One of the 100-odd reality shows on TV, thankfully currently in hiatus, is “My Life on the D-List,” featuring the occasionally-used-to-be-amusing Kathy Griffin. The premise, of course, is Kathy’s struggle to get up to the “A” list; the top of the heap.

Well, here’s something my mother drilled into me when I was a kid:  “Treat everyone the same. And treat everyone well all the time.”

That means everyone you meet -from the person who collects your trash to the waitress in the coffee shop to the Mayor of your town, to your doctor, to your most famous friend…everyone deserves great treatment.

No exceptions.

In Doc Yankee’s world, there is no “D” list. Nor is there a “C” list, or even a “B” list. Everyone is on my “A” List. It makes life -AND marketing -much easier that way.

And how do you handle your clients on your “A” list?

Easy. Once you know what your customers want and expect, tell them what you’ll do for them. Let them know what to expect.

Then do more than what you promised.  Overdeliver every time.

If you’re marketing to consumers, it’s good Mojo to plan your promotional calendar ahead of time and work it like a pro. You can get some ideas on how to do this -as well as a few typical seasonal theme events -by reading my latest column in EventDV magazine. It’s slanted towards video producers but the basics are pretty universal. Read my “Strictly Business” column right here.

An imprinted pen is the world’s most common giveaway –which is exactly why you should avoid giving them away. Yes, we all need them on a daily basis, but I have at least a hundred pens from a hundred different companies, and if yours is in my office somewhere, I most likely couldn’t find it if I searched all day.

(There’s one exception to the rule*)

On the other hand, if I had a notepad with your name and phone number printed on it –or a pen holder that carried the same information –well, that I could definitely put my hands on quickly –which means I’d be more likely to call you.

There are hundreds of printers online who will make print up sticky Post-it type notepads with your company name, logo and phone number and/or email address. Do a search for “custom printed notepads” and find the best deals for yourself. Ditto for pen holders.

One last word on pens; if you were a repeat customer, at some point I’d probably give you a very good ballpoint pen  with our business name and phone number engraved on it. Or maybe even your name engraved on it. You wouldn’t forget me then, would you?

*The exception to the rule? No, it isn’t that pen with the little scantily-clad girl swimming in a clear compartment -it’s a pen with a built-in USB flash drive. Now that is Good Mojo!

If you like the idea, you can probably find one here.