Holiday Cards? You're Almost Down to the Wire!

by Skip Cohen

​For years, I've been writing about one of the very best (and easiest) marketing tools for professional photographers and small business owners - a personalized holiday card. Well, I'm back one more time for 2024 because we're down to the wire. If you're going to get your card out in time to have maximum impact on brand awareness, NOW is the time to be working on it!

Here's why: NO PHOTOGRAPHER SHOULD EVER SEND OUT A STORE-BOUGHT CARD! You're an artist and should be using one of your own images. Don't trust your holiday message to a card company.

The concept couldn't be easier to pull together: It all starts with one of your images on the front of the card, and it can be anything you feel is relevant. Maybe it's a picture of you and your family, a still life shot, a landscape sunset or sunrise, or a macro shot of a flower you are proud of. The point is it's one of your captured images.

Inside the card is a pre-printed message and signature. The back of the card is just as important. Just like the old Hallmark commercial that had people looking for their logo on the back, it's your company name and contact information. And there's no such thing as too much information - show your email, website, and phone number. If you have a standalone studio, this is where the address goes.

​For years I've been sharing the holiday cards from Bleu Cotton Photography, always featuring Ali, Bleu, and Fisher. If there were an Oscar for holiday cards, they'd be the winner every year. But featuring themselves with an annual theme is just one approach.

Three of my favorites over the years

Everardo Keeme took this approach many years ago. I still like to use it as an example, because it ties in his location and shows some of his commercial style.

A personalized holiday card is the perfect way to build more brand awareness and make your skills as an artist stand out in the community. Plus, it's ideal for a hand-written message for those special clients and influencers you're sending a card to, personalizing the card even more.

And for those of you rolling your eyes over the idea of doing anything snail-mail - think about how many emails you trash every day that never get opened. A great card is an outstanding way to get through all the noise and remind people what you do for a living. Plus, people save holiday cards and typically have them on display right through the holidays.

Marathon's annual holiday card promotion just kicked off this month and runs through the end of the year. That gives you plenty of time to put your images together with a special holiday message and have them in the mail on time.

Over the years, I've featured cards from so many different photographers. The challenge for you is to stop procrastinating and think about what you're using this December. So, what are you going to be sending out for 2024?

Remember, you snooze you lose!