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July 27, 2017

Punch your client’s ticket

Filed under: Ken Edelstein — admin @ 10:44 am

PUNCH your client’s Ticket
Those of us who grew up watching Black & White TV, and carried books made of paper to class; are aware of technologies unknown to the PC / IOS / Android / Virtual Reality generation.

You are probably familiar with a hand held hole puncher. They are still used in NY State by Motor Vehicle Inspection stations. They punch out the expiration month of the sticker that goes on the windshield. Only one hole is permitted so a simple round hole will do. Other hand held punches were different. They, as used by railroads had a variety of punch out designs. EBay “hand held railroad punch” to see many.
This “ancient technology” can be used by notaries to advantage. Offer your client every 5th visit at half price. Or, perhaps free on the 10th visit – their choice. When you present your business card use a “Railroad Punch” with a unique design to punch a hole in the business card that you leave with the client. Choose a really interesting punch out design. Take care that you do not punch over your phone number; you want your client to be able to call again!

On each subsequent visit, punch an additional hole. The unique shapes available on old Railroad punches are virtually impossible to duplicate. Even with a razor blade it’s just not doable.

Why this really works. You are giving them something unique – nobody else that your client knows markets in this manner. Speaking of unique – that punched hole truly IS unique. They will keep your card just because of the punch-out!

It’s also a secure technology. A railroad ticket would be good for the lowest fare punched. Once the conductor punched a ticket, even an exact duplicate of the punch would be useless. A very simple and practical protection against raising the value of the ticket. Punching a higher value would be useless, and punching a lower value would be pointless.

Thus, your client would not be able to manipulate your business card to receive unearned freebies. Moving past the security aspect; the “collector instinct” in all of us “kicks in”. It’s just human nature to want to accumulate additional punches. Perhaps for a really big (expensive) job you punch twice?

Giving clients a freebie or discount is nothing new. What is new is the uniqueness of this approach, they have not seen it before – that makes you memorable. And, being memorable is what you want. It’s possible to take the concept to a higher level. Custom hole punchers are available, but tend to be rather expensive. I can picture a miniature notary seal, an embosser; whatever you can imagine.

Be a neat hole puncher. Client involvement in the process, cements it into their memory. Ask for the garbage can and punch out the “chad” into the garbage – not on the floor or their desk. Similar to the effect of embossing, a quality die punching leave a great impression (actually in this case – the lack of an impression). But, I digress.

Don’t get carried away with the puncher – “marking” the pages you notarize with your hole puncher is a very bad idea. Use it only on the business card you distribute. Putting in that first punch and explaining the benefits of acquiring additional punches is a great way to spend a few additional moments with your new repeat client. They will be amused and you will profit.

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