Regular readers know I help people write books. Previously, I spent decades in marketing.

These careers have given me a unique set of skills that benefit writing clients who lack promotional capabilities.

They’ve also given me a strategy that guarantees clients will talk about me to others for weeks and remember me for years to come.

I thank them for their business.

No, I’m not talking about nice notes, coffee mugs, baskets of candy or certificates for an elegant dinner. Those things are pleasant, but do nothing to make you stand out from the crowd.

And in my corner of the world, standing out from the crowd and delivering promised results are the only things that matter.

You see, it struck me that anyone could give away an imprinted whatchamacallit. The recipient would say thank you, use it, shelve it, or pitch it. I’d feel like I closed the loop, but I’d actually accomplished little beyond spending some money.

But…what if I gave them something that could only come from me? So I started giving each client a 1,000-piece jigsaw puzzle portraying the cover of their published book.

When was the last time you had a client cry with thanks for a gift you gave them? For me, it was last night.

I recognize that not everyone likes doing jigsaw puzzles. Despite this, authors and their families will complete such a puzzle just because of the subject matter.

And once complete, they’ll invariably glue it together, frame it and hang it in their home or office.

I’ve seen it happen multiple times.

In a recent column, I recommended that authors use their published book as a personalized premium for their own business development efforts. Because writing is such an intimate experience, my puzzle reminds folks of the intense event we’ve just survived together.

It’s a promotion they’ll never forget and one that sparks countless conversations.

Remember: If both you and Charlie give away coffee mugs, you won’t stand out. Meaning, regardless of your business, you’ll benefit by finding something radically different from what everyone else does while ensuring you’re never forgotten.

So consider your customer profile and create a gift that’s so different you’re sure to be remembered and recommended to others. That, after all, is the basis for successful business growth!

With that said, I wish you a week of profitable marketing.

Write your own book. www.writeawaybooks.com.