One of my highly successful business-coaching colleagues recommended a must-read marketing book to me in early June. The book is called, “Appreciation Marketing: How to Achieve Greatness Through Gratitude,” by Tommy Wyatt and Curtis Lewsey. I ordered it from Amazon and read it right away. I was so inspired by it that I developed a presentation based upon it and delivered it that very week at a local networking event.

The premise of the book is that we have lost the human touch in our fast-paced, high- tech world. We are too busy to stop and express our gratitude by saying thank you. If we remember to, we mumble it quickly, as in “thanks” in person or on the phone. Or we send it electronically via e-mail, text message, Facebook or Twitter, and it goes unread or is deleted after a glance. What happened to the hand-written thank-you note or card we used to receive and put away in our drawer to later open up again and savor the thoughtfulness it conveyed?

It’s back in the form of a new powerful marketing strategy called “appreciation marketing.” Mary Kay used it to build a $1 billion cosmetics industry. She trained her representatives to write three thank-you cards each night before they went to bed. Tom Hopkins, now a sales superstar and trainer, built a multi-million-dollar empire by writing 10 thank-you notes every day. Dr. Ivan Misner, founder of Business Networking International, even endorses it.

So how do you implement an appreciation marketing strategy in your business? First, you have to become an appreciator. What characteristics does an appreciator have? An appreciator gives off positive energy, lifts other people up, doesn’t complain, is humble, is sincere, builds strong relationships, is a giver and is a connector, to name a few.

Second, you have to show your gratitude at every opportunity or “prompting.” What should you say thank you for? Here are a few less obvious examples: for your time, for listening, for being a positive influence, for meeting me for coffee or lunch, for reviewing our proposal, for doing a good job, etc.

Why don’t more business professionals utilize this approach? It takes time, money and planning. You can spend an hour to get a $3 card, hand-address it, stamp it and mail it. For those who don’t plan ahead by purchasing an array of cards to use as needed, there is a time- and money-saving alternative.

One company, SendOutCards, offers a mechanized approach that I now use. You go online and click to select a card and type a message that is converted to your own printed handwriting, and the company will produce the card and mail it with a first-class stamp. You can even include a gift (a gift card or book, for example). By the way, e-cards don’t count as an appreciation-marketing vehicle.

In regard to appreciation marketing etiquette, remember two critical points. One, if you send a note of gratitude, never combine it with an attempt to pitch your products or services. Don’t even include your business card. If you do, the recipient will sniff it out as a totally insincere attempt.

Second, it is NEVER too late to show your gratitude. It is better to send a belated thank-you note than to never acknowledge an act of kindness. If you don’t send the thank-you note out of embarrassment over the lapse of time, the person who deserves it will label you as “ungrateful,” and you will lose that person’s respect.

Sending handwritten thank-you cards is only one level of appreciation marketing. You can expand your strategy to acknowledge significant events in the lives of your business contacts, such as prospects, clients, customers, colleagues, suppliers, referral sources, employees and advisors. Examples include events to be celebrated, such as birthdays, graduations, weddings, new babies, new homes and promotions, as well as in more difficult times, such as an illness or the loss of a loved one.

How often do you remember to say thank you? Sometimes? Often? Always? Who do you owe a thank-you card? It is never too late to send it. Why not send it now? Here’s your chance to put the appreciation marketing strategy to work in your business or your non-profit organization. With each card, you will plant seeds to cultivate a long-lasting relationship that will benefit you in your business and your life. And don’t forget to include your family and friends, too.

For more information about implementing an appreciation marketing strategy in your business or non-profit organization, contact Kay Wakeham, the growth coach of the Corpus Christi area, at k.wakeham@thegrowthcoach.com or 361- 993-2875.