When it comes to marketing, most of us are looking for “one big thing” that's going to have an amazing impact on our results.

Because if we can find that one thing, we won't have to worry about all the other stuff we're doing. We'll be able to get all the clients we need without working hard or worrying all the time.

In my experience that one big thing is an illusion.

Sure, some people (<0.01%) find something amazing that just happens to click for them. But it’s never reproducible.

So the search for the one big thing becomes a never-ending quest that wastes your time and saps your energy.

There is one thing that can make a big difference though.

Not one big thing. One little thing.

One little thing you repeat over and over and over.

That thing is follow-up. Keeping in touch. Nurturing.

Only a tiny fraction of your potential clients are ready to buy when you first meet them (or you generate a “lead” as the marketing pros love to call it).

They need to learn just how big an issue that problem you could help with really is.

And you need to build credibility and trust before they'd be willing to let you loose on their business or life.

All that comes with follow-up.

Not one follow-up. Not two. But usually dozens.

Follow-up can be the tiniest of things. Sending an article you think they might like. Grabbing a coffee every now and then to swap industry news. A card on their birthday (not a post on their Facebook wall).

Little things, done again and again. Compound interest.

Make it a habit to do something useful or nice for one of your contacts every day.

It's a fun habit to get into because it makes you feel good to do good.

And repeated again and again, it has such a powerful impact. 

Just one thing every day makes all the difference.