A Card that has real business impact !
I found out about Aaron's "card" from Seth Godin's blog
You can read the whole story as originally posted at http://www.helloworldblog.com/2005/01/how_to_guarante.html
I highly recommend checking it out. It shows what impact can be achieved based a bit of simple consideration and creative thought. Finding out what your customer likes PERSONALLY makes all the difference! Even though the gifts may appear to have been expensive, the value of creating a loyal customer greatly exceeds the costs.
I am a strong proponent of "the Rifle approach" to business. The Rifle approach is:
1) Find your target. Not just a face-less demographic, but an actual name. A real person with likes and dislikes. With prejudices and preconceptions. With similarities and quirky uniqueness.
2) Use as much "ammunition" as it takes to make this customer part of your family.
This is in contrast to the "carpet bombing or machine gun" approach which is standardly practiced by people in traditional, big-time advertising. They try to hit a theoretical target based on averages, demographics and such. Their success rates are usually in the single digit percentages.
What do you think is the success rate for the Rifle approach? Ask Aaron and his customers!