Marketing is all about building personal relationships. Here is a wonderful example of the right way to reach out to others.
Todd Andrlik contacted me to say my blog was included in the appendix of a new book called Step into the Spotlight by Tsufit (her full name, by the way). Customers Rock! was one of 39 blogs on Tsufit’s list of Cool Marketing Blogs. Thanks, Tsufit!
Todd wanted to know if I would like a complimentary copy of the book, and I agreed. It arrived in my mailbox the other day; on the envelope were a bunch of very cool-looking postage stamps picturing movie stars (Tsufit was most recently in the entertainment industry in Canada before becoming a business coach). Excited to see the book, I ripped the package open (carefully, of course!).
I was really pleased to see that Tsufit had written me a note, on a Post-It, and had attached it to the front of the book. Not only was it hand-written (see photo above), but it was personal. She had taken the time to go to my blog, read some of my posts, and find a connection between us. Here is the text of her note:
Here’s the book Todd Andrlik promised you. I see you & I have singing in common. Couldn’t believe it when I found a post on your blog called ‘Where Did My Dress Go?’ – years ago, I co-wrote a spoof song to the tune of You Light Up My Life about a shopper’s disappointment in a store ’cause the dress disappeared & it was called ‘Where Did My Dress Go?’ Hope you enjoy my book. Pls confirm receipt. Tsufit”
Not only that, but she autographed it as well on the inside:
Her efforts to personalize the material she sent me were very much appreciated and brought a smile to my face. I felt compelled to go find a quiet corner and sit down with the book. (Note: It is a very interesting book about how to “get noticed”, treating your business and yourself as if you were a star! I will review it here soon.) Not only that, but I felt special that she took the time to get to know me and reach out in this way.
A Lesson in Outreach
As a blogger, I am often asked if I would be willing to read a book and review it on my blog (I was asked to read Tsufit’s, but the email that went out in December got completely lost in my inbox). Sometimes, I say no if I don’t feel the book will be relevant for my readers. Other times, I accept, and the author sends me the book. I then share my honest thoughts in a book review post (look in the left margin of my blog in the Book Reviews category to see books I have written about).
Very rarely does an author or PR firm take the time to personalize the material sent to me. Sometimes, I get a printed letter from the PR firm with “sound bites” about the book and the link to where to get more info/book cover photos. Usually, there is just a book in an envelope, sent to my address (once, I even got a book I never requested!).
Tsufit provides us with a glowing example of how to market. It should be relevant. It should build a personal relationship. It should stand out in our minds, not due to clever tactics, but due to the personal touch.
Thanks, Tsufit and Todd. I can’t wait to finish reading the book!
Where Did My Dress Go?
Your People: The Competitive Advantage