AMiable Solution #94: The Most Powerful Words in Marketing

Okay, we admit it: “free” is a powerful word in marketing.  Who isn’t intrigued by the notion of getting something for nothing?  In our opinion, however, it’s not one of the most powerful words you can use with your customers, clients, donors, or members.  We think four other words have far more influence on your relationships than “free.”

“I’m sorry.”  When something goes wrong, it’s easy to blame others.  Your delivery was late because our supplier was late in getting us the materials.  Your check wasn’t cut on time because we received your paperwork late.  But reflecting responsibility doesn’t solve any problems, correct future issues from occurring, or win any points with the person or organization who was wronged.  In fact, in many cases, it causes permanent damage.

According to Customer Service Manager, a U.K.-based source of news, tools, articles, and resources for customer service managers and professionals around the world, 91% of unhappy customers will not willingly do business again with a company that has “wronged” them in one way or another.  However, 56%-70% of the customers who complain will do business with the offending organization again if the organization resolves their problem, and up to 96% of them will not only do business with that organization again but will also refer other people to that organization if the organization acted quickly and to the customers’ satisfaction.   What’s more, customers who have had their problems satisfactorily resolved will tell 4-6 other people about their positive experience.

“Thank you.”  They’re among the first words we learn to use when interacting with others.  Why?  It’s more than just good manners.  It’s an act of appreciation and respect.  It’s acknowledging that someone else did something for your benefit.  And it’s a principle that should be applied to all of our relationships, personal and professional.

Offering a genuine “thank you” to those who keep us in business is a start.  But we should also thank our vendors, neighbors, suppliers, volunteers, etc., particularly when one of them does something special or exceeds “normal” expectations: gets you a great price on paper, turns an order around quicker than usual, stores your overs longer than planned, meets a short deadline.  When you say “thank you,” don’t just send an email.  Print it out—or even better, handwrite it—on letterhead and mail it.

While none of our four words will result in an immediate response, they do have another budget-friendly benefit: the sentiment required to produce them is free.