Last week I made the cardinal sin of big business and one of my clients called me out on it. I used one generic form letter to serve a wide purpose and it came off as insulting to at least one customer. What I should have done was a series of more targeted, more personalized letters. It would have taken me (significantly) longer, but it would have been more in line with the personal relationships small businesses are better at creating. So let me use my mistake to serve as a reminder to all of us. Our customers are our most valuable assets and they should be treated as such, even if that means a few extra hours at the keyboard.
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