If you want to get the attention of prospects, customers, the media or other important people, the key is to personalize your communications. Think about the solicitations you receive. Do you pay attention to mail that isn’t addressed to you personally? Most people don’t.

Here are a few examples of how I’ve used personal communication to grow my businesses.

*A few months back I came across a business column that I hadn’t seen before. I took a few minutes to write an e-mail to the writer, complimented her on the column, and introduced myself as an author and small business expert. She sent me a quick “thanks,” said she would keep me in her database, and then I forgot about it. Two months later, I heard from her twice in one week and she ultimately quoted me in articles for Business Week and the LA Times! It took me three minutes of my time to make this happen.

*I was visiting my favorite local spa awhile back and it occurred to me that they should be using my custom newsletter services to market their business. I’ve seen the owner–a very busy man–and knew he wouldn’t be too thrilled if I popped my head in for a surprise “attack of the salesperson.” Instead, I wrote him a personal letter (via snail mail) explaining that I was familiar with his business and how a custom newsletter could help him increase sales. He called me the day he received the letter and signed a contract with me a week later.

*Years back when I opened my bookstore, I sent an e-mail to a columnist for the Sacramento Bee who wrote an interesting profile on another area business. I introduced myself as a new business owner in the area and mentioned our store cats (a great hook). A few weeks later she showed up with a photographer and wrote a huge article about us that was so flattering, I couldn’t have written it better myself.

Do you see a pattern here? You can send direct mailers and spam-like e-mails until your fingers turn blue, but you might be better off to narrow your target and make a personal connection. I hope this helps you as much as it continues to help me!