I've spent much of the last month moving my mom out of her home of 45 years (my childhood home).

While going through the shelves and boxes, I was amazed to find a letter that my parents had kept for over 50 years — from Big Boy (or technically Elias Brothers Restaurant).

Upon reading it, I realized this letter was designed to get my parents to visit the restaurant (and maybe even brave going out for a bite to eat with an infant).

But what were the qualities that made it something my parents would decide to save instead of throw away? And what lessons can we apply to our small businesses today?

The unexpected letter that stood the test of time

Would any of your customers hold onto a marketing letter you sent for over 50 years? Seems unlikely, right?

But that's exactly what my parents did. This letter clearly struck a chord and became a keepsake, which got me thinking about what small businesses can learn from this relational approach to marketing.

What made this marketing letter so memorable?

The message focuses on human connection rather than hard selling. The approach feels genuine and becomes memorable due to a combination of factors:

• Personalization. The letter was addressed to me, the baby, adding a sentimental and playful touch that acknowledges a special, milestone moment.

• Warmth. The tone makes the family feel valued, focusing on communicating how lucky I am to have my parents and why.

• Emotional connection. The letter expresses care and interest in the family's well-being. And acknowledges the challenges of early parenthood with the statement “Now for the next month or two, we know you and your Mom and Dad won’t be going out much.”

• Gift, not discount. Offering to pay $1 toward dinner with a gift card ($7.79 in today’s dollars) comes across as a thoughtful gesture, not just a promotional discount or coupon.

• Customer focus. The entire letter focuses on me and my family, not the restaurant.

• Design. The playful baby image and personalized signatures add charm and humanize the message. The letter isn’t coming from a faceless company, but from the real people behind the company.

How to apply relational marketing principles in your small business

By applying these principles of building genuine relationships, you can create marketing that your customers will remember and appreciate — just like my parents did with this 50-year-old letter.

Celebrate customer milestones to build loyalty

Brainstorm some relevant milestones for your audience. It could be life events such as new babies, engagements or weddings. Or significant milestones such as anniversaries or birthdays. Even business achievements.

Pick one (two at most). And come up with a thoughtful way to recognize that milestone with your customers.

A small gift card, modest gift basket or simply a handwritten note can go a long way in making them feel valued beyond the business they gave you.

Then take action on one idea. And watch how it strengthens customer loyalty.

Get a free strategy session to strengthen customer relationships

Are you looking for more ways to build authentic connections with your customers? Book a complimentary 45-minute strategy session.

In the session, we can dive deeper into customer engagement tactics that are right for your business. And create a plan you can take action on.