410.235.7070 Join Our E-Letter
businessGPS Taking You From Where You Are to Where You Want to Go.

A Love Letter I Didn't Expect

A Love Letter I Didn't Expect

February 27, 2013

Everyone wants to create “touch points,” a favorite buzzword for marketers. A touch point is that intersection between your business and your customer where you interact and communicate something -- hopefully, something of value.  Glance over this diagram:

While each “touch point” offers value, they miss the emotional power and tactile experience of the five senses:  Sight. Sound. Scent. Taste. Touch.  Some do “touch” sight, and one or two even “touch” sound, but most are one-dimensional.

I want to introduce you to Touches—Love Letters to Your Customer—wrapped up in sensory stimuli.

One-Touch, Real-Touch

I recently ordered a new headset from Headsets.com. 

The package arrived right on time. I expected to see my headset and an invoice.  Instead, as I opened up the package, all kinds of treats rolled out onto my desk. 

How many "touches" can you pick out in this package?

The answer is 8.

  1. Testimonials card – to build trust.
  2. Brochure – to cross sell existing customers.
  3. Warranty card: to reduce the risk. Reinforces their decision to buy and helps overcome buyers remorse.
  4. Thank you note card – (on warranty card) to show appreciation for the purchase.
  5. Ambassador package – two referral cards to stimulate referrals; this provides directions AND the tools to make it easy for your customers to refer you.
  6. “We love our customers” sticker – to show the love and appreciation.
  7. Personal packing sticker – to shift from an interaction with a nameless corporate employee to a real person - "Oh, it was packed by Matthew."
  8. An invoice (obviously) – to show transparency.

Then, a handful of Tootsie Rolls™ spilled out onto my desk. What a wow! Headsets.com showed me the love.  What a welcoming experience.  It was entirely unexpected, and if it was designed to make me feel good, it worked!

 In the moment it took to open the package -- just one touch -- Headsets.com won me over with all the special touches added to the presentation. Sight. Scent (Tootsie Rolls smell like chocolate vanilla). Taste. Touch.  The company only missed sound.  Compare this to the boredom of an invoice.

I’m a convert, and will refer business to Headsets.com because the company made me feel special.

Is there a Tootsie in your touch?

These opportunities are Moments of Truth.  They pass by in an instant, but can and do make all the difference in the strength of a relationship. Back in 1987, Jan Carlzon, CEO of Scandinavian Airlines popularized this concept in a book of the same name, while he helped his airline become more customer-centric. 

Each moment you interact with customers, in any way at all, is a moment of truth where your customers quickly learn how sincerely you value their business.

Remember, “touch points” are typically static. Touches are human and interactive.

10 More Ways to Show the Love

  1. Append short surveys to receipts. Make a small donation to a charity for every survey completed.
  2. Reward customers with a coupon or small gift to help them remember and love your brand.
  3. Use information and offer a free white paper, guide, or report to say thanks for newsletter sign-up.
  4. Hold a Customer Appreciation Event at your store, office, or hospitality  venue, give a free seminar, hold an early-bird sale, or host a get-together with a guest speaker.
  5. Send your customer a book you’ve read with a meaningful inscription.
  6. Ask your customers to retell their favorite stories, and listen well.
  7. Let them be right, even if you think they’re not.
  8. Surprise them in any way you can: tickets, music download, homemade baked goodies.
  9. Ask your customers’ advice on something important; let them know his opinion matters.
  10. Remember to occasionally ask, “How are youreally?”  Then actively listen for as long as your clients want to speak. Respond when and if appropriate.

    Again, these are important touches to help your customer feel special and know you care. And they can cost little or nothing. But they get your customer emotionally involved in your brand.

Simple Love Letters for Vertical Markets

Any Service Business

Send a small package of flower seeds out with your next invoice with a simple note:

“Thank you for your business. Looking forward to growing our relationship”

Collection Agency

When you’ve succeeded in collecting money owed to your client,

send out a thank you note with a computer-generated I owe you.

 “I owe you more than your moneyI owe you a debt of thanks for your business.”

Auto Mechanic

Keep track of your best customers’ service dates. One or two weeks in advance send out a note and stuff a small polishing cloth or mini-chamois in the envelope.

Write:  “To be sure you find your way back to us for service, please use the windshield cleaning cloth with our compliments.”

Law Firm

Professional services firms can easily let their client know they care in many ways at little or no cost.

With the next invoice, attach a copy of a recent legislative bulletin that may affect the client; or perhaps something on  tax reform, estate planning, or real estate development.  

Mail a relevant article anytime with a personal note.

Simple Love Letters for Situations

Customer with a Problem

Attach a sealed packet of two aspirin to a short handwritten note or letter. “We want to ease your pain a little today. You’re facing some tough pressure now that you’ve (fill in the blank) closed a facility, suffered storm damage, lost a key employee . . . (whatever the appropriate situation) . . .We’re thinking of you. Let us know how we can help.”


First-Time Buyer

Businesses often fail to acknowledge first-time buyers. Serious missed opportunity. Send a short handwritten note or letter to welcome them aboard and enclose a small piece of attractive red string to tie around their finger and remind them to come back soon because you have lots more “love” to share.

Customer on First Anniversary of Relationship

Enclose in that month’s bill envelope a small candle.  “Let’s celebrate your first anniversary with us. Light a candle and make a wish for many more years together.”

Long-Time Buyer

Every once in a while, show your long-time client you appreciate the relationship. Step up and send something special, like a basket full of goodies, wine, baked goods, candies, whatever you know your client likes. Then include a note straight from the heart:  “Your trust and confidence in our relationship is a gift we’ll always strive to merit. Please enjoy this small gift of our appreciation.”

All these touches from the heart, or Love Letters, as I like to call them, are tools you can use. Be creative. Experiment with size, objects and frequency.

Earn your prospect’s attention, and you gain Share of Mind. Touch your prospect frequently and consistently, and you gain Share of Heart. Then, you’ve got a shot to gain greater Share of Wallet.

 Share of Mind + Share of Heart = Share of Wallet.  Touch someone’s heart today.

Onward and upward.   New business awaits!


Always taking you from where you are to where you want to go.

Jon Goldman