The GDD Epidemic

Howard Jacobson here from howieconnect, with a Thanksgiving edition of the Motivated Marketing Letter. It’s fitting at this time of year to discuss gratitude as a marketing strategy.

Most of us are good complainers. When someone doesn’t meet our expectations, we let them know. We may even let their boss or mother know. There’s nothing wrong with expecting excellence, and taking steps to get it.

The problem is, we tend to take excellence – and thoughtfulness, and kindness, and joyfulness – for granted. When things go as we expect, we don’t even notice or acknowledge it. Dennis Prager refers to this as the "broken tile" syndrome: look at a ceiling with one broken tile, and where is your eye naturally drawn? To the broken tile, of course. Not to the hundreds of whole ones.

To see if this is true for you, think for a moment about your many contributions to the people around you. Do you get thanked enough for them? Does the gratitude-to-criticism ratio you experience feel right to you?

Almost everyone I know, from pastors to parents, from cashiers to carpet cleaners, from architects to accountants, suffers from GDD: Gratitude Deficit Disorder. Despite all our good intentions and actions, we receive much more flack than gratitude. We are hungry for genuine appreciation and thanks. We want to know that we matter, that our efforts are making the world a better place.

And so do your customers and vendors and co-workers and friends and family. Think back on the past year. It’s been tough for many of us, for many reasons. What have your business associates done that you are truly thankful for? An extra phone call? A volunteer effort? Special customer service? An unsolicited referral or testimonial?

Between now and the end of the year, how can you communicate your appreciation? How can you fill the global hunger for gratitude? How can you catch people in the act of goodness? Spend five minutes now making a list of people you are sincerely grateful towards. Then create an action plan to communicate your thanks, with no hidden agenda.

I’m not talking about Thanksgiving sales fliers: "To thank you for your patronage, we’re giving you 10% off all extra extra extra large slightly stained purple dress shirts from now until we make our sales quota."

No, I’m talking about honest, unselfish, respectful acknowledgment of another human being. Actually, I take that back – partly. Living gratefully is probably the most selfish thing you can do. In the moments when I am bathed in gratitude, for a caring gesture or a spectacular autumn morning, I feel phenomenal.

And you can take that selfishness even further: when people notice that you thank them for their efforts, they’ll naturally work even harder to please you in the future. They may even start thanking *you* for *your* good work!

I know you expect marketing guidance from the Motivated Marketing Letter. Do you think it’s possible that communicating an attitude of gratitude in your business could actually make you more money? Remember the cardinal rule of business: "Find a need and fill it."

Who do you know who is a masterful "thanker"? Do you have any stories or examples of gratitude as a marketing strategy? Please share them with me, and let me know whether I can share them in future issues of Motivated Marketing. As Ken Blanchard writes, "All of us is smarter than any of us."

Happy Thanksgiving. I wish you a holiday season filled with abundance – lots of love, lots of kindness, and lots of gratitude.

And by the way, thank you so much for subscribing to Motivated Marketing. I would consider it a great compliment if you could forward this letter to someone who might find it valuable.



Most people return small favors, acknowledge medium ones and repay greater ones – with ingratitude.
– Benjamin Franklin

Feeling gratitude and not expressing it is like wrapping a present and not giving it.
– William Arthur Ward

Feeling grateful or appreciative of someone or something in your life actually attracts more of the things that you appreciate and value into your life.
– Christiane Northrup

If the only prayer you ever say in your entire life is "thank you," it will be enough.
– Meister Eckhart

We hope that, when the insects take over the world, they will remember with gratitude how we took them along on all our picnics.
– Richard Vaughan

Marketing Motivators on Gratitude

1. Buy a ten-pack of thank you notes and envelopes, and get ten beautiful first-class stamps. Put them all in whatever briefcase or bag you carry around with you every day. Whenever you have two minutes with nothing to do, write a note to someone saying thank you for something. Try to use up all ten stamps before the next postal rate increase. Get addicted to thank you notes!

2. Contact your five best customers. Thank them for their business, and ask them why they have chosen you. Listen humbly, thank them for the feedback, and ask them what you could do to serve them even better in the future. Then send each one a thank you note, telling them what you’re going to try to implement. Make a donation in their name to a charity that they support.

3. The next time you get great service, take down the server’s name and write a thank you letter to their manager. Congratulate the manager on being able to retain and motivate such a great employee.

Bonus Quotes

If Barbie is so popular, why do we have to buy her friends?
– Steven Wright

Some people think of the glass as half full. Some people think of the glass as half empty. I think of the glass as too big.
– George Carlin

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