James comes home for lunch most days since he only works two miles from home (which is two miles farther than I ever want to commute again.)

One day recently he came in ranting about the incredibly annoying commercial he'd just heard on the radio. "Are they intentionally trying to alienate people?"

Well, sort of.

Some thoughts that emerged during the conversation that ensued:

The commercial was for a fast-food joint I happen to know James won't eat at. He didn't find it funny, although it tried to be. The company spokesperson irritates him. The whole tenor of the commercial grated.

They weren't talking to him, though. They were talking to folks who are already customers, already fans.

Why would they do that? Why would they create an ad that annoys non-fans instead of converting them? Why not find a way to get that non-fan to come in for the new special deluxe extra whatever?

Because it's not a good business model. That non-fan may try the special, but if they're already indifferent or, as in this case, antagonistic, you will not create a convert, a promoter. You'll make a single sale, or a couple single sales, but not a convert.

What about existing fans--folks who already there? Well, that's exactly who the ad is for.

Existing fans were already thinking about trying the new special deluxe extra. A little nudge today, a little nudge tomorrow, and pretty soon they'll remember to have lunch there instead of heading home. And if they like it, it's one more thing to like about a place they're already a fan of.

And what to fans do when they learn something new about their favorite this, that, or other thing?

They recruit more fans. No, they don't try to convert the indifferent, they talk to folks they've already inspected as to fitness, folks who are likely converts. They'll share what they love, extend an invitation, and probably make one or two converts in the process.

Write your marketing materials for your existing fan base. Don't waste time trying to convert the indifferent. Give your fans a flag to rally 'round and a message to go with it, and send them forth.

The result is the Holy Grail of marketing: genuine word of mouth.

Do you enjoy your work? I do! If we want our prospects to use our services, we need to be enthusiastic and passionate about what we do. That means we need to feel excited, motivated and committed. Unfortunately we often see service providers just doing their job without any feeling, actually looking bored. If you're bored, how do you think your prospects and clients feel?

So, how can you change that and feel passionate about what you do? Have you ever had a great idea but never found the time to implement it? If you've had an idea to try something new, do it! Find the time or get some help. Make one small change that you can get really excited about. Your passion and enthusiasm will spread into everything you do. Your customers will feel it and will be more inclined to talk to others about what you do. Yes, it will help spread word-of-mouth marketing and result in referrals.

Perhaps you have an initial feeling of excitement for an idea but then thoughts of doubt and caution arise. Before you know it you've convinced yourself not to try that new idea. Why not feed that initial feeling and share your enthusiasm with others. Find a support group of others who are enthusiastic about their ideas and share your passions.

Have you ever felt down and been told to force yourself to smile? After a while you start to feel better. Try this - act passionate about what you do and you'll soon actually start to feel passionate. If you're feeling bored, pessimistic, fearful, ask yourself why. What's the worst thing that could happen if you tried your new idea? You'll often find it's not as bad as you think it's going to be.

So my advice to you today is, be passionate about your business! You'll feel better and your enthusiasm will spread.

What are you most passionate about?

Yes, it's been a very busy and productive week. The NCAE meeting Monday night was very informative. Besides getting great information on tax deductions, I connected with a new client.

Tuesday morning's meeting with our business associate resulted in clearer ideas of where we're heading in producing a one-day seminar for musicians and authors March 28, 2009.

Wednesday another meeting resulted in potential trade work with a client. She has a great referral system for small businesses. In trade for being a part of that system, I would be able to provide services she needs, such as creating and maintaining a database, making appointments, and audio transcription.

Thursday, thanks to a word of mouth referral from an existing client, I signed a new client. I was also able to finish typing a 40-page document.

This morning I couldn't sleep, was up at 5 am, and spent two hours putting together a three-page document for a teleseminar I'm a guest speaker on later in September.

So now I get to take some time off, right? Not yet. It's still early and I have contact names and addresses to collect into a database for a client, another client that needs PayPal set up on her website, a grocery list to write, yes, it goes on and on. Have a great weekend!

Your customer service needs to be remarkable. That means that your customers will 'remark' on it to others-their friends and business colleagues. Remarkable customer service equals great word of mouth marketing-at no cost to you.

Yet too often we find small businesses not providing remarkable customer service. I recently read Dan Kennedy's Column in the Sacramento Business Journal. He relates a story of being in a fish market a friend of his no longer goes to because of the poor customer service he received a couple of years previously. Mr. Kennedy thought he'd bring this up to the manager now to see how he would respond. The manager blew him off with "that was two years ago...you know about dealing with customers...I don't see what I can do at this point." Nothing more.

Mr. Kennedy states that the business owner should have encouraged him to ask his friend to come in to the store to see him. He should have shown that he cared.

This happens all too often. A customer lost, maybe more if that customer then leaves and bad-mouths the business. What could be done to turn this around, keep the customer and create remarkable service? It doesn't take much. A small personal gesture can make all the difference. In fact, a customer that has a problem solved to their delight is much more likely to tell others about your remarkable customer service.

So we're all wondering what we can do to help our business grow despite the economy. We've heard it all before. Here's a reminder. Provide extraordinary customer service. You'll get more repeat business and word of mouth referrals. Here are just eight of many ways you can provide extraordinary customer service:

1. Thank Them for Coming In
Thank your customer for coming in. Everyone has a basic need to feel appreciated. Thanking your customer for coming in makes them feel welcome and valued.

2. Anticipate What They Want
Get to know your customer, develop a relationship. Knowing his name is just the beginning. Once you know your customer, you're able to anticipate what will appeal to him and make relevant recommendations.

3. Give Each Customer Unique Service
Everyone wants to feel special and unique. Again, you need to get to know your customers, paying attention to many different factors and details. Then you can give each customer special, unique service.

4. Smile!
We all like to be around friendly, happy people. Your customer should see a smiling when they enter your business. A smiling face will make him want to come back.

5. Exceed Customer Expectations
When was the last time you had a meeting with your employees or did a survey of your customers to determine what they expect? Once you know what they expect, you can exceed it. Understand what your customer expects from you and then go the extra mile.

6. Connect with Customers on an Emotional Level
Know what motivates your customers. When you show the customer that what is important to them is also important to you, you're connecting on an emotional level.

7. Keep in Touch with Your Customers
We must earn loyalty from our customers every day. Keeping in touch with your customers is not just telling them about a sale. It's letting them know about things of interest to them; it's about educating and informing them about your business or industry. Sometimes, it's just a friendly reminder or a thank you.

8. Educate Your Customers
Offer seminars or classes on topics of interest to your customers. Make sure your staff is informed about your merchandise and able to advise customers knowledgeably. Use signs to explain the benefits of a product, to teach how to use a product, or explain the difference between similar products.