#51 Holiday Marketing Secrets Only Savvy Professionals Know – Part 1

In this episode, host Sylvia Garibaldi explores the untapped potential of December marketing for legal, mediation, and divorce professionals. As many competitors slow down during the holiday season, Sylvia emphasizes the unique opportunities to capture year-end needs and build stronger client relationships. From finalizing contracts to creating holiday parenting plans, she offers strategic insights on how to maintain visibility and trust without overextending yourself. This episode is part 1 of a two-part series. Be sure to tune in next week for part 2, where Sylvia will dive into the practical execution of these strategies, covering specific marketing tactics, content creation, and budgeting strategies to maximize your marketing spend.

Resources mentioned: 

• Join our last free workshop of the year: How To Attract Affluent Clients To Your Professional Practice 
• Feeling stuck about how to grow your practice, book a free strategy call here.

Key Takeaways:

• Year-End Opportunities: December is a prime time to capture specific legal and mediation needs as clients rush to resolve matters before the new year.
• Reduced Competition: Many competitors wind down during the holidays, allowing your marketing efforts to stand out in a quieter market.
• Relationship Building: Use the holiday season to strengthen client connections through thoughtful messaging and soft marketing strategies.
• Consistency is Key: Maintain a consistent marketing presence to build trust and prepare for a strong start in the new year.

Episode Chapters:

• (0:00:00) - Maximizing December marketing opportunities by discovering the benefits of marketing during the holidays, focusing on how to leverage the month’s unique circumstances to capture urgent client needs. 
• (0:15:01) - Enhancing professional services during holidays by learning how mediators and legal professionals can enhance their services by offering tailored solutions for holiday-related challenges.

Rate, Review, & Follow on Apple Podcasts
"Love listening and learning from the Serve First, Sell Later Marketing Podcast” If that sounds like you, please consider rating and reviewing my show! This helps me support more people -- just like you. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!

Sign up for our free LinkedIn newsletter on marketing your professional practice

Click here for a free strategy call

Connect with me on linkedin

Join our online community

Subscribe to my youtube channel

Transcript

00:00 - Sylvia (Host)
Hello everyone, and welcome back to episode 51 of the Serve First, sell Later Marketing Podcast. I'm your host, sylvia Garibaldi, and I'm very excited to kick off this two-part series that's going to change the way you think about marketing your professional practice, especially during the holiday season. 

02:00
Now I know you're probably thinking December, january marketing. Shouldn't I be winding down and focusing on the holidays? Well, I want to challenge that notion and show you why December might be just one of the most important months for your marketing efforts. So in part one of this series, I'm going to be diving deep into why keeping your marketing engine running through the month of December is not just smart but essential, and I'm going to touch on the unique opportunities that the holiday season presents for lawyers, mediators and divorce professionals. And, of course, in part two of this series, I'm going to get into the nitty gritty of how to execute your December marketing plan with precision. So I'm going to cover everything from digital marketing strategies to budgeting for success. So please make sure you subscribe to this podcast so that you get notified when part two comes out. 

02:58
All right, so in this episode, I want to focus on the December opportunity. And so did you know that while your competitors are running from holiday party to holiday party and slowing down, you could be capturing year-end needs, standing out in a less crowded field and building relationships that will pay dividends well into the new year, will pay dividends well into the new year. And before I dive in, I would be really remiss if I didn't thank my loyal podcast subscribers for listening every week and sharing with me how you've been following along and implementing so many of the strategies that I've been sharing. So in this episode, I actually want to give a big shout out to Dennis, who has listened to almost all of our episodes while watching his son on the soccer field. So thanks, dennis, for being such a loyal listener. We love hearing these stories. Please keep them coming. 

03:56
All right, so let's dive in. So I want to talk about why December is such a golden opportunity for marketing your professional services, and I want to break this down into three key points that you can easily remember and, of course, act on. So first up, let's consider the year-end rush. So, as December rolls around, people start thinking about tying up loose ends before the new year, and what this does is this creates a unique set of needs in the legal, mediation and divorce spaces. So, for lawyers, you might see an uptick in meetings with clients who want to finalize contracts. Maybe they want to settle disputes or they want to get their affairs in order before January 1st. For mediators, you could find more businesses eager to resolve conflicts between employees and board members before the year closes out. And for divorce professionals, while it might seem counterintuitive, many couples decide to start the divorce process right after the holidays. So by marketing now, what you're doing is you're positioning yourself as the go-to professional when these needs arise. 

05:09
Secondly and this is a big one there is less competition in the marketing space during the month of December. Why? Well, simply because many of your competitors are winding down. They're thinking the holiday season and not really thinking about putting a push to their services. But here's the thing their silence is your opportunity to be heard. When you keep your marketing efforts strong in the month of December, your voice stands out in a less crowded field. It's like being the only one speaking in a quiet room. People can't help but listen. And lastly, december offers a unique chance for relationship building, and the holiday season really puts people actually in a more receptive mood for connecting, and so, if you use this to your advantage, your marketing doesn't always have to be a hard sell, and nor should it be so sometimes it can be as simple as sending out thoughtful holiday messages to your clients or sharing helpful end of year tips related to your services, and this kind of soft marketing helps build and strengthen relationships, setting you up for success in the coming year. 

