Let’s be real. Ads are EVERYWHERE. Scroll your feed, turn on a podcast, check your mailbox — somebody’s selling you something. Attention spans are shorter than ever, which means that sending ONE handwritten note to your prospects probably isn’t enough to stand out.
That’s where multiple touches come in.
The Psychology of Repetition
There’s a well-documented principle called the mere-exposure effect. Psychologists have proven that the MORE people see something, the MORE they start to like and trust it. Combine that with processing fluency (our brains prefer what feels familiar and easy), and the science is clear: repetition builds comfort. Comfort builds trust. Trust builds business.
But repetition only works if your message actually gets noticed.
That’s why handwritten follow-ups are so powerful. Unlike an email or ad, they’re personal, physical, and impossible to scroll past.
Why Ghosthandwriter Practices What We Preach
I don’t just talk about this — I do it myself. Right now, my team and I are working through EVERY single lead we’ve ever had and sending out follow-ups.
- Each touch references the FIRST note but adds a NEW angle or pain point.
- By the THIRD letter, I even drop in humor (yes, I’ve used Eminem’s Stan lyric: “I know you got my last two letters. I wrote the addresses on them perfect.”). Clients remember it. They laugh. It works.
- And every campaign is tracked in Google Sheets. Each lead gets marked with “FU” (Follow-Up). It makes me laugh every time, but it also keeps us consistent.
Why? Because consistency wins.
Think About It Like a Restaurant
How often does one recommendation make you actually try a new restaurant? Usually not. But after the third or fourth time a friend brings it up, suddenly it jumps to the top of your list.
Marketing works the same way. As Samuel Johnson once said: “People need to be reminded more often than they need to be instructed.”
Your prospects don’t need to be educated over and over- they need to be reminded you exist and can solve their problem.
What This Means for You
If you’re only sending one outreach, you’re missing opportunities. The second and third touches are where trust is built, attention is won, and curiosity is re-sparked.
Here’s how to apply this:
Add personality. Humor, story, or something unexpected that makes them remember you.
Send the first handwritten note. Introduce yourself, simple and personal.
Follow up with a new angle. Different pain point, same credibility.
Bottom Line
If you want your message to land in today’s crowded market, don’t stop at one touch. FOLLOW UP. Then follow up again. And again.
Because FU doesn’t mean “forget you.” 😉 It means FOLLOW UP in our world.
And that’s how you’ll stay top of mind…and win more business.