There are ever-increasing channels of communication, starting from classic handwritten and wax sealed envelopes delivered by horse, moving up to good old pen, paper and postage, rotary phones, car phones, pagers, magazines, newspapers, the brick phone, instant message, text messages, DMs… communication has exploded. What once took weeks now takes seconds. Millions of messages are sent and received around the world. There are so many, that often times, people may feel there’s too many — too many pointless, generic communications across all channels.
No doubt everyone has had their email spammed, or wish that so many random companies didn’t know the address of their house to send them junk mail too often. The annoyance to these messages is simple: their message doesn’t matter to you and you don’t want to hear it. Who in their right mind would want to be constantly pestered by a complete random stranger? The sense of sincerity is lost and the attitude of "they’re only sending me this because they want me to buy something" eliminates any chance of even glancing at the next item that comes your way.
Take it back to even just two decades ago. The only people who knew your phone number were those who wished to speak to you; that knew you. Of course the number could be looked up in a phone book, or previously connected through an operator, but phone calls coming to the home were from someone the residents knew. Now phones are spammed with survey requests from anyone and everyone it. Mail used to only come from those who took the time to hand write a note, seal it, buy postage, and send it. These letters and notes are still received today and make people feel thought about and loved, but these sentimental letters are rare in comparison to the mass printed and sent out ads, coupons and event fliers.
“If you think about it, people just want that personalized — and in-touch — service that our grandparents once had.”Jonathon McGrew
They’re looking for the type of communication that leaves no question as to whether its intentions are genuine. It’s the personalized touch, the wholesome communication where positive feelings are left behind that it sought after.
Businesses have services and items they wish to sell and offer because they have something desirable, something people would use and would be helpful or beneficial. So these messages sent out are trying to make people understand that; the business wants to offer their service for enjoyment or to help. But how can these messages come across as such?
“Business is all about personal contact. No matter how heavy your workload is... everyone can and should be a networker”Richard Branson
In an article titled How Top Salespeople Land Hard-to-Get Meetings, Stu Hienecke relates some interesting information he discovered while researching for his book, How to Get a Meeting with Anyone. He refers to a sales practice called “contact marketing” to get in the door of those busy professionals. He explains that, “the point is to continually add value to the connection”. Value can be an insight to business, a service or item that would make something easier, more efficient, more enjoyable, etc. But don't underestimate the value of personal connection.
Build personal connections — that connection our grandparents had from the car dealer who grew up next door to them their whole lives. These personal connections are crucial.
Break-ups all suck, but every break-up sucks for one common reason: that personal connection is severed. This is a significant other with whom you found company, friendship and love, and then it was gone. It hurts because that’s a part of our heart. Is your company/ business that closely in touch with your customers? Here’s a personal example: my family started going to a chiropractor seven years ago. We continued to see the same chiropractor over the years, talking with him, joking around with him, following him when he moved offices. My family has seen this doctor every week for the last seven years. He’s a close family friend. We couldn’t imagine seeing another chiropractor; we know he cares about us and would do anything to help us stay healthy.
Make the break-up harder. Get to know your customers, and let them get to know you. Understand how they want to be reached and make your messages genuine. Once these clients and customers are built, maintain and keep that connection and relationship.