Do you remember the days of letters, post cards, greeting cards, and notes? Until recent years handwriting was a primary method for communicating. But the advance of technology has changed our tools of communication. How long since you have received a personal note or card in the mail?
So you will understand why anticipation gripped me as I held a personally addressed envelope in my hand. Had I just received an invitation? Maybe a ‘thank you’ note? Or was a long-lost rich uncle remembering me? Yeah, that possibility was very remote!
As I slit open the envelope I recalled seeing a similar piece of “personal” mail weeks earlier.
How many of you have received mail which employs this brilliant marketing concept? While the envelope looks like actual handwriting, it is machine printed. The greeting card cover pictures a cartoon without any captions, guaranteeing the recipient will look inside.
And inside? An mass printed advertisement for dish TV service. Complete with a “handwritten” message on a sticky note from “Michelle” assuring me I will receive a special gift if I respond.
I don’t know Michelle and I’m certainly not signing up for her TV service.
But I do admire the company’s marketing strategy. They are taking advantage of our desire and curiosity that is stirred by a handwritten envelope bearing our name. Their faux-personal card assures their communication will not be tossed aside unopened.
These advertisers remind us of an important “how- to” for communicating the written word with those we care about and appreciate.
I’ve paid attention and have hand-written a few cards. Handwriting slows me down to thoughtfully craft words to form my message. Using a pen eliminates the options of deleting and retyping. And yes, using a pen provides assurance my message will be opened and read.
Even without including “Michelle’s” offer for satellite TV service!
Leave a Reply