A Bit of Personal Correspondence from the Granthams—and WGBH

Posted on by Beth Negus Viveiros

Just like in comedy, timing is everything in marketing.

About an hour after I had chatted with Andrea Nierenberg about the value of handwritten correspondence in differentiating one’s self from the B2B competition, I received a handwritten note from the director of membership at WGBH, Boston’s PBS station.

The handwritten envelope got my attention, as did the stationery, a notecard with a picture of the “Downton Abbey” cast. (The hubby and I are big Downton fans, because even though we are Americans, we are civilized.)

Inside was a handwritten note, thanking us for our previous support and encouraging us to renew our membership. A business reply envelope was included, as was a buckslip (with a dedicated URL, should I wish to give online instead).

The hubby and I studied the note for several minutes—he was convinced that it was computer generated, I wasn’t, so we held it under a light and compared the penmanship. It looks real, and if it isn’t, it’s darn fine work.

It’s a nice bit of personal relationship building correspondence, and I think even the Dowager Countess herself would approve. After all, I can’t see her indulging in something as common as email. And I won’t even begin to discuss the riff raff one might encounter should they venture into social media.



Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by Patricia Odell

Julie Barry, director of global brand for Velcro Cos., talks about her favorite Velcro product at PROMONext: Leaders in Promotion Marketing Conference.