How to Build Goodwill and Generate Referrals Through Holiday Letters

How to Build Goodwill and Generate Referrals Through Holiday Letters

Holiday letters

SPECIAL OFFER! For a limited time, I’m giving away a FREE summer-holiday letter of your choice. Read the article below to see why.


The Simple, Sublime Importance of Holiday Letters

I received a wonderful note from a client earlier this week. Here’s what he said:

“Dear Bill,

We must confess, we had no idea that your holiday letters would elicit the responses received from clients.

They have emailed, texted, called, and even sent cards to thank us for the holiday letters. Think about that last bit for a minute – clients took time to find or buy “thank you” cards, hand-write responses, and buy postage to mail them. In fact, one reply came from an ever-elusive client who – in all candor – we initially thought was contacting us to transfer out until we read his note!

For St. Patrick’s Day, we mailed your “Irish Brigade” letter – the one describing the famous St. Patrick’s Day festivities held in 1863 during one of our country’s darkest hours. Several clients recounted beloved family members who were Irish and even where they came from in Ireland. Another client commented that our country today could perhaps benefit from a similar day of lightheartedness.

During a recent call, a client delightfully remarked that she was so tickled with the letter that she left it out for friends and neighbors to read at a St. Patrick’s Day party she hosted. And yet another client noted that she so appreciates the holiday letters because “it makes you part of the family – you’re not just sending us a bunch of stuff with numbers.”

Bill, we would be neglectful if we didn’t mention that some of those replies have also included – at the clients’ initiative – discussions involving the transfer of additional assets to us.

Is there a direct correlation? Maybe. Maybe not. But does it really matter? Your process is timeless and faithful follow-through cements relationships and ultimately turns clients into advocates.”

The key phrase: “it makes you part of the family.” We have long known that sending holiday letters is a way of “participating in family celebrations,” as I like to call it. By sending holiday letters, you effectively:

  • Prove that you are a warm, caring person who cares about more than just numbers on a spreadsheet.
  • Demonstrate that you are a good, patriotic citizen.
  • Show you are thinking about your clients even when they’re not sitting in front of you for a review.

By doing this, you make yourself more than just a financial advisor. You transform yourself into a cherished part of your client’s overall life. What happens then?

  • Your clients start sharing your letters with friends and family members. (We’ve even had reports of clients reading letters in church, at funerals, and at parties.)
  • Your clients start thinking about you more often, which leads to more moments like this: “Hey, I bet my advisor can help me with my 401(k)/inheritance/tax return/sale of my business/ etc. etc.”
  • Your clients start actively looking for opportunities to refer you and/or introduce you to others.

Two Types of Financial Advisors

Imagine two equally experienced, equally competent financial advisors. The first always does his due diligence, works hard for his clients, and handles any service issues promptly.

The second advisor does all that and routinely sends holiday letters, birthday letters, and engages in other acts of goodwill.

The first advisor will likely enjoy solid, fruitful relationships with his clients. He will probably get some good reviews on Google or Yelp. When asked, his clients will probably say, “Yeah, I’ve got a good financial advisor.”

The second advisor, however, is something more. When asked, her clients will tend to say, “Oh I have GOT to tell you about my financial advisor – she’s wonderful!”

It may not seem like much, but there’s an enormous difference in tone and fervor between those two comments. The first expresses mere approval; the second, enthusiasm. It’s the latter that leads to more assets, more referrals, more loyalty. Just as importantly, it’s the latter that makes you feel like a million bucks.

So, ask yourself: Which advisor do you want to be?

Important Holidays Coming Up

The next few months are home to some critically important holidays, including:

  • Mothers Day
  • Memorial Day
  • Fathers Day
  • Independence Day/Canada Day

So go back and read the story I shared at the beginning of this article. You have several opportunities to experience something similar.

Don’t let those opportunities pass you by.

Have a great month!


SPECIAL OFFER – Free Holiday Letter!

Because holiday letters are so important, I’m giving away one for free for a short period of time. 

Click here 

to download your choice of ONE free holiday letter. Choose from Mothers Day, Fathers Day, Memorial Day, or Independence Day.

P.S. To read more Success Stories about Bill Good Marketing letters, click here. To read more about our famous Letters Library, click here.

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