Just last week, I used the last receipt form on my counter, and went in search of a new receipt book. It was a fruitless search… I had just used the very last one in the office. Grumbling, I berated myself for not paying closer attention and went to check the mail.
Surprise, surprise! In my mailbox, was an advertisement with my name scrawled across the top. It asked if I had forgotten to purchase receipt forms, and gave simple directions to get them overnight!
It was like a message from heaven! How did they know my name, and the fact that I was out of receipts? Of course they have computers that keep track of regular orders… they know approximately how long it is between your orders, and take advantage of the knowledge, but the impact of a personal message at just the right time astounded me.
What’s in a name?
Power, for starters. When someone says your name you stop what you’re doing and respond. When you see your name in print, you perk up and pay attention. Yeah, a name is a powerful and magnetic tool that gets the attention of your customers.
Don’t be afraid to use your customer’s name. Address...
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