Hello [Insert name here]

June 9, 2014 by

The other day, my wife got pretty excited about a package that arrived. Apparently, it was something she’d been waiting for and just couldn’t wait to open. Now, to paraphrase the immortal words of Zig Ziglar, my wife is a decided auburn hair color, meaning she decided she wanted her hair to auburn.

In fact, she’s been doing her own hair color for as long as I’ve known her (going on 16 year), and I have it on good information (I.E. She told me so) that she’d been coloring her own hair for most of her life. With that type of background and experience, when I found out what the package contained, her enthusiasm bewildered me.

What she had received in the mail was hair coloring from a company she’d seen via an infomercial. Trying to figure out what the big brouhaha was about, I started asking questions.

“So dear, what’s so special about this hair coloring opposed to what you normally get in the store?”

I don’t remember her exact answer, but it was something along the lines of, “They made this hair color especially for me!”

By that point, I was a little intrigued. I’d never seen her get excited about hair color. A good percentage of the time, I don’t even know she’d touched up her coloring unless I notice the bottles in the trash. So trying to figure out why this was so different, I watched as she showed me what the box contained. By this point, I have to mention that her excitement appeared to have reached a plateau and was starting to come back down to what I figured would be a normal level, but when she read what I assumed was the instructions, she got all excited again about it being hair coloring made especially for her.

The reason I’m going into such detail about all this is because of what I read on that one sheet of paper that was in the box. While my wife continued to happily rummage around in the box the hair color that was made “especially for her,” I took a glance at what was written on that sheet of paper. What I saw was a brilliant example of not only great marketing, but a very astute knowledge of what makes a customer loyal

I’ve included a picture I snapped with my smart phone of the sheet of brilliant copywriting this company included in their package. This one sheet of paper turned this product, from just being custom mixed hair coloring, to my wife’s own special blend. The formula ID starts with my wife’s initials. It says it was prepared for my wife’s name. It reiterates it’s a custom color created solely for my wife, and even suggests which hair color specialist mixed it up for her.

At no time did it feel like they forced her name into this sales letter. And make no mistake, this was a very powerful sales letter. It told her indirectly that, if she wanted to get more, all she’d have to do is call the company and reorder HER special hair color.

This brings me to the question I want to ask you. How well do you know your prospect or customer? Do you provide just the right amount of personalization to get them excited about purchasing from you? Do you run the risk of going overboard, maybe to the point that the customer feels uncomfortable? Or are you at the other extreme where, even if it’s not your intention, you make them feel like just another number? Getting this right can make a huge impact on your sales. If you can transfer that feeling of ownership onto your customers and get them excited about the purchase, they’re much more likely to purchase from you again. They also have a tendency of becoming your best spokesperson, excitedly telling everyone they come across how great you are. And that’s something that money can’t buy.

So let me know what you think down below. Do you agree, disagree, or aren’t quite sure?  Also, if you have a particularly effective or unique way to make your customers feel like your products are especially meant for them, I’d love to hear about it as well.

Example of a great personalized sales letter

Sales Letter from eSalon

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