Sometimes fortune cookies predict the future, but most often they just provide a truism on a strip. I got one that read: "If you want to have a friend, you have to be a friend." That's not so easy. We want people to go after us, we don't necessarily want to chase them down. Going after someone is scary. You face rejection. It takes effort.
But how refreshing is it to get a well-thought-out letter out of the blue? A gift for no reason? A surprise invitation? Those little efforts make you realize how special you are to someone else. They make you want to pay it back (or forward).
If you pursue your customers genuinely (the way you'd want to be pursued), you'll both be more satisfied.
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