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Simple Gestures

by Lori Genzel

During these trying economic times, making simple gestures to clients and prospective clients is more important than ever. One of the most effective ways to do this is to send greeting cards. These types of "touches" can set you apart from other firms, and are likely to be remembered far longer than other impersonal communications.
Tips for when and how to send greeting cards
• E-cards
E-cards seem like an ideal way to save costs (e.g. paper and postage). Unfortunately, they can also appear cheap and impersonal. And with the sophistication of spam catcher programs, you can't even be sure that your message will be received. Email is appropriate for everyday communications, however it is not the heartfelt greeting that an all occasion card can be. Your greetings should stand out among the other communications that you have with clients throughout the year, and the message you convey should be immediately clear to your client: You are important to me to and I am willing to spend the time and money to let you know that I value you and your business. An all occasion greeting card is more likely to convey this message.

• Signing the Cards
A card sent with just your firm's name imprinted also lacks a personal touch. It's important to include the client's name and an attorney's signature on each and every greeting sent out to reinforce your message. If possible, include a personal message to make the touch that much more personal.

• Who to Send Them To
Many firms reserve their greetings for just their active clients. However, you could be surprised by the response you get from past and prospective clients and colleagues (great networking for referrals) who receive a personalized greeting.

Occasions to Celebrate
• Referrals are one of the best sources of revenue for firms of all sizes. Thanking clients for giving you their vote of confidence is a great way to solidify your business relationship, and keep the referral pipeline open.
• Birthday cards never go unnoticed or unappreciated.
• New Baby cards are a great way to congratulate clients who have either started or added to their family. This is especially relevant for family and or estate practices!
• Sympathy or Get Well cards remind your clients, employees and colleagues that they mean more to you than just what is in their case files.
• Thank You cards can be sent to show appreciation to clients for their business or for their referral.

Remember... Sending cards is an effective way to improve client retention and loyalty to your firm - especially during uncertain economic times. Now is the time to start planning what types of cards you will send throughout the year. Need HELP? Whether your firm is small or large, we have the perfect solution for you. ASL has a large selection of stock all occasion cards and a full custom design, production, and fulfillment service to satisfy all your needs. Call your account manager today at 800.222.0510 or visit www.allstatelegal.singleresource.com to find out more about our selection.

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