Let's talk about holidays.
If you're like me and live in Orlando, the Orlando government had to issue an apology based on their July 4th statement, which you can read here.
"A lot of people probably don't want to celebrate our nation right now, and we can't blame them. When there is so much division, hate, and unrest, why on earth would you want to have a party celebrating any of it?"
And look… is this in bad taste? Yes!
But are they wrong with what they said? I don't know.
I get where they're coming from, but they just didn't execute it properly.
However, it got me thinking about holidays from a marketing perspective.
Skip the ABCs
I'm a huge fan of skipping the ABCs
As in, these are not the holidays you can use to connect to somebody.
And I'm not suggesting not to send somebody a birthday message on Facebook.
Certainly, don't skip your anniversary with your spouse.
And obviously please buy your kids presents for the holidays.
But don't think that these tactics will stand out.
They're not necessarily going to get clients to hire you again.
They're not necessarily going to get referral sources to send you business.
They're just not going to cut through the noise.
Instead, you need to find other ways.
Maybe you send somebody a card for their half birthday.
Maybe you host a Halloween or Cinco de Mayo party (like my firm does).
Maybe you reach out to people on International Love Your Lawyer Day.
Consider what makes sense to your audience, whether it's clients, referral sources, or colleagues.
But also think about what makes sense to your brand.
How to Market Holidays Correctly
Look, there's a stupid day for everything at this point.
So if you're very referral-driven and love one-on-one networking lunches, then take somebody to your favorite hamburger place on International Hamburger Day on May 28th.
Or, if you're a personal injury attorney, drop off a thankful gift to all of your chiropractor connections on International Chiropractors Day on September 18th.
Or, if you are in a high-volume traffic ticket practice, maybe you host an event for all your clients for appreciation on National Traffic Ticket Day on May 23rd.
Really think about what makes sense to your ideal client or your ideal referral source that also fits the brand you're going for.
Tips on Gift-Giving
And when it comes to giving gifts to specific people, you have to make it about them.
Very few people, if any, care about a yeti mug with your firm logo on it.
Nobody needs another stupid pen that they're never going to use. (As an aside, I once got a REALLY nice pen from a friend for helping him find a new job, and I use it to sign all of our large client settlement checks… but it's not a bic with his name on it).
So what do you do if you have no idea what gift to get somebody?
Just send them cash!
TOTALLY kidding.
Here's the Jordan Ostroff tried and true secret method.
You, or someone at your office, should call their assistant.
They ask their assistant what this person would like.
Then, assuming they have a good answer, get them the gift and send the assistant a gift card for groceries, gas, or coffee.
This idea also works with spouses.
And why is this so effective?
1) Hopefully, you've gotten them a gift that makes sense
2) Hopefully, this shows that you care
3) But also you made an impact on somebody else in their life
So when their assistant feels a call about a potential referral, or when their spouse hears about somebody with a need at a dinner party, they're that much more likely to refer to you.
And the referral source thinking of you, liking you, and hearing somebody else talk about you should definitely want to send the case over to you.
I have genuinely had some assistants send me more business than the attorney ever did.
Why? Well, I do personal injury cases which tend to impact everybody.
But also, a $5 or $10 gift card to the assistant was the only gift they've ever gotten in their line of work.
Semi Soapbox Rant
And yes, make sure you follow any of your states' Bar ethical obligations.
And also, please, dear god, let's get over the sending everybody alcohol.
Some people don't drink. Some people need to not drink. Some people are trying not to drink.
I do try to send them something that will be used and not break. So that might be food or an event, but it's something that's not just gonna sit in front of them forever.
Because well, that sounds good that they'll think of you every time they see it. You risk it being more of a burden than a reward.
The pen runs out of ink. The T-shirt fades. The mousepad breaks. It's just the truth about those gifts.
So think about that next time you're sending a gift.
And also, think about the 3-5 holidays that mean the most to you, your clients, your referral sources, and your brand.
Until next week hope you had a wonderful short week and you're enjoying summer.
Until Next Friday,
Jordan Ostroff
Okay, so this all sounds good, but you’re wondering how to start making these changes. The first important step was visiting this web page, so congrats! You’re already on the right track. The next crucial step is booking a consulting appointment with me so we can come up with a plan and replicate the results of so many others before you.
You can book an appointment here. See you soon!
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