Wednesday, December 14, 2011

Your Law Firm’s Lame Holiday Card

Ho Ho-Hum. 
Pretend your firm didn’t send out this year’s holiday card.  Now imagine that you received the IDENTICAL card from... say... your accountant.  How would you react?

For many law firms, you’d probably think, at least subconsciously, “Well, this is a boring piece of crap,” then toss it in the garbage and immediately forget that you ever received it. Right? 

The general philosophy seems to be - in this warm-and-wonderful holiday season, “If I don’t send my clients a boring-piece-of-crap holiday card, they won’t know how much I appreciate their business.”

Personally, I always get that special feeling, knowing that my accountant took the time out of his busy schedule to have his secretary include me in his thousand-person mailing list. An unsigned bulk-mailed card with the name of his firm stamped in gold foil?  Oh, if he'd only send me a pleather calendar with his firm's name embossed on it, then I'd know for certain that he's going to do his very best for me in 2012.

I know he’s busy but, frankly, those types of mailings do more harm than good.  No client has ever said, “My lawyer didn’t wish me a generic “Seasons Greetings" this year; I’m taking my business elsewhere!"

(I wrote a long and relatively popular blog post on this issue last year, click here to read it.  This is an updated, abbreviated version of it.)

Sure, holiday cards are an easy way to stay in touch with your entire database.  The danger is that if you do it badly, you’ve imposed it upon EVERYONE YOU KNOW.

Is what you want everyone to know about you -- the message that represents your entire firm and practice -- summarized in a bland politically correct image of pine trees, ice skaters, snow-covered skylines, or handicapped children’s artwork?

How does this strengthen your client relationships or your brand as a creative, innovative firm?

That is, if you're going to do it badly, just don’t do it; no one will notice its absence.

Or care.

BTW, we're not going to be conducting another law firm holiday card competition.  One year was enough -- this year we'll leave it to the expertise of our friends David and Elie at Above the Law.  However, if you're proud of what you've done and want to enter it in the national ATL competition, click here to learn how to enter.

Feel free to send me your print and electronic cards, though.  I'll mention some of my favorites.
Shout out to Above the Law for this:
     * Here’s how to lose our holiday card contest. [Ross's Law Marketing Blog]

Hey, how about scrolling back up and typing in your email address into the "Enter Your EMAIL" (i.e. "Subscribe") box?

Just a thought....

Images (c) Design Crafters

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1 comment:

  1. I've been working an arrow reseller and it's important to build rapport with the clients. Even if it's so cliche and conventional to send holiday cards, it still matters. I've been doing this religiously for years and so far, the most I can say is give it a personal touch. It wouldn't hurt to take 3 seconds of your time in writing or composing an e-card.