The Power of a Handwritten Thank-You
Why small touches lead to lasting loyalty in business.
I wasn’t expecting it. A few days after shopping at Talbots, I opened my mailbox and there it was—a simple, handwritten note from one of the sales associates. Not an email. Not a promotional text. A real note. On paper. Written by hand.
It said thank you for visiting. She complimented my new denim suit. And she even wished me luck on my upcoming speaking event. It wasn’t flashy. It wasn’t long. But it made me stop in my tracks. Because in 2025, no one expects that level of personal attention anymore. And that’s exactly why it meant so much.
Why It Hit Me So Hard
That little note made me feel seen. Valued. Appreciated.
When people feel valued, they stick around. When they don’t… they drift.
This isn’t just a feel-good story from a retail store. It’s a business lesson. And if you’re a business owner—it might be the most important reminder you hear all week.
How Often Do We Show Gratitude in Business?
When was the last time you made a client feel genuinely appreciated—outside of resolving a product or service related issue? Have you ever sent a handwritten note? Have you ever called a client just to say thank you—not to upsell, not to troubleshoot—just to say thanks?
Most business owners don’t. Not because they don’t care, but because they’re busy. They’re reactive. They’re doing the work. But here’s what I know from building, breaking, and rebuilding my own IT Business: it’s not my team’s technical skills that earns loyalty. It’s the touch. It’s how you make people feel.
What Small Businesses Are Getting Wrong About Loyalty
If you’re anything like Jon, owner of a small MSP (Managed Services Provider), you’re in the thick of it right now. Your team’s buried in tickets. You’re the bottleneck in your business. And your clients? They come and go—even when the tech is working. That hurts, especially when you’ve earned their trust.
But here’s the thing: you’re not competing on IT alone anymore. You’re competing on experience. And experience is built with empathy, communication, and gratitude.
Try This: One Simple Act That Makes a Big Difference
Here’s your challenge for the week: pick one client who’s been loyal to you this year. Write them a short, sincere thank-you note. Make it personal. Tell them something specific you appreciate. Let them know their trust means something. That’s it.
If it feels weird, even better. That means you’re stretching. That means you’re growing.
The Real Work That Moves Your Business Forward
At Shorr Success, I coach MSP and small business owners on client retention, communication, and executive presence—but it always starts with relationships.
If you want to stop being the best-kept secret in your market, if you want clients who don’t flinch at your price tag, if you want a team that understands that every interaction is an opportunity for client satisfaction, if you want a business that grows on high value leads that clients happily refer to you—this is your foundation. Your brand isn’t just your logo. It’s the way people feel after working with you.
Be the Exception in a World of Transactions
You don’t need to overhaul your entire client journey today. You just need to do one small thing that makes someone feel seen.
That’s how you start building a client experience that sets you apart. That’s how you go from vendor to valued partner. And that’s how you go from surviving to scaling.
Let’s lead with gratitude. Let’s make our clients feel like Talbots made me feel—like they matter. Let’s show them that we’re not just fixing tech—we’re building trust.
Want to Build Loyalty That Lasts? You’re in the Right Place.
This is the first of many posts where I’ll share the stories, tools, and mindset shifts that helped me take my MSP from stagnation to multi-million-dollar growth—with relationships at the core.
Let’s make this your season of standing out.
If you’re ready to start turning more clients into raving fans—and building the kind of business that stands out for all the right reasons—I’d love to connect. Let’s talk about how we can elevate your leadership, client experience, and communication strategy together.
Book your free Discovery Call here.
Lisa Shorr is a Certified Image Consultant, Business Communication Coach, and Co-Owner of a thriving MSP. With over two decades in the IT industry, Lisa specializes in helping MSP and small business owners and leaders develop their executive presence, improve client retention, and become trusted authorities in their field. Through her proven B.R.A.N.D. Method and high-impact coaching programs, Lisa transforms technical teams into confident, client-focused professionals who lead with clarity, connection, and confidence.