How a Simple Direct Mail piece and a "free gift" turned me into a lifelong customer

When I turned 18 years old I remember I had a lot going on.

I was going to be graduating high school that year.

I had to register for selective service.

I had tons of college brochures flooding my mailbox.

I had tons of calls from military recruiters asking me "what are you doing after graduation?"

The one thing that even many, many, years later I won't forget is a letter that I
received.

I really wish I had saved it, (even if I could go back in time, there's a lot more important stuff I'd tell my young 18 year old self other than save that letter.)

All I can recall is that it was a well written letter. It had some genuine sincerity to it. It basically was telling me Happy Birthday, and welcomed me to "manhood."

Enclosed inside of the package along with the letter, was a razor and inside the plastic case that the razor was attached to were 3 blades.

Despite being one of those unlucky guys who had to start shaving at 13 (not even joking.) I was extremely grateful for this small gift and lovely letter.

As you may or may not have guessed by now, it was a direct marketing piece done by Gillette.

As I was shaving this morning and noticed I needed to pick up some more Gillette blades, I stopped to think about why after all these years I was still using Gillette products. A smile came over my face as I recalled that wonderful, sincere, and genuine sounding letter along with that fantastic gift from Gillette.

Knowing what I know now, I realize that package per recipient probably cost the company quite a pretty penny. However, after many, many, years, they've gotten plenty of my "pennies" because I'm a loyal lifelong customer.

Anyone who says direct mail doesn't work, never got an 18th birthday letter with a simple, but useful gift inside.

I feel that I should mention, that despite having to shave regularly even at a young age, I didn't use Gillette products. Not until I got their gift in the mail at age 18, anyway.

Anyone else become a lifelong customer to a product/brand because of a direct mail piece?