The Greeting Card Playbook
The Number One ROI Branding Strategy
Part of the Focus Playbook Series
The Greeting Card Playbook
Commoditization is a real and growing issue.
it is essential to create a client experience that
de-commoditizes your services.
Aside from a prospectus or statement, your
business has become extremely virtual and
complex. As a result, the commoditization of
your role has been amplified to the point that
clients can trivialize your value and leadership
and focus solely on ROI.
Advocacy is enhanced when you make it easy for
your clients and partners to talk about you. Using
tangible items and imagery is a potent tool that
encourages that communication. Cards can be
an excellent tangible when used correctly.
Each Focus Playbook identifies a specific strategy The Greeting Card Playbook will help you to
for competitor-proofing your business and better understand why the use of greeting cards
provides the tools you need to implement.
is relevant and how to use them effectively,
using our recommended greetings for various
For a professional whose solutions are not scenarios.
tangible, and the benefits of which can be delayed,
Own The Mantle
It’s vital that you own the mantle whenever you it in their hands and you can say thanks for a
pay tribute to a client using a greeting card.
great relationship. It’s powerful. It arrives on its
own, it stands out and it shows you thought of
For a birthday, holiday, important milestone, them.
referral thank-you, or to welcome a new client
as part of your onboard process, send a card Don’t just go through the motions. People sort
that has impact. Something that stops them in their mail over a garbage can. If your cards are
their tracks when they open it, and which has boring, then just throw them in your own trash
lasting shelf-life to the point that they can’t bring and save yourself the stamps.
themselves to discard it.
The goal is to own the mantle. The ROI on these
Here’s a simple and effective example of how cards is immense because it’s not vapor. It doesn’t
to own the mantle: What if you were to send a go to their heads to die.
Thanksgiving card to your best clients this year?
A lot of people send a holiday card in December. To further amplify the effectiveness of greeting
It goes on the mantle next to the ones from their cards, you should consider incorporating your
vet, their mechanic and their chiropractor. A branding imagery , as discussed in the following
Thanksgiving card is unique. The client can hold section.
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Symbols and your Branding Strategy
As a knowledge for profit professional it is
essential to take the abstract and commoditized
nature of your value and make it proprietary. This
will enable you to competitor-proof your clients
and create more consistent advocacy.
A bridge is another example, you are the bridge
to your client’s financial goals and your process
helps them build the bridge as they cross it so
they can look to the future with anticipation
instead of apprehension; so use a bridge to
symbolize your value.
A proven strategy for differentiating yourself and
elevating how you’re perceived and how you’re
described is to create a symbol that amplifies
your value. For example, as a financial advisor,
clients hire you so they can Sleep Well At Night.
So why not use a swan as a thank-you card to
symbolize your value and relevance in their lives?
If you are a lawyer, accountant or professional
consultant, your value to your clients is to help
navigate through uncertain times, so why not
use a sailboat to highlight the fact that it’s not
the wind, it’s the set of the sails that determines
your clients’ trajectory?
A lighthouse serves as a beacon to help someone
oversee uncertainty or anxiety. A capstone
represents how your process is the centerpiece
that puts all the pieces of the puzzle together
for your clients. A Tiffany lamp with all its many
pieces put together beautifully, lights the path
for your clients into the future.
You can go beyond greeting cards; wall décor
and art act like the Nike “Swoosh” to create an
identity and imprint your value for your clients.
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When do I Send a Greeting Card?
There are many times throughout your clients (or prospective clients) a greeting card:
relationship with your clients and prospective
clients that a greeting card should be sent.
• Birthdays or Births
Sending a card at specific times can help to
• Anniversaries (both of marriage and
reinforce your relationship, keep you top-ofyour client relationship)
mind and referable and help to combat loyalty
• Holidays (Thanksgiving being among
fatigue (clients simply taking you for granted
the best)
out of over-familiarity).
