May 30, 2020     Daily Post

The Birthday Test

The Birthday Test

How well do you know your clients?

If you couldn’t buy your client a thoughtful gift for their birthday, it’s because:

  1. You stink at buying presents
  2. You don’t know what a thoughtful gift would be for them.
  3. You don’t even know when their birthday is…

It’s not about their birthday, but about knowing your audience intimately enough to speak their language and hear their hurts. That’s where real innovation comes from.

You might think deep-dives into client research might take a lot of time and money…

Got a phone? Got a call plan? Super – this is free, and will only cost you the time it takes to make a phone call.

Whatever your budget for marketing planning and ongoing client relations, that’s something you can do today if you choose.

A key distinguishing factor in effective marketing for cause-driven work is simply caring more. Consider the birthday test above to be a crude indicator of whether or not you’ve got work to do in this area.

They’ll thank you for caring, and for the innovations, you produce that feel like they were made just for them.