I had a quick business trip yesterday, and stayed at a DoubleTree Hotel.
While I was waiting for my room key, I noticed two other guests finish their check in. As soon as they were handed their key, they were both excitedly asking, "Can I have my cookie now?" In case you haven't stayed at a DoubleTree before, they give each guest a free, warm chocolate chip oatmeal cookie. (It's good...the guy I was 
traveling with proclaimed it to be "the best cookie he's ever eaten").
When you stay at a DoubleTree, getting a free cookie is part of the deal. It's a signature-mark of the hotel chain. It's fun, and I'm sure it creates loyal customers. It's like a little "thank you" before you even start your stay at their hotel.
My question for you: What's the "cookie" that you give your customers and prospects? What's that little something extra that makes your customers smile, creates loyalty and causes a little bit of fun and excitement?
If you don't have a "cookie" that you traditionally give to your customers, you should. It will set you apart and create loyalty. Those two things are even more important than how your brochures look - because most of your customers don't read your boring sales brochures.
At the DoubleTree, the warm, delicious cookie is their "brochure". And you know what? Every customer "reads" it! (I even went to the gift shop and paid $1.50 to "read" a second DoubleTree brochure).
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