🖐 Happy Miercoles!

Issue #59 is a 3.0-minute read.

1 big topic: The Thank You Matrix, Pasta, Chocolate

🥘 Every Friday and Saturday night between 5:00 and 7:30 pm, they stood in that line.

A line that went out the purple front door, past the indie theater, and up Utica Street.

As a kid, I was in awe that folks in my farm-friendly hometown waited up to 70 minutes for a table at Delmonico’s.

Sure, the pasta dishes were huge, and the chocolate cannolis were authentic.

Did they warrant a long wait outside in the February freeze, July sweat, and October rain?

Now that I have 18+ years of experience as a business owner, it’s obvious to me why we did it.

We waited for him.

Mr. Delmonico himself.

He was the Oracle of the Thank You matrix.

He was a master in customer relations and a specialist in gratitude.

I can still hear his bass, velvety voice when he’d stop to chat at our table.

“It’s so good to see the Duncans tonight.

We appreciate you dining with us. You make our family business a friendly home.”

Long before Yelp and Google reviews, Mr. Delmonico knew how and when to show thanks.

A firm handshake when you arrived and a handwritten thank you on every check.

You felt important when Mr. D sat at your table and thrilled when he asked about your day.

His ability to combine comfort food and friendship made it okay to wait.

📕 And to show the Delmonicos that you had a wonderful time, you signed the red ‘Thank You’ book after every meal.

Inside, there were 100+ pages of comments from thousands of diners.

Each one expressed the same message:

“We love how you make us feel.”

It was proof in blue ink that when we share gratitude, everyone wins.

Mr. D gave it to every customer, and we gave it back to him.

Gratitude makes us feel better.

Here’s how and when to share yours with your customers.

Enter the Thank You Matrix

Each time one of your customers takes these steps, you get a chance to say, ‘Thank you’ in a creative, thoughtful way.

Downloads a freebie from your website

• Send your thank-you email that shows why you created the freebie and how you hope it will help fix their problem
  

• Then follow-up with your 3-5 email series that asks, ‘how’s it going so far?” and gives them new ways to use the freebie in their day-to-day

Completes a contact form

• Many say the contact form is useless; I disagree. It’s a good sign they want to learn more and it’s your chance to show your joy for a chance to meet them
  

• Use funny gifs or build your own thank-you template in Canva that makes them excited to learn what makes your business special

Subscribes to your newsletter

• Show your true self with a ‘thank you for subscribing email.’ Make it ooze with your sense of humor, style and the culture you represent
  

• Include an image that lets them know you’re thrilled to be in their inbox and that you value their time

Books an intro meeting

• Direct them to a thank-you page that gives them a short-list of all the reasons the meeting will be fun, helpful and a step closer to solving their challenge
  

• Send a confirmation email 24-hours before the meeting that shares your deep appreciation for a chance to help them improve

Buys your product

• When they buy, it’s a victory for you and your customer; share a thank-you page that makes them feel special.
  

• Use images and language that delivers a hug and lets them know you value their trust

⭐️ Bonus Offer

I believe a positive testimonial makes a business owner feel better than selling a product or service.

Sure, the sale makes your checking account smile.

And a positive testimonial fills your spirit with pride.

When you discover a product that makes you happy or improves your business in a positive way, take a few moments and craft a thoughtful review for the creator.

Every business owner has their own red thank-you book. I know you have one.

It’s a sensational feeling to flip through the pages and read about the good feelings our work creates.

This week, share that good feeling with a business owner you respect.

📢 Yesterday, a subscriber asked for a shout-out for their home city. New York.

Until next Wednesday, stay curious and keep opening doors.

-Erik

P.P.S. If you dream of getting to $150K of sales, let’s do it!

When you’re set, here’s your custom, 90-minute consulting session to bring you there. Faster.

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Disclaimer: I may earn a commission if you click on any of the links within the HoneyBook ad in this week’s issue.