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Quick Tips To Write Right For More Holiday Cheer
The holidays are coming. Many companies struggle over gifts to offer customers. Or some of their customers. Or their best customers.
Why not turn the attention paid to holiday gifts into your gold mine? Focus on branding and writing right, and your well worded greetings will get noticed; results will happen.
The Right Idea
To start, no matter what business you’re in, thanking your customers is good marketing.
It reinforces your brand, supports your commitment to a relationship and creates a subtle opportunity to sell. And you can genuinely express your appreciation for what that person has contributed to your success in the past year.
Start with your branding. Of course holiday greetings should reflect the season’s festive nature. But the core message still must carry your branding. You can accomplish this by properly using your logo, fonts, color scheme tag line and messaging to retain your company’s image.
Be Appropriate
You wouldn’t bring a baby shower gift to a retirement party, right? That’s because you know your audience and purpose. The same goes into selecting a holiday gift. Make it appropriate for both the client and the business you’re in. And of course, comply with any guidelines your customers must follow. For example, many large corporations have rules limiting the dollar value of a gift.
Knowing your audience is as easy as playing one-on-one. This technique is about knowing your client as a person. One person. This knowledge helps you select an appropriate item and make strategic word choices. Playing one-on-one helps you write your holiday greeting right.
Picture your client, and write to him as if you were speaking in person. Use personal words (I vs. we or our and you vs. them) to create an intimate exchange. Thank her for her loyalty or business or efforts. There’s no better time for this sincere exchange.
When picturing your clients – or prospects – you may need more than one message. Both clients and prospects are important – but different – audiences who warrant your time, attention and efforts. Play one-on-one, and the means and the message for each will become clear.
Write A Sincere Message
Great writing makes it easy for readers to deliver the results you want. So, what is your holiday greeting’s purpose?
Your holiday greeting and gift can do more than carry a feel-good message. They should deliver a response mechanism that, even if subtle, tells the recipient what action he or she should take … right now.
Your call to action will help your greeting stand out among the flood of holiday wishes. It could be as simple as a phone number or Web site. The point is, write your holiday greeting in a way that serves your purpose.
Certainly, not everyone is comfortable finding that perfect balance between "happy holidays" and "buy more of my product." Subtly is OK. As is sincerity. But use the power of creative writing to make your point. I did so one year while sending wine to my clients. The label read:
Mitchell Rose Holiday Red
A unique blend of strategy and creativity that gives you a glorious taste of results.
As we toast the holiday season, we appreciate the joyous and prosperous relationships we have developed with those who have chosen to work with Mitchell Rose. Thank you for contributing to our growth. And thank you for the privilege of supporting your success.
Happy Holidays To All. And To All A Wonderful 2003.
It was subtle, but the message served multiple points. It reminded the client of our unique approach, celebrated our relationship and hinted at future work we’ll do together. In this case, there is no direct call to action. But the implication is you’ll you have a happier, more successful new year by keeping Mitchell Rose at your side.
The results: Immediately, we had phone calls from clients expressing thanks for the uniqueness of the gift and the way it was packaged. Even better, three years later, we’re still working with those clients.
That’s the kind of impact you can make when you incorporate holiday gift giving into your marketing strategy.
Roger A. Shapiro is the president/creative director of Mitchell Rose, LLC. He founded the full-service creative consultancy in 1997 to help clients improve the results they get from their marketing budgets. During the ensuing decade, Mitchell Rose has helped many clients achieve business goals through the strategic use of concepts, copy and design. In addition, Roger has authored a copywriting book, "Write Right, 26 Tips to Improve Your Writing. Dramatically," and speaks often on marketing strategy and creative approaches that achieve results. To learn more about Mitchell Rose’s results-based creative, please contact Roger by e-mail at RogerShapiro@MitchellRose.net or by phone at 609-434-0030. |
