Message on cover:- Place yourself in my shoes.

Message Inside:- I have complained to you regarding your poor service. However, you have not bothered to resolve my complaint. Most of the time, business executives and entrepreneurs forget that they are also customers. As such, I would urge you to put yourself in my shoes. How would you like if you were ill-treated as a customer as you have ill-treated me? I am sure you would not like it. I am certain that you would like to be treated with respect considering that you, as a customer, are the reason for the very existence of the defaulting business. I am not asking for anything more. I am asking you to just treat me the same way as you would like to be treated as a customer. No more. No less. So I would appreciate if you could resolve my complaint at the earliest.

Message on cover:- Losing me will make achieving your sales and profit targets difficult.

Message Inside:- I am an unhappy customer of yours. If my complaint is not resolved quickly, I will leave you and start doing business with your competitor. When I move to your competitor, you will lose the sales and profits that you would have generated from doing business with me. To compensate for the loss of sales and profits from me, you will have to spend time, effort and money to get new customer(s). Wouldn't it be better to take care of my woes and keep me with you. I am sure you would agree with me that retaining me would be a better option as you will be able to achieve your sales and profit targets.

Message on cover:- I think you are sawing the branch of the tree on which you are sitting?

Message Inside:- By not resolving my complaint, you are making me unhappy. Ultimately, I will leave you and start doing business with your competitor. When you force me to defect to your competitor (saw the branch of the tree on which you are sitting), you lose sales and profits (fall with the branch when it is sawed and get hurt). I hope you realize how stupid it is to do so. But there is light at the end of the tunnel. Better options are available. For instance, you can dig out my complaint and take quick action on it.

Message on cover:- I will become more and more profitable year after year.

Message Inside:- Satisfied customers who make repeat purchases become more and more profitable year after year. Getting repeat business from satisfied customers involves practically no marketing cost. So whatever money you will spend on making me happy will be easily recovered from the extra profits that you will earn from the business I will give you in the future. Of course, I have to remain your customer in order for you to get repeat business from me. I know you can probably find more new customers. However, you will have to spend money to get new customers. In addition, what makes you think that they will not seek "value for money" and quick resolution of their complaints. If you want to keep generating profits from me, I urge you to take care of my problem before it's too late.