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There I was - filling out handwritten thank you cards for plumbing customers.
I have to admit, it was a great business move on the part of the plumber I worked for. What could be more memorable than a handwritten card in the internet age? And these weren’t just any cards.
They were laugh-and-groan Harrison Greetings cards bearing messages like:
"Here's a big note... of thanks!" (Complete with a cartoon of a guy struggling with an enormous tuba)
Or: "It's rare... to find a customer like you! Many thanks!" (Featuring a proud griller at his BBQ)
And then I'd add personal touches about their specific service: "It was our pleasure to help with your clogged toilet. We hope it doesn't cause any more issues!"
This wasn't exactly how I'd imagined spending my days. I had dreamed of becoming a physical therapist, changing the lives of handicapped children. Instead, life had other plans, and there I sat in a plumber's cluttered home office, writing cards by hand.
So when an opportunity to write for a women's magazine landed in my lap, I grabbed it. That became my first step from plumber's secretary to brand strategist and copywriter. (A journey with many twists and turns - but that's a story for another time.)
Those handwritten cards may have been my breaking point, but my employer's dedication to thanking every single customer taught me something invaluable about business and marketing: It's all about genuine connection.
Not the "let me pretend to care so you'll pay me" kind of connection. Real connection. The kind where you truly want to help your customers succeed.
Yes, businesses need to make money. Customers understand that. But when they sense you're genuinely trying to help, they'll not only choose you first - they'll stick with you for the long haul.
I know it from my own experience, and I’m sure you do too. When it feels like a company’s just trying to grab as much money as possible, it feels yucky and I’ll avoid them. When I see that they make things as simple as possible, they’re easy to deal with, they’re really interested in my experience - I’ll want to buy their stuff.
But when they make things simple, stay accessible, and genuinely care about our experience? We become loyal customers.
So what's the first step to showing customers you care? (Guess where this is going....😜) Get to know them.
Because you can’t know what help and care to offer if you don’t even know what they want or need. If you get to know them, if you learn about their challenges and desires- then you know how to best make their life easier. Even if it’s just by empathizing with them.
And that's exactly what Tell Your Story helps you figure out.
So if you want to build a genuine connection with customers - one that gets them to buy, and buy again - hit reply
I've got a great handwriting,
Chavy