I’ve written many times about the importance of making communications personal. I often follow my own advice. And sometimes I don’t. Here’s a tale of a failure on my part, including what I did to attempt to rectify things. Perhaps you’ll find it a useful template (the rectifying part, not the failing part).

I’m on a Southwest flight at the time of this writing, where employees are known for taking creative license with the more mundane aspects of the job, including on-board announcements. The flight attendant who just delivered the usual stuff prior to takeoff did something we should all do.

There’s a “modern” communication tool that’s become really popular in recent years. You’d think I’d be too old to appreciate them (although I learned from Wikipedia that they actually date back to the 80s, so maybe not). Instead, I’m enamored of them. Humor me for a moment while I share the trust-building applications of … GIFs.

Think about the number of meaningful relationships you’ve had with clients over your career. There are likely hundreds. Now think about how many you’ve reached out to in the last year. Probably considerably fewer, and probably not enough—especially since they’re your best and easiest source of leads if you’re in a services business. Read on for a simple and important way around this relationship problem.