This is a follow-up to yesterday’s post on high-touch. 30 years ago, United Airlines put out a commercial which conveys what I said more succinctly (no shock there) and clearly. 
As you watch the commercial, which I’ve embedded below, I think all you need to do is change the words “phone call” and “fax” to “text” and “email” and you could run the spot today. The fact that the commercial has stayed with me for 30 years is testament to the message.
The spot is called “Speech” and was created by the Leo Burnett agency for United. It was released in June, 1990. It’s a little weird to see a 60 second commercial in an age when we get impatient with 15 second spots, but it’s a minute well-spent. Here’s the spot – let’s see what you think:
Many of you are stuck out of the office today due to weather up and down the East Coast. Maybe it’s not a bad time to pick up the phone and make some appointments to visit your clients? As we discussed yesterday, high-tech tools can’t foster the high-touch relationships that make business happen.
Any old customers fire you lately? When did you last shake their hand? What do you think?
Consult Keith 