Issue #4

Power Marketing Tip!: Domo Arigato Gozaimasu & muryo gifuto

"Thank you very much" is a powerful psychological trigger, especially when it is heartfelt and sincere. I'm convinced - but still investigating - that hearing a sincere "thank you" actually triggers a chemical reaction in the brain. (Care to lend yours to science? My lab is all set up.)

The Japanese people, among other societies, have learned to master the power of thank you in their human interaction. I forget the name for it, but in my travels to Japan I learned that it is customary for Japanese businessmen to take time in January each year to visit their clients, thank them for their past confidence, and look toward the future year together.

Saying thank you can have a profound impact on your business.

Muryo Gifuto (Free Gift)

If you have had any business interaction with a Japanese guest, I'm sure you are aware of their gift giving customs as well. For the sake of keeping this power marketing tip brief, suffice it to say that "thank you and free gift" create a powerful debt that us humans feel compelled to repay in spades. In fact, the Japanese and Indian cultures are known for keeping a system of reciprocal thank you and gift-giving -- creating unending debts of gratitude and favors. You want to be aware - and beware - of wise men from any country bearing gifts.

The Good News!

You can ethically and systematically leverage this powerful strategy to grow your business - and generate all of the business you can handle. Here's how:

1. 1. Thank your customers in writing, and sell to them at the same time: A highly personalized note or letter, with a customizable gift certificate for future business has worked wonders with many of my clients. Test a gift certificate, movie tickets, a unique item. Extend advantageous pricing or a private offer along with your thank you.

2. Extend a free gift to a prospect. Low cost, high perceived value. It could be a packet of seeds, a pin, a free report or audiotape, a booklet, a sample. Be creative. Test this with a handful of prospects. Non-profits will often mail printed labels, a pin, a few greeting cards with their appeal for your contribution -- this sets up a human need of obligation to reciprocate with a donation.

3. Thank all of your referral sources. All they want, usually, is an acknowledgement - unless you have agreed to fees ahead of time.

In this frenetic world, a simple handwritten thank you note will cut through the clutter and make a lasting impression. Try it.

That's it for this week. Simple yet very powerful. Thank a customer before the sun sets again. And sell them something else while you are at it.

Thank you,

Bob

PS- I have a free gift for you, as my way of saying thank you for reading this far. It's a compilation of the famous advertising genius Claude Hopkins' writing. I will mail it to you by request. All I ask is that you forward this power tip to your list - with your endorsement - if you find the information motivational, educational, and useful in your business.

PPS- Coming Soon -- www.thanksabillion.com - the official web site of the Thank You Institute, which teaches small business owners how to grow their business using the power of thank you. If you have a unique "thank you story" you'd like included in my book, please contact me soon.

Bonus Power Marketing Tip: Leverage Trust and Goodwill - Part II

Last week's homework, if you recall: Start thinking about who could sing praises about you to people that trust them, who also fit the profile of people you want to serve. You can leverage other peoples' goodwill and transfer their trust to you. Trust me, it works.

If you would like your phone to ring with people begging you to do business with you - yes, there is an alternative to cold calling - then take note.

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