In his classic best-seller How To Win Friends And Influence People, Dale Carnegie dedicated an entire chapter to what he called “The Big Secret of Dealing with People.” That secret, summed up in one simple principle, is this: give honest and sincere appreciation.
Carnegie believed that the only way to truly influence anyone is to make them want to act—and one of the best ways to do this is by making them feel valued. This isn’t just a theory of human psychology—it’s a powerful marketing strategy that many businesses overlook.
The Two Magic Words
In the busy world of marketing, branding, and selling, we often forget the basics. And yet, one of the most potent tools at your disposal is just two words: “thank you.” These words, when used sincerely and consistently, work marketing magic. Why? Because everyone wants to feel important, especially your customers.
Saying “thank you” isn’t about flattery—it’s about genuine human connection. As Ralph Waldo Emerson said, “You can never say anything but what you are.” Your authenticity—or lack thereof—always comes through.
Why “Thank You” Encourages Referrals
Many business owners feel anxious about referrals. They’re unpredictable, and you can’t directly control them. However, you can influence them.
The foundation is, of course, offering a great product or service. But it’s the after-sale communication—your follow-up—that can leave the lasting impression.
When you show ongoing appreciation, customers are reminded that they matter to you. And when they feel valued, they’re far more likely to refer you to others. A heartfelt “thank you” can leave a more profound impact than any sales pitch.
The Power of Thank-You Emails & Letters
If you haven’t already started a thank-you email or direct mail program, now is the time. Whether it’s a handwritten note or a short digital message, this simple gesture builds long-term goodwill.
Customers rarely expect a thank-you message. So when they receive one—especially a standalone message not bundled with a bill or offer—it creates a pleasant surprise. It shows that your relationship isn’t purely transactional.
Tips for Thank-You Messages That Work
Writing a thank-you note might seem easy, but doing it well takes thought. Here are nine key tips to make your message shine:
- Keep it short. Six lines or less is usually ideal.
- Be sincere. Don’t let your message feel forced or robotic.
- Start with the words “thank you.” Begin the message clearly and warmly.
- Keep the tone friendly but professional.
- Mention something positive. Reinforce a happy interaction or outcome.
- Offer your continued support. Include a way for them to reach out again.
- End with “thank you.” Bookend your message with appreciation.
- Use a thoughtful closing. Try “Sincerely” or “Warm regards.”
- Avoid ulterior motives. Don’t sneak in promotions—it weakens the message.
Make “Thank You” Part of Your Brand Culture
Don’t wait for the “perfect time” to say thank you. Whether someone has just made their first purchase or they’ve been with you for years, express your appreciation. Set up a calendar reminder or automated thank-you email that still feels personal.
Appreciation is not a seasonal gesture—it’s a year-round strategy.
Conclusion
Saying “thank you” may seem like a small thing, but it has big business implications. It nurtures relationships, builds loyalty, and encourages referrals—all through a genuine, human connection.
So, the next time you interact with a customer, remember those two little words. They may be the simplest marketing strategy you ever implement—and the most effective.
