Manage Your Marketing: The Simple Act of Saying Thank YouA lot of talk these days focuses on what is new. That’s understandable. Talking about new technology is exciting and it is certain to gain you a fair amount of traffic or responses. New is interesting and there is always something new to talk about, whether it is a new social media platform, new updates to an existing platform, or a new marketing tactic. In all of this talk, however, sometimes old, reliable business practices get lost. One such victim is the easy-to-forget, easy-to-overlook art of saying “thank you.”
The problem with suggesting that businesses thank their customers more is that what you often see is what we call a “thank you and” statement. You have probably received many such communications. “Thank you for donating, and if you want to donate more you can go here.” “Thank you for purchasing from us, and if you want anything else visit our website.” Thank you for attending our webinar, and if you want the book just go here.”
The problem is that when you add the “and” statement, you take all of the genuine sentiment away from your expression of gratitude. You are no longer really saying thank you, you are just trying to up-sell. There is no finesse to the statement and chances are good that most people will simply discard your communique assuming that the thank you is just a door opener.
Being in business, you might well say there is nothing wrong with that approach. After all, if you are in a position to thank someone, that also means that you have their attention, if only for a short while. Consider, however, the possibility of saying thank you with no strings attached, or at least without an invitation for the person to invest more time or money in your events or services. Consider the following scenarios as examples.
• What if you thanked attendees of your webinar by simply saying, “Thank you for attending.” Instead of sending spammy emails about your products and services to all attendees, invite them to offer feedback. Was the webinar helpful? Did they feel it was time well spent? What can you improve next time?
• What if you thanked a new customer simply by saying, “Thank you for your purchase. If you have any questions about your new product please go here and you will get help immediately.”
How do these kinds of communications help your company? There are a few different potential benefits.
1. We all know the value of positive buzz. Imagine how your company would stand out (and be talked about) if you showed genuine gratitude!
2. Your non-pushy approach to your customers and others in your industry would help build loyalty and would give your brand a positive reputation.
3. If your company draws clear lines between promotional communications and more personal communications, your audience will be more able to sift between messages they want to read and messages they know they will be able to put aside because they are not in a place to purchase from you.
4. The people you thank will truly feel that you are showing them gratitude. When people feel good about those from who they buy, they are more likely to buy more and more often.
Saying thank you may seem like an old-fashioned business “must.” We feel, however, that adding a personal touch to your business is more important now than it ever has been because social media and other communication tools have taken the place of in-person meetings. It’s more than just saying “thank you,” however. There is a way to REALLY say thank you, no strings attached. That is what we would love to see make a comeback. Make the old new again.
And thank you for reading.
Image Credit: http://www.flickr.com/photos/4thglryofgod/10761336926/ via Creative Commons
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