• As part of the Introduction Kit to a
prospective client
Some of these occasions can be scheduled by
• When you onboard a new client
adding them to your service matrix and others
• When a client makes an introduction
are unique events in your client’s lives that we
refer to as Moments of Truth. First, here are
to a friend or family member
some common times that you should send your
Moments of Truth
While some events that would be well-served by
a greeting card are going to be annual and can
be scheduled and planned, some of the most
important events in a client’s life are going to
be Moments of Truth; events that occur once or
twice in a lifetime.
to determine a suitable response.
These are highly-personal messages that no
one-size-fits all template can cover, but for which
some rules do exist.
To respond to these events requires you to know Your message should always:
your best clients, to consistently gather F.O.R.M.
(Family, Occupation, Recreation and Money) data 1) Show empathy or excitement
on them and to be engaged in communication
with them.
2) Thank them for trusting you/sharing
with you
Moments of Truth are unique or rare events that
take place between you and a client where they 3) Let them know that you’re available to
are saying “I trust you.” They might bare their soul
talk to them about the event
to you and reveal a challenge or setback they are
experiencing. Each will be a little different.
Again, you are positioning yourself and
responding to your top clients as a consultant
The importance of any Moment of Truth depends
with a stewardship mindset, not a salesman
on the importance the client places on the event. with a quota. You are reinforcing loyalty and
Always consider your client’s F.O.R.M. information refer-ability.
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Common Moments of Truth
Again, several of these events you will be able to schedule, others will depend on your knowledge
of your client, their F.O.R.M. data and your continuing communication.
•Marriage
•
Milestone wedding anniversary
•
Milestone birthday
•
Birth/Adoption of child
•
Child/grandchild goes to university
•Promotion
•Award
•
Change in career
•
Graduation (Degree, Designation, Exam, Course, etc.)
•Retirement
•
Purchase new home
•
Purchase vacation home
•
Purchase recreational vehicle (Sports Car, Sail Boat, Motorcycle, RV, etc.)
•
Purchase or sell business
•
Special vacation
•
Other personal or professional accomplishments
•
Client account anniversary
•
Family member with serious illness
•
Family member in the hospital
•
Family member passes away
•
Family pet passes away
•
Other personal obstacles or tragedies
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Messaging
Here are examples of card messaging tied to specific events. The message should be short, to the
point and speak to the relationship with the client, not to a product or service. Fold in F.O.R.M.
data where appropriate - for example, if you know your retiring client is hoping to go on vacation
to fish for salmon in Alaska, add a personalized note referencing that to the example scripting,
below.
Introductory Kits: Dear [Prospective New Client], I
enjoyed talking with you on the phone. Enclosed is the
Introduction Kit I promised. I look forward to meeting
you. [Advisor’s Signature]
Onboard: Welcome Aboard [New Client]! I look
forward to working with you and your team as we
embark on this partnership together. I hope you are as
enthusiastic as I am to get this underway. It won’t be
long now… Talk to you soon, [Business Advisor].
Holiday/Thanksgiving: We would like to wish you and
your family all the best for the Thanksgiving holiday.
We’d also like to thank you for a great relationship.
Introduction/Referral: Advisor hand writes and
addresses envelope and sends with memorable stamp.
Framework for note:
The first sentence: Thoughtful comment - focus on
Family, Occupation and Recreation.
The second sentence: Focus on the topic - Thanking
for an Introduction.
The third sentence: Reinforce the relationship by
closing with an emphasis on Family, Occupation or
Recreation.
Retirement: You better work harder than you’ve ever
worked in your life. Your retirement is your new mission,
congratulations!
Retirement is not a work status, it’s an attitude.
Excited to be part of this next chapter in life,
congratulations!
Example – first sentence:
I hope this note finds you well and enjoying this
amazing season (Winter-Spring-Summer-Fall)
Second sentence:
I want to thank you for introducing (name) and I am
looking forward to us meeting.
Third sentence:
(Client) with winter right around the corner, it’s time to
pull out the skis and start thinking about those black
runs!
Birthday-belated: A belated birthday wish that your
life will continue to be filled with the happiness you
deserve. Have a wonderful year!
Warmly,
(Advisor)
Birth of child: This is a beautiful time in your life
that you will never forget. The birth of your child is
something that changes you forever. Congratulations!
Birthday: May life’s brightest joys light your path, and
may each day’s journey bring you closer to your dreams!
