Okay, another "thinking" break. What do you that is different or makes a difference? Do you where a uniform or deliver your products in some different way? What can you do that would be simple, effective, and make a difference? Create a list of small and large. How about your phone or e-mail response rate? Maybe you only want to deliver one way, by FEDEX or by hand.

Make a list of your customer contact points. What difference can you make at those points that would make a difference in quality to your customer? Sell ebooks, offer a printed by mail version. How does your business card show your difference?

Here is a KEY point to difference principle never mention. Shh...it’s our secret. The difference must also be customer-oriented.

Let’s brainstorm together. A professional organizer removes clutter. They could choose words: clutter remover. Chuckle, similar to a trash remover. A coach could use Rudolph as an inspiration. Like red-nose reindeer, they both provide a beacon for clearer navigation. Then isn't a life coach a "life navigator". Both Rudolph and a life coach also "lights way for others." Chuckle, love to brainstorm.

Fifth, Santa checks his list to see who has been naughty and nice. Do you have a nice list? What puts them on your good list or moves them to naughty list? What are "gifts" for people on "nice" list? Create a possible gift list, let your brainstorming powers jump all over place. How do you treat your list? Is it in a shoe box or on computer but not backed up? Do you stay in contact with your list? How often?

Sixth, Santa gives first and then receives his cookies and milk. Are you asking for cookies and milk first? Psychologically, people like people who first give their time, money or knowledge. It sends message, "Here I am, let me show you why you want to trust me." Give and then be a gracious receiver. Tell them whether you like chocolate. 2% milk or a Diet Coke with your cookies.

Know where boundary is on how much you give so that your energy doesn't change to anger. Even Santa has boundaries. Stop now and create a list of gift possibilities. "What can you give?" Give with an unchained heart, clear boundaries, no attached expectations, and success will connect with you.

The seventh Santa principle is his loyal and life long customers. Even though relationship changes with his customer’s age, his message of joy and good cheer remains generation after generation. Santa ties you into a solid loyalty program that people want to keep. His technique is "customer create customer." Quite different from other marketing messages of "advertising creates customers."

Deep breath, we coming to close, how do your customers create other customers? Leverage this resource. It’s cheaper too. What happened to customers that bought from you this past year? What are your loyalty building policies and procedures? None, then you need to focus in and create one. Don't let customers fall of your sleigh. Go strap them in with seat belts. Yes, Santa’s sleight has seat belts now.

Okay, you're sold. You want to market like Santa. Did you stop in-between each one, take notes, and know how you currently stand on each of Santa’s principles? Are you willing to play full out, as Santa does? Borrow Rudolph’s nose and get some support to help light your way. Or borrow one of other reindeer and create a new direction?

Okay, find your Santa hat, sit down with milk and cookies, spread your notes out and make your priority list and make one decision. Which one do you want to tackle first? Which one will make biggest difference? Make a list of messages with your one word that you want others to share.

Let my inspiration jump from my heart to yours. Then pass it along to someone else to inspire again -- "customer to customer" or in this case "reader to reader." Good tidings to all and to all a good night.

6. Scan web for Directories that list similar companies.

Look for web directories and web listing services that list businesses such as yours as a service to internet users (i.e. realtor.com, Hotel / Motel Restaurant Assoc., expedia.com). They will more than likely be glad to include your link.

For fee based conglomerates, weigh out cost of having your listing with them against two factors … will traffic they bring to your site be targeted towards your specific service? Will a link on their site boost your page rank thus elevating your position in search engine results?

7. Link with Government Offices.

If your local Town / County Government or County Tourism Office has a website, ask to be included on their site if it’s appropriate to their content.

New-comers to a Town and those considering relocating to your area, often check these sites to familiarize themselves with what services are available.

8. Search web for other businesses that have complimentary (not competitive) services to yours. Consider whether a link on their website would be beneficial, and then approach them about linking to your site.

For example, we are a marketing and promotion company that does web sites. When clients want brochures or business cards printed we deal with a particular local printer. We send that printer business and printing company put a link to our company on their site.

This is particularly effective for any business that you partner with for clients or services. (NOTE: when considering reciprocal links, remember that you don’t want to drive traffic from your site to another. Be certain that web master adding links to your site assigns link to open in a new window. Also be careful not to link to a site that could steal away any of your clients.)

9. Use your email for marketing.

Start an email list of potential customers and add to it as often as you can. Ask clients and customers for their email addresses, and collect email addresses from potential clients any way you can.

Once a month send out an ezine (email newsletter) to your email list with news about your company. Include content (non-advertising) that will be interesting to your clients.

For example, a real estate agency may include a short piece on home improvements. Always give ezine receiver an “opt out” link at bottom of email. Be sure to include links throughout your ezine that will drive viewers to your web site. Add a link on your web site to subscribe to this monthly ezine.

Be certain to have all staff include an email signature on every email sent out that lists your web address.

10. Change Content of your web site frequently.   We find that clients who have a “rotating page” – that is a page that is designed to be updated daily, weekly or monthly – have more traffic and keep their ranking in search engines.

Rotating content keeps your site "sticky" - that is, it gives users a reason to return – a reason to bookmark your site. Some suggestions for rotating content are a “monthly specials” page, “featured product or service page” or a monthly article pertinent to your industry.

We have a "featured partner page" that changes monthly. It highlights a client in our network. We use that monthly change as a header in our ezine. Rotating content will keep your web site from become static and create a reason for visitors to return.

Be sure to establish a good working relationship with your web developer, if they will be serving as your webmaster. Keep lines of communication open, ask questions, and make them aware of your needs. Web developers are generally good people that want to make their clients happy. The success of web site often hinges on success of developer / client relationship. When relationship is good synergy created between two can do wonders for your company and your customers.