We can be beholden to our customers, or we can be their cheerleaders.

We’re used to hearing (and saying) “Thank you for your business,” but what does this say to our customers? How does this set the tone for our relationship with them?

If the first thing a customer hears from us is ‘thank you,’ then we’re missing an opportunity to inspire them.

The words “thank you” following a purchase are so expected that they have lost their value. We’re blind to them. Our eyes actually scan over them looking for something different – looking for a piece of information that is unexpected or helpful. Furthermore, customers assume our gratitude, so it isn’t necessary to add it to an email following their purchase. Instead we should inspire them!

How many times have you deleted a post-purchase email because the first words were “thank you” and you assumed the rest wasn’t useful? Time is precious, and our inboxes are flooded with emails every day. We triage through them quickly and are apt to miss the “good stuff” if it’s hiding behind the mundane.

Instead of “thank you for your purchase” try one of the following on for size:

• Congratulations on your purchase of…
• We’re so excited that you’ve made a decision to…
• With (our product) you will find that…
• How exciting that you’ve taken the next step toward…
• Wait until you see what you can do with…
• Exciting things are about to happen for you!

Let’s say that I developed a WordPress plugin called “Read Their Minds” that could scan the browser history of the site visitor and suggest posts based on what was learned. Whether you’re selling products or services, this could be of great use to any business that wants to showcase the best match for the visitor, and engage them quickly. Let’s also say that I sell this plugin for $250. It’s not the most expensive purchase they will make, but it is still an investment in their business. (A single sale won’t make or break my business, but collectively it all adds up.)

Now – when someone purchased this plugin, I could respond in several ways.

Thanks for buying Read Their Minds. Your purchase will help you reach your site visitors and sell them what they want even faster.

Or…

Congratulations on your purchase of Read Their Minds! Get ready to engage your visitors quicker, and make sales even faster!

Or…

I’m so excited about how much more engaging your website is about to become! You are about to turn your site visitors into customers faster than you ever imagined!

In my opinion, the first response is a real snooze. The second is better. The third is the most inspirational. Of course, anything you send them needs to include good information on how to implement the plugin and make the most of it, and how they can leverage it to do all that you say it will.

Show them they’ve made the right decision in using your product instead of looking grateful that they keep you in business. By inspiring them and following it up with substance, you won’t just have customers, you’ll make evangelists who will inspire others.

Note: “Thank you” is entirely appropriate in certain circumstances. Thank your customers for: a great review, sending information you have requested, etc. Good manners still prevail!