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Send Your Clients Gifts at Unexpected Times

A Web Copywriting Tip by Nick Usborne

In a recent survey I asked subscribers to the Excess Voice Newsletter whether or not they sent their clients cards or gifts in the weeks before Christmas.

Many readers said they sent cards, but few sent gifts to clients at Christmas.

However, it seems that a lot of people send their clients gifts at other times of the year.

Here is what one person wrote:

“We send gifts but we do it when we will be noticed, not when we'll be just another one of the many. We send cards and gifts on the "off" holidays like July 4th, the first day of summer, Thanksgiving, Easter, the first day of spring, and so on.

We've been doing this way for decades. People remember us because our gift stands out. In fact, we've even received THANK YOU cards from some of our clients after they received a plant in winter or some seeds in spring - and you'd be surprised how many people really appreciate a plate of cookies to celebrate Labor Day or, well, anything!”

And that wasn’t the only response like that. I received a lot of feedback from freelancers and small companies which regularly sent their clients gifts – but not at Christmas.

It seems they may be onto something...and not just guessing. Here’s what copywriter Bob Bly told me:

“I give a lot of gifts, but not at Xmas. I did a white paper for Bulova decades ago proving that gifts are MUCH more effective when given at unexpected times, and that you get the least bang for the buck giving gifts at holiday time.”

The bottom line is...it’s a good idea to send your clients and prospects gifts, but you’ll attract more attention if you do it at unexpected times.

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