When we receive unsolicited communications, we expect errors, inaccuracies, and uninteresting proposals. It is similar to driving past billboards on the interstate; only occasionally does it apply to our needs. When we receive customized communication, our expectations increase. We expect our names to be spelled accurately, that personalized details will be embedded, and the pitch for a service will aligned with our general areas of focus. A customized piece can reinforce our relationship with the sender, or it can disrupt that trust. 

How might our communications add value and depth to our relationships?