Recently my dog, Dillon, needed a vet. I took him to the nearest local Animal Hospital. They took care of his problem and sent him home with some tablets. A few months later, we moved to a new house some 20 miles away. Now, I’m sure you’ve had the same experience when you moved into a new home. You start to get truckloads of junk mail from Realtors, landscape contractors and charities all vying for a piece of your disposable income.
However, I admit to being surprised when I found a letter addressed to Dillon Lieberman. I had never really thought of Dillon as having a last name! I showed it to my wife and commented that someone at somebody’s headquarters must be really screwed up if they had started sending junk mail to dogs. Imagine trying to make a cogent sales presentation to a dog!

However, when I opened the envelope on Dillon’s behalf, I discovered that it was no mistake. The contents were indeed intended for Dillon Lieberman. Inside was a birthday card from the animal hospital! Immediately, I felt a guilty twinge because I had no idea it was his birthday. So, I jumped in the car and rushed down to the store to get him a bone.
Over the next few months Dillon and my other Anya, received several additional pieces of mail, all addressed to them personally. There were get well cards after their shots and Christmas cards.
Where do you think I take my dogs when they need care? Right again! I drive 20 miles(even though there is a Vet Clinic across the street), with Dillon drooling all over my car, and Anya hanging out the window. Why? Because I feel that if they take the time and effort to send cards to my dogs, they must be the best vets in town.
When any of your Diners have a birthday, send them a card! At their anniversary, send them a card! At the holidays, send them a card! If they win a tournament, send them a card! Congratulate them on their performance. Add a short personal note, show them you care.
People don’t care how much you know until they know how much you care. Show them you care.