Really any little thing that you can do to make your customers feel that you remember them and care about them is priceless. I have a particular customer that mentioned to me one day that she was a tremendous Ray Charles fan. Months later when Ray passed away, I sent her a little note of condolence. I don’t think she will ever forget that gesture. She later told me that I was only one who mentioned anything to her that day. She had been feeling like nobody knew or cared until she received my note.

What opportunities to make personal contact with clients are you missing each day? Sure, it’s easy to use convenient excuses like “I just don’t have time,” or “I’ll get to it next week.” Just remember how much more difficult and time-consuming it is to find a new client rather than to keep a current one.

In end, taking time to keep in contact with your customers will pay a lifetime of dividends both personally and professionally.

3. Sort out your press release (or get me to do it for you!) and send it, together with your tip of month/week on investments, caring for your teeth, getting new clients, or whatever your particular niche may be. Experts have to be adept at putting difficult ideas and concepts into layman’s language so keep tips practical and easy to read. When sending to journalists keep it in body of an email, no attachments, no fancy pictures or logos.

4. Make a date in your diary to send a new one out every month/week. Don’t forget to include your press release at same time.

5. Make sure you have your extras (photograph, biography, logo) ready to go at all times if requested by a journalist.

6. Give press a valid number, possibly even your mobile, where it’s going to be easy for them to reach you without having to navigate switchboards or assistants.

7. Don’t forget radio. Even if you think that you’re unlikely to reach a large number of your potential clients by appearing on a particular show (and you can usually do this from home or office if time is a problem), it’s great to be able to say “as heard on..” and it’s good practical media practice for you. Finally, even though your clients may not be listening, potential press contacts often are!

8. Advertise fact that you are available for media comments and articles in as many places as possible – on your website, on your business card, in your email signature - and use your published tips to create a portfolio (both online and in a nice funky folder!) to further enhance your reputation as an expert.

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