As a business, we all get Christmas cards, and most of us send Christmas cards to our customers. If you’re doing it, you should stop now.
Everybody is doing it
Think about this for a few minutes:
Why are you sending the cards?
Most businesses are doing it in order to get noticed and in order to tell their customers a story. The problem is that they’re all telling the same story.
It consists of three parts. The words are not the same, but this is what they’re saing:
- Thank you for a great year
- We’re very pleased to be working with you.
- We’re looking forward to another year along with you
Change the story
If you’re going to send Christmas cards, then you should change the story. A Christmas card like any of the other Christmas cards, it doesn’t work. It’s not telling the story you want it to tell.
You want your customers to understand that you’re different, that you can deliver even more creative and awesome products, things they haven’t seen yet. You want them to be excited, even more excited than when they did business with you. You want them to remember you, you, and not the rest of the guys.
Don’t send a Christmas card to your customers unless it’s remarkable.
Don’t send it if it’s just another Christmas card.
It should be about Christmas
It’s Christmas, when you create the card, you should understand this. Whatever you do, make it related to the holiday. Because that’s why you are sending it.
Make it personal
Do your best to show your customers that every card you send is different. Add their name to the card, and add the name of their company.
This is how you should do it
I received this a few days ago. It’s a gingerbread house. It’s personal, it has my name on it. I had to build it.
On the back, it has a recipe, and a personal message to me.
I will keep it on my desk for months (well, at least for a few weeks).
What happens if you’re not remarkable?
If you send a standard Christmas card, even one with you own customized design, it sends a message to your customers.
The message is this:
- You’re mediocre
- You’re boring
- You do what people expect you to do
Does it make you happy?
… but you’re nice. People like you. I guess that’s ok. On the other hand, why on earth would you settle for nice?