When I was a kid, there was a TV show called “Queen for a Day”. I think it started on radio.

The premise was that some lucky housewife would be brought to the studio, surprised with a multitude of gifts, and treated like royalty. She received clothing, furniture, appliances, jewelry, dinners, and trips. And with a lot of fanfare, she was anointed “Queen for a Day,” complete with a crown, a fur wrap, and a scepter.

Corny, but cute.

Anyway, in marketing legal services, we usually think in terms of what we can do for all of our clients, collectively. We send everyone a certain email, we upgrade our waiting room for the comfort of all clients.

Today, I’d like to suggest that you start your own “Queen for a Day” program.

Every day, choose a different client who will become “Queen (or King) for a Day”. You don’t have to buy them expensive gifts, or film them jumping up and down with excitement. You don’t even need to tell them they were chosen as part of your “Client of the Day” marketing program.

Choose someone, at random, and send them something, or do something, to surprise and delight them. Something that’s not part of the regular service they receive from you and not something you regularly do for all of your clients.

Here are some examples:

• A handwritten note of appreciation
• Flowers or a plant
• Cookies or donuts
• Enter their name in a drawing for the month, with prizes (e.g., gift certificates, etc.)
• Mention their business in your newsletter or on your website
• Make a charitable donation in their name
• Offer to meet and buy them coffee
• Offer them a free or heavily discounted service
• Send them a book

Imagine how the client will feel when he or she gets this unexpected attention. Do you think they will feel good about having you as their lawyer? Do you think they might keep you as their lawyer? Do you think they might tell their friends about how you treated them?

You don’t have to give the same thing to each client. You can spend more on better clients if you want. And, there are lots of things you can do that cost very little, or nothing.

It’s not about the “prizes,” it’s about the recognition. It’s about showing your clients you appreciate them.

Choose one client every day and make them feel special. Like a Queen or a King for a day.

Marketing is easy, when you know The Formula.