What’s that ringing sound you hear at this time of year?
It’s the sound of store registers ringing up the sales
generated by Santa Claus. Just because he’s old, overweight,
long haired, unshaven, and dresses funny, don’t overlook
his marketing success. Santa is a marketing expert and you
can become one, too, if you follow his marketing methods.

What’s that, you say? You don’t believe in Santa Claus or you
don’t celebrate Christmas? It’s true that Santa may be
mostly mythical, but ask almost anybody who Santa is and
what he does, and they’ll tell you. And there are millions
of children who are convinced he’s real. So put your doubts
about Santa aside for a moment and take a look at why he’s
so good at marketing.

Knows How to Be Unique
Whether it is his trademark red suit, his unconventional
transportation, his belly laugh or his occupation, Santa is
different. He’s one of a kind, which makes him memorable.

Gets Free Publicity
He’s a master at getting free press. He’s mentioned in the
media constantly during the winter holidays. Many songs,
movies, and books have been written about him.

Is Customer Focused
While everyone knows about Santa, his marketing isn’t
focused on his credentials. He rarely talks about how long
he’s been in business nor does he bore people with long
discussions of his work processes. Instead, he makes a huge
effort to learn what people want.

It is estimated that, each year, over a million letters are sent to Santa.
Santa supplements this effort by appearing in thousands of
shopping malls around the country, listening to an average
of nine-thousand children per mall. He does all this just to
learn what his customers want.

Gives Something Away For Free
While most of the presents under the tree are from family,
including the annual fruitcake from Aunt Bernice, typically
at least one gift bears Santa’s name. How can you not love
someone who gives so many presents away each year and whose
only expectation is a couple of cookies and a glass of milk?

Knows What He Is Selling
Santa knows what he is selling, and it’s not just games and
toys. Santa sells hope, whether it is for the latest video
game, a warm sweater, or happiness.

How can you market your business more like Santa Claus does
his?

1. Clarify how you and your firm are unique, and what it is
   that separates you from the crowd. You don’t need to put on
   a red suit or slide down chimneys. Define yourself by the
   problems you solve, the expertise you provide, and what your
   customers say about you.

2. Get media attention for your business, not just during
   holidays but all year round. Sometimes imaginative stunts - like appearing in a sleigh - help.

3. Ask your prospects what they want and then provide
   services and products that give them what they’ve asked for.
   The better you understand their concerns, the better
   services or products you’ll provide.

4. Give something away for free. It could be an article, a
   report, a book, or a workshop. Use your free offer to prompt
   people to contact you and demonstrate your expertise. It
   works for Santa and it can work for you.

5. Know what you are selling. Your products and services
   bring in the money, but what do they stand for? What do they
   represent to your clients? Sell your prospects on achieving
   their objectives and dreams and deliver with tangible
   results they can appreciate.

Whether or not you celebrate Christmas, market like Santa
and you, too, can have many happy clients - this and every
season - without having to squeeze down a single sooty
chimney.

Happy Holidays!

Copyright 2004 In Mind Communications, LLC. All rights reserved.

The author, Charlie Cook, helps service professionals and
small business owners attract more clients and be more
successful. Sign up for the Free Marketing Plan eBook,
7 Steps to get more clients and grow your business.