Episode 208: Express Tip #104: The gold paperclip

Annette Walter

July 8, 2022

How can a gold length of wire bent into flat loops that are used to hold papers together make customers feel so special? Well, here is the reason…

When we talk about marketing we immediately think about digital marketing, social media, niche, potential clients, how to increase our reach, and the content we will put out there to produce engagement, interest, and business. 

We rarely think about the basics and on tiny little details that will make our clients our best advocates not only for our service but also for how we make them feel when working with us

Back in my banking days, I knew I needed to implement something that could tell my clients: You know that? You are special! You are like gold to me

When we would prepare documents and we were in the customer service-based business of providing mortgage loans for customers we would use a gold paperclip in anything that we would send out to our clients.

Why a paperclip? It was a simple back-to-the-basics marketing strategy that basically said: We see you; we care for you and we want to uplevel our service so that you know that you are treated like gold.

Imagine how a client that feels like gold for you will talk to others about you, your business, and the experience of working with you.

A simple thing like a gold paper clip made that difference. We got so much feedback on how it made them feel so special. 

So, let me ask you, what is something tiny you can do that your clients will notice that makes them feel that you are connecting with them, seeing them, making them feel special? 

A gift on their birthday? Calling them on their anniversary working with you? A note to let them know how much they mean to you?

Do not lose sight of those simple back-to-basic marketing tactics that work 

Let your clients know how much they mean to you; how thankful you are for their business. 

This is taking your good service to the next level and will trigger tons of positive feedback and recommendations.

Imagine you need someone’s advice for buying a new car and that person starts talking about the experience they had with the car dealer. That call they received, that follow-up email? Or even after buying the car, that email or detail to make them feel “we are still here with you” you matter, you are special and we want you to know it. Sometimes we start searching for a product or service and we end up being part of a family. A family that cares for us and makes us feel special. A family that makes us feel like gold. 

We are not only selling our products or services; we are also selling the experience of working with us and being part of our business family.

Have you wondered how your clients feel when working with you?

We always focus on the product, the service, and the sales; but what about the brand experience? What is the first word that comes to their minds when they think about the whole experience of working with you? How can they name how it feels being your client?

Knowing what our clients are paying attention to and what they’re looking for in a brand experience is a big game changer for your business. 

A little research allows us to be thoughtful in our interactions. 

You might think you have great content, product, or service, but back-to-basics marketing tactics can help you elevate that to create a stronger connection with your client. This transforms a one-way message into a conversation, a connection, an experience, a story, and tons of love through feedback and recommendations. 

Have you wondered what can be the best gold paperclip you can use to make your client feel they really mean to you? Let’s read again those testimonials, ask a couple of them to describe how they feel about our service, and take note of the small details. 

Grab their attention with the small details. 

Help them keep you on the top of their minds whenever they need your service or whenever anyone they know might need it. Make that “gold paperclip” a symbol of top-level service, support, recognition, and appreciation for their business. Make your way to becoming the provider that focuses on experiences beyond business. 

One of the things that I am doing is connecting with my clients using a video app called Marcopolo.

Marcopolo defines itself as a video chat app that brings you closer to the people who matter most. And my clients, are the people who matter most in my business. So why not use tools that will make them feel what they mean to me? This is one of my paperclips, what is yours?

Keep evolving entrepreneur and let me know what are those back to basics marketing strategies you will implement with your clients from now on.

Feel free to schedule a 20-minute call and let’s get started! And when you do, if you have not taken the Core Value Index, you will get a copy of the CVI. I will go through it with you and you’ll learn things about yourself and the results will push you to work on the tasks that are in your zone of genius. Again, here’s the link to book your call

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About Annette Walter​

Much like Marcus Lemonis, host of CNBC’s “The Profit,” who lends his expertise to struggling businesses, Annette analyzes businesses, supports them with the right resources, and designs the plan they need to go from surviving to thriving.

Annette Walter has started, acquired, owned, and operated more than 15 companies in her lifetime. As a wife, mother of two young boys, and owner of a national company, Timber Industries, that was included on last year’s Inc. 5000 list, she can serve her true purpose and passion in coaching and consulting entrepreneurs through her business coaching company, iEvolve Consulting. Annette works with business owners across the globe in various industries to support their overall well-being, teams, and operations. As an operations expert and strategist, she works with business owners to help them identify organizational gaps and opportunities in their companies. She works with businesses to help make their finances, marketing efforts, technology solutions, and sales more efficient and effective.

If you would like to know more about iEvolve Consulting, visit: http://www.ievolveconsulting.com, or send an email to YouRock@iEvolveConsulting.com.

Purpose. Process. Propel.

Contact: YouRock@iEvolveConsulting.com