Our Storytime series is based on the premise that stories are one of the most powerful ways to learn and so this series explores topics we think matter greatly to the success of small business owners and artists and creatives. One of those topics is showing customers that you appreciate them because there is a vast body of research as well as countless anecdotes of how showing customers you appreciate them directly impacts the degree to which your business will succeed and grow. Below, you’ll find stories of how some very talented entrepreneurs have made their clients feel appreciated.

Brandon Goldberg

Every year, we host an Annual Comedy Night—a chance for past clients to kick back, laugh, and enjoy a night out on us. It’s not about business; it’s about connection. Clients get to know us more personally, and we get to share a moment of joy with the people who trusted us with one of life’s biggest decisions. But it doesn’t stop there. We keep the relationship going all year long with small but meaningful touchpoints. Every birthday, clients get a personalized video message. Every quarter, we check in—not with sales pitches, but with genuine value: invitations to webinars on saving money on taxes, financial fitness checkups, or even a Debt Freedom Blueprint to help tackle lingering debt. Read more>>

Christie Maurer

One of the most rewarding ways I’ve shown customer appreciation at Christie’s Pet Care was by creating customized client appreciation gifts tailored to both the pet and the owner. For example, I once prepared a gift package for a long-term client who frequently traveled with their dog. Knowing how much they valued convenience, I included a collapsible travel bowl, a high-quality pet brush, a hand-written thank-you note, and homemade dog-friendly cookies (shaped like little paw prints for a fun touch!). Read more>>

Gabriel Maysonet Rivera

We have a very regular customer who has been with us for years. She doesn’t just buy our products regularly—she genuinely cares about us, our business, and our family. She often brings us little gifts, asks about the kids, and makes it clear through her actions that she truly cares. It’s a connection that goes beyond the usual customer-business relationship. Among our bonbon offerings, we frequently feature seasonal or “limited-time” flavors. Once they’re gone, they’re gone—even if they’ve been a huge hit. A while back, we created a dark chocolate bonbon with orange zest and Grand Marnier, which became her absolute favorite. When the batch was about to sell out, we made sure to save a special box of the remaining bonbons just for her. Read more>>

Susan Aquila

As an artist in the music field, your fans are your lifeline. For me, the point of making music is to express myself and also connect with other people. Without an audience to hear what I play, the notes just evaporate into the air. I always make a point of talking to each and every person who comes to my show. I like to surprise people. The best thing that I have done to show my appreciation for a fan is to visit him in the hospital and play a show for one. Read more>>

Francesca Fondevila Lucero

One of the most meaningful ways I show my appreciation for my clients is by creating a deeply personalized and sacred postpartum experience that honors their individual journey. For instance, one client shared how transformative it was to have a space where she could process her emotions, share her joys and challenges, and feel cared for in ways she didn’t even know she needed. Every time I visited, I ensured that she felt seen and supported—not just as a new mother, but as a whole person deserving of care and connection. Read more>>

Kristle Jones

Our entire guest experience is built around ensuring that every person who walks through our doors feels valued, cared for and genuinely appreciated. This commitment is so central to who we are that it forms the foundation of our training program and continues to evolve with us. One particularly meaningful gesture we’ve made was sending a bouquet of flowers and a personal card, signed by our entire team, to a guest who had been in an accident. Our goal was to let her know that she wasn’t alone and that she had a whole support system at our salon. We strive to be more than just a business – we aim to be a true community hub, where taking care of one another is at the heart of everything we do. Read more>>

Shaggy Eells

Thank you cards. Yes it’s basic, but so few people take the time to write something thoughtful to their clients. I find that personally handwriting thank you cards to each one of your clients (and friends) shows that you care about them. Yes there are services out there that will handwrite these cards and send them out, but the point is that every client knows you personally wrote these cards, sealed the envelopes, and sent them out with love. Read more>>