Niche Marketing Matters

The internet age is one that has lost its personal touch, if not its humanity. Little personalization is done. Everything is digitized, automated, and delivered but is done without compassion or style.

Letters are addressed to “Dear Occupant”; “Please insert your name here.” Seemingly, every letter received has a label created from a database by printer. Often misspelled and with wrong annotations, they are dispassionate and rude. Therefore, we toss them in the trash without opening them. Worse, yet, e-mails bombard us daily to such an extent that we filter them for spam such as mail from strangers, salespeople, and lost relatives; even with this editing, we still pound away at the delete key. Who wants all this junk mail?

Note cards are mail that always gets opened. The “retro power” of the handwritten note card is now truly amazing. When an envelope comes to your name and address written in cursive, don’t you open it first? This is the appeal of the handwritten note card, arguably a relic from the past, but an effective tool in our sterile internet age.

I recommend that you go to the local printer and get stationery made on good paper with professionally printed letterhead. Note cards give a personal touch in our depersonalized world. Always hand write the address on the envelope. Don’t use labels or printed envelopes and always use a real stamp. Make it look like a party invitation or, better yet, a love letter.

Say thanks. Congratulate. Don’t qualify or demean these acts of kindness and generosity with limiting words or thoughts. If you like someone or something, say it. For example, if you want to congratulate someone on a job well done, write that. Then back it up with evidence. Cite an example. Avoid using qualifying or demeaning words like “This is just a note to say thanks.” What do you mean “just a note?” Instead, say thanks and give a reason why.

Give compliments and avoid flattery. When you compliment someone or something, explain why and give an example. A compliment without evidence is just flattery. Flattery is not remembered and is not as believable. Compliments are remembered, if not cherished. Say it with a handwritten note card today.

Action Item: Go to the printer and order personalized note cards with envelopes that match your business card (i.e. paper, color, ink, typeface, etc)

John Bradley Jackson
© Copyright 2008 All rights reserved.

“The difference between the almost right word & the right word is really a large matter–it’s the difference between the lightning bug and the lightning.”
- Mark Twain

Writing better copy for websites, brochures, and business letters is hard work, but the impact is remarkable. Here are a few best practices to consider:

• Hire a professional copywriter if you can afford it. Be advised that the good ones are very busy and always booked.
• Write concisely and get to the point. People are busy and don’t have the time find your message in the copy.
• Remember people don’t read anymore—most readers scan. Use bullets and white space to help the reader find your important points.
• Avoid business-speak by not using meaningless phrases such as “committed to excellence”.
• Shorter words are best. Leave the big words for the lawyers and doctors.
• Avoid dead metaphors. A dead metaphor is an expression that has lost its true meaning. For example, consider the expression “son of a gun”—what does it mean? According to Wikipedia, it is a British naval slang term that refers to a child of questionable parentage conceived on the gun deck. Now that is meaningful!
• Write like Hemingway not like Shakespeare. Cut out the heavy or overly ornate language and use short sentences with real words.
• Edit your copy by reading it aloud to yourself—this will help you find dropped words or awkward phrasing.
• Have a third party read your copy. I guarantee that they will find mistakes that you missed.
• Use spell check. Duh.

Better writing helps you communicate better and sell more.

John Bradley Jackson
© Copyright 2008 All rights reserved.