One Drop Of "You" Is Worth $1-Million Dollars In Marketing

Stand by for the #1 thing you can do in 2010 to build your business

Never in recorded history have more messages been flying back and forth. At any moment literally millions of messages are sent. According to a survey by ExactTarget we are calling less and writing more … sort of. In 2009 telephone calls, email, instant messaging and letter writing were down. Text messaging increased 50%. The fastest growing method of sending written messages to friends was social media, up to from 3% to 10% over 2008. So should you quickly revise your communication and marketing strategies and jump on board the latest, hottest trends?

I'm a Contrarian

I'm that guy who tends to run against the crowd. The only way to stand out is to do things differently. Every communication/marketing method has value but none are the magic path to profitability. Anyone who offers you the promise of vast returns based on broad generalities is simply trying to sell you something. So before you join the crowd please consider the potential of doing the opposite.

Email?

Email marketing is powerful but what happens when your marketing becomes just one more message in an email box crammed with 177 other messages? That's the number of corporate emails the average executive received per day in 2009. If the projections are correct that number will be up to 228 by 2011. So, what can you do to buck the trend?

Social Media?

Twitter is receiving about 8 million unique visitors per month. Facebook claims over 300 million users. There's great potential in this community concept but how do you get them talking about your company and how do you know if they are? Social Media takes a great deal of work and constant involvement. The experts pinpoint 10-20 tweets per day as the "sweet spot." Remember you are competing for attention against millions of Tweeters with thumbs that can break the sound barrier on a slow day. So what can you do to buck the trend?

Internet Marketing?

In North America Internet penetration is just over 74%, Oceania/Australia is 60% and Europe 52%. Worldwide the average penetration is almost 26%. There has never been greater access to information yet it has never been more difficult to identify, target and find the content customers and consumers need. Just being there and ranking on Google isn't enough - you have to fight for attention and conversion. So what can you do to buck the trend?

The #1 thing to do in 2010 to build your business

Here's the plan. This is a very focused approach that's targeted to your most valuable, influential and indispensable customers and clients. It is extremely different in a number of critical ways. It is:

• Personal
• Thoughtful
• Emotional
• Engaging
• Respectful
• Surprising
• Memorable

Here's the greatest benefit of this approach - 99% of your competition doesn't do it. Grab your best stationary and a good pen because you are going to write some letters. WHAT???? That's right, you are going to take a contrarian concept and use it to make a significant difference in your business in 2010.

One drop of "You" is worth $1-million dollars in marketing

Remember the last time you got a personal letter? How did you feel? Now I'm not talking about some mass-produced faux letter in a fake font I mean a handwritten letter from someone you know. In a world filled with instantaneous, digital communication there is incredible power in a physical object you can hold in your hand that connects on an individual level. Electronic is all about the moment. Personal letters are carefully chosen thoughts and ideas that take time to express. Each letter is a limited edition of - one.

Make It Personal

Okay, don't deliberate, it's time to take action. Be intentional and let's get this done.

1. Make a list of the ten companies or people who you depend upon for success, sustainability or your career. Please feel free to do more.
2. Write each key person a short handwritten letter. If your handwriting is terrible type it but write a note at the bottom.
3. Make it personal, informal and not corporate.
4. Thank that person for her/his business, loyalty, support - the things they did that mattered the most to you in 2009.
5. Be sincere, simple and make it short.
6. Mail your letter in a simple envelope with the address written by hand.

What this means to you

Nothing has more impact than simple, person-to-person communication. In a world of instant messages, Tweets, emails and disposable marketing you have done the unexpected. Your traditional letter will grab attention because it is so different. But, beyond this aspect, you have removed all the business barriers and expressed yourself.

I don't write letters!

If you have a dreaded "thank you" note phobia just get over it. If your instant reaction is, "I don't write letters I have a staff for that" it is even more important that you do this. The higher you are in the corporate food chain the greater the impact. Peer to Peer, CMO to CMO, CEO to CEO, Manager to Manager you can influence on a level that your marketing can't ever achieve. If that isn't enough motivation what if your competition sends a letter?

Yes it's that important

In the end the rest of the world has taken the left fork in the road and you have taken the right fork. And, if it makes the companies or people you depend upon for success, sustainability or your career view you in a more positive and personal light - then you've made the right move.

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Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.