3 ways an old form of communication still starts conversations

[Welcome back to our Word of Mouth Marketing Lessons newsletter. This is text from the great issue all of our email subscribers just received. Sign yourself up using this handy form.]

There are tons of ways you can use tech to connect with your fans, and while Facebook, Twitter, and email are great, don’t forget about the power of a classic, handwritten note.

Here are some ways old-school correspondence can start fantastic word of mouth:

1. To make someone happy
2. To say congratulations
3. To start a conversation

1. To make someone happy

Last year LEGO got a letter from an 11 year-old boy who had saved up his money to buy one of their sets, but after two years of saving, they had stopped making it. Crushed, the kid and his mom wrote a letter to them asking for any ideas. Eventually, LEGO wrote back: they had found one and they were giving it to him. No one gets tired of telling these stories of a company’s altruism, and all it took was someone paying close attention to their fans’ letters and a little generosity. Who is monitoring the stuff your fans send you?

2. To say congratulations

Did you know that if you send a wedding invitation to Mickey and Minnie Mouse, they will respond? So do Cinderella and Prince Charming, the Queen of England, and the President. They could easily ignore these invitations or send back a canned response. Instead, each of them personally congratulates the couple and sends them something nice like a “Just Married” button (that’s more than some relatives do). It’s a simple gesture that everyone talks about with their friends — it also spreads some warm and fuzzy feelings for their brand. (And hey, if the Queen of England can do it, you can too.)

3. To start a conversation

You don’t have to wait for your customers to write to you. Reach out to them proactively and you’ll surprise and delight them. The Hotel Palomar leaves a personal handwritten note for each of their guests with a bar of chocolate. Tiny stuff like this is what people remember, and it’s what they tell their friends about when they get home.

Tags: , , , , , , , , ,

Comments

  1. Leslie

    At our Dental office we welcome our new patients with a basket containing a “welcome” card with their name hand written on it (signed by all staff members and the dentist), a neck pillow, a blanket, a bottle of water, headphones, and a lip balm. A couple of days after their first appointment they receive a hand written note from the dentist thanking them for choosing our practice and letting them know that he his available for them whenever they have questions or any dental needs.

    I think the hand written notes and the personalized welcome goes a long way towards letting them know they aren’t just a number in our ledger!

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

Read More

3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

Read More

The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

Read More

10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

Read More