How to Use Two Simple Words to Immediately Get More Money Out of Every Customer

By: Bill Glazer on: August 22nd, 2009 6 Comments

What small business marketing technique, that is only two simple words, can get you more money? It’s simply…saying “Thank you”.

I bet you might be thinking, “Saying thank you to our customers for their business is not any big secret. What are you trying to pull here?” Ah…just hold your horses and I think you’ll see how wonderful this technique can be.

Most people will make some kind of thank you gesture to their clients – but it doesn’t translate into tangible bottom-line results for your small business. So I’m going to show you how you can get double-duty out of saying ‘thanks’.

Many people will send out some kind of silly pen or post-it note with their name on it as a ‘thank you’ gift to their customers every year. And they think that’ll keep their name in front of people.

Sorry. Unless you have a strategic use for those products – it’s usually not worth it to send them out. Remember, we are only concerned with direct actions…the stuff that results in dollars being directly deposited into our accounts.

So let’s see if we can’t create a little template any business can use on a postcard.

Thank You Postcard For Nearly Any Type of Business

Thanks so much for {your recent purchase, taking part in, having your gutters cleaned, etc. – name of item, service, etc.}. I really hope you {got the benefit your product service provides}.

Now as a special thank you, I wanted to give you a discount on a terrific new product/service we’ve recently released, called {name of product or service and just a sentence or two about it}.

Here’s how you can get your $xxx savings:

{Give instructions on how to get the deal – website address, call a specific number, etc. What action do they need to do?}

Really this is super simple. Here are the 5 easy steps to get going on this:

  1. Go right now and gather up the names of your best customers who just bought one of your products or services that would be a good candidate for something else.
  2. Put them into a simple spreadsheet file with their names and addresses.
  3. Think about what kind of preferential deal you can give them.
  4. Logon to and sign up for an account.
  5. Send them a simple postcard using the template.

This really works so well because of a couple fundamental reasons. First, people love to feel special. So that means you cannot simply make the preferential deal to everyone.

Do you know the #1 reason most customers switch over to the competition? It’s because of perceived indifference on the part of the current vendor. So by ‘thanking’ your customer you’re showing them you really do care about their business.

Next, the psychological trigger of reciprocation takes place. By giving people a preferential deal (that’s for real) they want to reciprocate by buying. Plus, this also works because of a solid direct marketing principle that says: “A buyer is a buyer is a buyer”.


Bill Glazer is one of the most celebrated Marketing Gurus in the world. Bill and his "Outside The Box" Advertising Strategies have often been featured in the most prestigious Marketing Magazines in the world. Bill is the author of the best selling book, "Outrageous Advertising That's Outrageously Successful: Created for the 99% of Small Business Owners Who Are Dissatisfied with the Results They Get".

6 Responses

  1. Rob Anspach says:

    I used to send out a generic thank you card …
    thanking the client for allowing me to work for them.

    The moment I added a small discount for future work in the thank you – repeat sales grow.

    But the kicker was one day I ran out of preprinted thank yous– so I hand wrote them… they didn’t look great… but I actually got a better response from the handwritten notes then the preprinted one… clients took the time to call me and thank me for personally taking the time to hand write a thank you note to them.

  2. Jim Rowe says:

    Thank you for this information and I would like to offer Bill a FREE bottle of the worlds best Buffalo Wing Sauce as a special gift from me. Just e-mail me the address at and get ready to say Yum!

  3. I used to say Thank You in an actor sort of way. As I’ve grown older, I can now say the words from my heart-every time.

  4. lol Jim — Now THAT’s what I call IMPLEMENTATION of some great advice!

  5. Rob Anspach says:

    I appreciate all the great articles… thanks again for helping me grow (in my marketing)!

  6. I absolutely love this idea. It makes such great sense and sooooo many businesses never truly say thank you to their customers.

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