I hope everyone had a nice Thanksgiving—well, except the Brits amongst us, I know you are all still a little sore on that subject. But on a more serious note, I do hope that you took the initiative to touch base with your prospects and clients. The holidays (and many others) are perfect times to touch base and (as Mike Marchev says) remind them that you are alive.
I have mentioned before to take advantage of the obvious holiday to touch base as well as some offbeat ones. And I also suggest to never sell. These are designed for building the goodwill of your business—period. Hard stop.
Let me ask you which message you would like to see in your inbox on Thanksgiving morning?
MESSAGE A (travel business):
As Thanksgiving rolls around, it is always a great time to remind myself of all my blessings and the things for which I am thankful.
As it relates to XXXXXXX, I am so thankful for you.
Wishing you and your family a safe and wonderful Thanksgiving!
All the best—
MESSAGE B (newsletter):
Gratitude. It’s the only word I can use to describe the privilege it is to write the XXXXX for you.
Thanks for reading. Thanks for attending our events. Thanks for advertising with us. Thanks for loving XXXXXX.
Please support those who support us. If you need to sell a waterfront house, call XXXXX XXXXX. He’s a huge supporter of the XXXXXX, but more importantly, he’s an incredible real estate professional.
Have a wonderful Thanksgiving!
For me, the message in the first example is clear—the sender is thankful for the relationship. There is no pitch. No call to action. Just a simple message.
The second message, to me, seems less focused on the relationship between the sender and the client and more of a pitch to buy a waterfront home from a Realtor, who also happens to be paying the sender to say that.
Who is more genuine? Who will get more sales? Who will get more goodwill?
Email broadcasts are a fantastic way to be more genuine, to get more sales, and establish more goodwill. All without selling or pitching a single product.
As we are now deep in the holidays, we have opportunities to shine over our competition. If you know which clients are Jewish, Hanukkah started last night. The first day of winter is December 21st. Christmas is the 25th. The New Year is January 1st. Perhaps your local community is hosting some holiday events—send your local clients a list of them. But the key to success is to be genuine and stop selling…for now.
There’s always time for that later!