Tool #4 – “Thank You” = More Sales With Yanik SIlver

How to use two simple words to immediately get more money out of every customer, patient or client!

This month I’m going to share with you a technique that is extremely powerful yet almost totally overlooked (or used improperly). It’s simply….

Saying “Thank you”.

Let me start.

“Thank you for being a valued subscriber to the Instant Marketing Toolbox”. I mean it. Thank you very much!

 

As a side note, I think there’s a deeper, almost mystical, relationship to giving gratitude and thanks (for anything) that keeps you connected to the source of whatever you are getting. Now, this isn’t the topic for Instant Marketing Toolbox – but it’s worth exploring further. You might consider picking up “Power Pause” at –www.surefiremarketing.com/powerpausewhere this is outlined or Bob Proctor’s book “You Were Born Rich”.

Okay, let’s move further into this. 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. 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 with that said, let me show what I’m talking about. This is such a simple example. Really anyone could have done this.

Just recently I completed a group of teleseminars called “Web Copy Secrets Mastery Series” (www.webcopysecrets.com) The people who listened to this series live each paid $397 to be on the calls. I thought that would make them good prospects for some of our other higher-end Internet marketing training programs. Okay easy enough. Now, believe it or not, a customer is a better prospect for another product right after they buy something than if you wait weeks or months later to contact them. I know that probably goes against common sense – but it’s true.

So the sooner you can contact a customer to thank them (and offer them something else) the better.

I took the 65 people who initially signed up for Web Copy Secrets and sent them a very simple postcard after the sessions were over. When I say simple, I really mean it. I was simply playing with a service called “Amazing Mail” ( www.amazingmail.com) that sends out color postcards for you to anyone you want. It costs about 80 cents each. Of course that’s higher than what it costs you to send out by yourself if you had them printed up locally – but the big benefit is you can do it with just the click of a mouse.

It was very cool. It took me about 10 minutes to get these postcards out. And I simply picked one of their pre-done “thank you” messages. The one I used was a nice colorful ocean scene that said “Thanks” across the top.

Here’s how the front looked:

 

And here’s what I wrote:

——
Hi {firstname},

Thanks so much for being part of the recently completed “Web Copy Secrets” Mastery course. I really hope you got a lot out of it.

In fact, I learned a lot just by moderating and interviewing all of our wonderful guests! 🙂

Now as a special thank you, I wanted to give you a discount on a terrific new product we’ve recently released, called “Yanik Silver’s INTERNET MARKETING SECRETS Exposed”. It’s a 3-volume video set from my presentation at the sold-out, $4,995.00/per person, ‘Internet Marketing Lab’ in Washington, DC.

Here’s the special link for your $50.00 savings:
–> www.surefiremarketing.com/labspecial/

Best,
Yanik

——

I mean could it be any simpler?

I don’t think so. So it cost me about $52 and we made 1 sale (so far) for $249. Figuring my cost of product, fulfillment and the initial postcard cost – I made about $175. That’s over 300% on my money. Not bad for something that took me 10 minutes and it was only a test. I plan on increasingly using this tool from Amazingmail.com and you should too.

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* * *

Hi {firstname},

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 2 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?}

Best,
XXX

* * *

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 www.amazingmail.com 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. Like our $50 off the video set – this was not for everyone. It was only for the people that got the postcard and a few select partners we’re letting offer this deal. Also, people want to be acknowledged. 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. Remember, in Cialdini’s interview (in the bonus section) he talks about this. By giving people a preferential deal (that’s for real) they want to reciprocate by buying.

Plus, this also works because of solid a direct marketing principle which says: “A buyer is a buyer is a buyer”.

* * *

More Powerful Ways to Use the “Thank You” conceptIn the next section, I want to cover a couple more easy ways you can use this concept in your business (no matter what kind of business you have). Remember, you modify this same information to use as a postcard (like our first example), a letter, a telephone call, almost whatever you want.

Thank you Strategy for RetailerNothing is better for a follow-up thank you than a hand-addressed and handwritten thank you note from the sales rep. My friend Bill Glazer, owner of “Gage Menswear” in Baltimore is really a master marketer. He instructs each of his sales reps to personally write out a handful of notes everyday to their customers whenever they have an extra minute.

This is proactive activity that creates business instead of just waiting around seeing who will walk into the door. Here’s an example of what you might write:

* * *

Dear Joe and Adela,

Thank you so much for purchasing the {black leather sofa} and {loveseat last weekend}. I really appreciate you favoring our store with your business.

