When I was growing up, there was always one Christmas card that I loved to open the second it came to our house. My Great Uncle Craig’s. My great aunt and uncle live in Seattle and growing up in Iowa I didn’t see them very often, but their Christmas card instantly bridged that gap.
My uncle, and yes my uncle not my aunt, wrote a page or two long about how they had spent the year. The trips they took, the things they were blessed with, his work at Boeing and details about their daughter’s life and eventually their granddaughters’ lives. My aunt and uncle take the most fascinating trips and my uncle always told about them in great detail in these letters. I loved reading about the trips and I still do even today!
As I got older, after I read these letters, I would often think about my past year and what I would put in a letter. I would kind of wonder, did I have anything great to share with family and friends in my letter? Could I write a letter that made another family member or friend excited to read like my Uncle Craig did?
Sadly, I never took the time to write a Christmas letter. Not after I graduated college. Not after I moved to Minnesota. Not after I got married. Not even after my kids were born. Why didn’t I write that letter? One reason was time, I had no time to write that letter or so I convinced myself. The real reason I didn’t write that letter is I think I wondered if I would have enough “life events” to put into the letter and would anyone really care to read about them? Could I weave a good story like my Uncle Craig did in his letters?
The more I have thought about my Uncle Craig’s letter over the last few years I realized it wasn’t the places they went or the things they did that made me read that letter. It was the connection to my aunt and uncle that made me want to read that letter. Because I loved them I wanted to learn about what they had been up to that year.
All Business is Personal…To Someone
Think about your own holiday marketing, is it personal or just something you do for the masses? When you send out your holiday cards to your clients, do you send the typical card with the pretty envelope and just sign your name and drop it in the mail? Or do you take the time to write a letter? And not one just about business, but about your life and your family?
Your clients want to feel connected to you especially after they close on their house. If you did a good job, they more than likely consider you a friend so you should treat them like one. Don’t just send a cold holiday card in a pretty envelope with your signature. Send yourself with that holiday card. Take the time to sit down and write a letter. Talk about your highs and lows, talk about your favorite things that happened this year. Invite them to call you or email you to share their one high and one low this year. Great marketing is about impact isn’t it? Even your holiday card should create an impact or what’s the point of sending it? Anyone can send a card in the mail. Be different. Send something that truly engages your clients and shows them that you care.
What does your holiday marketing look like? Do you skip it because everyone sends something or do you try to make an impact with what you send? Please tell me about it in the comments!