Writing a monthly column appears much easier than it is! After all, how hard could it be to string 500-600 words together? Well, the difficulty comes in the topic, not the words. After so many years of writing, I often wonder what else there is to say.
Today is a good example. It’s a Sunday afternoon and this column was due Friday. When I sat down at the computer, it seemed that I had already covered everything. I was at a loss for words. Because I’m not into masochistic behavior, I grabbed a cup of coffee and went outside on a wonderful spring afternoon in the Ozarks.
As I watched an eagle soaring overhead, I found myself thinking about this symbol of our great nation.
Those thoughts quickly gave way to images of our country’s beginnings, which were recently rekindled by the cable television series about John Adams who, ironically, happens to be my ancestor. I thought about how such diverse and opinionated personalities were able to resolve differences and create one of the greatest nations in history. Note that a key factor throughout this entire historical drama was the power of the pen and the art of writing.
Those thoughts got me thinking about my favorite exhibit in the Ronald Reagan Library in Simi Valley, CA. There, a small case contains a series of handwritten letters from President Reagan to Soviet President Gorbachev. The letters aren’t about politics; they’re written conversations between two men. The letters often began with questions about the health of Gorbachev’s family and personal anecdotes about the Reagans. Those intimate letters helped end the Cold War and provide a foundation for the future.
The Power of the Pen
The power of the pen has risen exponentially in proportion to the increasing techno-focus of today’s society.
I recently had the opportunity to present a daylong workshop for the Kansas Young Agents Association. I talked about the power of handwritten notes and letters in opening doors and nurturing relationships. About a week later, I received a handwritten thank-you note from one of the attendees. Ironically, this attendee (Richard Gray of Chris-Leef General Agency) was the only one of my generation in attendance, other than myself. I haven’t heard a word from the 30-somethings who were there.
One of the most powerful letters I’ve ever received came from our veterinarian about 15 years ago. I still keep and treasure the letter. After much soul-searching, we sought his services to euthanize our dog. He had met every expectation and handled this difficult decision with understanding and empathy. Yet, several days later we received a two-page, handwritten letter from the doctor. He acknowledged the value that “Mac” had brought to our lives, talked about the home we had provided for him, and confirmed the fact that we had made the right decision. He then went on to offer his heart and his ear if we needed to talk about anything related to our grief. I have never experienced that level of compassion and human connectivity from a human medical provider or any other professional service provider.
As a young man selling automobiles in an Oldsmobile dealership, I still remember my most effective marketing campaign. Olds had a special Cutlass pricing promotion where a $3,682 sticker Cutlass was selling for $3,288. Using names and addresses from the service department files, I began handwriting and addressing 20 postcards per day. The message was simple: “Imagine an Oldsmobile for only $3,288!” I then signed the postcard, which also contained our dealership name, address, and phone number. None of the other sale people did anything like this. For the next three months, I was the top salesperson at the dealership—despite my inexperience and youth.
Jim Cecil of Nurture Marketing traveled around the world talking to CEOs on behalf of Microsoft Corporation. The purpose was to find out how a sales professional could get the attention of a busy CEO. The nearly unanimous answer was by sending a “well-written, respectful letter.” The top level of business leaders considered a simple handwritten letter to be the most effective marketing tool!
Two weeks ago, I unfortunately had to attend the funeral of a young man. This 44-year-old police officer died of a lung infection before donor tissue for a transplant became available. He left a wife and three-year-old son. The wake was attended by nearly a thousand friends, acquaintances, and family members. The funeral procession drove under a huge American flag stretched across the end of a bridge between the elevated ladders of two fire trucks. Within a week, we had already received a handwritten note from his wife to thank us for our caring, love, and support. Due to the sheer volume of people at the wake and funeral, it would have been unreasonable to expect any sort of a thank-you note – let alone receiving one so quickly.
Nothing can touch a heart quicker than the art of putting one’s feelings into words on paper by hand. It is the quintessential tool for connecting one human being with another.
Excuses abound. One agency owner told me that he couldn’t write a letter because his handwriting had deteriorated over the years as a result of using a computer keypad. Another said he didn’t have the time to sit down and write a letter by hand, etc., etc., etc. Yet we expect similarly busy people to grant us their time to sell our wares! Something seems to be out of balance in this equation. If you really want to set yourself apart from the competition, invest some time into re-learning the art of letter-writing and practicing your penmanship. I guarantee it will pay dividends in both your business and your personal life.
Well, thanks to that Ozark eagle, I did have a topic for this column after all. The best is not always the newest; sometimes the oldies are the true goodies.