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Andy Rooney went off on the US Postal Service on last week’s 60 Minutes.  The Postal Service has been struggling financially for years, and they are looking at all kinds of cost cutting measures to help dig them out of a massive hole – they are projected to lose billions again this year.  Yes, billions with a “b”.  Consequently, they are considering all kinds of options; from closing 10% of the nations post offices, to reducing mail delivery days from 6 to 5 days a week.  And of course, they always consider raising the price of stamps.

I’m not against any of these ideas, the simple fact is they may need to take drastic measures to stop the massive bleeding, just like any other business.  However, most of us know that this is no way to ensure long-term competitive success.  They simply must develop better products and services than the competition.  And, they they must give people a “reason to send mail” in this ever growing digital world.  They aren’t only competing with UPS, FedEx and email anymore; they are now competing with mobile devices and messaging, Twitter, Facebook and every other social media and messaging service out there!  But, they’re not even trying to compete within their own wheelhouse; they’re recent advertisements are telling people how to ship boxes easier and for less money.

Really?  Is this resonating with anyone?  Do they really think they can beat UPS and FedEx at this point in the package shipping game?  That will take billions and billions to compete.

The fact is; the US Postal Service stopped focusing on the one product and service that only they can deliver; regular mail.  I’m not going to get into the pros and cons of direct mail and how dynamic, real-time, one-to-one direct mail can deliver value in this blog post – I’ll save that argument for another time.  I want to focus on personal mail.

Unfortunately, the current powers that be within the US Postal Service, believe that it’s a waste of time to focus on traditional/personal mail – believing that there will never be enough mail to move the proverbial needle, to help save them.  Consequently, they stopped encouraging the use of it..

While it’s probably fair to argue that it can’t dig them out of the massive hole they’re in, I would argue that it’s still the one very valuable service that only they can deliver.  And, they should absolutely spend more time helping people understand how real, physical mail can still add value to all of our lives.  They should spend some of their advertising dollars telling people that a letter, greeting card or postcard can still deliver a far better message than an email, text or tweet.

Digital messages (email, texts, tweets, etc.) are fairly impersonal forms of communication.  Don’t get me wrong, these are great messaging tools, and they absolutely have their place in todays communication landscape – And I use them all.  But nothing delivers a personal message better than traditional mail – period.

And, although I haven’t always been a huge fan of Andy Rooney’s, I have to admit that I was absolutely cheering him on when I heard him say that “The best mail is from a friend or relative”.  And, that “it’s sad to say, that very little of what most of us get these days, is that kind of mail.”  And, he goes on to say that “There’s something special about a letter – we all like to get one.  An email on the other hand, has all the charm of a freight train.”

Well said Andy!!

The US Postal Service should hire you as a spokesman, since nobody at the Postal Service seems to be singing this tune!  The fact is; I believe EVERYONE would agree with you – There is absolutely something special about a letter, and we all like to get one!  EVERYONE still enjoys getting something personal in the mail – it makes us feel special!

And, an email, text or tweet simply can’t deliver that kind of message.

So reach out and touch someone today, with a greeting card, letter or postcard.  I guarantee you; it will bring a smile to their face, and yours!

Tom