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Think small, useful, or entertaining touches that make them glad you showed up — even when they’re not buying today. React to their world. Ten minutes a day, hop into LinkedIn/FB/IG, use people’s names, and leave specific comments. “Congrats on the grant — huge milestone.” That’s a micro-deposit in the trust bank. Ship helpful bites 2–3 times a week. Short Owner’s Notes (60–120 words). A tiny PSA that saves someone a headache. A curated tool you actually use. Sprinkle in a human moment — a kid story, a behind-the-scenes lesson, a clean meme. You’re building a relationship, not delivering a brochure. Accelerate outcomes. They don’t want a PDF; they want progress. “If you grabbed the LLC guide, here’s a naming checklist you can finish over lunch.” That’s how you become useful. Light, genuine, repeatable. That’s the game. Show Proof (Let others tell your story.) Talking about yourself isn’t proof. Let others talk about you. Tell human-interest stories where your client is the hero, and you’re the guide who showed up with the map.
Structure every story the same way: context › their challenge › your small nudge/tool › the outcome › the lesson. Keep your role modest. Give the credit away. That’s what makes the story believable and shareable. Stack public and private proof. After a high point, send a two-touch review ask (same-day thank-you plus link; polite nudge 48–72 hours later). Screenshot thank-yous (with permission). Share short clips of clients talking about the moment they felt relief. Community proof > corporate chest-thumping.
YOU HAVE TO STOP CHASING SHINY OBJECTS AND THE NEXT MAGIC LEAD GENERATION TOOL.
Make It Personal (Engineer belonging.) Now we deepen the bond, so switching away from you feels risky. Do this in two layers: scaled warmth every week, and episodic moments that can’t be automated. Scaled warmth is your drumbeat: bi-weekly Owner’s Notes, same-day replies to DMs, birthday texts plus a real card, and a monthly “clients to know” shout- out. Your newsletter is the heartbeat that makes sure we have a minimum of one touch point with every prospect and reminds them there’s a real human behind the logo. Episodic moments are where memories stick. Set up a simple system to surface life events — new baby, graduation, promotion, big move, funding. Twice a week, check the list. If three clients hit a milestone, handwrite three short cards that week. Thirty seconds each. No pitch. “Saw the promotion — well earned. Proud of you.” That’s the note they save. Be a connector. When two customers should meet, make the intro. You’ll be remembered for the relationship you created, not the paragraph you posted.
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