"One of our most difficult (tough guy) clients had to euthanize his old dog.  It was heartbreaking.  After sending him one of your sympathy cards, he called us to thank us for the special condolence and informed us that he had placed it directly next to his pet's urn on the fireplace mantel because it meant so much to him.  Sure, it's just a card but yours are different...they have more of a profound effect than any of the other greeting cards use used to buy in bulk and we'll never go back."