The late Robert Collier, a prolific author and copywriter, said when writing copy or making a sales presentation you should “enter the conversation going on in the customer’s mind”. That makes holidays a natural to use in promoting your business because they are on the minds of your customers.

You may have missed taking advantage of Halloween and Thanksgiving but there are a few more holidays in the next three months that you still have time to craft some type of promotion around.

Here are some ideas for using Christmas, New Year’s and Valentine’s Day. Remember when using holidays in your promotion to carry the theme throughout your message to keep it congruent. For a Christmas promotion, pictures of Santa, Holly, Gifts on the letter and envelope, references in your copy, etc. will keep your reader interested and give your message more of an impact.


  • Send a personal holiday greeting to your clients offering a gift certificate with dollars off their next purchase or visit
  • Send a “Our Gifts to YOU” postcard with special holiday discounts

New Year’s

  • Consider playing off of people’s typical New Year resolutions. Some of the top resolutions are lose weight, start exercising, spend more time with family, quit smoking, get out of debt. If you can weave these into your promotion or if they naturally tie into your business, you’ll have a winner.
  • Play off the new year theme by using New Beginnings, New You, etc.
  • Hold a “Get Rid of Last Year’s Inventory” Sale
  • If you are normally closed on New Year’s Day consider opening for a 3-day New Year’s Weekend Blowout Sale on January 1, 2, and 3. January 1st is on a Friday this year. It could be the sale to start your year off with a bang.
  • Have a “One Last Chance to Beat the 2010 Price Increase” Event

Valentine’s Day

  • Hold a “We Love Our Customers” Appreciation Event
  • Send your clients valentines just like in school. Everyone loved getting these. It will bring back fond memories and might even generate some buzz among their co-workers. Don’t forget to include a special offer.
  • Consider a “Love My ______________ Sale” offering 14% or $214 off depending on your business.

Of course there are many other ways to take advantage of holidays and sometimes even the most obscure ones can work even though they may not be on your customer’s mind. If you are clever enough and make it interesting you could use Groundhog’s Day, President’s Day, or St. Patrick’s Day. There are holidays and special days for just about everything you can imagine. Be creative and have fun with it and if you come up with something that works let me know about it!

Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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