Words That Work Marketing Magic

In Dale Carnegie’s all-time, best-selling book, “How To Win Friends And Influence People”, the second chapter, The Big Secret of Dealing With People, sums up this seemingly secret but simple principle: Show appreciation in the most honest and sincere way.

As Carnegie puts it, there’s one sure fire method to drive people to do something which is by enticing the target people to want to do it. How does one drive customers to promote your business and refer other consumers to you? By presenting them with the ultimate craving of human beings: appreciation in an honest and sincere manner.

A Couple Words of Magic

The grand secret of successful customer service isn’t actually a secret; just a principle that is neglected. Constantly and personally saying “thank you” with sincerity is all it is. Customers desire to feel of importance, so this gesture is a magical face-to-face (or telephone) marketing technique.

This is a genuine act of kindness, but one must cultivate that honest kindness and sincerity when saying it. Simply doing it for the sake of flattery or appeasement can easily be sensed by a customer. Sincerity is imperative. In the words of Ralph Waldo Emerson, “You can never say anything but what you are.”

“Thank You” Derives Relationships and Referrals

Referrals are never guaranteed no matter how delighted the customer seemed with your business, which is unnerving. Even though they cannot be controlled, they can certainly be influenced.

Of course, the primary objective is to provide the customer with the product and service that is most valuable. But beyond that, the most effective way to make a huge difference is to display a deep interest in the customer during and after conducting business.

The satisfaction of your service/product will vary between different customers no matter what. But besides that, sincerely saying “thank you” will satisfy every customer’s desire to feel valued. This small, but impactful gesture could be the vital factor in a continued relationship with those customers and the referring of others to your business.

Thankful Mail/E-mail

If direct mail or email is a method of thankful correspondence that you don’t currently employ within your business, it would be wise to consider it. If you do use direct mail or e-mail but don’t send any mail showing gratitude it would be very wise to ensue with that type of correspondence immediately.

A personal letter or email of gratitude sent to customers is intensely effective in that it’s targeted (you know who they are, and vice-versa). A positive response to this gesture is what will take place every time.

On top of that, postage mail would be received as a pleasant surprise. In seeing an envelope from you, the customer may think, “oh, this looks like a bill or something requiring me signature or reviewing”. But then they realize that you’re simply reaching out to let them know that you appreciate them and that they’re important to you.

With every chance you get, send “thank you” mail to customers. But definitely DO NOT accompany a bill or other business-related correspondence with “thank you” mail. Keep those separate.

“Thank You” Mail Techniques

The intention in sending “thank you” mail is simple, but composing one can be a delicate task. The following are nine tips towards success in this task:

  1. Don’t make it too long
    1. Keep it to a maximum of 6 lines.
  2. Sincerity is key
    1. This is the most imperative aspect. Writing can sometimes come off as awkward, even with sincere intention. So be careful here.
  3. Begin with personal appreciation
    1. Ex. “Dear Mr. Rogers (or, if appropriate, use first name), Our sincerest thanks …”
  4. Set the right tone
    1. Make it a balance between a friendly and professional.
  5. Bring to focus the positive
    1. Remind them of the good relationship that was created.
  6. Show willingness to give more help
    1. Ex. “If there is any way I can be of further service …
  7. Finish with reinforced appreciation
    1. You can never thank them enough.
  8. Use an appropriate closing
    1. Ex. “Sincerely”, “Best regards”
  9. Keep your motive pure
    1. Don’t get away from being fully sincere in your thankfulness

Remember: Solid relationships with customers are constructed by giving sincere thanks. Using the magical words “thank you” repeatedly and honestly will increase returning customers the amount of referrals.