The Power of a Thank You

One of the bonuses that comes with the Infoguru Manual is an article about the power of thank-you notes. One customer, Duncan Shaw, recently sent me an email relating how this article had impacted his business.

It was so good I decided to turn it into this week’s More Clients:

In recent years I have observed an increasing reliance on
autoresponders, aweber tools and other means for small business
owners and marketers to try to leverage their time. This is all well
and fine, but this “insert peg in hole” culture has fostered an
impersonal and homogenous experience for both clients and
prospective clients.

And then we wonder why our professional service businesses are
treated like price-driven commodities? Hmm.

Even with vendors I work with only occasionally, I can smell a
template email response a mile away, and it makes me think: What,
I’m not important enough that you couldn’t find 20 seconds to send
me a personal email reply?

Anyway, with this in context, the article about Andrea’s thank-you
note writing practice hit a nerve (in a good way) and it made me
think: Who does this today? Hardly anyone, of course. I can count on
one hand the number of times I’ve received a short, thoughtful,
hand-written note from someone–but I can also remember who they
were and what their business is, to this day.

And people forget about the life-time value of a client’s business, not
just their first year or two’s worth of invoices, so what does this say
about that?

About two months ago I started sending daily 2-3 short notes to
vendors, clients, contractors, colleagues, anyone I came into contact
with, however minor the occasion. It’s important to “smile as you
write”, as your article suggests, otherwise it will seem like some
contrived, dashed off attempt at connecting while trying to do 20
other things at the same time.

But the exercise has had two effects for me and my company so far:

1) In a very unexpected way, it has made me feel better about
myself and my business as a service provider, which bleeds through
into the energy I exude all day long.

To anyone who doesn’t think it makes a difference in how you walk,
talk, and carry yourself and your expressions, I would say try this for
yourself and see. I also find myself following through with clients
more thoroughly and attentively, and having better focus and

I think it has something to do with taking a few minutes to *slow
down* and give someone your undivided attention. We all crave
feeling listened to and acknowledged.

2) On a more tangible level, I have had two important corporate
referrals and increased amounts of business from regular clients to
whom I’ve dropped notes in the mail (one of them nearly double).

I have also received expressions of true, bona fide human
appreciation from both clients and vendors we work with, whom
really will go the extra mile now. Little human touches in
the impersonal “we care, but not that much” ocean has an
exponential effect on people’s desire to know, like, trust, and do
business with you.

It simply cements your relationships and builds trust and goodwill.

I want to be clear that while I have become a believer in sending
hand-written notes, the object is NOT to simply garner new business
or manipulate vendors into putting forth additional efforts; if that’s
someone’s thinking, it will be very apparent and backfire.

The object should be just in doing it itself without expectation of
reward or recognition, and let things take care of themselves.

Hope this is of some interest/help; I’m grateful for your work and
mission. Having been through the Dan Kennedy’s and Jeff Paul’s of
the world of marketing in earlier years (who know their stuff insofar
as making money, certainly), your services and information products
ARE unique and invaluable.

Thank you Duncan. I appreciate it. This is such a great example of
how little things can make a big difference. – RM

You can see Duncan’s web site at: – DTS
Language Services, Inc.

The More Clients Bottom Line: Taking the extra step to make sincere
contact with your customers gives multiple rewards. Write a note
today expressing your appreciation. As Duncan said, you’ll also feel
better about yourself in the process!

How are you making more personal connections with your clients?
Please share on the More Clients Blog.

By Robert Middleton of Action Plan Marketing. Please visit Robert’s web site at for additional
marketing articles and resources on marketing for professional service businesses.