An Idea: Share the Love

Yesterday was Valentine's Day. I got some sweets from my sweetie, sure, but I also got a very nice card from my grandmother and an e-mail from my mother, who never, ever sends me e-mail. After all these years, they're still sending me valentines. Unexpected, the notes really perked me up. So much so, in fact, that it got me thinking: Why don't we send our customers valentines?

Well, I decided that we should. We send them holiday cards at Christmas time. But so does everyone else. If we sent them cards, e-greetings or handwritten notes on second-tier holidays, however, or even at random times of year, it would really make an impression on our clients and customers. It would be special — and in their eyes, so would we. Isn't that what the "Just Because" and "Thinking of You" sections at Hallmark are all about?

Your gesture doesn't have to be elaborate; unlike your valentine, your client isn't expecting diamonds. They're not expecting anything, in fact. Simple, therefore, is bound to be successful.

Doing anything at all is a competitive advantage. So mark your calendar with the following dates — they're excellent opportunities to make your clients smile — and stock up on cards and candies:

• Feb. 18: Presidents Day
• March 20: First day of spring
• March 23: Easter
• April 1: April Fool's Day
• April 15: Tax Day
• May 11: Mothers Day
• June 15: Fathers Day
• July 4: Independence Day
• Oct. 31: Halloween
• Nov. 4: Election Day
• Nov. 27: Thanksgiving

It's pretty simple. On the first day of spring, send your client flowers or a "Thank God it's spring!" note. On Tax Day, send a funny e-greeting that says, "I thought you could use a laugh." On Halloween, send some candy and tell your clients that life would be "scary" without them. Be creative.

The point is this: On days that you decide to do something special for your loved ones, throw in something special for your customers, too. It's unexpected, and they'll love you for it.