So you are building a stable of good writing clients. Some of them are Very Good. Of course you treat everyone with professionalism, send thank you notes, and talk to them regularly. But what if I said you could do more to keep these fantastic clients coming back? You can – it’s all in keeping extra client records. And in using them.
Beyond Basic Client Records
In know you keep basic client records – name, company, contact info, invoice info, and so on. That is part of your bookkeeping or planning (or should be. If it’s not, talk to a bookkeeper and find out what you need to be doing! The taxman is much easier to deal with when you have good records!)
But what I want to discuss today is going one step further. You’re already doing the basics. While you are doing them, especially with your favorite clients – the ones you want to work with forever because they are so cool – start really listening in conversations you have. And make notes.
When there is small talk at the end of a conversation, listen. When your client says something like “I’m taking my spouse out for his birthday tomorrow,” make a note. Make notes about their life. Note important dates, like birthdays, days they adopt pets and so on.
Then use it shamelessly to build a connection. I am not telling you to get smarmy. These are people you like, remember? You’d maybe tell a coworker to wish their spouse happy birthday for you if you met them at the water-cooler. Same principle. Send your clients birthday cards – personal ones. None of these, “I had a bunch of these supposedly birthday cards that are really an ad for my business” cards that you sometimes get from your insurance agent. Spend the buck at the Dollar store for a real one, sign it personally, and spring for a stamp. If a good client loses someone close to them, like a grandparent, parent, or even a pet, spring for a condolence card, write a personal note, and mail it.
In other Words…
Be Nice. Support your clients on more than the writing level. They are good acquaintances at the least. Some of them can develop into friends. At the very least, they will know you are human and care about other humans.
Don’t be stalky. But don’t be stand offish, either. Step forward and be human.
Do you like it when people you do business with go out of their way to be human with you? If not, why not? Share in the comments!