Whatís that ringing sound you hear at this time of year?
Itís the sound of cash registers ringing up the sales generated by Santa
Claus. Just because heís old, overweight, long haired and unshaven and
dresses funny, donít overlook his marketing success. Santa is a
marketing expert and you can become one, too, if you follow his
Whatís that, you say? You donít believe in Santa Claus or you donít
celebrate Christmas? Itís true that Santa may be mostly mythical, but
ask almost anybody who Santa is and what he does, and theyíll tell you.
And there are millions of children who are convinced heís real. So put
your doubts about Santa aside for a moment and take a look at why heís
so good at marketing.
Knows How to Be Unique
Whether it's his trademark red suit, his unconventional transportation,
his belly laugh or his occupation, Santa is different. Heís one of a
kind, which makes him memorable.
Gets Free Publicity
Heís a master at getting free press. Heís mentioned in the media
constantly during the winter holidays. Many songs, movies and books have
been written about him.
Learn how to get free publicity for your business with your articles and
on the radio. Editors and radio hosts are always looking for content
they can use.
Is Customer Focused
While everyone knows about Santa, his marketing isnít focused on his
credentials. He rarely talks about how long heís 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
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 Santaís 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's selling, and it's not just games and toys. Santa
sells hope, whether it's for the latest video game, a warm sweater or
How can you market your business more like Santa Claus does his?
Learn the ď5 Principles
of Highly Effective MarketingĒ that make Santa a success. Santa
didn't write this marketing guide, but he could have.
I wrote it to detail the marketing strategies that work for small-business owners and entrepreneurs like Santa.
1. Clarify how you and your firm are unique and what it is that
separates you from the crowd. You donít 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
3. Ask your prospects what they want and then provide services and
products that give them what theyíve asked for. The better you
understand their concerns, the better services or products youíll
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
5. Know what you're 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 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.
. . . . . .
2004 © In Mind Communications, LLC.
All rights reserved. The author, Charlie Cook, helps independent
professionals and small-business owners who are struggling to attract
more clients and grow their businesses. To get the free marketing guide,
7 Steps to Get More Clients and Grow Your Business visit www.charliecook.net