No one likes being valued for their bank account alone. As consumers, we like to feel appreciated. We like to know that our purchases are being noticed, and our money isn’t just padding the pocket of some anonymous CEO.

That’s why the words “thank you” can be such powerful marketing tools. Yet so many businesses overlook this detail. Why not use this to your advantage? When you recognize customers with a business thank you card, you’re not only making them feel good. You’re setting yourself apart from the competition by showing you are personally invested in every purchase.

Here are some suggestions to help you recognize your customers and express gratitude for their business:

•   During sales calls, pay attention to the personal details your prospect reveals. Perhaps he’s a Steelers fan, or a doting grandfather who can’t stop talking about his newborn grandson. Jot these details down on the back of a business card, then refer to them when you follow up with a business thank you. He’ll be delighted you remembered.

•   Take your gratitude online. Leave a personal thank you for people who comment on your blog, or respond to your e-mail marketing. They’ll appreciate the gesture, and be more likely to give their feedback in the future.

•   Send handwritten business thank you cards to new customers. These thank you cards don’t have to be fancy or expensive, just a quick note that says you’re looking forward to doing business together. Customers will likely remember you for years to come.

•   Take advantage of the holidays to show that you care. Every Christmas, I send a $5 Starbucks gift card inside a thank you card to repeat clients with a note that says, ‘Coffee’s on me!’ It’s an inexpensive way to treat the people who have kept my business successful over the past year.

•   Want to really differentiate yourself? Send Thanksgiving cards. Thanksgiving is a perfect time to reflect on your gratitude for customers, and you’ll face much less competition than you would at Christmastime, when most mailboxes are filled with clutter.

•   Be genuine. Thank you cards are a great way to increase your exposure. But make sure marketing is your secondary motive, or people will start to see through your efforts. Mark Silver has a great post on how thank-you cards can backfire. His advice: a discount or coupon is not a professional thank you. It’s a request to spend more money. Genuine gratitude comes with no strings attached.

How do you thank customers for their business? Have you ever received a memorable thank you? Continue the conversation in the comments section below.

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