2 Little Words That Work Marketing Magic

In his classic best-seller, "How To Win Friends And Influence People," Dale Carnegie's second chapter is entitled The Big Secret of Dealing With People. The secret is summed up in this principle: Give honest and sincere appreciation.

Carnegie said there is only one way to get anybody to do anything -- by making the person want to do it. How can you encourage customers to say good things about you and give you referrals? By giving them what they and all human beings crave: honest and sincere appreciation.

The Two Magic Words

The big secret of dealing with people (or customers) is often overlooked or forgotten. It's simply saying "thank you" consistently, personally and, above all, sincerely. These two words work marketing magic because customers want to feel important.

Saying "thank you" is an act of kindness, besides. But don't say "thank you" for the sake of flattery. It must be sincere. As Ralph Waldo Emerson once said, "You can never say anything but what you are."

"Thank You" Promotes Referrals

The uncertainty of referrals can be disconcerting. Can you control them? No. Can you influence them? Absolutely.

First you must provide a valuable product or service for customers. (You're already doing this, right?) But perhaps you can make an even bigger difference in their minds by your continued interest after you've delivered the product or service.

Each customer has a different level of satisfaction with your products and services. However, all customers to whom you say "thank you" are satisfied that they're important to you. This can determine whether you'll continue a relationship with them and get referrals.

"Thank You" as Direct Mail or E-mail

If you've never used direct mail and are considering it, start a thank-you correspondence program. If you've used direct mail or e-mail but haven't sent thank-you letters or e-mails, start now.

The thank-you letter or e-mail to your customers is targeted (you know them, they know you), personal and effective. It's guaranteed to receive a positive response.

Furthermore, it's a pleasant surprise if it's snail mail. They see your envelope. They think, this must be something for me to review, to sign, or worse a bill. Surprise! They're appreciated; they're important. And you're the one telling them so.

Write a thank-you letter or e-mail at every opportunity. But don't send one with an invoice or other correspondence. Always send it separately.

Writing the Thank-You Letter or E-mail

The thought behind a thank-you letter or e-mail may seem simple, but writing one can be tricky. Here are 9 tips for writing a winning thank-you letter or e-mail:

1. Keep it brief. A half dozen lines (or fewer) are sufficient.

2. Make it sincere. This is crucial. If you aren't careful, it can sound awkward, even when you're trying to be sincere.

3. Start with "thank you." Dear Ms. Johnson (or first name, if appropriate): Thank you for ...

4. Make the tone warm, but professional. Be friendly, but keep it businesslike.

5. Reinforce a positive. Jog their memory of a positive aspect of the relationship.

6. Offer your continued support. If I can help, please call ...

7. End with "thank you." Thanks again for ...

8. Use an appropriate closing. Sincerely, Best regards.

9. No ulterior motive. Make it a pure "thank you," otherwise sincerity is jeopardized.

Remember: Saying "thank you" is part of building strong customer relationships over time. Use these two magic words consistently and watch your repeat business and referrals grow.

(c) 2005 Neil Sagebiel

Neil Sagebiel is a veteran copywriter and publisher of "Headlines from Floyd," a FREE monthly ezine for those who want proven copywriting and marketing tips to generate more business. To sign up and also get a FREE bonus report, "Close More Sales with Testimonials," visit http://www.neilsagebiel.com

---

Dont Let Your Business Cards End Up in the Trash

Business cards are such wonderfully creative little marketing products. Most... Read More

8 Secrets to Marketing Success

The profits of a business are totally dependent on marketing.... Read More

The Death of Product Packaging as We Know It.

It used to be you that if you had a... Read More

Calling All Carbon-Based Lifeforms

Many businesses want to market to all carbon-based life forms.... Read More

Ten Tips for Creating a Winning Proposal ? Part 2

Part 1 of this series described five critical components for... Read More

A Good Marketer: What?s the Measurement?

As a business owner, you know how valuable being good... Read More

Client Attraction Technique #1: Niche Marketing

When asked "what business are you in" many business owners... Read More

Peddling Your Own Wagon Through Local Exposure

In my e-book "Articles That Sell", I've shared the secret... Read More

Hold Onto What Youve Got

You probably spend a great deal of your time looking... Read More

Should You Clap For Your Customers?

Does it make sense to clap for your customers? It... Read More

Take a Leap! How To Take Your Business To New Heights

Take a moment to reflect on the current reality of... Read More

Why Referral Business Is So Valuable

With so much money invested on innefective advertising, it's time... Read More

Is It Time To Revisit Your Marketing Strategy?

Small & Mid Sized Business owners, have you revisited your... Read More

Ten Ways to Market Your Business by Doing What You Love To Do

Most business owners get so involved in the work of... Read More

Behold the Power of the Tip

You are an expert. You have lots of content -... Read More

Ready, Aim, Fire...Oops...Wheres The Target?

Everywhere you go on the Internet you find the words,... Read More

Mission Statement Impossible

Dant dant da da dant dant da da. Dant dant... Read More

The Power of Thank You

Sometimes we loose site of the small things in life... Read More

Mailing Lists ? Keeping it Simple

The right direct mailing list targets people who want your... Read More

Making More With Existing Clients

Have you ever put on a jacket you haven't worn... Read More

If You Can?t Answer This Question Your Business is Doomed!

How do you answer the seemingly easy question, "What do... Read More

Budget Your Branding

It is very important to regularly monitor your advertising activities... Read More

Marketing To Women

Recent studies concerning the "new world of women" have been... Read More

What Your Customers Want

Your customers don't know what they want. And to assume... Read More

2 Step Marketing

Do it Right.I receive postcards all the time. The other... Read More

Writing Sales Letters That Sell

The most important part of any marketing you do is... Read More

FREE Means MORE Business

Why give freebies?We have all seen freebies at trade shows... Read More

Avoid These 5 Web Site Blunders!

The Web is intended to help people find information quickly... Read More

Wife?s Marketing Prowess Helped Edison See the Light

It is well known that Thomas Edison was an inventor,... Read More

Love My Dentist

I love my dentist! When is the last time you... Read More

To Swag or Not to Swag: Tip to Brand Your Tchotchkes on a Shoestring

It's interesting to see how resourceful people become when starting... Read More

The 4 P s of Marketing: Effective Marketing Programs Depend On Them

There is no shortage of marketing programs, many with great... Read More

Cave Paintings, Baseball and Connecting

There's no such thing as a captive audience--any of us... Read More