I bought a small box of breath mints recently (proactively, of course), and the wrapper instructed me to open the box to see if I had won one of their sweepstakes prizes. When I opened it, it said, “Sorry, you are not a winner”. So was I now a loser? I was having a great day up to that point. I found a mirror, and did my best Stuart Smalley pep-talk, and got back to feeling good about myself.
What do your communications to customers really say to them?
