** You gain free word-of-mouth advertising when your customers tell everybody about your unexpected "thank you" letter and how good they feel about doing business with you.

** You have an opportunity to resell more (or other) products or services. You can even promote this by including a special price or discount offer in your "thank you" letter.

** You enhance your image as a consumer-oriented business.

Your unexpected "thank you" does not have to be lengthy. You don't have to write it individually for each customer or client. You can use same text for everybody with just a few minor changes -- like inserting customer's name. You don't even have to take time to type envelopes and mail letters. You can send your "thank you" by email or fax. Just be sure to personalize it as much as possible.

EXAMPLES

If you ordered books from Amazon.com, you received a good example of an unexpected "thank you" letter by email. Their "thank you" email message even includes titles of other books you can order on same subject.

I recently spoke with an MLM distributor who sends what she calls a "congratulatory letter" to all her new distributors 2 days after they sign up. In it she repeats specific financial goals new distributor mentioned before signing up. Then she includes a brief description of how business will enable distributor to achieve them.

Most buying decisions are made on impulse. Later we look for logical reasons to justify our decision. Help your customers with this by sending unexpected "thank you" messages. Remind them of benefits they will gain by using your product or service. It reassures them of wisdom of their decision ...and reduces your cancellations and refunds.

CPM ) Cost Per Thousand) This is an advertising model based on cost of 1000 impressions of your ezine or web ads. If a publisher is selling advertising for $45 CPM, you would pay $45 for one thousand impressions of your advertisement, or .045 cents each per impression.

CTR (Click Through Ratio) The number of people who click through a link or banner compared to number of people who view it. If 2 site visitors out of 100 click through a banner, you have a CTR of 2/100=.02 or 50:1 (or 2%).

Conversion Rate The percentage of visitors to your site who perform your Most Wanted Response -- subscribe, register, purchase, etc. If 10 out of 100 unique visitors perform your MWR, your conversion rate is 10/100 or 10%.

CPC (Cost Per Click) This is cost of attracting a visitor to your web site. You calculate it using following formula: CPC=CPM/(CTR x 1000)

If you paid $45 CPM for a banner ad with a CTR of 1%, your CPC would be $45 / (.01*1000) or $45/10 = $4.50 Each site visitor is costing you $4.50.

CPA (Cost Per Action) This is an online advertising model in which advertiser's payment is based on number of people who perform Most Wanted Response (i.e. subscribe, register, purchase, etc.)

PPC (Pay Per Click) In this advertising model, payment is based on qualifying clickthroughs. The publisher delivers your advertising material to qualified viewers. You are charged for each one that clicks through ad.

PPL (Pay Per Lead) In this advertising model, payment is based on qualifying leads supplied. For example, a publisher might pay you a set amount for each visitor you send who subsequently provides contact information or subscribes to an ezine.

PPS (Pay Per Sale) This is an advertising model in which you are paid a commission for each qualified sale that results from your activities.

Hybrid Model This is a combination of two or more marketing models. It might, for example, combine CPM and CPC models.

Got it all sorted out? Good. HAGD. (Have a Good Day!)