Personal Letters


Not direct mailings of large quantities of letters and brochures, but simple, personal letters is one of the most effective, easy, inexpensive, and overlooked methods of marketing. Certainly the large corporations don’t consider using this type of communication, because it doesn’t reach enough people to enrich their coffers. But it’s just the ticket for many an individual businessperson. If you can write clear English, spell properly, and keep your message short enough, you ought to be able to develop enough business through this mode of marketing so that you need employ many other methods. Even if you’re a dismal grammarian, professional typists can usually help put your ideas into acceptable form on the printed page.

The primary value of a personal letter is that it enables you to convey a truly personal feeling and reach a special place in the mind of the reader. You can say specific things in personal letters that are just not practical in any other medium except for certain kinds of telephone marketing.

In a personal letter you can, should, and must include as much personal data as possible. Mention the person’s name, of course. But also  mention things about the person’s life, business, car, home, or—if you ‘re in the gardening business—the person’s garden. By doing so, you will be whispering into someone’s ear rather than shouting through a distant megaphone. Naturally, you can mention personal things unless you know them. So do your homework and learn about your prospective customers: their working and living habits, their hopes and goals, their problems. You can get much of this information from your chamber of commerce. You can get more by conducting your own informal research with the aid of a simple questionnaire, or by personal observation. Include in your letter these feelings, and you will be dazzled at the effect the letter has.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

What Great Managers Know


Conventional wisdom encourages you to think . People’s natures do change, it whispers. Anyone can be anything they want to be if they just try hard enough. Indeed, as a manager it is your duty to direct those changes. Devise rules and policies to control your employees’ unruly inclinations. Teach them skills and competencies to fill in the traits they lack. All of your best efforts as a manager should focus on either muzzling or correcting what nature saw fit to provide.

 Great managers reject this out of hand. They remember what the frog forgot: that each individual is true to his unique nature. They recognize that each person is motivated differently, that each person has his own way of thinking and his own style of relating to others. They know that there is a limit to how much remolding they can do to someone. But they don’t bemoan these differences and try to grind them down. Instead they capitalize on them. They try to help each person become more and more of who he already is.

Simply put, this is the one insight echoed by tens of thousands of great managers:

  • People don’t change that much
  • Don’t waste time trying to put in what was left out
  • Try to draw out what was left in
  • That is hard enough.

This insight is the source of their wisdom. It explains everything they do with and for their people. It is the foundation of their success as managers.

This insight is revolutionary. It explains why great managers do not believe that everyone has unlimited potential; why they do not help people fix their weaknesses; why they insist on breaking the “Golden Rule” with every single employee; and why they play favorites. It explains why great managers break all the rules of conventional wisdom.

Simply though it may sound, this is a complex and subtle insight. If you applied it without sophistication, you could quickly find yourself suggesting that managers should ignore people’s weaknesses and that all training is a complete waste of time. Neither is true. Like all revolutionary messages, this particular insight requires explanation.

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight