Greeting Card Etiquette

When it comes to sending holiday business greeting cards to your sphere of influence I don’t think there is any question whether to send or not to send. It just makes sense to send greeting cards. I will even go so far as to say that if political correctness even crosses your mind then you are completely missing the significance of this gesture.

Now that you have decided to send greeting cards you have to determine who to include on your list, what kind of business greeting card to choose and how to address the envelope.

Why send greeting cards to your sphere of influence?:

• enhance your current business relationships
• attract new customers
• remind old clients that you exist
• show appreciation to supportive clients

Use proper business greeting card etiquette. What is a well-meaning gesture can offend the people you want to impress when it is not done properly.

1. Buy Quality Cards: Start with a good quality business greeting card to show that you value your clients and colleagues. Skimping on your selection can be interpreted in a number of ways. Your recipients might take it as a sign that business has not been good or that they aren’t worth a little investment.

2. Update Your List: Make sure your list is up-to-date with correct names and addresses. If you do this on a regular basis, it does not become a dreaded holiday chore. As you gain new contacts throughout the year, take time to add them to your database for your business greeting card group. This way you won’t embarrass yourself by sending the card to the old address.

3. Sign Cards Personally: Even if you have preprinted information on the business greeting card such as your name, you need to add your handwritten signature. The most elegant business greeting cards should have your personal signature and a short handwritten message.

4. Handwrite the Address: If you are ready to throw up your hands at this point and forget the whole project, then have someone else address the envelopes for you. Don’t use computer-generated labels. They are impersonal and make your holiday wishes look like a mass mailing. You may save time and even money, but can lose a client in the process.

5. Mail to Home Address: Mail your business greeting card to the home if you know the small business owner. Be sure to include the spouse’s name. The card is not sent to both husband and wife at the business address unless they both work there.

6. Use Titles: Whether you are addressing the envelope to an individual or a couple, titles should always be used. It’s “Mr. John Doe,” not “John Doe,” or “Mr. and Mrs. John Doe, rather that “John and Mary Doe.”

7. Be Sensitive to Traditions: Find out whether your business greeting card recipients observe Christmas, Hanukah, or Kwanzaa. Make sure your message is appropriate for each individual. If you decide to go with one card, choose a generic one that will not offend. “Season’s Greetings” and “Happy Holidays” are safe bets.

8. Avoid the Mail Rush: Mail your business greeting cards in time to arrive for the designated holiday. If you find yourself addressing the envelopes on Super Bowl Sunday, keep the cards until next year and send out a high-quality note thanking people for their business during the previous year instead. To avoid the last minute greeting rush is to have all your envelopes addressed before Thanksgiving. Then during December you can leisurely write a short message - one or two lines are all that is necessary on each card, sign your name and have them in the mail with a minimum of hassle.

Top 10 Videos To Change How You View The World

To be a good marketer you need to know what is going on not just in your city, region or country; you need to have your fingers on the pulse of the world. Everything around us influences how people perceive marketing messages.

A great source for staying on top is a website called TED: Ideas Worth Spreading. TED stands for Technology, Entertainment, Design. It started out in 1984 as a conference bringing together people from those three worlds. Since then its scope has become ever broader. The annual conference now brings together the world’s most fascinating thinkers and doers, who are challenged to give the talk of their lives .

Another one of my favorite websites for keeping in touch is called Lifehack and they compiled a list of the Top 10 Videos To Change How You View The World.

Here is a summary of the videos they featured:

1) The Myth of Violence - Steven Pinker
Steven Pinker tackles the myth that today is a more violent era than in the past.

2) 10 Ways the World Could End - Stephen Petranek
While some of Petranek’s top ten doomsday problems might seem a bit farfetched, many are definitely worth a
look.

3) New Insights on Poverty and Life Around the World - Hans Rosling
Statistics generally aren’t described as beautiful, but Hans Rosling comes close in showing the information about
our changing world.

4) Toys That Make Worlds - Will Wright
Are games becoming a serious medium?

5) Technology’s Long Tail - Chris Anderson
Chris Anderson talks about the four key shifts that occur with most new technologies.

6) Why Are We Happy? Or Not? - Daniel Gilbert
Daniel Gilbert describes some surprising information about your happiness.

7) Universe is Queerer Than We Can Suppose - Richard Dawkins

8 ) Sliced Bread - Seth Godin
Seth Godin shares some of his ideas on marketing.

9) Redefining the Dictionary - Erin McKean
Erin McKean speaks with passion about how the dictionary and the English language is changing.

10)What’s So Funny About the Web? - Ze Frank

Great Marketing Idea - Mouse Pad, Calendar, Memo Pad

What is the one thing almost everyone has on their desk? I would think a mouse pad is almost universal followed closely by a memo pad and a calendar. What if you could send your clients all three in one package?

The answer is the Note Paper Calendar Mouse Pad. One supplier that I have located is called Digispec which specializes in mouse pads. In fact their slogan which is great is “Mouse pads are all we make!” Couldn’t get much simpler than that.

Quite simply this is a 12 month calendar that also serves as a mouse pad and a memo pad.

