Marketing is about giving people a reason to talk about you.
Lord knows I’ve honed in on the business card as the place to start on the road to “Remarkable.”
But, that’s just the first step.
The point is to look at every single point of customer/client interaction and ask yourself “does this give someone a reason to talk about me/my company?”
And one touchpoint is the bill you send them.
A few weeks ago, an assistant to one of my clients at Johnson and Johnson, called me and said, “Jeremy, I have been laughing so hard, I’ve been crying for the last five minutes.”
“Why?” I asked.
“I was reading your invoice and I saw your payment terms. It was so funny, I showed it to everyone sitting around me.”
JNJ pays net 45.
I am not going to change that.
So, I just wrote “you’re JNJ, whenever the hell you want.”
She got the joke.
She talked about it to her friends.
Remember…this is a BILL, and she’s going around saying, 'hey, you’ve got to see this.”
Now, I’m not saying that you can get away with that with every client, but one of the reasons I offer a Customer Touchpoint Assessment is so that we can find little areas of opportunity to give customers and prospects a reason to talk about us.
If you look closely, you’ll see I’ve tried to inject other elements of “wanna-be remarkable” as well.
Of course, remarkable isn’t up to me. It’s up to those who receive it to decide.