Want to Stand Out? Do What Others Won’t
Let me start with a question: When’s the last time you sent a thank-you note?
I’m not talking about a generic “Thank you for your business” email blasted to thousands of people. I’m talking about a real, handwritten note that took you five minutes but left someone thinking, “Wow, they actually care.”
Can’t remember? You’re not alone. Most entrepreneurs are so caught up in scaling, automating, and “streamlining” that they’ve forgotten what actually creates loyalty.
Here’s the truth: If you want to stand out, you need to care more than your competition. And caring isn’t scalable—but it IS unforgettable.
The Case for Doing the Unscalable
We live in a world where chatbots replace customer service, emails are auto-generated, and relationships are reduced to algorithms. While automation has its place, it’s no substitute for connection.
Here’s what your customers want:
To feel seen.
To feel valued.
To feel like they matter.
The entrepreneurs who take the time to create these feelings? They don’t just gain customers—they gain fans for life.
Why the Unscalable Works
It Creates Real Connection.
People are wired for connection. When you take the time to personalize your communication, you’re showing them they’re more than a number. That’s how you turn a one-time buyer into a lifetime customer.It Builds Trust.
Trust is built in the small moments—a quick thank-you, remembering someone’s name, or following up after a sale. These little gestures add up to big loyalty.It Differentiates You.
Most businesses rely on mass emails and canned responses. A handwritten note or a thoughtful call immediately sets you apart.
What “Unscalable” Looks Like in Action
Let me share some examples:
Personal Emails That WOW
Imagine a customer opens their inbox and finds a personal email from YOU—not your assistant, not an automation, but YOU—thanking them for their support. That’s the kind of care people remember.Handwritten Notes
A simple, handwritten thank-you note after a deal closes shows you care enough to go the extra mile. People keep those notes. They don’t keep invoices.Celebrating Their Wins
Did your client land a big deal? Send them a quick text or shout them out on social media. Show that you’re invested in their success, not just their money.Unprompted Follow-Ups
Checking in “just because” goes a long way. Whether it’s after a sale or months later, it shows you value the relationship, not just the transaction.
The ROI of Caring
You might be thinking, “This sounds great, but where’s the ROI?” Let me spell it out for you:
Customer Retention: It costs 5X more to acquire a new customer than to keep an existing one. Caring keeps customers around.
Referrals: People talk about businesses that go above and beyond. One handwritten note can lead to three new clients.
Loyalty: Customers are more forgiving when things go wrong if they know you genuinely care about them.
The ROI isn’t just financial—it’s in the relationships you build, the trust you earn, and the reputation you create.
How to Start Doing the Unscalable
Here’s how to integrate personal touches into your business without feeling overwhelmed:
Choose Your Moments
You don’t have to send a handwritten note to everyone. Focus on key moments: a big sale, a milestone, or a referral.Keep It Simple
This isn’t about writing a novel. A few thoughtful sentences are all it takes to make someone feel valued.Be Consistent
Block 30 minutes a week to send notes, emails, or follow-ups. The small effort compounds over time.Start Today
Pick one client, customer, or partner who deserves a personal touch and make their day.
Final Thoughts: Care Always Wins
Here’s the thing: Doing the unscalable isn’t about abandoning efficiency. It’s about using personal touches to amplify your impact.
The entrepreneurs who take the time to write the note, send the email, or make the call? They’re the ones who build businesses that last.
So, ask yourself: What’s one unscalable thing you can do today to stand out?
Because in a world of automation, care is your ultimate competitive advantage.