• The 28 themes they provide would work for almost any industry.
• There is a 2¼”x5½” area on each page for your color marketing message.
• The back is anti-skid.
• You can choose to have just a picture in the top left corner with a white background behind the calendar or you can have the image as part of the background.
• You can start the calendar at any month.
• You can even insert coupons and other marketing tools between the pages.
• If they already have a mouse pad they can’t bear to part with, they can either use it as a desk jotter pad or hang it on the wall with the fold-up hang tab.

This is the kind of giveaway that I think people will not only appreciate, but will be in front of them for the next 12 months reinforcing your brand, product and/or service. And they will want a new one every year.

It is a cost-effective promotion with the unit price for 250 pads being about $ 4.50 including set-up charges. If you add 6 additional pages between the calendar pages the cost is only about $ 0.25 per calendar. What a great way to include marketing information or seasonal specials.

If you are interested in more information you can call the company directly or call me, Mike Blaney at 800-568-8338. We can lay out your ad and take care of all of the ordering for you.

Click here for a complete brochure Mouse Pad Calendar brochure

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New Twist on Birthday Reminder Service

There is a new reminder service with a twist that I just ran across. The company is called Jackcards and their slogan is “Connecting the World Thoughtfully”.

What do they do? Jack Cards delivers pre-scheduled, ready-to-go paper greeting cards to the card sender, just in time for them to add a personal message and drop the card in the mailbox. They cover virtually every holiday or special occasion and their selection of cards is impressive.

Why makes this idea any different?

1. Their website is excellent. The animation at the top is informative, easy to follow and even compelling.
2. Registration is simple and fast and within 30 seconds you are ready to send your first card.
3. Prices are reasonable ranging from $ 1.50 to about $ 3.95 and this includes shipping.
4. Their selection is wide and varied.
5. Their card scheduling and ordering process is simple.

While the idea is not rocket science, their implementation is excellent and I think they epitomize the marketing process of turning a “want” into a “need”.

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Direct Mail Idea 4 - Phone Number Directory

One of the secrets of direct mail is to connect with the recipient on a personal level. This can be achieved in a number of ways, but here is a simple direct mail idea that will make a lot of impact. Why?

1. It is unselfish and shows you are thinking about the recipient.
2. Said another way; it is about them not you.
3. It will be kept by the recipient for a long time as they complete it and the numbers are important to them.

It is inexpensive as it can be printed in one or two colors on the back.The front of the card is just for this example and could be much simpler. I picked a seasonal look, but it could be generic photos relevant to your business.

When you are designing direct mail pieces keep in mind you do not have to shout out your name and contact information. In this example they will recognize it is from you and if they need to call you they can easily locate your phone number and website.

(Front) (Back)

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14 Step Client Appreciation Program

There is no “stock” or “canned” client appreciation program that every business can follow, but I have put together a rough outline of a program that a mortgage broker might use which I think can be adapted to almost any business.

The secret to a successful program is the ability to implement it systematically, with no disruption from your regular course of business. It should also have measurements built in to determine what is working and what might be changed.

The amount of money you invest in your client appreciation program should be proportional to the “Lifetime Value” of a client and the potential for referral business.

Step 1: Day of Loan Application – Client is mailed a “Thank You” card, with a $ 5.00 coffee gift certificate from Starbucks. This is when the client’s information should be entered into your database and the person who may have referred them sent a thank you note and/or some other form of thanks. A personal call to the referring person is important.

Step 2: Immediately After Application – Client is mailed a letter which clarifies the steps required and what they can expect. It should also include clear information on how to contact you and set their expectations of the process.

Step 3: During Application Process – Call and email client several times regarding progress & requesting necessary documentation.

Step 4: At Final Document Signing – Attend all clients; final document signings to make sure everything goes smoothly and to deal with any issues that could possibly arise at the signing table.

Step 5: Within 10 Days of Close – Mail clients some item of value such as personalized return address labels or “Just Moved” announcement notices.

Step 6: Within first 30 Days After Close – Mail clients another item of value such as a free movie rental or a package of popcorn.

Step 7: Within first 45 days – Phone clients to make sure all is well with their mortgage, that their payments are being withdrawn properly etc.

Step 8: 46 – 60 Days After Close - Mail or deliver another item of value such as a photo album with pictures of their new home, a portfolio that they can store important papers in, gas shut-off wrench etc.

Step 9: 61 - 90 Days After Close – Phone clients and have a general conversation about their new home and if they need assistance offer a list of alliances that you can rely on.

Step 10: Every Month - Send your clients a free emailed or printed newsletter with real estate and home improvement related topics.

Step 11: Every Quarter - Mail client a personal letter to keep in touch, reinforce you are still available to help them and ask for referrals.

Step 12: Every 6 months - Phone each client to find out if they have any questions or concerns regarding any mortgage and/or financial issues and to remind them that your business depends on referrals.

Step 13: Every Birthday & Holiday - Send client by mail an appropriate card or note.

Step 14: End of Year - Deliver a gift of appropriate value with a hand-written card thanking them for their business and referrals.

