I want you to consider writing—by hand—a letter to a whale.
For almost 20 years, I’ve been handwriting letters to my target clients. My whales. Letter writing has taught me one thing: Handwritten letters work. If you want to stand out, if you believe marketing is about building relationships, if you want to expand your business, handwrite a letter to a whale.
In October 2012, I started writing a handwritten letter to Warren Buffett every single week.
Yes, that Warren Buffett. The Oracle of Omaha. The second-richest man in the world.
Why Mr. Buffett? I believe I can revitalize the newspaper industry and in the last two years Buffett has purchased more than 30 daily newspapers—newspapers that need new revenue models.
Every Monday for 42 weeks I opened my fountain pen and sent Buffett a handwritten note with one new idea to help drive revenue in the newspaper business. My goal: a sit-down meeting with Warren Buffett to discuss the revenue potential for the newspaper he owns.
Warren Buffett is my whale