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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 who has served clients such as
Microsoft, The Seattle Times, March of Dimes and Airborne Express. To
get his FREE special report, "66 Tips for Writing Copy That Sells,"
visit
http://www.neilsagebiel.com.
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