Be My Valentine

It feels as though the new year has barely begun, but here it is Valentine’s Day. I presume that you, as good citizens of Johnson’s World, have already sent out your Valentine’s Day cards. What’s that you say? You don’t celebrate St. Valentine’s Day? You haven’t given a Valentine since grade school? Shame on you.

I’m not suggesting that you send roses to your customers, but how about a card? Does a sending a Valentine’s card to a client sound strange to you? 

Stop and think for a moment. Why do you give a Valentine gift to a loved one? To make that person feel loved and appreciated. Now don’t you want your clients to feel loved and appreciated as well?

“But Steve,” I hear you cry, “that’s different!” Of course it is. It is a different kind of love, but I do love my customers. Don’t you? I love working with them. I love producing award-winning printed materials for them. I love helping them, in turn, make their customers look good. And I certainly appreciate them for their loyalty and professionalism.

It is a different kind of love, yes, so send a different kind of card. Forget the construction paper, doilies, paste and crayons, and whip up something that looks professionally designed and printed, because, well, because you are a professional designer and printer.

I rarely give flowers on Valentine’s Day. It seems so cliché to me. Instead I give flowers many other times throughout the year, when they are least expected. The impact is so much greater that way.

In last month’s Johnson’s World I demonstrated the power of Christmas cards. Look at all the cards I received at home! Gee, I feel loved and appreciated by my friends.

If you look closely at the photo you’ll see there are a couple Thanksgiving and New Years cards amongst all the traditional holiday greetings.

Why do some people send cards for non-traditional holidays? By mailing a month early (Thanksgiving) or a week late (New Years) they stand out from the herd. This is even more important in business. I promise you, none of your clients are expecting a Valentine’s card.

Do you have a new machine, a new employee, a new process or a new address? It is great to have a reason to reach out to prospects and customers, but we don’t have big news every day. What we need is something to get us in front of our clients when nothing is going on. 

Now don’t you wish you had remembered Valentine’s Day? Never fear, in the next 30 days we’ll celebrate President’s Day, Mardi Gras and Ash Wednesday; also National Pig Day and National Chili Day.

Jerry Wick of Custom Data Too Mail in Menomonee Falls, Wis., has this technique down to a science. Wick, the self-styled president and chief envelope pushologist, doesn’t bother with boring holidays like Valentine’s Day. Over the years I’ve received greetings for National for Pete’s Sake Day, National Mulligan Day, World Lindy Hop Day and National Wear A Plunger On Your Head Day.

Wick sends out a good mix of postcards and emails to promote his mailing services. Mixed in among the strictly fun holidays are some such as National Data Privacy Day, which give Custom Data Too Mail a chance to tout their cybersecurity.

If you are still squeamish about sending your best client a Valentine, you might need to follow Wick’s example and lighten up a bit.

Like this idea? No need to send me flowers or chocolate. A simple handwritten thank-you card will do.