Sometimes the best ideas really are the simplest. Years ago I was at a training session for insurance professionals. One of the methods the successful producer was sharing as a cause of his success was the personal touch he gives to each of his clients, no matter how small, no matter how long it has been since he saw the client. What this producer does is call the client every year on their birthday. If he can't call on the exact date of their birthday, he calls a day or two beforehand.

He was recounting how over the years this had gotten to be quite a task, making 10 or 20 calls every single day, and yet he said it is also the most important and enjoyable thing he does in a day. First, the calls have become his primary marketing activity, because the contact with his clients gives him an opportunity to review their situation, assess new needs, mention new products and services, and ask for referrals (all under the premise of wishing them a happy birthday). Secondly, it's always a fun call when you wish someone a happy birthday. Instead of your only contact with the client being an all-business call to notify them of bad news or ask for their signature, or to return a form, you're calling just to say, "Happy Birthday". It's a great call! Men who might normally not be moved by anything other than an act of heroism will get emotional. Women will comment that they just hope their husband remembers. All sorts of neat things happen on these calls.

Years ago, I modified this approach for politicians. I suggested that incumbent politicians mail birthday cards to constituents. Of course, it might not be possible to mail every constituent a birthday card, but certainly you could sort and filter the voter list to find the high value voters (e.g., that politician's home district, or key constituency, by age, gender, race, etc). How do you get the birthday? Well, in this case, it's on the voter rolls. I promise you the politician who sends out birthday cards (without asking for money) will be remember come election day.

I even know one politician who actually sings happy birthday to voters! I'm not kidding; this particular politician (a county sheriff in rural Virginia who sings in his church choir) will leave messages with voters actually singing them happy birthday. As word got around, people took it as a real sign of importance if the Sheriff called. That may not be your best bet, but it sure worked for him!

There are all sorts of applications for this if you think about how to use it, but I still believe that in many businesses a simple phone call on the birthday of your valued clients can do wonders. Sure, you'll get alot of voicemail, and the client more than likely won't call back, but they'll NEVER forget.