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... year. I must've received two dozen holiday cards from people who have sold me something in the past and/or wish to sell me something in the future. Nothing wrong so far. I appreciate people trying to build a business friendship with me. Here's the problem: None of these cards were signed — let alone contained a personal note. They were very expensive cards. Some were even foil stamped. Why do people send holiday cards and birthday cards? They do it in their attempts to build a business friendship; to send something to clients and prospects, other than promotional or transactional literature. Many pick out very nice cards and go to the added expense of adding foil stamping (for their name, company name, etc) . Then, missing the point, they get ... with their time and money. They don't personalize the cards in any way. Now, something intended to help build a business friendship, actually works against that goal. How do you feel when you get a holiday card from a supplier' who hasn't taken the time to even sign it? I feel let down. I feel like they didn't really value the relationship all that much. I was corresponding with a client (turned friend) — and successful financial advisor. He sent me a holiday card in which he'd taken the time to write a brief note. Here's one of his e-mail messages to me about this topic. I'll only send a card if I'm willing to take the time to handwrite something in it. I go through my contact list and ask myself, - Do ...