Every businessperson, and lawyers are businesspeople. knows the game: You and I are supposed to leverage the holiday season to get our brandname in front prospects and current clients and enhance organizational goodwill.
The growing impediment is that this is the era of over-communications.
Increasingly, prospects and clients wish like heck we would hold off the greetings and even the chocolates imported from Italy.
Regarding the latter, gifts impose obligations and most of us are overwhelmed already with professional favors we have to return. (The expert on that is public affairs player, Bob Dilenschneider, who published the book "Power and Influence.")
How to navigate these realities during the 2016 holiday season? Here are 5 tips.
Piggyback the greeting on a standard piece of communications. For example, you send an email, Twitter or LinkedIn message complimenting X on her opinion-editorial in The Wall Street Journal. As you are wrapping up, add "A prosperous 2017 for you and Y (name of organization.)" Sure, you can post a jolly graphic on that.
Be generous. Have a messenger service deliver tickets to "Hamilton" or another popular form of entertainment in their metro area. You can bet that unlike the chocolates that won't be re-gifted.
Provide complimentary service. If they are sponsoring a presentation at the Chamber of Commerce on protecting assets, offer to cover it in your law firm newsletter. Send out to the event three associates and one partner.
Embrace a cause. Your holiday greeting has the photo of a rescue dog or cat. You ask recipients to support their local animal shelters.
Or, you can post a message on your website that instead of spending on formal greetings the organization has made a contribution to such-and-such a cause. You provide a link how they too can contribute.
Lay low. Simply staying out of other folks' faces during this over-communicated time will be appreciated. Believe me, most of us don't want to hear from you. Instead, we are preoccupied with our own marketing initiatives for 2017, If we need you, you will hear from us.
In short, less is more. Unless you are truly big-hearted and creative. The more can yield more new business and reduced client churn.
The world has changed. Contact Jane Genova for complimentary consultation to get the competitive edge in your marketing communications (firstname.lastname@example.org).