One of my favorite Seinfeld episodes is The Soup Nazi.

You know exactly what I’m talking about if you’ve seen it.

For those who haven’t—here’s the quick version: A brilliant but temperamental soup chef serves up the best soup in New York. People line up down the block just to get a bowl. But there’s a catch—if you don’t follow his strict ordering protocol, you get hit with the dreaded phrase:

“No soup for you!”

Now, the Soup Nazi didn’t need to nurture his customers—they were hooked. But you? You’re in the professional services business. And if you treat clients with a “No soup for you!” approach—only engaging when they come to you—you’re leaving a ton of DEEnero on the table.

Here’s the Seinfeld-approved lesson:

Your clients already like and trust you, but they may forget about you if you don’t regularly stay in touch.

Which means:

• No referrals.
• No repeat business.
• Possibly losing the client to a competitor**.**

If you want clients for life, you’ve got to show up in their inbox with valuable, engaging, and infotaining content—not just when you’re trying to sell them something.

One simple way to start?

The “10-Minute Email” Rule.

Once a week, take ten minutes to write a quick, useful email to your clients. It could be:

• A quick insight from a client meeting.
• A reminder about something important.
• A common mistake people make and how to avoid it.
• A personal story tied to a simple lesson. (You could do that one weekly.)

It doesn’t need to be long, fancy, or complicated. Just consistent.

When you stay at the top of your mind, your clients stay with you.

No soup—er, I mean, no clients slipping away.

Kick butt, make mucho DEEnero!

Dave “Master of My Email Domain” Dee