I’m it’ll make a great addition to your home.

A couple days ago we received a new shipment of {beautiful Oriental rugs} that would go great with the {sofa and loveseat} you got. My boss said we’ll be having a sale on them in 2 weeks but I wanted to invite you in for a special private preview. If you’d like to come in anytime this week and ask for me, {Billy}, I’d be happy to offer you any of the {rugs} at the upcoming sale price. Plus, you’ll get the first chance to pick through the largest selection before the sale becomes public.

I hope you’ll stop by to see these exquisite rugs. But if you can’t make it, I hope you’ll think of us for any of your upcoming {furniture} needs.

Thank you again,

Billy Bob Johnson

* * *

You’ll see a common theme throughout these examples like we talked about.

Thank you Program for Business-to-BusinessThe next example is a template I developed from a very successful letter I sent out when I sold medical equipment. My letter went out to customers who purchased an EKG machine giving them a special deal on the supplies that go with it (electrodes and paper).

I had a staggering 33%+ response rate if I sent out the letter within one week of their purchase. Notice this letter thanks them, makes a sale and even creates new referrals.

* * *
Dear {Customer},

I just wanted to personally write and thank you for your recent purchase. I’m sure you’ll be very pleased with your new {item purchased} for many years to come.

Because this is your {first} purchase from us, I wanted to do something special to show my appreciation. Here’s what I had in mind: For the next 30 days if you need any {supplies or related items that go with original purchase}, I’ll give you 1 box of {supplies} or 1 pack of {paper} for FREE for every 3 you buy.

That means you buy 3 you get 1 Free!

{Name of supply} come {500} per box for only {$xxx} and {paper} for the machine is only {$xxx} per pack of{100 sheets}. What’s more, you’ll even get Net 30 Days credit to pay.

One more thing, there’s no limit on how many supplies you buy during the next 30 days. The reason I’m making this offer is to hopefully get your office into the habit of ordering your {equipment type} supplies from us. I know that once you experience our quick delivery and quality supplies — there’s a 90% chance you’ll order from us over and over again, like many of our other regular customers.

Simply put, I want your business and I’m willing to invest back in you to earn it.

Just give me a call, toll-free at {1-800-xxx-xxxx} to order your {equipment type} supplies today, before this special buy 3 get 1 free opportunity expires.

Sincerely,

{Your Name}

P.S. How does $200.00 (or more) in free {item} supplies sound to you? If you can think of a colleague who might be interested in saving thousands on a new {unit they just bought} and getting a great deal like you did — then just write down their names and telephone numbers on your letterhead and fax it to me at xxx-xxx-xxxx, anytime. And for each of your referrals that buys I’ll send you $200.00 in free {equipment} supplies.

* * *

Thank You For Service BusinessesOnce again, you could employ a simple hand-written note for any of your service customers. Thank them for their business and offer them a special, just for them. It really couldn’t be easier.

Here’s an example:

* * *

Dear Mr. Banks,

I just wanted to write you a quick note to let you know how much I appreciate your business. I know there are many landscapers serving Sea Side Villas and I thank you for giving us the opportunity to serve you.

I hope our service met your expectations (and hopefully exceeded them). If not, please let me know.

Since 1926, many of our customers rely on us year after year for {Service A} like you had. But that’s not all, a great many of those same customers also call us for their {Service B} needs.

That’s why as a special thank you gift, I’d like to make you an exclusive introductory offer. If you’d like to schedule{Service B} anytime within the next 30 days, I’ll arrange for you to save 25% off the regular price.

Please call our office at xxx-xxxx if you’d like to set that up or need more information.

Thank you again for your business.

Jack Lawnracker

* * *

Thank you for Internet Information BusinessI’ve already showed you this example last month but it also fits into this month’s concept so I want to show it again and explain it a little more. Using a simple pop-up window on the thank you or download page is a perfect opportunity to get people buying additional products or services.