When you are developing your client appreciation program it should feel like a natural extension of how people perceive you do business with them. Poor service before the sale is difficult to correct after the sale.

Set a client’s expectations high right from the beginning and over-deliver.

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Do You Know Where Your Website Is?

I read an interesting study conducted by John Fuhrman, the director of training for My Green Parachute, who provide customer acquisition services such as exit strategies, referral networks, and sales/training.

He visited over 1,000 real estate sites in all 50 states. These included single Realtor sites to multi-office groups, independent offices and franchises. When you see the results you will understand why I ask “Do You Know Where Your Website Is?”

Here is how it broke down:

Out of 1,000 visits or attempts to visit:

226 - were not working, under construction, linked to online poker, or other industry, or even linked to other real estate sources.

332 - were cookie cutter (probably free or all done by the same person) sites that provided no unique information. Only about broad market topics.

442 - worked well enough to find individual contact information, salespeople and manager’s names. However, 77 of those e-mails were not activated for one reason or another.

So if I am reading this correctly 22.6% of Realtors have websites that are not functional. If you fall into this category click on the Website link above.

Useful Links and Websites for November

If you want to increase the “stickiness” of your website (keep people there longer) ensure that your “links” or “Resources” page changes frequently and is seen as a compelling page to visit. Think about what people who are looking for your product or service might be searching on to determine which links you should add.

The links will change by industry, but here are a few I have come across recently that I think deserve a look:

Universal Packing list for travel - Generate a custom packing list for any journey!

Happy Median - Meet halfway between you and your friends. Save time and distance.

Fall Foliage - Check out how each state handles Fall Foliage mapping. My preference is New Hampshire

Fall Foliage in New Hampshire
Fall Foliage in Vermont
Fall Foliage in Maine
Fall Foliage in Massachusets

How much should I pay my babysitter? (US)

35+ Ways To Find and Plan Events Online

How the World Really Shapes Up - What the world would look like if we viewed it not by the size of each country’s land mass but by the size of each country’s alcohol consumption, wealth, HIV prevalence, etc.

Music from your Favorite TV Shows

Food Timeline - provides hyperlinks to each food, providing further information about its history and what people ate over the ages.

Color & Design - A website with everything there is to know about colors.

The People History - Find the History of the Cost Of Living, Prices, Events, Popular Social Culture, Inventions and Technology. Search by year or decade. Add your own historical memories. 1920-2006.

Homes of Billionaires from Forbes Magazine

Rolling Stone’s 500 Greatest Songs of All Time

NFL Standings

I hope you get the idea. There are great resources on the internet that people would never find by themselves. Add links related to to your industry to increase traffic, improve your search engine rankings and increase “stickiness”.

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Importance of Email Subject Lines

If you want your emails to be opened then personalize the subject line according according to a study done MailerMailer a leading email service provider. The MailerMailer study found that personalized “subject” lines in particular increased the number of times recipients opened their mailings.

While this study was based on Business to Business emails I think it applies across the board for email.

The day of the week makes a difference too. Emails sent early in the work week or on the weekends earned higher open and click rates; Mondays being the best, followed by Tuesday. Recipients were least likely to open emails sent on Wednesdays and Fridays.

In addition to personalizing the subject line it would be a good idea to keep it short as email recipients were significantly more likely to open messages that used short subject lines (35 or fewer characters).

One last interesting result of the survey which applies to our branded email stationery at inboxFX is that over 95% of recipients opt to receive HTML formatted messages instead of text so if you were sending branded, customized emails you would be making a positive impression.

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Seven Deadly Website Mistakes

As an approved vendor for Ubertor, a leading web site developer, I frequent their blog which is always on the leading edge of real estate technology, but it applies to all business sectors.

Steve Jagger, the co-founder of the company published the following list which is great advice for anyone looking for a website. You can click on the website tab above for more information about the services I can provide.

Following are 7 things to look for from Steve with my editorial added.

1. No Splash Pages - Internet users are in too much of a rush to be slowed down by your splash page. This applies to Flash as well which is annoying when you are looking for information

2. Login Required - These days, internet users are too savvy to give up their real email address. They will just go elsewhere to find the information they are looking for or give you an email address that they use for login required sites.

3. Canned Content - Get rid of it. Take the time to write your own content. Your website visitors will love you for it. The more local content the better your search results.

4. Flash - As a minimal accent to your website it is great, if more than 15% of your site is in Flash you have a search engine problem.

5. Version - If your website asks the user what version of your website they would like to see. Like Flash, HTML, Low Bandwidth, High… you lose. If your website doesn’t show up immediately and deliver your message right away it’s pretty hard to keep people along for the ride.

6. Firefox - If your website does not work in Firefox… look into it. Firefox accounts for 35% of internet users. Don’t know what Firefox is? check it out here… it is a big step up from Internet Explorer.

7. Sitemap - Do you see a sitemap on your website? Google says “Offer a site map to your users with links that point to the important parts of your site.” Don’t have one? Better get on it.

There are some great points here. Call me if you are interested in a website in less than 24 hours for as little as $ 10 per month.

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