Show them love in February, and every day

February marketing so often focuses on Valentine’s Day.

Sure, it is an overproduced holiday that feels loaded with obligatory cards, flowers and chocolates. But it also is a nice reminder that love or affection or kindness are really good to keep in mind every day.

Let’s set aside the romantic notion of love and consider the role of love for the small business owner.

Perhaps the concept of love is too strong of a word for how small business marketers feel about their clients, customers and peer professionals. Perhaps the words we should be contemplating are “like,” “appreciation,” “fondness” and “kindness” when we think about the people who buy products, services or who refer business to us on a regular basis.

Recently I ordered a couple pairs of eyeglasses online through an insurance benefit. For some reason, the vision prescription I’d uploaded to my profile didn’t save and the service wrote me to update my file. I did immediately. Then I started receiving automated messages that the order couldn’t be fulfilled.

I reached out to the customer service portal and waited to hear back regarding my order thinking I’d never sort out the problem. Quickly the representative helped me but then the processing of the order still seemed snagged due to computerized reasons I can’t imagine. I wrote back to the person. They again fixed the problem. The order was proceeding. And I waited to receive the glasses. One pair arrived. The other didn’t.

Once again, I wrote back to the person who had been helping me and they sorted out the snafu. They then offered me a free pair of sunglasses in addition to offering a really nice apology and they appreciated a screenshot I’d shared with them of the miscommunications being automated by the company so they could better troubleshoot the problem in the future.

I felt not only heard but appreciated by the representative and the company. Even though this was not the best shopping experience, they made things right and worked hard to help me, their customer. For this I am grateful. While I wouldn’t say I feel loved by the company, I did feel respected and seen. It meant a lot to me.

Another business, one I consult for, sends Valentine’s Day cards. It’s the sweetest (pun intended) action. This practice has every team member sign each card covered in hearts and a lovely greeting for the holiday. Everyone in their network receives a card, which feels like a grown-up version of the fun Valentine’s Day cards we used to exchange in grade school. It feels nice to receive something kind in the mail. They do a great job of telling people they know that they care about them.

There are so many ways to appreciate the people who contribute to your success. From cards to simply making things right when things don’t go perfectly smoothly, you can make people feel good by telling them you appreciate them, that you hear them, see them, and that you value them.

Professional statements of affection go a long way in the small business marketing world. Sharing a little professional kindness can make the difference in each of your professional relationships.

February is a good reminder that we can all try to acknowledge each other with positive feelings. You never know who, on the receiving end, really needs to hear that message from you!

• Rebecca Hoffman is the founder and principal of Good Egg Concepts, a strategic communication and brand marketing consulting practice serving clients across the Chicago area and nationally.