One million people tune into a nightly radio program in China: ‘Apologize In Public Tonight.’

A study conducted by the International Insurance Institute, reported in the British press, indicates that 1 in 3 medical malpractice plaintiffs would not have sued their doctors if their doctors had simply apologized.

A survey in 2004, by Consumer Behavior Associates, showed that, at the end of the day, 87% of all adults believe they are owed an apology by at least one person for something that occurred that day, and that over 30% of all regular, repeat customers of a business who switch allegiances do so because they feel they were wronged and not given an apology.

In the book ‘The New Psycho-Cybernetics’, Dr. Maltz and I make the point that “you are not your mistakes”, and that you should not let mistakes you make diminish your self-image, confidence, initiative or determination. However, the savvy businessperson, salesperson or professional does voluntarily, even eagerly take responsibility for his mistakes and, as PR people say, “get out ahead of the problem”, in communicating with customers or clients, individually or en-masse. Denying or hiding from mistakes is a sure way to harm a business. Failing to apologize when appropriate is a sure way to lose customers. Conversely, a well-timed, sincere apology can not only keep a customer, it can turn an ordinary customer into an extraordinary customer and champion.

As a marketing tool, the “thank you note” is, by far, the most effective, but a note of apology runs a close second. In fact, the two best ways to re-activate inactive, unresponsive or lost customers are (a) the letter that starts out “I’M SORRY for not staying in touch more” – and then extends an irresistible “come back” offer; (b) the letter that says “If I’ve done something wrong or to offend you, please call me personally”, then connects to (a).

— Dan Kennedy

Dan Kennedy is an author, consultant and business coach. Additional information at www.FreeDanKennedyNewsletter.com

If you aren’t trying to prospect or build your long-distance business in Atlanta, you’re missing out. Here’s why…

Atlanta may lead the way in multiplication of millionaire households in the foreseeable future: research by Claritas and Merrill Lynch, reported in the Atlanta newspaper in June says that the number of households in the Atlanta metro area with $1-million or more of investable assets is projected to increase 68.8% through 2011, to 102,000 such households. This will make Atlanta home to more new millionaires than any other major city over the next 5 years. Other city governments ought to ask: what’s Atlanta doing that we aren’t?

Network marketers that market to consumers/prospects on a national (or even international) scale ought to think about investing in areas where there is this kind of affluent consumer growth, or via distance marketing (this is where online prospecting becomes critical), targeting these areas.

Here’s a ranking of the US cities gaining the most millionaire households, in order: Atlanta, Dallas, Houston, Sacramento, Denver, Washington D.C., Orlando, Phoenix, Portland, Minneapolis, San Diego, Baltimore, Seattle, Los Angles, Tampa, Boston, Indianapolis, San Francisco, Chicago, Miami, New York, Philadelphia, St. Louis, Detroit and, bringing up the rear, Cleveland. (Interestingly, in a different study, Cleveland was just named THE poorest major U.S. city, behind hurricane devastated New Orleans. Evidences link wealth as rising tide that lifts all boats.) All the listed cities have projected growth in millionaire households of, at worst, 44%, to the high of 68%. The growth of the millionaire population continues!