About a week later I got a personal letter from Ray, salesman who sold car to me. He thanked me for business and congratulated me for making such a wise decision. He then went on to list all benefits I'd enjoy as a result of my wise decision.

Ray's letter didn't change car payments I faced for next 3 years. However, it did change way I felt about them. I lost my buyer's remorse almost immediately. Ray's letter also changed way I felt about him. I bought 3 more cars from Ray during next 10 years.

I used versions of Ray's "thank you" letter throughout my business career. They helped preserve a considerable amount of business. They also helped solidify many valuable business relationships.

BENEFITS OF THE UNEXPECTED "THANK YOU"

How would you react if you received a personal "thank you" from a company or person a few days after you spent money with them? You'd feel good and probably want to do more business with them sooner rather than later. Why not give that same feeling to most important people you know ...your customers.

Here are some benefits you gain when you send a personal "thank you" to a customer or client who just gave you business...

** You reduce or lower any buyer's remorse your customer or client feels after their purchase.

HUH?

If you're new to business and trying to learn how to market on Internet, your first reaction will be complete bewilderment. Come to think of it, why am I suggesting this happens only to people who are new to business? I'm betting you'd find Fortune 500 CEO's who don't know their PPC from their CPA.

Egads! And they say government employees talk in acronyms and jargon. They never came up with anything close to what you'll find on Internet marketing forums and bulletin boards.

Daunting as it is, you'll need to know this stuff eventually. So, pour yourself a strong cup of something and plow through these definitions:

ROI (Return on Investment) If your $1000 advertisement results in $1500 in sales, your ROI is $500.

Impression The number of times a banner or advertisement is served (displayed) on a web site. If 10 people visited web page containing banner, you would have 10 impressions. If one person viewed it 10 times, you would still have 10 impressions.

Hit This is a (poor) method of measuring web site traffic. A hit is registered each time a browser request is made from a web server. If you have a web page containing four graphics, each page display will count as five hits.

Page View This is a more effective way to measure web traffic. A Page View refers to each time a page is displayed. So, if you have a web page with four graphics, each time page is displayed counts as one page view but five hits.

Unique Visitors This is number of individuals who visit your site in a defined time. If 200 people visit your site this week, that is 200 unique visitors. If one person visits your site 200 times, that is one unique visitor.

Stickiness This refers to length of time that a visitor spends at your site over a given period of time, or sometimes to number of web pages that your visitors typically download.