Seth Godin recently observed a handwritten note scotch-taped to a cash register at a souvenir shop. Here’s what it read:

You’re the boss. All sales are …

• Returnable
• Refundable
• Exchangable (sic)
• Even by mail
• 30 days from purchase

“[Rather] than taking the posture of ‘I hate you and I don't trust you,’ why not start with this one?” Godin asks.

It’s a rhetorical question: There’s no good reason to antagonize your customer, and there are a million good reasons to treat them with high esteem. But let’s just focus on two of them:

1. The world has enough suspicion and curmudgeonery [my word].

2. Godin: “Just down the street, the proprietor yelled at us for taking a photo. At a t-shirt store. Sheesh. Wanna guess where we bought our overpriced souvenirs?” [Emphasis mine]

There you have it. Treat your clients like the boss, and they'll become your best customer—and maybe they'll blog about you!