Recently I’ve prepared and delivered a bunch of hand-written cards to celebrate Jewish New Year. This is nothing new of course. It’s rather a traditional custom, even considered antiquated by some.
I mean- why go through all the trouble of going to the shop, buying a printed card, writing a personal note, mailing it and waiting for the recipient to respond?
I think that most people underestimate the power of personalization. It’s true that in today’s work this is common knowledge, and every marketer knows that to achieve maximum impact she should try to personalize the message to the client. But how personal does and email or text message feels? My guess is that most of us get these “Happy holiday” emails now and then, and just gaze at them and delete. The truth is that people understand the effort you’ve put into delivering them an actual, physical object. Even if it’s just a card, and even if it just says “Thank You”, it’s much more meaningful than any form of electronic correspondence. More than what is written in the note, it actually says to the recipient- “I’ve been thinking of you”. And that is greatly appreciated.