One of the books that completely changed the way I do business is Giftology.

The idea is simple: send clients and prospects gifts.

Use your marketing budget to invest in relationships.

Because the ROI of improving a relationship is far higher than the ROI of, say, paid advertising.

Think about it: setting aside the month of December, the only thing people get in the mail on anything resembling a regular basis are bills, subscriptions, and things they’ve ordered for themselves.

So the chances are high that you absolutely make their day by sending gifts in the mail.

With me so far?

Great.

Now, if you’re anything like me, you’re starting to think, well, I don’t have anything with my logo on it, so I can’t do that.

Stop it right there.

Things with your logo on them are NOT gifts.

They are swag.

What’s more likely to get thrown away? A thoughtful hand-picked gift? Or some pen that looks like one of a thousand?

Right.

And the gifts you send don’t have to follow any particular pattern. In fact, they shouldn’t. Not everyone on your list should receive the same thing.

But what they should get is something luxurious.

Set a budget, then find a category where your budget buys the best thing in the category.

In Giftology, Ruhlin gives the example of a budget of $150, and the client going and buying Fossil watches for their clients.

Only problem?

That client’s clients were luxury watch wearers.

I’m not a luxury watch wearer, but even I know that there’s no room in an accessory drawer for a Fossil watch if that drawer also contains a Rolex.

So instead, send everyday luxury.

That client would have been better off using $150 for a different category. One where $150 is the absolute top of the market.

But the great thing is, you do not need to spend much money at all.

You can send a handwritten note. Slip in a sticker, or something else flat.

But if you’re going to send something, Ruhlin says it’s a good idea to send something that doesn’t get consumed. My mentor sends engraved water bottles for prospects. But he goes the extra mile and finds out the name of their spouse. And buys two to send as a gift.

Their names get engraved on them.

Not my mentor’s logo.

Physical gifts are great because they allow the recipient to think of you every single time they come across that thing.

But consumable gifts are great as well. So long as they’re nicer or different from what your prospects can get themselves.

I love conveying the sense of luxury to my clients. Especially the ones who are working with me to add another revenue stream.

“All this luxury is within reach” says the gift, and each gift is customized for the recipient. I order online from anywhere that has a place for gift messages.

When you start implementing this in your business, you have two options: thoughtful handwritten note or something high-end.

There’s no in-between.