Written notes help to create an emotional connection between you and your customers. People just don’t pay attention to printed text anymore, but when they see a written note, they read it and feel the need to reciprocate your gesture — which results in repeat buying and reviews. In fact, the science of social psychology tells us that reciprocation is deeply embedded in our DNA, as described by Dr. Robert Cialdini in his frequently cited book ‘Influence’ – Read more on that here
Whether you’re an Amazon seller, or tour operator who relies on Trip Advisor reviews, having a higher number of positive reviews leads to more sales, which leads to more reviews and so on. It’s a snowball effect that plays to your advantage, helping you to overpower your competition and make more money.