Have you ever received something addressed by hand and NOT opened it? It’s hard to say the same thing about emails. The “throwback” technique of sending a personal note could be the new innovative approach you’ve been looking for.

1. The pen is mighty
Have you ever received something
addressed by hand and NOT opened
it? It’s hard to say the same thing about
emails. The “throwback” technique of
sending a personal note could be the
new innovative approach you’ve been
looking for.

2. Personal notes are effective marketing tools
and a smart business practice. They can
build relationships, raise your visibility and
distinguish you from your competitors. Add
the writing of a note or two into your daily
business routine and make a habit of cutting
out articles that may interest your clients and
referral sources.
Personal notes can be written for lots of
reasons:
1. Short and concise notes are the most effective.
2. Write the way you speak – conversationally, not formally.
3. Handwritten notes are the most effective, but type them
if your handwriting is unreadable. And be sure to sign it.
4. Humor is risky—what’s funny to you may not be funny to
the recipient. It’s safer to avoid it.
5. Be specific. Instead of saying “Thank you for your help,”
spell it out: “Thank you for helping to get me on the
agenda at the fall conference.”
6. Use what you know about the recipient to personalize
the note: “Thank you so much for the referral on Friday.
I really appreciate it. And P.S. – How about those
Red Sox?!”
7. Send clippings about something they are interested in:
“You mentioned an upcoming trip to New Orleans. I just
came across this article about a fabulous new restaurant
on Bourbon Street.”
8. When they are in the media, cut out and enclose the
clipping: “Congrats! Thought you might want an
extra copy.”
9. Consider using quotes. For example, if someone has just
closed a big deal, received a promotion or won an award:
“There’s no place where success comes before work
except in the dictionary.’ (Donald Kimball, Chair of
PepsiCo in 1986) Congrats!”
10. Use statistics relevant to the recipient’s job, company
or interests: “I just read that the foreclosure rate has
doubled in Vermont. Perhaps we should get together
and talk. How about coffee?”
11. Use common, all purpose lines: “I was delighted to hear
of your promotion. Best of luck.” Or “I wish you much
success in your new role.”
12. Set aside 20-30 minutes every week for the purpose
of note writing.
The following is a list of tips, techniques and examples
designed to help make the writing of personal notes
effortless and quick.

3. Resources
Follow Up
“I enjoyed meeting you at the Chamber Business
After Hours event last Friday. Hopefully we can have
coffee one day soon.”
“I thought you might find this article about recent
changes in the manufacturing sector relevant to your
new business venture. It was a pleasure sitting with
you at the United Way fundraiser on Thursday.”
Thanks for Your Business
“I just want to let you know how much I appreciate
your business and your confidence in me. Don’t
hesitate to call at any time with questions.”
“Thanks for referring Jim Smith to me. I will take good
care of him, and thank you for thinking of me.”
“Thanks for the introduction to Megan Jones. It looks
like we’ll be working together in the near future.”
Staying in Touch
If someone is into a particular sports team, send a
clipping and a note:
“I had no idea that the UConn Huskies were
ranked number 2 by the AP Poll. You must
be thrilled.”
If someone is into wine, send a recommendation:
“Last weekend I tried Chilean wine for the
first time and thought you might like it.”
If the person mentioned they were looking for
something, cut it out of a catalog.
“I just found this kayak at Sierra Trading Post and
thought it might be just what you were looking for.”
Want to know more?
Contact Pat Sears (pat@spikeadvertising.com),
Julia Andrews (julia@spikeadvertising.com)
or Ken Millman (ken@spikeadvertising.com)
at 802.951.1700.
Awards/Achievements
“Congratulations on your award from the SBA. What
a remarkable accomplishment.”
Birthdays
“Happy Birthday. I wish you many more
years of health and happiness.”
“As Pablo Picasso said, ‘We don’t grow older, we
grow riper.’ Enjoy your birthday.”
Holidays
At Thanksgiving: “During Thanksgiving I’m reminded
of the things I am thankful for and I thought of you.”
At Rosh Hashanah: “Thinking of you at this time of
contemplation and celebration.”
Examples of Personal Notes