The Santa Barbara Web Design and Marketing Blog

Gratitude is the Shortest-Lived Emotion: How “What Have You Done For Me Lately?” Should Guide Your Marketing

Welcome back! As your resident Santa Barbara Web Guy, I’m here to drill down on a simple but critical reality of business and marketing: gratitude—the sense of thankfulness from your clients or customers—is fleeting. In fact, it may be the shortest-lived of all emotions in the relationships you build with your audience.

Today, I want to unpack what that means for you, your business, and your approach to marketing in the digital age. Whether you’re a brick-and-mortar retailer on State Street, an online entrepreneur, or a solopreneur providing your skills remotely, this is a reality you can’t afford to ignore.

Let’s talk strategy, mindset, and practical actions you can take to stand out, re-engage, and inspire loyalty, long after the initial “thank you.”

Understanding Customer Gratitude

First, let’s acknowledge what “gratitude” really means when it comes to your clients, customers, or users. When someone buys from you, subscribes to your mailing list, or signs up for your service, they feel some degree of gratitude—gratitude for the solution, for your helpfulness, for a problem solved or a wish fulfilled.

But here’s the rub: everyone is chasing their attention. The digital landscape is practically a battleground of distractions. Every app, every ad, every influencer and pop-up is demanding your audience’s time, energy, and wallet. That small window when your customer is truly thankful? It closes fast.

The Core Question: “What Have You Done For Me Lately?”

Earlier this week, I talked about the importance of framing your marketing message in terms of “What’s in it for me?” That’s crucial for acquiring new customers. But once they’re on board, a slightly harsher but even more revealing filter comes into play: “What have you done for me lately?”

This is harsh, but it’s true. Your existing customers—yes, even your fans!—are asking themselves this every day, even if they don’t realize it. Sure, you solved a problem or delivered a product. But see, that gratitude doesn’t last. Now, they’re looking for the next value add, the next benefit, the next reason to stick around, engage, open your emails, or hit “Buy Now” again.

Dealing with Distraction and Noise

Let’s get real: your customers are stressed, distracted, and overloaded. It’s not just your business competing for headspace. If you aren’t showing up in ways that continue to deliver relevance, excitement, or solutions, you’re going to lose ground.

And even authority figures—those “gurus” and long-term trusted names—aren’t immune. In fact, the very people who originally had the freshest, most valuable insights often lose their edge over time.

You’ve seen it yourself: inboxes fill up with emails from leaders you once eagerly followed, but now their content feels predictable and stale. Their message has flattened, and the excitement is gone. You might not delete those emails right away (because, hey, maybe there’s still some lingering possibility of value), but do you actually go back and open them? I’ll venture that for most of us, the answer is no.

The Danger of Predictability

Predictability is a comfort at first—it signals reliability, competence, and trustworthiness. But in the marketing and thought leadership world, the wrong kind of predictability can be fatal. If your audience can already guess the message inside your next post, email, or ad before they open it, you’ve lost.

The most devastating thing isn’t that your emails get deleted; it’s that they’re ignored.

Your prospect may not bother unsubscribing. Yet, over time, if they’re not being engaged, inspired, or energized, the relationship fades into the background—a safety net, perhaps, but not an active partnership that drives your business forward.

So, What Should You Be Doing?

A few core ideas drive long-lasting, productive relationships with your audience—and each one directly addresses the problem of short-lived gratitude.

1. Continuous Value Delivery

You can never rest on your laurels, period. Every interaction—whether it’s a newsletter, a social post, a blog, or a customer service reply—should aim to deliver something new. This doesn’t mean you have to invent a revolutionary product every month, but you do need to continue providing relevant, actionable insights, tips, or resources your audience cares about today.

Ask yourself: “What urgent challenge, goal, or curiosity is my audience facing now, and how can I help them address it?”

2. Varied and Fresh Content

Originality doesn’t always mean being first, but it does mean being fresh. Change up your format, your tone, and your approach.

Mix practical how-tos with thought-provoking questions. Share quick wins alongside deeper dives. Offer user stories, behind-the-scenes looks, or unexpected bonus content. If you’re known for videos, throw in the occasional in-depth written guide. If you’re a podcast host, do a Q&A or invite surprise guests.

Predictability, as I mentioned earlier, kills curiosity. And curiosity is what keeps your audience checking in for more.

3. Personalization and Engagement

Remember: you may have thousands of customers. But as far as each customer is concerned, they only really care about one business relationship—theirs with you.

