It's important not to assume to know what is relevant to your clients. You must ask intelligent questions, run reports on this information, and then proactively meet your customers' relevant needs. This completes our analysis of Bill Gates' quote regarding managing information, and brings us full circle.

We've talked about gathering information. Here are some things that you can do to BUY BRAIN CELLS! Remember, marketing is about being in the forefront of your clients' thoughts, and the only way you can buy their brain cells and make them work for you is by marketing to what is important to them. That is why we strive to ask questions that give us these insights.

If you know your client doesn't have a college education fund set up for their children because you took the time to ask that question, then you could turn around and recommend a 529 Planthat would allow them to establish a tax-deferred account to put those funds in place for their children's future educational needs. Things like this put you far ahead of your competition, and you become your clients' friend and confidant.

Another suggestion is to have your personal assistant send out some item of relevance to members of your database every month. If you've gathered information intelligently and you know what your clients' hobbies are, use it for this type of communication. Let's say your assistant finds an article on herbal remedies that work effectively on children under ten years of age, and you are in the midst of the cold and flu season. Run a report to identify the clients in your database who have children under ten years of age. Send them a copy of the article via email, with a quick note that says, “I saw this article and thought you might find this information interesting. I certainly hope that you and your family are well.”

This will have a tremendous impact on your clients' opinion of you. Don't you think you will be the first person to pop into their mind when they overhear a co-worker saying they need a professional who offers the services you provide? This is what customer relevancy is about: BUYING BRAIN CELLS. Remember, your marketing doesn't always have to be about your vocation. Believe it or not, in many cases your vocation isn't evenrelevant to your client. They just want someone they feel comfortable with.

Think about the way you shop for products or services. If you wanted to buy a new pickup truck, there's a good chance you could go to 4 or 5 locations within a 30-minute drive of your home and purchase the exact same truck. But you will buy the truck from someone you trust. This is human nature. People are shopping for someone they can trust; someone they like to work with. They also like to be the shining star, the person that is “in the know,” who refers your good service to their friends and family!