So I thought that would make your day.

Well, we have data to back it up.

If you visit handwritten.com, again, H-A-N-D-W-R-Y-T-T-E-N.com, and you click resources at the top, we put out a consumer research outreach survey where we surveyed 2000 consumers, um, back in 2025.

So last year we did it prior to that, I want to say in 2022 or 2023.

And, um, what your son is saying is what people are saying is that, um, Given the difference between a handwritten note, a printed note, a text message, email, SMS, we measured them all.

We said, what would make you most compelled to go back to the store? Or actually, the question was, what would make you feel appreciated? And the number one answer was a handwritten note.

And we said, if you did feel appreciated, what would you do? And it's all the good things.

Is there a way where automation can kind of figure me out and decide when I want to get an email, when I want to use the app and when I want to do drive by and pick up? And is there a way that we can somehow automate that? Can retailers do that behind the scenes?

So how does that tie in to emotional intelligence, to what you're talking about with authenticity?

Well, it's a challenging thing as it's not authentic per se, but I would say people appreciate the tactile.

So we've become very sensory deprived in most of our senses.

Everything these days is visual.

It's just...

Words on a screen, or it's very digital.

It's words on a screen or audio produced by a speaker behind the screen.

So what would you say about the ROI of saying thank you?

Why do handwritten notes still matter?

I think one, it's a volume play.

Do you want to be in the stack of, you know, 135 emails a day and a million texts and tweets and slacks and teams and all that? Or do you want to be the pile of one to three handwritten notes you receive a month? So there's that.

But I think at a deeper level, what a handwritten note shows is a deeper investment in attention, personal attention that people are starving for at this point.

Everybody knows that all those emails you get, it could be the most personal email in the world.

They will probably have a good gut feel that that was automated.

They don't have that gut feel on a handwritten note.

So shifting focus a little bit more on Shopify brands in particular, what have you seen, because I know you've worked with lots of different Shopify brands for handwritten, what have you seen as the best strategies Shopify brands have used with personalized handwritten notes at scale using handwritten?

What made you believe marketers needed to do something different?

So, yeah.

So over two decades in marketing, 22 years ago in 2004, I started a text messaging company and we actually got pretty big.

This was before the iPhone.

And we were sending a million texts a day just for like one brand, like Abercrombie and Fitch.

And it was all opt-in.

It wasn't spam.

I promise you that.

Wow.

And then we got Sam's club office, max toys or us Abercrombie.

The list just grew to the point in 2000, uh, And nine, I'm sorry, 2014.

So this was 2011.

I sold 2012.

I sold the company to a marketing firm called E-Prize when we were doing about a million texts a day just for one client alone, Abercrombie, along with everything else.

So sold to them, had to work for them for two years.

But before we dive into how it fits in to sort of an orchestrated platform, tell our audience exactly what is handwritten? How does it work?