Fur In The Paint

This post is about going the extra mile when sending out communications to the patrons on your mailing list by writing a personal note by hand. (This is where recording comprehensive information about who you are contacting, is so important.) Whenever I send out notes for whatever reason, Thank You’s, Christmas Cards, or letting them know what booth I’ll be at during an artfair, I always write something by hand on the card, even if the bulk of the information is printed out.

For example: My name, the gallery name and contact information will be printed on the postcard mechanically. As well as the information that I will be attending the Rockbrook Art Fair in Omaha on Sept 7th and my booth number is 67.

Then I write: “Cathy, It was a real pleasure talking with you at the Omaha Summer Arts Fair. I hope all is going well with that new colt of yours.” (or perhaps “I hope you are enjoying your new painting”) “I am sending this note because you had requested I let you know when next I will be in the area. Thanks again for everything. Maybe I’ll see you there.”

It is simple, nothing too fancy. (Pretty much like me really.) I do tend to write much like I speak. I think this feels more authentic. The first part, the “pleasure talking with you at the Omaha Summer Arts Festival” serves two purposes. It not only lets them know you remember them but it may help them to remember you. You want to convey the thought that this particular patron is special and gets special attention. And they are. These are the people who are spending their hard earned dollars on you.

On the marketing side of things you could always include some sort of action they can take. (this would be printed) Like: “Bring this card with you and receive a free box of note cards” or “get 20% off your next purchase.” This may help you to have some idea as to how effective the mailing was. I tend to do this on bulk mailings to unknown contacts. Say for instance I sent out an invitation to all the equestrian centers, equine veterinary practices and horse tack shops in a city that I am going to an event in.)

Proper Names
The choice to use their formal names like Mr & Mrs Smith or refer to them more casually like Pat & John, is up to you and what your comfortable with. My target audience tends to be 25-45 and thinks that Mr & Mrs. Smith is their parents names. Generally what I do is use Mr & Mrs Smith on the mailing label and use their first names on the handwritten note part.

That is about all the wisdom I have on the subject. It isn’t rocket surgery. Umm . . that not right . . . brain science? Ah well you get the idea.

To sum up

• Handwritten notes on communications.
• Use their first names when appropriate
• Mention something that is unique to them. A handwritten note that is stone cold or canned is almost as bad as just printing out something entirely by the computer