How Gratitude Works

Want to know what the highest-impact, lowest-cost tool is in your marketing toolkit? First, here are ten reasons to start using this tool right away:

1. It won't get tossed out with the rest of the junk mail.

2. It builds a genuine bond with the recipient.

3. It's personal, a 1:1 "marketing touch," and customized.

4. It costs less than 40 cents.

5. It takes less than 10 minutes to do.

6. It requires no expensive investment.

7. It's low-tech, but high-touch.

8. It's a great way to turn downtime and waiting into productive marketing time.

9. It's rarely used and sets you apart from the crowd.

10. It gets a higher response than any other marketing tactic you could use.

What is this amazing tool? A thank you note. Okay, wait?before you roll your eyes and stop reading, take a quick look at happens when you use this one simple tool:

"Thank you for your note. I've never been so impressed. It made me stop and send this email to you. When can we meet?"

"I'd like to say thank you for the note. Really nice touch-you've made an impression. Yeah, I'd definitely like to talk more."

"Thank you for the personalized note. It is a very nice touch and will motivate me to think more about the marketing skills you taught me in your class. I will do my best to inform my management and colleagues about the value of your class and the services offered by TurningPointe Marketing."

"Thanks for the nice card! I pinned it up in my office as it made my day!"

I can't tell you the number of times I've walked into a prospect or client's office and my note is propped on their desk or pinned to the bulletin board. Can you say the same of your marketing materials?

Here's when I send a handwritten note. I'm sure you can think of more opportunities, as well:

1. After a meeting to thank a prospect.

2. After a networking event, particularly to people with whom you had a genuinely good conversation.

3. When you earn new business.

4. When a client recommits to you by giving you more business.

5. When someone gives you a referral (whether it pans out or not).

6. When someone consistently gives you repeated referrals. Often, I send more than a note: anything from a $5 gift card to a high-end basket of their favorite goodies or tickets to an event should accompany a note when they're been really good to you.

7. After you give a talk. I know it's daunting, especially if your audience climbs above 30. But the payback is amazing. There are ways to "systematize" this, so that you don't have to hand-write every single note yourself. Send me an email, and I'll let you in on my secret process. Also, send a note to your sponsor, host, other speakers, and any co-panelists.

8. If you're new to a committee or board ? or welcoming someone new to yours ? send a note to each member.

9. After a kick-off meeting, retreat, or visit with a new client ? to everyone that was at the meeting, if possible. I also like to send thank-you's to key support staff that were involved (i.e., meeting planners, secretaries, A/V technicians, vendors, etc.).

10. When you've ended with a client.

For tips on how to give thanks, keep reading?

1. Above all, be genuine. If you don't feel grateful or don't mean what you write, don't bother. You'll resent it, won't make it a habit, and the recipient will know it's hollow.

2. Do them immediately (i.e., the next day). I've found that if I don't, chances are I won't later. This is more about discipline than it is about creativity or a big marketing budget.

3. Make them a habit. On average, I do three notes every morning before I turn to other priorities. In less than a half hour, I start every day off with a high-impact marketing action.

4. Use a professional note card ? I find that a 4" x 5" folded card is perfect. Mine are an exact replica of my business card, which creates a consistent "identity" after someone has received my business card at, say, a networking event. I slip them into sheer envelopes and include another business card, for a low-cost marketing piece. Before I had them, though, I used small note cards in my company colors ? don't let the lack of the "perfect" stationary keep you from starting now.

5. Hand-write them! This is about relationship building. A short note written by hand (even in sloppy hand writing) has a much more meaningful impact than a sterile letter with a (heaven forbid!) stamped signature. Nobody is too important or too busy to write a quick note. Many a U.S. President has hand-written-noted his way to the top. If they can do it, so can you.

The real key to this strategy? Being grateful. I don't take any of my clients, prospects, and valued contacts for granted and want them to know it. By expressing my gratitude in writing, it's a great mindset to start the day.

TurningPointe Marketing, Inc. All rights reserved. Marketing educator, Kelly O'Brien, is creator of the Create a TurningPointe! Marketing BootCamp and Advanced Marketing Clinic. To learn more about these step-by-step programs, get her FREE 20-page Marketing Guide and more how-to articles, visit http://www.TurningPointeMarketing.com

Long-term plan aids marketing of Michael Phelps
The Associated Press - 9 hours ago
Olympian Michael Phelps' record-setting performance in Beijing has led to multimillion-dollar endorsement deals, but his road to marketing gold was paved ...

AdAge.com (subscription)
Are the Army's New Marketing Tactics a Little too Kid-Friendly?
AdAge.com (subscription) - 8 hours ago
The Army Experience Center is the centerpiece of a program to test and evaluate new marketing strategies and is not a recruiting tool, according to an Army ...

Two UI profs take aim at negative marketing
LocalNews8.com, ID - 8 hours ago
AP - September 7, 2008 3:14 PM ET MOSCOW, Idaho (AP) - A pair of University of Idaho business professors are taking aim at marketing that tries to sell ...

Sport Technology's marketing helps its Flowboard turn a profit
Los Angeles Times, CA - 1 hour ago
Now, looking to profit from the action sports craze, the Long Beach entrepreneur is marketing a product he sees as a crossover for boarders of all kinds. ...

Welcome to Edinburgh festivals plc … the marketing man's dream
Scotsman, United Kingdom - 4 hours ago
The UK's leading marketing, branding and advertising agencies have been invited to pitch for a lucrative £200000-a-year contract. ...

Small IT firms outsource marketing
Economic Times, India - 8 hours ago
BANGALORE: Indian technology firms, which have cracked the software codes, are now ready to learn a few marketing mantras and may actually be practising ...

The Context for Choice: Health Implications of Targeted Food and ...
RedOrbit, TX - 19 hours ago
By Grier, Sonya A Kumanyika, Shiriki K Targeted marketing of high-calorie foods and beverages to ethnic minority populations, relative to more healthful ...

Top Korean Bank Taps Teradata for Customer Relationship Management
MarketWatch - 9 hours ago
Teradata Relationship Manager combines marketing analytics to explore customer behavior and interests -- with a range of capabilities to engage customers ...

3 News NZ
Expat marketing campaign canned
Stuff.co.nz, New Zealand - 10 hours ago
An evaluation of the expat marketing programme, obtained under the Official Information Act, found the campaign launch in May 2006 received more media ...
Labour gives up on attracting Kiwis home Scoop.co.nz (press release)
all 13 news articles

Sydney Morning Herald
US Presidential elections and lessons for Marketers
Daily Mirror, Sri Lanka - 8 hours ago
But from a marketing point of view, it’s an emerging market segment that needs to be addressed. To my mind in such close race between two candidates the 44 ...
Video: McCain Vs. Obama: Got Change? AssociatedPress
Neo-Progressives Sell Out To Democrats Swans
all 2,103 news articles

Wind Chimes and more...

Windchimes for great gifts!

Large One?