Hand-written Message by Advertisers/Marketers - More Sincere?
Do you remember back in the days (the 80's and earlier) when you were a kid? You and your friends; crushes, and pranksters exchanged hand-written notes over your desktops with frequency? There was a rush about it . . . you are singled out, and in a semi-permanent way - on paper!
Or, maybe those of you who really enjoy writing actually kept in touch with distant friends that moved away by *gasp* hand-written letters that you mailed out on stationery or notebook paper.
Of course, now kids and adults (21-50) text each other. The text message is as about as effortless as a sneeze - for those of us that type/text fast. It's done and over in two minutes and is quickly buried under so many other text messages.
The point is the hand-written letter was something that EFFORT was put into and sometimes folded strategically, so it was fun to open - a sensory experience beyond the tool used to create it.
Marketers are realizing that their customers feel their selling efforts to them are not meant for them personally, but for a mass of people who may live like them. Ultimately, customers/clients don't think those big corporate retailers or mom-n-pop marketers really care about them as an individual who has unique wants or needs separate from the herd. Whether the message is sent digitally, or on a postcard with the same repeated message and your name typed in digital ink in the greeting; you recognize that it was just some machine that sent you the message. Ultimately, you look at it with jaded scrutiny at best.
Now, more and more businesses are realizing this and actually making efforts to develop
a personalized message penned by the VP or owner.
For more details about personalized marketing: www.entrepreneur.com/tradejournals/article/63796015_2.html
Do you, the custom/client see this as:
-Marketers caring about you
- A gimmick to draw you based on some old sentimental residue you have from your childhood letter exchanges
-Businesses actually researching your individual buying habits, which mean they might care about you as a person with individual needs and not an end-user they just want to sell
I want to know. Let me know your thoughts!
Amy J.
Word-iquette - for proper copy.
Copywriter/Communications Specialist
Or, maybe those of you who really enjoy writing actually kept in touch with distant friends that moved away by *gasp* hand-written letters that you mailed out on stationery or notebook paper.
Of course, now kids and adults (21-50) text each other. The text message is as about as effortless as a sneeze - for those of us that type/text fast. It's done and over in two minutes and is quickly buried under so many other text messages.
The point is the hand-written letter was something that EFFORT was put into and sometimes folded strategically, so it was fun to open - a sensory experience beyond the tool used to create it.
Marketers are realizing that their customers feel their selling efforts to them are not meant for them personally, but for a mass of people who may live like them. Ultimately, customers/clients don't think those big corporate retailers or mom-n-pop marketers really care about them as an individual who has unique wants or needs separate from the herd. Whether the message is sent digitally, or on a postcard with the same repeated message and your name typed in digital ink in the greeting; you recognize that it was just some machine that sent you the message. Ultimately, you look at it with jaded scrutiny at best.
Now, more and more businesses are realizing this and actually making efforts to develop
a personalized message penned by the VP or owner.
For more details about personalized marketing: www.entrepreneur.com/tradejournals/article/63796015_2.html
Do you, the custom/client see this as:
-Marketers caring about you
- A gimmick to draw you based on some old sentimental residue you have from your childhood letter exchanges
-Businesses actually researching your individual buying habits, which mean they might care about you as a person with individual needs and not an end-user they just want to sell
I want to know. Let me know your thoughts!
Amy J.
Word-iquette - for proper copy.
Copywriter/Communications Specialist
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