My wife Haley and our daughter Grace went from Newcastle, which is where I live in the Northeast of England, and they got on the train all the way down to London. They were going to go to the theater and see “Matilda.”

Our son Elliott wakes up in the morning, comes downstairs and has breakfast with me. The girls had already gone on the train. They'd left at six in the morning. Elliot turns to me and says, "Daddy, can we go on a big train?" I said, "Yeah. We're not going to go all the way down to London on a four-hour journey. That would be a bit crazy. But we'll go on maybe a shorter journey. Maybe it's about an hour."

So we went to the ticket office at Newcastle train station. We got to the ticket office and there's a lady behind the counter. I walked up to the counter and said, "Next big train please." She said, "What?" I said, "Next big train. I don't want a small train. I want a big train." She said, "What do you mean?" I said, "My son loves to go on big trains. We just want to journey for about an hour." I said, "Whatever you've got, we'll have two tickets." She looked on the computer and she said, "Oh, in 11 minutes time there's a train going to Edinburgh. It stops off at a town called Barrack." I said, "Fantastic. I'll have two tickets."

She said, "How old's your son?" I said, "He's four." She said, "Oh. Under-fives are free. He doesn't need a ticket, but I think you'd like one. What's his name?" I said, "Elliot." She took out the blank ticket, picked up a pen and wrote three words. She said, "There you go, Elliot. Have a great journey." His face lit up.

We walked out of the ticket office all the way to the platform, and he's still beaming. He's got this huge smile on his face. I said, "Are you okay?" He said, "Daddy, look." And I went, "Oh. Oh. Oh," and I held it up: “Elliot's magic ticket” were the three words that lady wrote that day.

What did I do with my photograph of this ticket? Social media. It was my second-biggest posting on Facebook for the entire year. I also tweeted it to the train companies. I also created a YouTube video. It became content in my new book. It became content in my talks. Since this photograph was taken and shared, it's been viewed over 2.2 million times. Now when I created the video, we were on the platform, and Elliot and I were creating a video and I'm about to record the video to say how wonderful Elliot's magic ticket was. And I was about to tell the story of the lady who did it, and I suddenly remembered, I didn't get her name.

But I posted it to YouTube. If anybody wants to go to my YouTube channel, have a look at the first comment on the channel, which says, "Hi, Geoff. That's my grandma. She wrote Elliot's magic ticket. Her name is Pam Stevenson." She was the very first recipient of an award that I gave to this lady, and she was absolutely incredible. I said, "What you did that day was phenomenal. I've been talking about this through countries throughout the world."

Are your words priceless? Are you delivering a $1-million experience through the words you choose? What do you type? What do you write? What does that person feel like when they receive that piece of communication from you? The words you use could be priceless. Choose well. Make that person when they read it feel something. You're a professional service delivering a professional service to professional people, yes? Make them feel incredible. Not professional.

Other ways you can stand out to clients:

• Personalized emails
• Personalized postcards
• Personalized videos
• Handwritten holiday cards sent with chocolates
• Other personalized gifts

Geoff Ramm, the creator and author of Celebrity Service and OMG Marketing, knows the only way you can attract more clients is to create jaw-dropping marketing. He explains how you can design a client experience that has you talked about for decades to come. Ramm knows the trick to make you craved by your clients, envied by your competitors and raved about in your industry. He’s challenged and inspired entrepreneurs, companies and organizations across six continents to create award-winning ideas to outperform the competition.