic passionate prose. I’d just acknowledged the pleasure of meeting a new person in my life. I was respectful of someone else’s time and insights.

In his article in Psychology Today Dr. Christopher Petersen shares that “a good letter is personal and personalized. A good letter takes time to write. The thing about writing a letter is that no one can multitask while doing so, unlike e-mails or telephone calls. A letter represents undivided attention and is precious as a consequence. Oh yes, a good letter is handwritten, not a cut-and-pasted, global searched-and-replaced bit of faux intimacy.”

In our deeply isolationist digital time any act of showing your true human side is worth diamonds. It is that splash that works on emotional level. It is never manipulation, and always a sincere gesture of appreciation.

Try it next time you meet your new prospect, returning customer, or colleague. Here are the steps:

  1. Go to a nice stationery store and take your time. Select a card that you feel is the most appropriate for the moment.
  2. Clear your desk. Make sure that you have your card, envelope and a blue ink pen.
  3. Think.
  4. Write like you’re writing to your best friend.
  5. Sign.
  6. Seal the envelope.
  7. Send on the same day.

You’ll see the results soon.

And yes, the letter in the beginning. It was written by one of the best military geniuses and strategists the world had known, Napoleon Bonaparte. He wrote it to his true love, Josephine. Should we learn from Napoleon?


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