If you’re not sending out business Christmas cards, you’re missing an important opportunity. While perhaps the primary purpose of any holiday greeting card is to express good wishes and cheer during the meaningful holiday season, we understand that many businesses need to see a return on their investment. That’s why we suggest considering business Christmas cards as simply another way of a way of getting referrals from your established clients.
But how can your company get the most referrals possible from your holiday cards while avoiding potential pitfalls that some other companies fall into? Take this advice:
1. Understand that your cards may go on display. Your customers will likely display the business Christmas cards they receive on a bookshelf, on an office door or even at their homes. Take care to choose cards that really stand out because of their design, their colors and their quality to make sure that your card gets some attention when positioned with many others.
2. Send cards as early as you can. Ideally, your business Christmas cards should arrive when employees are returning to work after Thanksgiving. Try to have all cards out by December 1. The first cards that arrive will be displayed alone or with only a few others to compete with them. By Christmas, there will be dozens or even hundreds of cards on display, and even the best of them won’t stand out from the crowd.
3. Think in advance about personalization. You need just the right message to write in the cards or have imprinted. It needs to be personal, casual and fun while remaining professional and elegant too. If you can’t think of anything, get a writer or your marketing department working on it now — while there’s still time to run it through your usual approval process.
4. Consider using a vertical design rather than a horizontal one. That’s because vertical designs stand up better than cards that must be displayed horizontally. Plus, more vertical cards will fit on a shelf, increasing the chance that yours will remain up and visible all season long so that the greatest possible number of people will see it.
5. Don’t directly ask for referrals. It’s okay to include a business card in a Christmas card in addition to any handwritten or printed personalization, but don’t be crass and ask directly for referrals. It’s enough to put your name in front of your existing customers and give them the chance to display your name for others. The rest of the process of getting some referrals out of the cards will take care of itself.
Remember that customers expect a greeting at Christmas, not a sales pitch. So take a light and gentle approach with your business Christmas cards and watch the referrals pour in. When you don’t overdo it, good things will come to you as a result of your discretion. Here’s a good place to shop for business business Christmas cards www.bestholidaycards.com