[Reposted due to database problem]

It's hot, hot, hot here in Los Angeles, and I have brought in every fan I own to beat the heat in my unair-conditioned office. In doing so, I was reminded of something my colleagues and I used to do when the heat in our Hamburg, Germany, office got unbearable (a rare treat in that usually-gray clime) that made everything seem better: ice cream!

Now, ice cream may not be your thing, but it sure was a nice surprise on a sweltering summer afternoon. And it was even nicer because it was a surprise.

Most of the time, it was a group of colleagues who chipped in to get the treats. I know I made more than 1 treat run to cheer folks up who desperately needed a break. Sometimes the company would buy enough ice cream to feed a small army and distribute it to everyone in the entire agency.

What does this have to do with your marketing? Plenty.

Many people (myself included) take it easy because there's just no motivation to do more than absolutely necessary when it's triple digits out and close to that within your own 4 walls. Your job is to find the right motivation for your prospects and clients.

I'm not advocating sending over ice cream sandwiches to your best clients, but you could easily create a summer "Beat the Heat" promotion of some sort playing on the idea of relieving your clients in peak summer months.

What other "pain" might they be feeling at the moment? Use it to your advantage and you might just see a steady rise in your bottom line.