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Betina Wassermann, a humble crafts maker from Queens, is one of the smartest marketers I’ve seen in awhile. And she’s got a lesson for all consumer bankruptcy lawyers who are looking to market their services more effectively.
See, Betina made the locket Mickey Rourke wore to the Oscars this past weekend. The one with a picture of Loki, his Chihuahua who recently died.
Every picture of Mickey Rourke showed him wearing that locket. And there were a TON of pictures of him from that night.
So why is Betina so smart?
Because she did something that very few marketers do – she gave away her product for no reason other than love and kinship.
See, she doesn’t know Mickey Rourke. Never met the guy. But she heard that Loki died, and was struck by it. Betina recently lost her dog, Igor, and felt Mickey’s pain. She’d made a similar locket for herself as a memorial to her own dog, and took it upon herself to make one for the actor as well.
She spent time trying to find his publicist, and mailed it. No bill for services rendered or product provided, no commercial designs at all.
A token of love from one dog lover to another.
The next day her voicemail contained a message from Rourke. He said, “I got it on and I ain’t takin’ it off.”
And he didn’t.
He wore it to the Independent Spirit Awards, and then to the Oscars.
Ryan Seacrest mentioned it. Ryan frickin’ Seacrest, the guy who’s all over the place 24/7/365.
Now the orders are pouring in. Betina’s gonna make a fortune off this labor of love.
Think about it – who’s more jaded than actors? Heck, they get free stuff all the time. Bags of goodies left and right, designers literally begging them to wear their stuff publicly?
Now along comes this woman from Queens who sells trinkets on the weekends for fun. Sends out something because she just wants to help a fellow dog lover get through a tough time. And look what it gets her.
Wow.
Now what does this all mean to you?
It means that when you care – actually, really, truly give a hoot – about your client and go the extra mile without putting your hand in his or her pocket . . . when you do right by someone because you cut through the garbage and get to what REALLY moves them . . . you can make an impact so great that your client will fall in love with you.
I’m not talking about lower prices, or even faster case filing. I’m talking about the stuff that really matters.
A cold drink on a hot day magically appears in front of the client without them asking for it.
A coloring book and crayons for their toddler.
A coupon for baby formula to a new mom (yes, I’ve done this – my wife had just given birth and we got a ton of Enfamil coupons, so I put them in an envelope and gave them to a client with a new baby).
Is this marketing? You betcha.
Just ask Betina Wassermann.
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Right On, Jay! And spreading the love takes so little. Sometimes a the thought of something nice you can do runs through your head and you just let it go. Fight that urge! Act on it. A small act of kindness will come back to you….both in your business and your personal life.
Exactly. When we put on our lawyer hats we often forget about basic human kindness. And it’s that basic human kindness that earned our friends, spouses, partners, and loved ones. Extend that to your prospects and clients, and the selling process melts away.
Like Max says, the three most important words to remember when dealing with creditors are “Notice”, “Notice” and “Notice”. With clients, the three most important words are “compassion, courtesy and communication”. IMHO. A little bit of each goes a long way!
I’m about to “platz” from this incredible article. Thank you!! Thank you!! Thank you!!
Betina: My wife and I have agreed that our pug, Griffin, will be with us for the next 100 years. In the unlikely event that our agreement falls through I will be in line to buy one of your lockets.
No doubt about it. Without compassion, courtesy and communication your clients will sense the fact that you are not genuine – and they will take their business elsewhere in a heartbeat.
This goes to show that simply staying true to yourself can and will yield positivity and prosperity. A simple act of unmanufactured kindness will always trump pretentious greed.