“When you are born with ginger hair, and grow up as the son of a military man — praise is a strictly rationed commodity. So it meant a huge amount to me when you embraced Boden and ordered lots of colourful clothes.”
That’s the opening line on one of the best letters I’ve ever seen from a retailer. Most of the time, these kinds of notes are crafted with all the passion and thoughtfulness of a takeaway menu. Companies regularly miss the opportunity to enrich their story and elevate the brand.
Truthfully, my wife would continue to order from Boden even if she hadn’t gotten this letter. But in the past few weeks, I’ve heard her tell several friends about the note — friends who might never have considered Boden. With one brilliantly written letter, Johnnie Boden has cemented a customer relationship and sparked interest in potential shoppers. One refreshingly genuine bit of copy is enhancing the entire Boden brand experience.
The letter ends just as wonderfully as it begins: “Being a British male, I’m obviously not terribly good at expressing my feelings. But with a slightly quivering upper lip, I’d like to say how grateful I am for your unwavering support.” How’s that for a window into the soul of the company?
Michael Eisner once said that a brand is a living entity, enriched or undermined cumulatively over time, the product of a thousand small gestures. This letter was one of those small gestures — small but highly impactful.