Personal Touch Breakthrough

“Once again a blast from the past takes over!” I said as I slid into my seat for lunch with the rowdy crew of business developers I’ve become the Watson for.

Personal phone calls build digital businessGail, our copywriter par excellence took a sip of iced tea and replied, “Can we assume that this has something to do with your choice of a topic for the day?”

Kate, the sales consultant sneered, “Yes, do tell. We’re all atwitter.”

Rob, who we call Bubba because he hails from Georgia, said, “Y’all are a cranky bunch today. Give the man a chance to ‘splain himself afore you go flingin’ him into the briar patch.”

“Thanks Bubba,” I said. “You know how we all get those heavy duty pitches from guys trying to sell us on line sales and SEO  expertise and products and you name it? Well I look at some of it but this last video really threw me. Usually these guys are all about on-line and they’re as personable as a loan shark looking for a past due account.”

Chris, the Digital Director said, “Whoa. Not every on-line business is that way. The truth is you have to offer some value or you will soon be out of business. You know that. You helped me when I was doing my entrepreneur thing.”

“My point is,” I said, “that because about midway through a video presentation that had some good stuff in it I was astonished when three of the experts being interviewed talked about how they experimented with personal touch in their on line businesses. What they tried was:

  • Hand written thank you notes to everyone that signed up for a free trial for an App. That more than doubled the conversion from trial to paid membership.
  • Personalized 30 second videos maintained that increase but cut the time needed per touch from five minutes to a minute or two.
  • A one-to-one text e-mail that is not generated by an auto responder started a dialogue that allowed a merchant to discover things about how his product/service is received and used. It proved to be a huge value for the next version.
  • You can use You Tube to put up an unlisted video. Then you send a link to the customer. They never forget.
  • You can overcome cart abandonment using the telephone. If you use a two-step sales approach (Contact info entered separately from Credit card) you can easily see who leaves without buying. Once a day or so, simply call those folks and have a conversation with them. You don’t sell, you just listen to the problem they have and let them know how your product can help them. This approach generates 12% to 30% additional sales.

Rick, our direct Marketing guy who really understands process said, “Let me sum up:

The Takeaway:

Customers do not want to be treated like numbers. They want to connect with a human being that understands their problem, relates to it and is really interested in them as a person. That pays off in increased sales.”


Jerry Fletcher’s blog recaps conversations with clients, prospects and an unruly mob of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly plus creative thinking to find what works. Jerry Fletcher is the ringleader and “Watson” of the dialogue.

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 20 years as President of Z-axis Marketing, Inc. Learn more at

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic.



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