As a solo or small practice attorney, the holiday season can be stressful, and things that normally occupy your attention can get overlooked or put on the back burner. It’s a time to connect with family and friends, but it’s also a time to connect with marketing contacts and referrals.
You market all year to improve or build your client list, sure, but what is marketing at its essence? It’s connections — human connections. The heart of those connections is truth, is authenticity, is honesty. Clients come and go, but good referral sources built on genuine emotion can turn into good friends.
During the holiday season I urge you to reach out to those marketing contacts. Send them a card or a note to let them know you’re thinking of them. Thank them for their friendship, professional and personal.
We know one attorney who has made it a tradition to send specialty sweet treats each holiday season. Cards can get lost or just ignored once they’re opened, but his contacts look forward all year to seeing the treats box in the mail. It reinforces their connections and makes him stand out. It’s his niche.
If your firm has the means, why not try sending a token of your appreciation this year? Voila! You’ve just marketed your firm in a unique, personal way.
With year-end celebrations and commitments, it’s easy to mentally wind down a little bit, take a deep breath and relax. But even while taking it easy, remember that a little bit of marketing now can go a long way to making next year a banner one for your firm.