You is kind, you is smart, you is important.

These were arguably the most powerful words spoken in the hit movie and best-selling book, The Help. The words were spoken every day by nanny Aibileen Clark (played by Viola Davis) to the little girl she lovingly watched over. And, each time she spoke these words, the little girl (played by Mae Mobley) repeated them. It was self-esteem building at its finest. And, given the little girl’s neglectful, self-centered mother, the child would likely need all the confidence building she could get.

Affirmations are powerful tools. They turn new military recruits into a team of proud warriors. They transform losing teams at halftime into focused high-performers on the other side of a pep talk. They are the chief ingredients in all confidence-boasting, boot-strap-pulling cheers. Affirmations are the secret code of inspiration; the hidden message in the pursuit of positive thinking.

What does the concept look like when applied to customers?

It is more than a mechanical or robotic, “Thank you for shopping at J-Mart.” It is a sincere statement of value directed like a laser at a person of distinction and worth—your customer. It sounds like, “You helped make my day,” “You are important to us,” and “You are one of our favorite customers.”

It is the going-beyond-courtesy comment that telegraphs a message of significance and appreciation. The great philosopher William James wrote, “The deepest principle of human nature is a craving to be appreciated.

Look for ways to communicate in word and deed to your customers your own version of, “You is kind, you is smart, you is important.”


Image via JohnHain at Pixabay.