… mailed three birthday cards.

Are they going to lead to more business?

Not today.

Can I track the return on my $2.00 investment?

Nope.

So why bother?

Because they are personal, they are different, and people seem to appreciate them.

Most of all, because the people you already know are way more likely to bring you business than the strangers we all seem to keep chasing. So maybe it’s worth staying in touch with them.