Holiday Postcards: You're in Business

Holiday postccards are not just a tradition. They can also be business tool. While you're thinking about cards to send to friends who celebrate Christmas, Chanukah, and Kwanzaa, you might think about your customers, and prospective customers, too.

Memorable is the operative word here. You work hard at keeping your name out there for people to see. Or if you don't, now is the time to start. The trick is to let your clientele know you're available without being pushy and obnoxious. (If you want to be pushy and obnoxious, that's your business, but it's probably not the way to go.)

Holiday postccards are different from advertising. You do not include 10% off coupons or tout your record-breaking sales. The message is simply "Here I am." The cover can be traditional, or may suggest your product or service. A perfectly groomed poodle with bright red bow will put people in mind of your dog-grooming business. A hairdresser cutting Santa's hair, a techno-geek elf repairing a computer, any image you like as long as it's pleasantly eye-catching and memory-jogging.

Keep the greeting generic. You don't want to risk offending someone who does not believe as you do. Send the cards early before your target audience is flooded with cards that they don't even bother to read. Use envelopes. Flashy postcards are too impersonal.

An enclosed gift of a calendar or refrigerator magnet with your logo on it might also be appropriate. Just skip the hard sell. That comes later.