Sending out legal Christmas cards during the most awaited time of the year is a tradition that is most likely not going away anytime soon, and it is actually for quite a good reason – it is a great opportunity to provide a personal touch as to what can be a rather transactional business matter based on needs.
Nevertheless, the legal Christmas cards need not to stay completely the same year after year (unlike many other traditions). It is indeed definitely better if it is not going to be the same.
Small law firms will have to promote repeat clientele and also have their clients refer them to family members and friends; it will simply not happen when your own image and reputation have little or no distinguishing characteristics. Providing your clienteles with a degree of humanity is essential for building your brand image, distinguishing you out of your colleagues and enhancing the valuable link for both you and your client.
At the likelihood of placing too much emphasis on such a straightforward holiday card, it is one of the very few opportunities that you will have to use a personal feature to promote a positive impression. It should not be the same year in or out since when something like this is expected, then it is no longer particularly interesting; if your Christmas card is nondescript, it is not really accomplishing its potential.
Legal Christmas cards are indeed a time-honored cultural practice — something that will help celebrate the holiday season even just by sending it to clients, families, and rivals alike. But just before you get your law firm employees to consider donning reindeer antlers and posing for a funny photo, you might just want to consider a few things here. Below are some of the approaches to consider when sending legal Christmas card of your law firm:
- Make your cards as a year-end reminder.
Several other law firms are sending their legal Christmas cards in between Thanksgiving and Christmas. You might try to send yours around New Year’s first and use that as an opportunity to give some useful, general words of advice. For instance, estate planning lawyers could perhaps persuade clients to update their beneficiaries. Your clients will acknowledge the significance and will it appreciate it more because your card shows some true concern.
- Narrow down your contact list:
Sending a legal Christmas card to every single person in your address book is not necessary. That would indeed involve a lot of money to be spent on printing and posting, and a client who had hired you ten years ago and never really engaged with your services since then would not need or want a Christmas card from you. Alternatively, consider sending a legal Christmas card only to clients who have worked with you or engaged your services over the prior 24 months and make your card more like a thank you note. Curtailing your list to your recent clients makes your legal Christmas card timely, and it will also go to show that your thank-you note approach has some common courtesy.
As for the mailing list, you would have to include clients, prospects, business colleagues, actual or possible sources of referral, and firm affiliates. Staff directors may wish to send good wishes to suppliers and peers from the professional organization. In some law firms, the bond between the firm and client is extended by also including in paralegals, secretaries and staff in signing legal Christmas cards or urging them to send their own Christmas greetings to their client contacts.
- Decide on what your message should be.
The options are endless with this one. You could use “Season’s greetings!”, “Merry Christmas!” or “Happy Holidays!”. Just make absolutely sure that your message embraces the celebration of different holiday traditions and that it is going to be all about the recipient rather than you. Keeping your content straightforward and concise is the best strategy.
- Decide on your creative concept.
You have to consider the creative concept once you have decided on what holiday message you would want to convey to your recipients. You will then have to decide on what pictures to use, which words you have to choose, whether you would like to add up music or animation if you choose to send out electronic cards, or what music you should add if you choose to incorporate one. Traditionally, holiday cards use a number of photos, which include winter landscape designs, sparkling holiday lights, wrapped or unwrapped gifts, Christmas trees and images of the cities where the companies operate. Just try to ensure that the card’s tone and mood represents the brand of your law firm.
- Choosing the one will sign and send the card.
For a lawyer who works solo, the Christmas season is the perfect time of the year to write a sincere and heart-warming note on each legal Christmas card. On the other hand, lawyers who work in a larger firm can coordinate with their colleagues. They usually do the signing in a big conference room where each lawyer can sign each card to be sent out.
Another strategy which larger firms use when signing legal Christmas cards aside from organized signing is signing of the cards individually by the lawyers and sending it out on their own. Albeit there are some clients whom you would want to send out a unified message, for some this approach may not work since the client is in contact with several various lawyers from different departments of the firm.
A custom legal Christmas card greeting from your law firm can go a long way in boosting brand loyalty and to make the client feel as if they are part of the family of your firm. In addition, delivering productive advertising during the holiday season by sending out legal Christmas cards places your law firm to take the opportunity of appreciation and name recognition during the upcoming year. Do not overlook this significant chance to showcase to former, current and prospective clients that your law firm wishes them a safe, enjoyable and prosperous holiday.