The LBD of Communications
Industry Predictions
12.16.2008
While we think about “what’s next” in communications overall, one thing I’m more sure of than ever is the power of a letter – sent to one person, signed by a real person. It can be used for formal or informal occasions. And the reality is that the little black dress has never gone away, and neither has the hand-written letter.
Working with one of our larger clients, in particular, I’m reminded almost every day that when it comes to high-profile accounts and transactions, relationships matter. Despite a huge marketing budget or the latest technology options, an honest, straightforward letter cuts to the heart of a relationship – and can be a way to remind your audience that you do actually care. Enough to send a letter.
There was a time when if you wanted something to get noticed, you FedExed it. Not necessarily true anymore. E-mail quickly became the go-to choice for sharing a message. But how many e-mails do you delete each day without really reading them? And there’s that pile of junk mail that we toss daily without a second thought. You get the point.
While e-mail and bulk mail – among others – will continue to make up the majority of our business communications, writing a letter will never go out of style. And while someone, somewhere is developing the next great technology to fuel our next hot communication avenue, I question if any technology of the future will be as powerful and personal as the all time classic – a handwritten note.