Happy Birthday!
Happy Birthday! I hope that you will have a truly special
and joyous day.
(Cont. pg 7)
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Messaging
Congratulations on the arrival of your new baby! This
new addition will bring you lots of cuddling, fun times
and sweet memories. It will be worth the sleepless
nights. All the best to your family.
You are in our thoughts. Please know how much you are
loved and how deeply your loss is felt by all.
Adoption: This precious little boy/girl was meant for
you and you for him/her. Warmest congratulations to
your beautiful family.
I love seeing your dream come true like this. She/He was
definitely worth the wait!
Anniversary: Times change, people change, but
memories remain. Wish you both a lifetime of happy
memories. Have a fantastic anniversary.
Loss of a Pet: Dogs are not our whole life, but they
make our lives whole.
-Roger Caras
Sending my warmest wishes to a wonderful couple
on their special day. Hope that you have a sparkling
celebration on your anniversary.
What we have once enjoyed we can never lose; All that
we love deeply, becomes a part of us.
-Helen Keller
Wedding: I hope your life together will be filled with
joy, happiness and lots of love!
Client Account Anniversary: We recommend using
the Family, Occupational and Recreational information
you know about the client to write the personal note.
This thoughtful approach will be well received.
On this beautiful and lovely occasion I wish you a day
filled with cherished moments.
New Home: HOUSES are all about cement, bricks,
mortar and wood. HOMES are all about loved ones,
family, parties and food. Enjoy!
Example: (Client) I wanted to send you a note to thank
you for our partnership of over 10 years! I am amazed
at how quickly the time has gone by!
We have certainly shared many memories, including the
birth of your first grandchild (name) and checking off
one of your bucket list items, your fantastic trip to Italy
last year with (spouse).
It is indeed a pleasure working with you and I look
forward to the road ahead, as your life unfolds and your
needs evolve.
Warm your new house, by living the happy times in it
with your family and friends. Congratulations.
Putting your foot in your new home is one of the best
steps that you have taken in your life. Congratulations.
Sympathy Quote:
We recommend using a quote, saying or even a song
lyric. It can help if you know if the recipient has a
favorite author, actor or historical figure. Do a Google
search for inspiring quotes from that individual
Warmly,
(Advisor)
Selling a Business: As you transition out of [business
in question] we wanted to both congratulate you and to
thank you for the great relationship. As things change
during your transition, be assured that we are always
ready to work with you to ensure you attain your goals.
May the love of those around you, help you through the
days ahead.
Wishing you hope and peace in this sad season.
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Lavish Fine Art Greeting Cards
Consider using www.lavishcards.com.
These are stunningly beautiful cards,
produced on the highest quality paper,
with an amazingly diverse selection of
beautiful photographs. The cards you
select should have impact and shelf life;
your clients should be inspired to display
it instead of throwing it out after they read
your message.
Elegant and original, Lavish Fine Art greeting
cards add impact to your message. Again,
use a card of such quality that it owns
the mantle and is something that a client
cannot bear to throw away. The power of
an art-quality photographic card is obvious,
especially as compared to a mass-market
card bought by the carton at a big-box
store.
I have been using Lavish Cards for almost two years and I have received phenomenal feedback ... There are many great
experiences regarding our Lavish Card process, one in particular stands out ... A gentleman called our office looking for a very
specific type of portfolio management for his mother’s trust. He was invited into the office where he was impressed with our
process, but did indicate he was looking at other firms and would call with his decision ... Immediately after our meeting, I
crafted a wonderful note in the Tipperary Sunset Lavish Card and sent it ... He called two days later indicating his mother had
opened the card and was so impressed by the card and the gesture, she would not allow him to consider any other firms to
manage this portion of her estate. With this client in particular, I give the credit to Lavish Cards in sealing the deal.
- Adam Meyers
Visit lavishcards.com or call them at 1-888-599-7599
Concierge Services
Don’t reinvent the wheel when it comes to creating Advocacy within your relationships.
Contact our Concierge Service to better understand our Process to help trigger
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Greeting Cards | Personal Financial Organizers | Introductory Kits | Client Gifting
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