Last month, as I do each December, I sent out a holiday email.

It was a short holiday message with well wishes for the coming year. Simple. Some might even say of little consequence.

Or was it?

Within an hour of sending it, I received several responses from colleagues I haven’t spoken with in years. Which led to a lovely email exchange with one and a group reunion lunch with another.

A simple holiday message. A small touchpoint. And yet…

How often do we let those “little” things slide? How often does our to-do list become so enormous that, one by one, we start pushing all those seemingly inconsequential tasks to the bottom of the list? Or abandoning them altogether.

I’ve had old clients reach out for some new work after sending a newsletter. Some have referred me to businesses in need. This time it was a chance to re-connect.

It got me thinking about all the opportunities we have to make a big impact with just a few, small touchpoints.

Small Touchpoints with Your Network

• Support Your Network: Take 5 or 10 minutes out of your day to help your network increase visibility. Like their post on Instagram. Comment on an article they shared on LinkedIn. Congratulate them or thank them for something they did for you on Twitter.
• Handwritten Note: It always makes my day to receive a handwritten note thanking me for a referral or just saying how nice it was to meet. Sometimes a notecard, a stamp and just a few minutes is all it takes to stand out.
• Pass along opportunities: Eve Gumpel, who is a wonderful Editor and Ghostwriter in my network, recently forwarded a HARO contribution request for a series of articles focused on Branding. (If you’re not familiar with Help A Reporter Out, check it out!) Passing along potential opportunities not only shows those in your network that you’re thinking of them, but it shows that you are a good partner because you understand their business. The next time you come across an article or request that looks like a fit for someone in your network, let them know!

Small Touchpoints with Your Clients & Customers

• Treat Customers Like Friends: On a crazy, hectic “mom” night, I went to my local Rubio’s to grab dinner for myself and daughter. Ordered our food only to realize I’d left my wallet at home! As embarrassed and frazzled as I was, the man helping was so kind and understanding. Insisted on providing my order and wouldn’t even hear of taking my payment when I came back the next day. That act of kindness has stayed with me and earned my loyalty throughout the years since.
• Do Something Different: One of my clients, Saf Keep Storage, manages and operates storage facilities throughout California. To help make a trip to the storage unit a little more fun, they feature a “prize wheel” at the front office. Customers get a chance to spin the wheel at move-in and on special occasions to win free items like gift cards to local coffee stores.
• Add a Special Touch: A local jewelry store near me always has a tray of cookies out. If I’m there with my daughter in tow, a cookie always makes the outing more pleasant. A simple tray of cookies helps create a friendly atmosphere and instill a positive association for customers. (I mean, who doesn’t want a cookie now and then?)

And then of course, there are emails. Whether it’s through a monthly newsletter linking to your blog or weekly e-blasts of tips, announcements or motivational quotes, don’t underestimate the impact staying top-of-mind with your professional network, customers and prospects can make.

Because sometimes opportunity is just one LinkedIn like, spin of the wheel, or holiday email away.

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Jacqui Genow

Brand & Business Strategist

J. Genow Marketing

Jacqui Genow is the founder and principal of J. Genow Marketing. She works with clients in aligning their brand message, building their marketing roadmap, and helping them stay on track to move their business forward. As a Brand and Business Strategist, her focus goes beyond marketing; making the connections between how marketing decisions made today can impact a client’s business in the future. You can find Jacqui on LinkedIn, Instagram, and Twitter.

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