Effectiveness Over Efficiency: The Case for Handwritten Sales Strategies

Dec 27

Written By Mike .

"To Write is Human, To Receive a Letter: Divine" – Susan Lendroth

In today’s fast-paced, efficiency-obsessed world, it’s all too easy to believe that quicker is better. But what if speed isn’t the answer? What if slowing down, adding a personal touch, and rethinking your approach to introductions could open more doors than a hundred emails ever could?

Rory Sutherland, an advertising legend, summed it up perfectly: Stop obsessing over speed and efficiency in sales. Focus instead on the quality and impact of your approach. “Sell effectively, not just efficiently.” It’s a mantra that flips the traditional sales approach on its head—especially when you apply it to one of the most overlooked tactics in modern media sales: handwritten notes. These notes, with their unique personal touch, have the power to stand out in a sea of digital communication, making them a game-changer in your sales strategy.

Why Handwritten Notes Stand Out

Let’s be honest—digital communication is drowning us. Every day, inboxes flood with impersonal emails, templated introductions, and LinkedIn messages that feel robotic. Key decision-makers within organizations have built walls around their attention spans, filtering out the noise.

And that’s where the handwritten note comes in.

Handwritten notes break free from the frantic rush of efficiency. They embody thought, time, and genuine effort—a heartfelt gesture that speaks sincerity and fosters an emotional connection. When someone opens a note that was written just for them, they don’t just see words; they see a person who cares enough to reach out in a meaningful way. It’s not just a form of communication; it’s a human connection, a way to make your recipient feel valued and important.

The Psychology of the Personal Touch

There’s a powerful psychology behind this. People respond to effort. A handwritten note creates a moment of pause, a tiny moment where someone has to stop, open, and physically hold something meant just for them.

And in sales, moments of pause are priceless.

We’re wired to appreciate personal touches. Neuroscience shows that when we perceive someone has gone out of their way for us, it triggers positive emotional responses. In a business world flooded with automation, this is exactly what makes handwritten notes so effective.

It’s less about the medium and more about the effort. That’s what makes it effective, not efficient.

Why This Matters in Sales

In sales, you know that getting through to key decision-makers—the ones who hold the budgets for large advertising deals—often feels like scaling Everest.

Here’s the trick: Instead of trying to leap over those gatekeepers with automated emails and high-volume cold calls, try going around them with something truly personal.

A carefully crafted handwritten letter has the power to cut through the noise, bypass the digital clutter, and land right on the desk of that decision-maker. It doesn’t just introduce you; it separates you from every other salesperson chasing the same dollars. It shows them that you’re not just another salesperson in a crowded field—you’re someone willing to take the time. And most importantly, it’s a strategy that works, building relationships and opening doors.

“The Personal Touch Is More Than Just About Being Nice – It’s A Business Strategy” - Jay Baer

Crafting the Perfect Handwritten Introduction

“It’s Not About What You Say. It’s How You Make People Feel” - Maya Angelou

Now, a handwritten note isn’t just about scribbling a few words on paper. It’s about thoughtful communication.

Here’s how you can structure yours:

1. Start with a personal touch
Begin by addressing the recipient by name. This seems obvious, but in an era of automation, even this simple step carries weight. Mention something specific to their business, community involvement, or a recent success. The goal here is to show you’ve done your homework and that this note isn’t a template—it’s tailored to them.

2. Introduce yourself, but briefly
You don’t need to dive into a lengthy biography—this is about them. However, you do need to establish who you are and why you’re writing. Keep this introduction short and purposeful.

3. Make a connection
Here’s where you create relevance. Highlight why you’re reaching out specifically to them and how it relates to their business or industry. Use this moment to tie in a common interest or a shared goal.

4. Present your purpose—be clear and direct
Now that you’ve captured their attention, tell them exactly why you want to meet. Be clear about what you’re offering—whether it’s a discussion on potential media partnerships, exploring advertising options, or a tailored media solution.

5. End with a clear and deliberate next step
Wrap up your note with gratitude and a friendly tone, but be direct and specific about the next step. Instead of leaving the follow-up open-ended, tell them exactly when you’ll reach out to continue the conversation. This removes ambiguity and sets the expectation for your follow-up.

Remember, the goal isn’t to overwhelm them with details but to create an impression—a personal one.

Effectiveness Over Efficiency

Rory Sutherland was right: Churning through leads at lightning speed might feel productive, but it’s like sprinting past gold in a river. The real value lies in slowing down and connecting deeply. It’s about how deeply you can connect with them. And that’s where handwritten notes excel. They slow the process down. They require more thought. But they’re also far more likely to yield lasting results.

In a world where inboxes are overflowing, a handwritten note lands on a decision-maker’s desk like a breath of fresh air. It says, “I’m not just here for your money; I’m here to offer something of value, something personal.”

It’s not the most efficient strategy—but if your goal is to build trust, start conversations, and open doors to major advertisers, it’s one of the most effective.

Let’s Finish With Those Two Words Again – Effectiveness Over Efficiency

Handwritten notes aren’t the fastest way to reach someone—but that’s exactly the point. By taking the time to write something personal, you’re demonstrating a level of care and attention that’s rare in today’s sales environment.

This approach isn’t just about standing out—it’s like planting a seed for a partnership that will grow over time. For example, a handwritten note sent to a busy CEO once led to a personal meeting and eventually a long-term advertising deal. That’s the power of connecting on a human level. The decision-makers you’re trying to reach are busy people, but when you show up with sincerity and a clear value proposition, you’re far more likely to secure that all-important meeting.