Turning emotion into sales

It’s no secret that I’m a stationary addict. There’s something about writing words on paper, on thick, solid paper in a bound notebook, turning pages over to discover your own story unfolding as you write.

We all know that words have power. That’s why I decided to buy some beautiful notepaper to handwrite letters to friends and family. Handwriting letters is becoming something of a lost art — something for special occasions, like weddings or birthdays, to thank people for coming.

But as much as I love writing by hand, I’d also argue that a good email or even a thoughtful Facebook comment can be just as meaningful, and profound, as anything handwritten. The argument is that anything online can disappear in one server crash, or one deleted account, but isn’t there something even more special about the ephemeral words?

Oh, the places you'll go!

We’re left with a memory, a lingering emotion attached to the words someone once said to us. And it’s remarkable how much we can engage with that feeling to create something better.

For instance, when I bought my beautiful stationary from a truly, dangerously addictive Kikki.K store, I had a nice chat with the two sales women. We spoke about handwriting, and stationary, and how much I am looking forward to writing letters to people when I go overseas next.

They convinced me (an easy sell) to sign up for the Kikki.K mailing list. So without thinking much of it, I gave them my address and email, and took my purchases and off I went.

Imagine my surprise when, two days later, I had a card in my mailbox. A lovely, handwritten note from those two sales women wishing me all the best on my trip, and to thank me for coming into their store.

What a fantastic response! One brief conversation with these two women (and I can’t remember a word of what we said), and a connection is fostered that leads to communication. Their small moment of thoughtfulness means I’m twice as inclined to go back to Kikki.K — not just because of the gorgeous stationary products, but because two sales women created something better from the initial contact.

Sure, sometimes these marketing schemes can feel hokey and manufactured. But get that feeling, that positive emotion, into someone, and they’ll always remember it — as long as it’s genuine.

Have you experienced above-and-beyond sales techniques that built a genuine trust? Leave a comment and let me know.

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4 thoughts on “Turning emotion into sales

  1. Love this! Tapping away at a keyboard can be so cold. I think there’s more of a connection when things are handwritten. It’s like more of yourself is invested into the writing.

    Back when I used to be a signwriter, I wrote all my signs with a brush and paint. Even 10mm gold-leaf lettering. Then computers came along and all signs became mechanical, vinyl lettering; missing the warmth of a human touch.

    Kudos to those two ladies who made the effort to touch your life in a small but memorable way.

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    1. Thanks for commenting, Alan! Signwriting sounds amazing. It’s a shame so many traditional skills are being lost or abandoned in favour of new technology — as you say, without a human behind it, everything can become so cold.

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  2. I enjoyed this post Lucy. There have been a few times for me when a sale or an ongoing loyalty to a product or brand has been cemented with a personal touch or unexpected kindness. That personal touch can definitely go a long way!

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    1. Thanks Kirsty! It’s great to see how a little thoughtfulness can improve opinion and generate goodwill. Especially rewarding ongoing loyalty. I often read the NRMA magazine and admire their loyalty offers and ability to really hit their target market with rewards and a very genuine voice.

      Like

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