So, personalize! Reference previous purchases, engage with comments, and, wherever possible, show up in ways that feel human and tailored. Your audience feels seen and heard. When that happens, your authority increases and loyalty deepens.

4. Ask For—and Actually Act On—Feedback

One of the best ways to counter slipping engagement is to create a two-way street. Don’t just pour out content; ask for questions, feedback, and suggestions. Invite discussion. When someone takes the time to comment or reply, acknowledge it and show that you’re actually listening.

A business that’s alive to customer voices never seems stale.

5. Innovate in Little Ways

You don’t have to launch a new product or overhaul your website every quarter. Even small innovations can send a big message. Try new email templates, experiment with a different social media platform, or remix your content from a unique angle. Host a short pop-up workshop, run a limited-time challenge, or surprise your list with a free resource.

The signal you send is, “We’re active, we care, and we’re never standing still.”

6. Reinforce Results—and Celebrate Your Community

Remind your audience of the gains they’ve achieved with your help, and spotlight their success stories. Look for case studies, glowing reviews, quick testimonials, or before/after snapshots that inspire both pride and excitement. When you celebrate your tribe, you build loyalty and help your audience remember why they chose you in the first place.

Dealing With the Authority Fatigue

Now, let’s address that uncomfortable reality I mentioned: your customers may start to tune out, even if you’ve once held pride-of-place in their inbox or mental rolodex. You may have built authority, but you can’t become complacent.

It’s easy to think, “I’ve already delivered so much—of course they love me!” But every day, your audience is exposed to new options, and the sense of urgency or excitement that once existed can fade.

Don’t take current followers or customers for granted. Always ask yourself—from their perspective—what you’ve done for them lately:

- Was your last message actionable, relevant, and interesting?

- Did it solve a pressing problem or push them closer to their goals?

- Did you offer a bonus, insight, or connection they couldn’t get elsewhere?

- Was it delivered in a way that felt fresh, personal, and engaging?

If you’re not sure, ask them! Even a simple follow-up email or a single-question survey can provide a temperature check.

Practical, Real-World Steps

Let’s make this actionable. Here are some steps you can take today:

a) Audit Your Outbound Communications

Set aside time to look at your last month’s worth of emails or posts. Would you open, read, and act on them if you were your customer? If not, why not? Where can you inject something immediately more relevant or engaging?

b) Segment and Personalize

Don’t blast the same tired message to everyone on your list. Use whatever data you have—location, previous interaction, or even basic user interests—to make each message as relevant as possible.

c) Surprise and Delight

Schedule a “customer appreciation week,” but don’t announce it. Just deliver unexpected value—a how-to video, a free resource, a promo code, or a shoutout on social. Little “surprises” break patterns and rekindle interest.

d) Update Your Offers

Is your main call-to-action months (or years) out of date? Is your lead magnet still what your audience wants, or does it need a refresh? Regularly update your offers, freebies, and bonuses to reflect your audience’s current needs.

e) Show Progress

Remind your audience what you’ve done for them. If you run workshops, show which new skills or results your customers have achieved. If you provide a subscription service, highlight recent upgrades or exclusive content you’ve added.

Embracing “What Have You Done For Me Lately?” as a Philosophy

Ultimately, this mindset isn’t about being relentless or hounding your customers. It’s about respect. It’s an ongoing promise: “I see you, I’m still here, and I’m continually working to make our relationship valuable for you.”

That core question—“What have you done for me lately?”—should never make you anxious. Instead, let it guide your creative process, your communication rhythms, and the innovation you seek in your business.

It’s a license to keep connecting, keep creating, and keep making a difference.

Don’t Be Discouraged—Be Inspired

Feeling like you’ll never do “enough” is normal, but don’t get stuck there. This approach isn’t about burning out to appease an impossible audience; it’s about pacing yourself for ongoing, meaningful impact.

- Focus on creating real, human connections.

- Show up with variety, energy, and new insights.

- Ask yourself what your current self can do to excite, remind, inspire, and serve.

If you show up regularly with authenticity and value, your customers will notice—and your gratitude window will lengthen just long enough for you to create the next great thing.

Let’s Spark a Conversation

I’d love to hear your thoughts: What are you doing to keep your audience engaged? Have you noticed your own “authority fatigue” from others you follow? Drop your comments and questions below—I’m excited to help brainstorm ways you can amp up the excitement, deliver steady value, and make “What have you done for me lately?” a question you’re always thrilled to answer.

Take care, and keep creating forward!