Stop hiding behind your logo

One of the biggest mistakes in gift-based outbound?

Looking like a damn brochure.

One of my clients almost made this error. A gorgeous chocolate sleeve... ruined by a big corporate logo and no personal message.

Here’s how to fix it:

1. Make the sender obvious. Your name, your cell, your voice.

2. Include a story. A memory. A reference. A laugh. Anything that builds connection.

3. Brand later. Get the relationship first. Then add your logo to the invoice.

Example:

One agency owner wrote a card that said:

"Growing up, my mom made the world’s best cookies. No one came close. These reminded me of that—and I wanted to share them with you."

Result? Response rate through the roof.

Don’t market like IBM. Market like you.

– CQ