There's something alluring about exclusivity; having something no one else does. It makes you feel special, like when you catch the eye of someone across the room and everyone else just disappears. It's very Tony and Maria in "West Side Story" without the snapping or knife fights.

What if you made each of your clients feel that way? Just by being thoughtful about your communications with them can improve their perception of the service they receive from your business.

A client-provider relationship is just that-a relationship. Relationships need nurturing, even after the commitment has already been made. Channel the feelings you have for your special someone into your client relationship and craft a message or make a gesture of appreciation that makes your clients feel like they're the apple your eye. After all, for the small business owner, every single client is a vitally important client.