If you're opening a new restaurant and want to spread the word but don't have a big marketing budget - what do you do?
When I got back home tonight, I found this envelope in my mailbox:

It is a hand written envelope reading:

Some neighbors steal your paper and some invite you to lunch

Now, it's not a printed envelope using a handwriting-like font, it's an actual hand written message. An image recognition algorithm would have a hard time but we humans can't mistake the texture of an actual pen on paper. And it has a little heart.
Of course, I was immediately intrigued.

Inside the envelope was this printed card:


It's an invite for a 50NIS lunch for two at Carpaccio Bar on Even Gvirol 8, which I am assuming is a new place.
Granted, it's printed, but it also has a hand written signature reading

Love, Moran and Eyal

I don't know if the food is any good and I am probably going to lose the card anyway, but I guarantee you I will go check this place out.

Adding just a little bit of real personal touch to a marketing campaign does a great job reaching people. Out of the tens of restaurant junk mail that lands in my mailbox every week - this one I actually worked. And it didn't cost anything extra (save for a really long afternoon signing those...)

Want to join me as partner in a cool new startup?
Get in touch: pasha at cohai dot co