This is the how the world works, period. Never, ever burn a bridge. Keep in touch with past clients. Send them a “touching base” email thanking them again for the business, telling them you would be happy to work with them again because it was a great experience, and openly ask them for referrals. Send them holiday greetings. Watch their PR list and email them congratulations when you see they have made any interesting announcements. WOMM (Word of Mouth Marketing) is more important than ever because everyone is more sensitive to and savvy about traditional advertising. It is being lumped together with what I would consider to be viral marketing, as you can see here in wikipedia. Our friend Andy Sernovitz has written a book on the topic and has started a growing membership organization called WOMMA.

Set up a google press alert for both former and current client names now so you can learn when they are in the press…and then contact them when they are.

Email past clients now with specific questions that might lead to word of mouth business: “Do you have any business associates in need of a website refresh / new business cards / a marketing DVD of services? Below are some highlights of recent projects we have completed. Please feel free to pass along to any associates you feel might benefit from working with us. And here are some testimonials from some of my happy clients.”

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