| Sometimes, the best ideas do not come from business | | | | doormen, he not only treated them with equal respect, |
| school, social media sights or even this author (hard to | | | | but also was genuinely interested in their lives. He took |
| believe as that may be). Sometimes looking back to | | | | the time to find out about the doorman's son's 8th |
| the traditions of the past can teach us a thing or two | | | | grade science project as well as the tough case the |
| about marketing and connecting with people. | | | | Judge just finished. People were people. He gave love |
| I bring this up at this time of year because two of the | | | | and respect and in return, received love and respect. |
| most important marketing ideas, and life lessons, I | | | | Take Away: show everyone you come into contact |
| learned as a kid was from my Grandfather. He was | | | | with respect and take an interest in their lives, and |
| an attorney in Boston during the days when attorneys | | | | people will not only respect you, they will remember |
| did not advertise. Zero "have you been in an accident?' | | | | you. |
| commercials. No "have you taken XYZ medication | | | | My Grandfather's 15 minutes of fame came every |
| and ended up with tongue warts?" commercials. Back | | | | year about this time. St. Patrick's Day. For those of |
| then, so I have been told, a lawyer would have been | | | | you living outside of the Boston area, you might not |
| shunned by the entire Bar just for placing a yellow | | | | appreciate what a HUGE deal St. Patrick's Day is here. |
| pages ad. As an attorney, I understand the constraints | | | | The City of Boston is literally closed while one of the |
| that tie the hands of those in the legal profession | | | | largest St. Patrick's Day Parades winds itself through |
| looking to market himself or herself. Even today, it can | | | | the (always confusing, frequently one-way) streets of |
| be a challenge to promote a law firm's services and | | | | Boston. Well, back in the day before email and Twitter, |
| stay in compliance with the Rules of Professional | | | | my Grandfather discovered a fun and effective way |
| Conduct. It was even more difficult back in the days | | | | to capitalize on the St. Patrick's Day phenomenon. |
| my Grandfather was practicing. However, he did grow | | | | True to form, he did so by giving. However, the gift |
| his practice and he did connect with people despite | | | | was unique. Green bagels. |
| these limitations. The way he marketed himself now | | | | Now, remember that I am talking about the 50's and |
| seems so easy and so obvious. More importantly, it | | | | 60's here. Not only were bagels relatively unknown, |
| was so effective. | | | | green ones were unheard of. In fact, it was such a |
| He knew that the only way he was going to get | | | | novelty that every year, the Boston newspapers ran |
| clients was by word of mouth. He had his reputation | | | | stories of his green gift giving. It was a marketing |
| and that was all. No PR firms or Image Consultants to | | | | campaign with great PR value and one that stuck in |
| help people communicate back then. As a Lawyer, | | | | people's minds long after the last green morsel was |
| you had your skill and knowledge to help your | | | | devoured. |
| reputation spread. I was always amazed at how well | | | | Take Away: marketing does not have to be costly or |
| known my Grandfather was. And here, in this article, I | | | | complex. It just needs to convey the right message to |
| am going to give away the secret he taught me FOR | | | | the right people at the right time in a memorable way. |
| FREE. The secret to his success, never before | | | | What unique marketing tools have you seen used? |
| revealed (except every other St. Patrick's Day when I | | | | Please share them. Post a comment here, visit our |
| write an article like this), was: be nice to people. | | | | blog or email me. We would love to hear your stories. |
| He knew that his success was tied to his ability to | | | | After all, no one of us is as smart as all of us! |
| connect with people and have them remember him. | | | | Lastly, have a Happy St. Patrick's Day. (If you are |
| One way he did that was by being genuinely | | | | looking for me, I will be at the Black Rose raising a pint |
| interested in everybody he met throughout his day. | | | | and a green bagel in gratitude to my wise Grandfather. |
| Whether a Judge, opposing counsel, the clerks or the | | | | |