It’s the easiest, cheaper, most time-effective way to build loyalty in your consignors, sellers, donors and customers. Write thank-you notes. Several a day. Every day. Nothing beats a handwritten personalized note from a merchant for advertising, and for building loyalty, repeat visits and astounding word of mouth.

But it’s also the most widely-ignored advice I have ever had the pleasure of offering.

I finally figured out why.

12 tips for writing sweet notes

Birthdays, anniversaries, holidays, thank yous – so many occasions call for writing a nice note. Read the tips below and spread sweetness and light through pen and paper.

Refer to something special about the person or your relationship

In any type of writing, specific works better than general. If you want to tell your teacher, “Your English class rocked,” then be sure to add, “Who knew I could identify with both Chaucer and Alice Walker?”

Be honest

Say what you mean. If you’re at a loss for what to say, take a moment to think about what you really feel. Sincerity basically writes its own material. Here’s an example: “You always find a way to make me laugh. Thank you for being you.”

Make joyful reference to the future

I usually like to express some hope about the future, or say that I am looking forward to something. For example, I might write, “Hope to see you again soon,” or “Looking forward to our next visit.” It’s nice to imagine something delightful in the near future.

Mention any gift

If the note accompanies a [coupon], you may want to mention why you think the recipient will enjoy it. Again, this shows that you are thinking about this person, and even if you turn out to be wrong about what he or she enjoys, people always like to know that someone is thinking about them.

Be brief

Short and sweet is good.

Don’t repeat yourself

Check for repeats. If you find some, think of other ways you could say a similar thing. For example, “nice,” “lovely,” “wonderful,” “delightful,” etc., could all be used, as could “wish,” “hope,” “look forward,” and “can’t wait.”

Sign off

“Best,” “All the best,” “Wishing you the best,” “Yours,” “yours truly,” whatever fits your note.

More on the benefits of writing honest-to-goodness handwritten notes. The post’s almost 5 years old by now, and imagine your success if you’d listened to me the first time.