|The Marketing Power of Gratitude
November 2011by Moshe Engelberg, Ph.D.
What does gratitude have to do with marketing? Everything.
The essence of marketing is an exchange of value — a give and a get that makes a relationship. Expressing gratitude is one way of "giving" to your customers. It affirms to them that they matter, which meets a basic human need. That affirmation is their "get." The thing is, their "get" is not just your "give" — it's your "get" too, through the satisfaction that comes from meeting the needs of others. The marketing power of gratitude stems from the fact that through it, you and your customer both "get" something of value.
Many businesses express gratitude around this time of year. Some are sincere. Some, well, not so much. The problem is you can't sincerely express gratitude unless you feel it. And people know the difference.
As a leader, if you do not like, respect, and appreciate your customers (or patients, partners, investors, etc.), that's a problem. Fix it, don't fake it.
If you do genuinely value your customers, tell them and show them. And not just during this time of year when everyone is sending the same message. Do it all year long. That's real gratitude. And that's a core ingredient of customer intimacy.
Moshe Engelberg, Ph.D., M.P.H.
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San Diego, CA 92128
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