When most people think of marketing, the same ideas come to mind:

• TV ad

• Online ad

• Print ad

• Radio ad

• Billboard ad

• Printed pieces

But few people think of marketing as the follow-up.

It’s one thing to capture leads, but it’s a whole 'nother level to follow-up with them.

Avoid the lazy-same-as-everyone-else follow-up:

• Robotic phone call

• Form letter

• Impersonal email

World-class follow-up sets you apart from just about everyone:

• Give a VIP invite to an upcoming event

• Mail a personal, handwritten note

• Schedule a coffee or lunch with them

• Send a white paper or case study

• Mail a “lumpy” package to them — with something interesting inside

• Comment on their social media post

• Record and send a personalized video

• Give a present on their birthday

• Offer a lunch training at their company for no charge

• Deliver a giant cookie to their office

• Send a telegram (probably the first they’ve ever received)

• Research their alma mater and send a branded gift

• Email a gift using a resource like www.thnks.com

You get the idea. Follow-up doesn’t sound sexy, but it’s where the 1% reside.