Copywriting has a place in everything you write to clients and prospects, and that includes greeting cards. And during every holiday season, I expect to give and get holiday cards.
To be honest, I don’t really care if people send me cards. I’ll take a friendly email with a nice note like, “Hope you’re having a good season.” Even better, you can go to Gracie’s blog and comment on one of her posts.
But this season my heart sank every time I saw one of those envelopes with the familiar blue writing of one brand of automated greetings. I knew I’d be gettng a canned message, prepared by computer, sent to everyone on the sender’s list.
One person even sent me the same card three times. Now there’s a personal touch for you. The card came from a really nice person who has supported me professionally – someone who I really admire. But the message was, “You’re a number.”
So here’s my question. How are automated greeting cards different from broadcast e-mails? They’re sent from a computer. They’re sent to a long list of people, all at once. They’re not in your handwriting. What makes them special?
OK, one exception. If you’re mailing something to a group of 5 to 10 people who know they’re special, and you’re enclosing a gift card, you’re making a nice statement. One business associate sent automated cards with a Starbucks card (in a token amount of $10) to five people who had helped with a specific challenge. I appreciated the gesture. A Starbucks card has become a symbol of friendly exchange.
But if you’re going to go automated, you can also order Amazon gift certificates, which come with a card. You can order gift certificates online from other online merchants.
What do you think about cards and gift giving among business associates and clients? Click on the comment button below.
And I have to admit this is an example of an edgy post. I know many people will disagree with me. I’ll be talking about edgy copywriting at my Thursday Cat Chat. More info and registration here.
{ 1 comment… read it below or add one }
Wow! How insulting to get an automated card from someone that says “I care”. It might as well say, “Hello, I’d like your business”.. not exactly great marketing.
Although they should at least get credit for acknowledging you if it was to thank you for something, and not just a holiday card.
The gift card, well that is sort of like getting a bandaid in the mail to put over your hurt feelings…. you can deal with it a bit easier! And the message is a little bit more like “I appreciate your business”, which is nicer than “oh, please give me some more”.
I think an Amazon gift card is much more universal since you can buy anything from them. Believe it or not, we don’t all drink their coffee and we don’t all live near a Starbucks!