Despite having written this blog for 6 years at that point, my 1st letter to my clients was rather short and plain. I had been an agent for less than a year and was truly grateful for the business that had come my way, so my letter was basically a big 'thank you' to my clients.
My 2nd letter (the following year) evolved a bit. In addition to thanking my clients for their business, I also offered to assist them with referrals to service professionals they may need, such as a good painter, electrician, and handyman. I also shared with them 3 local places I love to eat.
While both letters were perfectly adequate, none resulted in any feedback other than "thanks for the calendar - its beautiful".
So this year when it came time to write my end-of-the-year letter I wanted it to be different. And better. So I asked myself "Besides thanking them for their business, what do I really want to accomplish with this letter?" The answer was referrals. I want them to refer their friends, neighbors, and family to me. And I want the letter to me more personal and less business-like.