I recently had a discussion about postcards with an artist who has done this many more years than me. I was saying that even though I have all my customers in a database and could easily print out mailing labels, I hand address promotional cards to make them look more personal. I thought the handwriting might catch their eye and cause them to look at the card longer. She felt strongly that the handwriting gives the impression that I am not successful and have too much time on my hands. I really hadn't thought of it that way, and although this is clearly not a life-or-death issue, wondered what the consensus might be. Any thoughts?
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Every season, once I have my schedule together, I send out postcards. I also leave a pile on my table at shows. I've probably given out about 3000 - 4000 now. Each one has an offer on the back for $10 off any piece. I'll often hand a postcard to a be-back and say "look there is a coupon on the back". Of all those postcards exactly three people have asked for the discount. FWIW - the are labels printed on the computer.
Excellent point, Mr. Berman... If you're only dealing with 100 or so cards, do an experiment! What's your response rate to a promotion on handwritten vs. printed cards. If the difference is negligible, then you know the value of the "addressing choice". However, I still say anything that is a "thank you" or something special, write it by hand...
Larry Berman > Amy FurgiueleJune 6, 2011 at 5:24pm
I know you're addressing me, but who's Mr. Berman?
Come on! I was trying to be respectful and all that stuff... I'd handwrite this response to you IN CURSIVE if I could! ;o)
Larry Berman > Amy FurgiueleJune 6, 2011 at 5:35pm
I know and I used to say, "my name is Larry, Mr Berman is my father", but he passed away five years ago so I no longer say it. No big deal. I just don't want to appear my age....
Ok... here's my 2 cents... If it's a promo postcard or something broadcast to my whole list, I use labels and actually, as the mailing list has grown, the spreadsheets are now given to the printer who does it for me (prints cards, prints addresses, prints postage and done. God send!) . Again, these are the LARGE mailings, usually the "here's the summer schedule" or "holiday happenings" one. However, if I'm sending a thank you, a "you may be interested in..." or "I'll be in your area - would love to see you!" cards to my selected/best customers, I do those in hand. Why? Because it's personal, it DOES mean something, and it helps solidify these very profitable relationships. A few have actually become great friends now, but they are always keeping an eye out for where my work might do well and how they can help me succeed. THAT alone deserves my handwritten scrawl... So, I'd say pick those areas where your attention counts!
Sheila Evans > Amy FurgiueleJune 6, 2011 at 5:37pm
I agree, and always write my entire thank you notes by hand. I like th eidea of a quick note to collectors, and have done that on occasion. As for the postcard addresses, some of my mailing lists are so small (for areas I haven't shown in for very long) that it's just as easy to handwrite as to deal with the printer and labels. Anyway I was just curious whether anyone thought the handwriting was actually a turnoff.
Replies
Larry Berman
http://BermanGraphics.com
412-401-8100
Larry
Evidently just your father...
Come on! I was trying to be respectful and all that stuff... I'd handwrite this response to you IN CURSIVE if I could! ;o)
Larry
Well, from the looks of your photo, you're just a young pup so no worries! ;o)
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