If you want your written correspondance to make maximum impact on an individual, the handwritten letter is always best.
File this in my list of personal pet peeves and subtle ways that business people frequently make themselves look stupid…
I received a follow-up email last week from a salesperson hoping to sell me his company’s business software. I had already spoken with him on the phone earlier that day.
His email recapped our conversation. Great.
But his closing — “Great to talk to you…Best,” followed by his name — was in the same font as his email signature, which was a different font from the body of his email. Obviously, this was an automated closing embedded into the email template.
I know, this is a little thing. But…
The font inconsistency made him look sloppy.
Second, the automated letter closing emphasized that I’m nothing more than a generic transaction, not worthy of the effort of a genuine closing.
If I were seeking to impress a prospective customer, I’d want to avoid sloppy font execution.I’d also ensure my closing is genuine and personalized.
The email medium is inherently impersonal and sterile. It lacks tactile and personal characteristics like texture, smell and handwriting.
Therefore,Â it’s critical to compensate with other details and signals, especially the copy and personalization.
But don’t ever forget: If you want your written correspondance to make maximum impact on an individual, the handwritten letter is always best.
(Photo of the original John Hancock signature from The Declaration of Independence via marc.benton)