Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Famous Last Words : The Raw Power of the Letter

February 2013 By Denny Hatch
8
Get the Flash Player to see this rotator.
 

HATCH: So you won't do anything to help me.

BANKER: This is their fault. Ask them.

I left the bank with a pain in my gut. Would I be unable to work for this client because TD Bank would not take the money?

Combating Poor Customer Service
Back home I composed a letter to Bharat B. Masrani, president and CEO of TD Bank Group in Portland, Maine. It was a formal complaint vs. TD Bank and the turkey who refused to help me. I recounted precisely what happened, including the exchange above. I assembled a fat packet of supporting documents and copied the six TD Bank executive vice presidents who were listed on the website.

I printed out the letter, attached all the exhibit documents and stuck the Post-It note (see mediaplayer at right) on the upper right of the letter to CEO Masrani. I then marched into the bank. The guy in question was with a customer, so I handed the letter to another officer who was playing with a customer's dog. I pointed to the officer who caused me the previous miseries and asked that the letter be handed to him. The doggie man nodded and I left.

This was fortuitous. Another officer saw the letter, and soon it would be the gossip of the branch.

Within a half hour, the branch manager called me from far out of town where she was on holiday and asked: "Did Mr. [NAME] call the bank's wire service department while you were sitting there?"

"He didn't call anybody."

"That's not right," she said. "I'll speak to him. Meanwhile, I'll be back in three days and will follow up on this and get you your money."

She did.

I never had to send the letter.

"Of all the formats used in direct mail," wrote the late catalog guru Dick Hodgson, "none has more power to generate action than the letter."

That's snail mail, not email.

What's more, just the threat of a letter can be as effective as actually sending a letter.

Denny Hatch is a direct marketing copywriter, designer, consultant and the author of six books on marketing, "CAREER-CHANGING TAKEAWAYS" being the most recent. Visit him at dennyhatch.com, or contact him at dennyhatch@yahoo.com.


 
8

SPONSORED CONTENT

MORE ON DATABASE, LISTS AND CRM >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:
Tcat Houser - Posted on February 26, 2013
LOL! Thank you! I may be old and not old fashioned ;) . I love and live by the modern ways (its my livelihood). Yet Snail Mail (with a Delivery Confirmation) still works for attention. I recently went to buying postage on line. I *really* like your tip about the 'shot across the bow'. I will remember that.
Click here to view archived comments...
Archived Comments:
Tcat Houser - Posted on February 26, 2013
LOL! Thank you! I may be old and not old fashioned ;) . I love and live by the modern ways (its my livelihood). Yet Snail Mail (with a Delivery Confirmation) still works for attention. I recently went to buying postage on line. I *really* like your tip about the 'shot across the bow'. I will remember that.