In professional services like law, accounting, or healthcare, your clients aren’t just numbers—they’re long-term partners. You know their history, their goals, and their challenges. So why do so many businesses stop their personalisation efforts at adding a client’s first name to an email?
In today’s world, true personalisation is about showing you listen and understand. It’s about making your clients feel seen and valued as individuals. This is the kind of engagement that builds unshakable loyalty, turning satisfied clients into genuine fans of your practice.
So, how can you go beyond the basics?
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Remember the Details: Make a note of the little things. Did a client mention their child was starting university or that they were training for a marathon? Asking about it next time you speak shows you were listening and that you care about them as a person, not just a project.
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Tailor Your Advice: Don’t just send out a generic newsletter to everyone. If a new regulation affects only a handful of your clients in a specific industry, send them a targeted, personal email explaining what it means for them. This proactive, tailored advice is incredibly valuable.
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Know Their Preferences: How does your client prefer to communicate? A quick phone call, a detailed email, or a face-to-face meeting? Respecting their time and their preferred style of communication is a simple yet powerful form of personalisation.
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Acknowledge Their Journey: Celebrate their milestones. A quick note to congratulate them on a business anniversary or a successful project you helped them with reinforces your partnership and shows you’re invested in their success.
Real personalisation isn’t about complex technology; it’s about genuine human connection. By proving you understand your client’s unique world, you build a level of trust and loyalty that a generic approach can never hope to achieve.