Thanks for Nothing

In a post at the Marketing Interactions blog, Ardath Albee tells the story of a phone call from a favorite charity, and an inarticulate young man who explained that he wasn't calling to ask for a donation. His purpose, though, was not immediately clear.

"He launched into reading a script that was supposed to make me feel good that I continually choose to support that charity," Albee says. "But he stumbled over the words so badly that it took me a bit to figure out the charity was trying to thank me." At the end of his script he told Albee to have a nice day and abruptly hung up.

She left the experience with the takeaway that it's a good idea to thank your prospects and customers—as long as it's done in a sincere way that makes both sides feel good.

For instance, at the conclusion of a three-part series of articles that a prospect has opted in to receive, thank those who subscribed. Yes, says Albee, actually thank your prospects. Draft a well-crafted thank-you note, and add an invitation to:

• Download a bonus article or whitepaper
• Subscribe to the next series of articles
• View a video of your CEO discussing a solution
• Or offer their feedback in a short survey

The Po!nt: "The opportunities you can tap with a value-added thank you are many," says Albee. "When's the last time you actually thanked your prospects [and customers] for engaging with you?"

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