Sometimes it’s the little things that make the difference. A small thank-you here, a nice follow-up, or just a reminder that you are there to help. All these little actions add up to create a good impression for your current clients or even potential clients.

This article in BusinessWeek touches on many of those small gestures. But it was number 7, the finale that got my attention.

When was the last time you received a handwritten note? I bet you remember it. I do. After a brief conversation with the chief executive officer of a well-known franchisor, I was surprised to receive an envelope in the mail with a short handwritten thank-you note along with several coupons for his product. The coupons were for small amounts, but the gesture left a big impression on me.

My insurance and financial planning adviser gets plenty of business from me because of numerous, small touches during the year. Several times a year I can expect to receive a handwritten note, a short voice message, or a copy of an article that I might find valuable given what he knows about my interests. None of these touches are accompanied by a hard sell, but I wouldn’t consider bringing my business to anyone else.