DELIGHT PLAYBOOK
The 6-Move Delight Ladder · SMS + Card + Gift Templates
Black Flag Media

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THE 6 MOVES (send in this order)
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Move 1 - Instant thank-you text (60 min after sale)
Move 2 - Handwritten card (within 3 days)
Move 3 - Surprise gift (within 5-7 days, for select customers)
Move 4 - 30-day check-in text
Move 5 - Birthday text (annual)
Move 6 - Purchase anniversary text (annual)

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TEMPLATE 1: INSTANT THANK-YOU (60 min after sale)
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Send via SMS from YOUR number.

Hey [FIRST NAME], [YOUR NAME] here. Just wanted to say thanks for choosing us. If you need anything at all, this is my direct number. Not customer service - me.

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TEMPLATE 2: HANDWRITTEN CARD (send within 3 days)
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Handwritten. Blue or black ink. On real card stock. Never printed.

[FIRST NAME] -

Thank you for trusting us with [WHAT WE DID]. It means more than you know. If anything ever comes up, my cell is [PHONE].

- [YOUR NAME]

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TEMPLATE 3: SURPRISE GIFT NOTE (packed with the gift)
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[FIRST NAME] -

Small thanks for being a customer. If [SMALL PERSONAL DETAIL], this is for you. No response needed. Just wanted you to know we appreciate you.

- [YOUR NAME]

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TEMPLATE 4: 30-DAY CHECK-IN (send via SMS)
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Hey [FIRST NAME], hitting the 30-day mark since we [WHAT WE DID]. Everything still working right? If yes, no need to reply. If no, text back and I'll fix it.

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TEMPLATE 5: BIRTHDAY TEXT (annual)
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Hey [FIRST NAME], happy birthday. Hope today's a good one. No offer, no ask, just wanted you to know we remembered.

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TEMPLATE 6: PURCHASE ANNIVERSARY (annual)
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Hey [FIRST NAME], it's been a year since we did [WHAT]. Wild how fast time flies. Wanted to say thanks for still being a customer. If we can do anything else for you, just text.

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SUPPLY LIST (one-time, ~$105)
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- 100 blank thank-you cards ($30)
- 100 stamps ($60)
- Return address stamp ($15)
- Drawer of gifts (varies)

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GIFT IDEAS UNDER $10
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- Local coffee shop gift card ($5-10)
- Branded pen or notebook you actually use
- A small food item local to your area
- A book relevant to their business or interests
- Handwritten tip sheet for something they'd care about

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FRIDAY CARD-WRITING BLOCK (20 min every Friday)
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1. Pull this week's completed sales from CRM.
2. Grab card stack + pen.
3. Write 5-15 cards using Template 2.
4. Address, stamp, drop in mailbox Saturday morning.

Never delegate. This is the whole product.

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CRM AUTOMATION SETUP (for Moves 1, 4, 5, 6)
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Trigger: Sale marked complete
  → Delay 60 min → Send Template 1 (SMS from your number)
  → Delay 30 days → Send Template 4 (SMS from your number)

Trigger: Contact birthday field = today
  → Send Template 5 (SMS from your number)

Trigger: Contact first-purchase-date field = today - 365 days
  → Send Template 6 (SMS from your number)

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ONE-LINE REMINDER (tape on your monitor)
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Cards Friday. Gifts Monday. Automations always.
Small moves. Huge compound.