Sometimes the best ideas don’t come from business school, social media, or even this author (hard to believe though). Sometimes looking back at the traditions of the past can teach us a thing or two about marketing and connecting with people.

I bring this up this time of year because two of the most important marketing insights and life lessons I learned as a child were from my grandfather. He was a lawyer in Boston during the days when lawyers didn’t advertise. Zero ‘have you had an accident?’ commercial. No “has he taken XYZ meds and ended up with warts on his tongue?” commercials. Back then, I’m told, the entire Bar Association would have turned down a lawyer just for placing an ad in the yellow pages. As a lawyer, I understand the limitations that tie the hands of those in the legal profession seeking to promote themselves. Even today, it can be challenging to promote the services of a law firm and comply with the Rules of Professional Conduct. It was even more difficult in the days when my grandfather practiced. However, he grew his practice and connected with people despite these limitations. The way he promotes himself now seems so easy and so obvious. More importantly, it was so effective.

He knew that the only way to get clients was by word of mouth. She had her reputation and that was it. There were no public relations firms or image consultants to help people communicate back then. As a lawyer, you had your skills and knowledge to help spread your reputation. I was always amazed at how well known my grandfather was. And here in this article I am going to reveal the secret that he taught me for FREE. His secret to success, never revealed before (except for every other St. Patrick’s Day when I write an article like this), was: be nice to people.

He knew that his success was tied to his ability to connect with people and make them remember him. One way he did this was by being genuinely interested in everyone he met throughout the day. Whether it was a judge, an opposing attorney, the clerks or the doormen, he not only treated them with the same respect, but he also took a genuine interest in their lives. He took the time to find out about the janitor’s son’s eighth grade science project, as well as the tough case the judge just finished. People were people. He gave love and respect and in return received love and respect.

Take Away: Show everyone you come in contact with respect and interest in their lives, and people will not only respect you, they will remember you.

My grandfather’s 15 minutes of fame came every year around this time. Saint Patrick’s day. For those of you who live outside of the Boston area, you may not appreciate the GREAT St. Patrick’s Day deal here. The city of Boston is literally on lockdown as one of the largest St. Patrick’s Day parades unfolds through the (always confusing, frequently one-way) streets of Boston. Well, in the day before email and Twitter, my grandfather discovered a fun and effective way to capitalize on the St. Patrick’s Day phenomenon. True to his style, he did it by giving. However, the gift was unique. Green bagels.

Now, remember that I’m talking about the 50’s and 60’s here. Not only were bagels relatively unknown, greens were unheard of. In fact, it was such a first that every year, Boston newspapers carried stories about their eco-friendly gifts. It was a marketing campaign with great PR value, and one that stuck in people’s minds long after the last green morsel had been devoured.

Take Away: Marketing doesn’t have to be expensive or complex. You just need to deliver the right message to the right people at the right time in a memorable way.

What unique marketing tools have you seen being used? Please share them. Post a comment here, visit our blog, or send me an email. We would love to hear your stories. After all, none of us is as smart as all of us!

Lastly, have a Happy St. Patrick’s Day. (If you’ll want me, I’ll be at the Black Rose raising a pint and a green bagel to thank my wise grandfather.)