If you want to start a conversation this time of the year when you walk into a stationery shop, ask this question, “Do people still send holiday cards in the mail when they can send them online?” Arrgh! That’s like going to the dentist asking do people still get their teeth cleaned when there are electronic toothbrushes. Or do people still bake cookies when they can buy them in the grocery store. Or better yet, why cook at all in your own kitchen when there’s probably a restaurant for every food you can imagine.
In the past week or so, over 3500 holiday cards were picked up from TT Patton for mailing; some for business, some for family and friends. For some, it’s the only time of the year they send cards through the mail. In the digital era, it can be hard to get noticed or recognized. But studies have shown people open handwritten envelopes before any other mail they receive. I’ve repeated this study in my home and it’s true!
So in these busy times, take a moment to order or pick up some holiday greeting cards, dig out your address book and spend some quiet time connecting with family and friends. And if you’re lucky, you might be one of those 3500 special families to receive a beautiful holiday card from TT Patton.
I like this little news magazine called Open Forum by American Express because it’s written just for small businesses. A recent article titled Shopping Local Can Save Us All focused on how local businesses can help communities. In the latter part of the article the author challenges Charles Matthews, a professor for Entrepreneurship at the University of Cincinnati, on the value of customer service that small businesses claim. And specifically is customer service a reason to pay more.
“Matthews is quick to answer. “It’s never a question of why spend more, it’s a matter of why you are spending at all”.
During the holidays, many businesses send greeting cards to their clients. So when they ask how much they should spend, I now reply, what’s your client worth? Really. Why are you spending at all? What impression do you want to make?
Custom greeting cards can range from $200 to more than $1000 for 100. But that’s about $2 to $10 per card. Do you think your client is worth $10?
My first client this morning walked in and asked for blank greeting cards. I mentioned that most cards in TT Patton are blank inside so you can write your own greeting. She said, “how nice is that? I want to write my mom a thank you note for Mother’s Day.” I replied, “how nice is that?!”
She proceeded to share how much her mother means to her. How appreciative she is that her mom put her life “aside” to be the best mom she could be. She says she doesn’t say thank you often enough, so she’s going to begin this card by saying….
Dear Mom, Thank You!
“I don’t want her distracted reading greetings someone else wanted to say to their mom”, she said.
I have the most thoughtful clients…..