There are various ways to interact with prospective customers: in person or via postal mail, the Internet, e-mail, social media, or phone. Each of them can work independently, but they can also work together to build a system. I used to work in college admissions, and I remember that on my first day at one job, I was tasked with creating and implementing a system of touches to push applicants down the sales funnel to become students. This is the the same thing I do now for my clients, and I do that through creation of a comprehensive communications strategy. Usually, my part consists of ghostwriting social media updates, e-mail newsletters, Web copy, press releases, articles, or blogs. The idea is that the brand stays in front of prospects so it remains top of mind.

Not all methods will work for all businesses, so be sure you know who your target is. One prospective client told me he was looking to reach small businesses with storefronts in one tiny town on the outskirts of Phoenix—through social media. I told him social media may help reach others, but it won’t be a good way to connect with his target. For that, direct mail, cold calling, and visiting those sites would be best.

So sit down and determine first:

• Who is your target market? Be specific.
• How long is your sales cycle? Keep in mind that big-ticket items usually take longer to close.
• What is your goal? Do you want to increase sales, visibility, or something else?

All of these things together (and perhaps a few more, depending on your business) will determine how, where, and how often you need to be in touch with your prospects. Before you know it, you’ll have built your communications strategy, and then you’ll start to see results!

It seems that each birthday and winter holiday season when I was a child I’d receive stationery. I was trained from a young age to send thank-you cards for everything I got, and as I was growing up, the Internet wasn’t even a thought, so letters had to suffice. I have nice penmanship and, well, I’m a writer, so it’s never been an issue. And, like SOC boasts, who doesn’t like to receive a card in the mail? In this age of mouseclicks and Facebook, it’s much more personal.

My background is in college admissions. I worked at a small school and a large university – and I wrote all my cards by hand. Whether it was a thank you for visiting the campus, a follow-up to a recruiting visit I’d made to their high school, or a happy wish for a birthday, I would go through pen after pen inking nice, personalized messages. My forte is marketing communications; I build and implement communications strategies to turn prospects into clients. Part of that strategy involves a number of touches, and handwritten cards have always been one tool in that box. [If you're a job seeker, remember handwritten thank-you notes following interviews. I have won a couple of tight races just because I sent a card.]

In my own business, if I have your address, you can expect a card after we meet in person, you become a client, or you send along a referral. Even in the advent of online automators, I still pull out my (red) pen and scribe the note myself. I’ve had to go through physical therapy and chiropractic for the issues to my right hand, elbow, and shoulder from all my writing – but that won’t deter me. To me, it’s the little things that matter, and I’m far more impressed when I get a card someone took the time to write over one that was typed on the computer and spit out to mail to me with the obvious SOC envelope.

So if you’re using SOC, good for you! At least you’re making the effort. But I’m going to continue writing out my cards by hand as long as it’s an option. Maybe I’m just old school.