You've heard me say it before: The big payoff for your marketing efforts is in the follow-up (see "The One Thing You Must Do" ). But the "how" can be a challenge.

Here are 35 more ways to keep in touch with the people with whom you want to stay top of mind (for 25 additional ways, see November's newsletter ).

1. Solicit their input on topics you should address in an upcoming speech or article.

2. See if they would like to get coffee before or a drink after a CLE or board meeting that you are both attending.

3. Comment on a recent article about their company or the company's new ad campaign (think Super Bowl commercials).

4. Make them look good to their boss. Send a laudatory e-mail to their boss acknowledging their contributions and cc them.

5. Mail a copy of an article that featured them with a "Congratulations" note. Or compliment them on an article they wrote.

6. Ask if they would be comfortable if you nominated them for an award or other form of recognition. Then do it, of course.

7. Encourage them to join an organization (professional, civic or recreational) you belong to, and then plan on attending together.

8. Suggest they train with you for a charity walk, run or triathlon, if they've mentioned fitness as a goal.

9. Request their feedback on the draft of an article you are writing. Send them a copy and a thank-you note when it is completed.

10. Organize and invite them to attend a roundtable that you facilitate on a nonlegal topic (for example, surviving the economic downturn or the college application process).

11. Send an article that deals with an issue in your practice area (you don't need to have authored the article). Explain how it might be relevant to their business.

12. Invite them to serve on a panel you are organizing.

13. Include them on the guest list of a firm-sponsored event -- a seminar on a substantive topic, a holiday party, or a "martinis and manicures" event.

14. Ask them to present a "reverse seminar" to your practice group in which they will talk about their business and its challenges.

15. Start a group with a common interest that meets regularly -- women in the toy industry, working women with preschool children, independent film fans -- and invite them to join.

16. Organize a dinner at a conference you regularly attend and invite them to join you.

17. Ask for their advice -- for example, a good restaurant in their home city or the pros and cons of your daughter playing on a traveling soccer team.

18. Mail a postcard from your vacation or from an art exhibit you think they might particularly like.

19. Interview them for an article you are writing. If appropriate, quote them. Remember to send a copy of the finished article.

20. E-mail them congratulating them on a favorite team's win or commiserating with them on its loss.

21. Schedule a kid-friendly outing (the circus, bowling, the opening of the latest Pixar animated movie) and invite them to join you with their children.

22. Refer business to them -- and let them know you did.

23. Call if something significant has happened in their lives (e.g., finished a trial, closed a big deal, sent a child off to college or finished the presidency of a nonprofit) and find out how they are doing.

24. Offer to help with a problem they are facing, whether personal or professional -- give an informational interview to a child considering law school, or coach them on how they might handle a difficult personnel problem they are facing at work.

25. Follow up to ask how the advice you gave worked out.

26. Invite them to your home -- for cocktails when the ABA or another conference is in your town, or to watch the Oscars or the season finale of a favorite TV show.

27. Take a picture at an event you and they are attending, and then e-mail it to them afterward.

28. Attend a meeting at which they are likely to be present (for example, your Partners Retreat, the NAWL annual lunch or an industry event), and make a point of connecting with them there.

29. Create an annual list of your "favorite things" -- books, music, experiences, restaurants -- and share it with them.

30. Write a white paper on a current hot topic and send them a copy. It has almost as much impact as a published article, with less delay and a lot less hassle (dealing with editorial requirements, getting reprint permission, etc.).

31. Sponsor a nonlegal educational event -- a golf clinic or a program about how to use Facebook -- and invite them to it.

32. Send a copy of the brochure announcing an upcoming event at which you are a featured speaker. It will be a "touch" and reinforce your reputation as an expert.

33. Give them a magazine subscription as a gift. They will be reminded of you every time they receive an issue.

34. Arrange a lunch or dinner and suggest each of your invitees invite someone else the group would like to meet.

35. Start a book group, meeting monthly or quarterly, with a theme: for example, the latest business books or "happiness" literature. If the group is geographically dispersed, you can hold your meetings by phone.

Remember, following up is the most important marketing activity you can engage in. So schedule some time today to use one of these activities (or your own favorite) with someone you've been meaning to get in touch with.