Many years ago, my wife Amy began her own tradition: she started sending cards to her friends and relatives just before Thanksgiving.
These are not early Christmas cards. In fact, the cards she buys never depict any type of holiday image or include a pre-written message.
Instead, she uses blank cards and writes a personal note to each of her loved ones, reinforcing how much they mean to her and how thankful she is to have them in her life.
A few days after the cards are sent, the phone starts ringing. Friends and family from around the country call to thank her for her thoughts and kind words.
These are people with kids and jobs and big holiday dinners to prepare, and yet, they stop what they’re doing to reply to a simple card with a 30-minute phone call.
Neither Amy nor I can recall a single response to the hundreds of Christmas cards we’ve sent over the years, so why do so many people respond to her “Thanksgiving” cards?
First, the timing. The cards are unexpected. They’re sent a good couple of weeks before the Christmas season really kicks in, so the recipients aren’t actively looking for a card the way they might on December 20th. In other words, her card is a nice surprise.
Secondly, everyone sends cards for Christmas, but because hers arrive so much earlier, they’re not “competing” for the recipient’s attention; their timing helps them stand out and contributes to their special quality.
Finally, it’s the nature of her cards. They’re not stamped with her signature. They’re not mass produced. Each one is hand-written. Personal. Genuine. They’re the kind of cards people save. And in sending them, she’s not looking for something in return. She’s simply reaching out to strengthen her relationships with the people who are important to her. Not hundreds of people. Just a few dozen.
So, are your 25 or 50 best clients worth a little more personal attention?
Is their long-term loyalty to you worth the time it takes to dream up new and valuable ways you can impact their lives and jobs? And not for what that may mean to you, but what it can do for them?
Do they deserve more face-to-face visits?
How are you letting them know that you're thinking about them and their needs throughout the year?
Are your sales and marketing efforts born of a genuine interest in helping your clients?
Just a few questions to ponder as you consider your company’s marketing efforts.