Monday, July 09, 2007

The power of keeping in touch

So, recently, I got into a very unfortunate and stressful situation that forced me to rethink the way that I do my contracts. In almost 2 years of being in business, I've never had a lawyer (I used LegalZoom to set up the zen kitchen back in January of last year, and haven't really determined what kind of legal needs I'd have; I also had a lawyer ex-boyfriend of mine approve my original contract), and now I needed one - and fairly quickly - because what should have been a fairly straightforward situation turned nasty quicker than I wanted it to.

Enter Jessica Manganello of Exemplar Law in Boston. I met her at a networking event back in Marchish and we kept in touch over the months afterwards. She's been very thoughtful about sending me articles and info about things she knows I'm interested in (I've even blogged about some of the sites she's pointed me to), and when I realized that I needed help with the stuff I'll be dealing with, she was the first person I thought of. We're meeting for lunch tomorrow.

This is the power of keeping in touch - not just on the monthly newsletter level, but on the occasional "just thought of you" level that so many marketers tend to forget about. It's a more personal - and dare I say, feminine - way of marketing, and some folks do it phenomenally well, while others - well? Yeah.

So here's an idea. When you meet someone at an event - Chamber, Women's Business, whatever - find out a bit about them and make a note of it on the back of their card. Put it in your contact management software. Then, if you happen across something that might be interesting to them, pop them a quick e-mail. It's quick, dirt cheap, and can grant you the helpful, thoughtful image that might just get you the sale. Not that hard, is it?

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