Holiday gift-giving season is coming, and it will be here before you know it.
Soon, law firms everywhere will be ordering branded mugs, bottles of wine, gift baskets, and boxes of chocolates for clients and referral sources.
There’s nothing wrong with any of those gifts.
The question is: Will anyone remember who sent them?
Holiday marketing gives your firm an opportunity to strengthen relationships and stay top of mind, but that’s harder to do when your gift feels like one of 50 identical boxes shipped from a corporate gift catalog.
People don’t want to feel like another name on your mailing list. They want to feel remembered.
Make It Personal
Think about the best gifts you’ve received.
Often, what made them memorable wasn’t the price. It was the fact that someone remembered something about you.
An inside joke. Your favorite team. A hobby. The restaurant you love. Your dog. Something you mentioned once months ago and didn’t expect anyone to remember.
That moment of “Wow, they remembered that?” is what you’re trying to create.
The same principle applies to your clients and referral sources.
Instead of asking, “What should our firm send everyone this year?” start by asking, “What would this person actually enjoy?”
You don’t have to personalize something for every person in your database. Focus your time and budget on the relationships that matter most to your firm, especially the people who refer clients, advocate for you or have become important professional relationships.
Personalization Shows People They’re More Than a Contact
Your best referral sources aren’t just names in your CRM. Your clients aren’t account numbers. They’re people you’ve had conversations with, shared experiences with, and built relationships with.
When your holiday outreach reflects that, it communicates something beyond Happy Holidays.
It says: I know you. I remember you. This relationship matters to me.
That kind of connection is becoming even more valuable as so much of our communication becomes automated and easier to produce. Emails can be generated in seconds. Messages can go to hundreds of people at once. What stands out is something that clearly could have only been meant for you.
That’s what builds rapport and lasting connections.
And for a law firm that grows through relationships and referrals, rapport matters. Strong professional relationships are built through trust, consistency, and genuine connection, not simply reaching out when you want another referral.
Being Remembered Helps Your Firm Be Remembered
Remember the famous quote by Maya Angelou: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” That applies to holiday marketing as well. It isn’t really about the gift; it’s about the relationship you want to have after the holidays are over.
Months from now, a referral source may be talking to someone who needs an attorney. You want your name to be one of the first that comes to mind.
A holiday gift alone won’t create that relationship. But a thoughtful gesture can reinforce one that’s already there.
Because when you make someone feel remembered, you become more memorable, too.
The question is how to do that across your referral network without spending a fortune, overwhelming your team or defaulting to the same gift for everyone.
That’s where the “how” comes in.
Be the Firm They Remember
On Thursday, October 15, from noon to 12:45 p.m. ET, Atticus Practice Advisor Seth Kuntz is hosting a free webinar, Be the Firm They Remember: Holiday Marketing That Stands Out and Strengthens Referrals.
Seth will get into the practical side of creating a more thoughtful holiday marketing strategy, including where to focus your efforts, how to make your outreach more personal and memorable, and how to turn your ideas into a plan your firm can actually execute.
Register for the free webinar →
This holiday season, don’t just remind people that your firm exists. Remind them why they remember you.