Here’s the pop-up window we use when people purchase the Instant Sales Letters package:

 

Surprise Free GIFT from Instantsalesletters.comOne Free Month of the New Instant Marketing Toolbox™As our way of saying “thank you!” for placing your order with us, we’d like to give you one free month of our new Instant Marketing Toolbox™ Gold membership at absolutely no cost to you (that’s a $29.95 value FREE). The Instant Marketing Toolbox™ is for people who “just don’t have enough time to do all the marketing they should”. Here’s the lazy way to put your marketing on autopilot with practically ZERO work on your part! Each month you’ll get: * A powerful, turn-key, “plug-in” marketing tool to INSTANTLY fatten your bank account every month. * Pre-done, ready-to-go client/customer postcard newsletter or Ezine newsletter (you just fill in a few blanks) * Success interview of the month with world-class business experts and more

 

It couldn’t be easier to quickly and easily growing your business…and your first month is absolutely free! Click here now to get started with your free 30-day trial of the Instant Marketing Toolbox™orClick here to find out MORE details about the Instant Marketing Toolbox™

Notice at the top it says:

“As our way of saying “thank you!” for placing your order with us, we’d like to give you…”

This proven and tested copy you can use for your own offer. Go ahead – swipe it!

Thank you Concept #2: Linked to Events or HolidaysAnother great way to use the ‘thank you’ concept is to link it to an event you’re having or a holiday. Of course people always think of the December Holiday season as a time to send out cards and say thanks – but it’s too easy to get lost in the shuffle there. You’ll make a much bigger impact if you send out a thank you card during Thanksgiving, Valentines Day or any other time there aren’t many others in the mail.

Thanksgiving is really a perfect opportunity to say “Thanks” (Hey, that’s the name of the Holiday, isn’t it?) and also to add to your bottom line.

Once again, my friend Bill Glazer has really perfected this.

His promotion that I’m going to share with you is responsible for producing the busiest 4 days of the entire year in his Men’s Wear store. It’s amazing! In fact, if you do any retailing at all you should definitely get his information (contact me for his info).

Okay, now here’s what he does…

He sends out a real Thankgiving card to his 15,000 best customers in his database. This is a nice card with gold foil on the inside label. Very classy and not some “el cheapo’ card. In fact, he worked out a deal with a supplier to give them to his customers (he helps retailers with their marketing) for as low as .45 cents per card. So it’s not that much for a nice impression.

The card really isn’t that special, it simply says “Happy Thanksgiving” on the card front with a nice picture on the front. Inside, there is a generic message like “In this season of gratitude, we give special thanks for your friendship and support. Best wishes for a joyous Thanksgiving holiday!”

That’s it. And then there is an area to put your own personalization. Most people would stop at that. Insert their business name and phone number and maybe some dumb slogan. But Bill has taken this much, much further.

Check this out…

Inside the card is another smaller card insert. On the front it says “PLEASE OPEN THIS ONLY AFTER YOU FINSIH DISPLAYING YOUR THANKSGIVING CARD”

And here’s what’s printed inside:

Please accept the attached Gage “Thank You” Savings Certificate as a gift of thanks.
Use the attached certificate on any of the following 3 days at either Gage location:
November 26th, 27th or 28th, 1999
Bring in this certificateCopy from the certificate:

You select which level of savings you want:Bronze level: 15% off your entire purchase up to $250
Silver level: 17% off your entire purchase between $251 – $500
Gold level: 18% off your entire purchase over $500

Or…go for the Platinum level:
Get 20% off! Simply bring a friend or relative to Gage, and we’ll give each of you a whopping 20% discount on your purchases with this certificate! And best of all….No minimum purchase amount is required!

Please notice a couple things about this promotion:

1. “Thank you” and ‘thanks” are mentioned twice at the top. Really, there doesn’t have to be a big made up reason for your special offer – a gift of ‘thanks’ during Thanksgiving is very appropriate.

2. It has a very specific time limit. If you give people forever they won’t take action.

3. Bill is setting people up to spend more based on how big a savings they want.

4. Even more importantly, there is a built-in referral strategy with this promotion and the biggest savings comes when people bring in a friend. Therefore he’s growing his database because this is the biggest savings (20%).

Wow! So many great things going on. But there’s still more to share about it.

The last year, Bill added a free gift just for coming in with no purchase required. This increased response even more. Plus, he also started using voice broadcasts to his customers. (This is something we’ll cover in much greater detail in another IMT issue). Essentially, voice broadcasting works like fax broadcasting and that you can record a message and a company will broadcast to all your customers. (Note: you cannot use voice broadcasting in an unsolicited manner).

Bill does 2 voice mail broadcast follow-ups reminding people of the sale.

I don’t see why nearly any of our members couldn’t modify this for their business. Even if you don’t want to mail the physical card – you could mail an HTML enhanced email card and certificate.

* * *

Remember, we’d love to hear your results – send them to: results@instantmarketingtoolbox.com