I paid bills last night. After writing checks on
business account I noticed a little sticky note on next check reminding me to get more checks printed.My mail this morning included a sale catalog from an office supply company I use. The back cover included a picture of same style business check I've been using. Printed over check was following personal message: "Bob ...Don't be caught short. Stock up now for coming year and save up to 73 percent." I immediately called them with my order.
This big corporation understands value of personalized messages. Their system "remembers" how often I order certain items and produces a personalized offer on schedule. I'm sure this personalization develops sales for them at a rate many times greater than their nearest competitor.
Personalized messages offer an even greater advantage for small businesses. Plus, it's an easy and inexpensive procedure to implement.
THE MOST IMPORTANT WORD
What's most important word you know? It's your name. The most important word your prospects and customers know is their name. It's a powerful magnet you can use anytime you want to get their immediate attention.
For example, I always include my customer's or prospect's first name on subject line of my outgoing email messages. It immediately attracts attention and guarantees my message gets read. I do this manually. But you may want to investigate some of software developed to merge different text into subject line and body copy of each email message.
YOU NEED A REAL NAME
You already have personal names of your customers. You'll also have personal names when you compile or rent a prospect list for postal mail. The name is part of postal address. But you may not have personal name for most of prospects you collected online at your web site or from email requests. Often you have only their email address.
