It's that time of year again. Many business owners are thinking of sending Christmas cards to their clients, prospects and associates.
My advice - don't send Christmas cards!
That might sound harsh. It has nothing to do with political correctness. It is based on sound marketing principles.
Your marketing should do one of three things for you:
- Grab attention
- Demonstrate value
- Build relationships
And it should do that better than your competition. If it doesn't - you are wasting your money.
The reality is that too many businesses still send Christmas cards to their clients. The result is that nobody remembers who got a Christmas card from you.
If they don't remember you - it was a waste of your money. So don't send those Christmas cards.
Either do something incredibly memorable at Christmas time or do something at another time of the year.
For example: Send cards in January and wish folks a Happy New Year. How many New Year cards do you think they get? You would stand out and be more memorable. Pick some other day of the year to send your greeting cards. Thats good marketing.
Have a Merry Christmas - but don't expect a card from me.
Canadian Business Speaker