I went to a medical “spa” to talk to someone about getting some laser treatments for a skin issue. The nurse practitioner who would perform the procedure took over 30 minutes to talk to me and answer all my questions. One of those questions was about getting a second treatment for a separate issue. This would have been hundreds more and with one word from the NP I probably would have seriously considered having it done. However, the NP said I should wait, offered some advice and products that her company did NOT sell, and discussed other, much less expensive and invasive things to try–again, things her company did not provide or, when they did, she even suggested alternatives where I could find the products for less money.
I left the consultation with ideas, samples, and a feeling that the NP was more interested in giving me the service I needed, not just what I wanted. She cared; or at least I felt she did.
That’s effective marketing. By doing the right thing, the NP got a new client (me) and some fantastic word of mouth. Unless she screws up the procedure, which I doubt will happen, she’ll have a loyal client who will recommend her and her company to others.
For service-based businesses, and all creative businesses fit that category, building that trust is the best thing one can do. Doing the right thing, being honest with your clients and offering ways to help them achieve their goals, will result in increased return clients and better billings.