‘Tis the Season: Writing Thoughtful Cards for Clients
At some point in your life, you’ve probably made cards or written letters for your grandparents, siblings, or significant other. But do you have a yearly practice of acknowledging your clients during this season? It’s important to thank your clients at the end of the year, before entering into new contracts or adjusted scopes. Yearly client recognition is especially necessary for those of us working in relationship-based industries that involve trust and personal information.
For some people, making holiday cards for clients is a caring ritual to look forward to. For others, it doesn’t come so easily.
Here are some strategies to consider when writing to clients.
Be Honest
Write as yourself, from your own perspective. Clients who know you will hear your voice in your writing, and it’s meaningful when people recognize the card or letter really came from you––not Hallmark. Mention specific details about a meeting you had, or an especially tough project you worked on together. There’s no need to sugar-coat anything. If they’ve had a difficult year, recognize that in the card.
Be Brief
Aim for between 3 and 6 sentences. Depending on the client’s level of engagement, it might be appropriate to write more than that––but a general rule of thumb is to keep it short and sweet. Imagining that you must write a lengthy letter makes the process more intimidating, but it’s fine to be succinct..
Handwrite It
While it certainly takes more time, it’s more personal and memorable to receive a card that has been handwritten––especially because nearly all our communication is online or in print. Handwriting is so rare in this age of technology that it carries a lot of weight.
Compliments Win
Wax poetic on your favorite aspects of the client or their business––be expressive! For example, if your client asked a lot of questions, you might tell them how much you appreciated their curiosity and the thoughtful energy they brought to your meetings. Again, be honest with yourself here: If you disliked the work or didn’t connect with the client, don’t waste your time making something up. Just keep it brief and cordial.
Limit the Signatures
Have you ever received a card signed by every member of your office, including people you don’t know? Make it more personal by limiting it to the people who were most involved with the project or client. Sign the card from the project or account lead, rather than the CEO or leader of your company. It will mean more coming from someone the client interfaced with, rather than a higher-up who wasn’t involved directly. In the same vein, there’s no need to have your entire team sign the card unless they worked with the client directly.
Super Stuck?
Writing holiday cards should not be formulaic, but many people struggle to express themselves verbally. If you’re stuck or unsure of how to begin, try writing based on the following pattern:
Specific memory of the client or a memory relevant to them.
A quality of theirs that you admire.
Express gratitude.
What you’re looking forward to next year.
Thanking clients for their trust and collaboration is a beautiful way to wrap up a year that was especially difficult for many people. Gratitude is a great habit to practice during the holiday season as well as year-round. It improves client relationships and rapport, and it feels good! It’s a perfect time to rise to the occasion and share your care and kindness.