If Google Jumped Off A Cliff...

If Google Jumped off a cliff, would you? If your answer is no, you should probably think again. Chances are there is a pile of cash over that cliff.

Google Knows You!

No one will argue that Google has the most accurate and efficient market research information on the planet. Because a majority of people use their search engine, email, free apps, and even their own web browser (Chrome) they have some serious insights into your behavior. Have you ever noticed the ads on the right column of your mail that just so happen to coincide with your mails content?

Google, Don't Jump!

Businesses are jumping onto the Twitter, Facebook, and SEO bandwagon at a break neck pace. They believe these avenues hold the keys to new marketing efforts, without traditional cost. These companies should take notice, however, that Google doesn't agree. As a matter of fact, in a move to fully promote their ad words service, Google has turned to direct mail! In the words of Nathan Kring over at Catchfire Media, these digital avenues aren't "the Whole Enchilada"

Traditional Avenues Actually Work?!

Like Nathan, Google understands that people still react to these traditional marketing avenues. That is why they spent thousands upon thousands of dollars to send business owners print-it-and-put-a-stamp-on-it mail. Paper and Ink are certainly not dead, and when Google in all their superiority launches a direct mail campaign, that alone should confirm that maybe web advertising avenues aren't quite the "magic bullet"* we are looking for. At least not by themselves.

Take The Leap

It feels odd to say, but for the businesses who arrived to quickly into the social media soap opera, or those who are considering joining in, don't forget the good ol' printing press; Google certainly hasn't...

*Magic Bullet reference also taken from Nathan Kring's article.

Words are louder on paper.

Hey, that's just great you made a good business relationship today, and you truly hope that this new contact will be a great resource and quite possibly give you business. If you are smart, you will go back to the office and schedule a follow-up. But how will the follow-up manifest itself? Will you send a quick email? Will you make a phone call? Will you tie a note around a rock and throw it through their window? Each of these is a way of following-up. The email will produce a small reaction and the rock will produce a great reaction, but both will do little for your business in the end.

So how can you make a dramatic presence in your new contact's mind? The answer is fairly obvious. Send a hand written paper letter with a stamp! (For those of you that don't know what a stamp is, take a look at the top right corner of the envelope that your water bill came in.) Everyone loves a personal hand-written letter; I still get a little giddy when a hand addressed letter comes to my mail box which is typically reserved for my outrageous wireless bill.

When your new contact gets the letter you can be sure it will accomplish 4 things.

1. It shows them you cared enough to take extra time on them.
2. It demonstrates great customer service by delivering that "personal touch."
3. There is a greater chance of them READING it.
4. Your letter might sit on their desk for a short while, forever reminding them of you. (Touching isn't it?)

You may go with a company letterhead and envelopes, or even custom stationary. If you don't want to front the cost for custom printed letterhead or stationary, make a stop to Pure Paper downtown Des Moines in the East Village and pick up some nifty stationary sets. Remember to throw your business card in there, but most of all hand write that letter! Don't shatter that relationship!