06:27
So remember, marketing in December isn't about disrupting people's holidays. It's about being present, being helpful and being ready when they need you. By maintaining your marketing efforts now, you're really just ensuring that when someone needs legal help or mediation services or divorce guidance, either now or in the new year guess what your name is the first one they will think of. So don't let December slip by. Just really embrace these unique advantages. Keep your marketing active, be visible while others aren't, and use this time to build stronger connections. 

07:09
So let's dive into some specific strategies, in particular for lawyers, especially for those of you in the divorce, family law and estate planning arenas. So I'm going to share some powerful insights that can really set you apart during the holiday season. I want to talk about capturing those year-end legal matters. So, as we approach December, many people start thinking about wrapping up those loose ends before the new year, and this is really a golden opportunity for you as a legal professional. For divorce lawyers, you already know that the holiday season can be a crucial time. So, while it might seem counterintuitive, many couples make the difficult decision to separate after the holidays. So by marketing your services now, you're positioning yourself as the go-to professional when they're ready to take that step in the new year, in the new year. 

08:06
For family law attorneys, the end of the year often brings family issues to the forefront, and so maybe it's custody arrangements for the holidays or updating child support agreements before the new year. Right, these are real things that happen all the time. So think about your practice and think about the things that come up at this time of the year. By being visible and accessible during this time period, you're showing families that you're there to help them navigate these very challenging situations. For estate planning lawyers, the end of the year can be prime time, for sure. People are thinking about their finances, their families, their futures, and they're more likely to really consider getting their affairs in order before January rolls around, so this is your chance to remind them of the importance of having a solid estate plan in place. 

08:53
Now here's where it can get really interesting. While you're ramping up your efforts, many of your competitors are slowing down. So they're thinking about holidays, shopping, visiting with family and friends, and so you will stand out by staying active and engaged. But this doesn't mean that you have to work around the clock during the holidays. I'm not advocating for that. It's about being much more strategic in your approach. So maybe it's running a holiday-themed marketing campaign or offering end-of-year consultations, or simply maintaining a strong online presence when your competitors go quiet. So it's like continuing to post on social media and scheduling that in advance so that it's already taken care of. So I think being visible when others aren't is a really powerful way to capture attention, and you could be the lawyer who comes to mind when someone realizes they need legal help during or right after the holiday season. 

09:55
So here's your call to action. Don't slow down your activity, particularly your marketing activity, just because it's December. Instead, think about how you can be there for your clients during this crucial time. So think about it. Can you offer a special end-of-year review service, maybe create some helpful content about navigating family law during the holidays, or perhaps run a campaign reminding people about the importance of updating their will before the new year. So by staying active and engaged during the holiday season, you're not just capturing immediate business, you're actually setting yourself up for a strong start to the new year. And so, for those of you that want to unwind in December and you don't want to start working on any client cases, that doesn't mean that your marketing stops, because if you want cases coming in in January and in February, you do need to be marketing in December. So I hope this makes sense and I hope this is resonating with you. So, while you're building those relationships and establishing yourself as a dedicated, always there for you professional, that's going to be the advantage when people need your help most. So everything in your world is trust-based and by being present and helpful during a time when others aren't, you're actually building that trust in spades. 

11:22
Okay, let's talk about how certified divorce financial analysts and divorce coaches and other professionals who help people going through this challenging life transition how they can use the December time period to market their services. So let's talk about preparing for what we in the industry call January Divorce Month. So it might sound kind of strange, but January typically sees a spike in divorce filings. So how can you prepare for this and how do you ramp up your marketing efforts now? So you want to create content that addresses common concerns people have about divorce during the holidays, and this is something we write for our clients all the time. So maybe you're going to write blog posts or record short videos about co-parenting during the festive season or how to handle family gatherings while you're considering separation, and what this does is this actually encourages people who are on the fence to take that first step. And don't forget to update your website and social media profiles, because that's going to be important as well. Make sure that your contact information is easy to find for when people are ready to reach out. 

12:35
Now let's talk about offering sensitive support during the holidays, and I think it's important to remember that people considering divorce or separation during this time are often dealing with a lot of emotional stress, so they're trying to navigate family expectations, trying to keep things normal for their kids and grappling with their own feelings about this new transition. So it's important to offer resources that help people cope with the holidays while contemplating separation or divorce, and this could be a guide on how to handle family gatherings. It could include tips for self-care during stressful times or advice on how to talk to kids about changes in the family. So consider hosting a free webinar or support group for people who are struggling with marriage issues during the holidays. And this isn't about pushing issues during the holidays, and this isn't about pushing for you know separation or divorce. It's about providing a safe space for people to explore their feelings and options. And for financial professionals, you might offer end-of-year financial health checks, and this can be valuable for anyone, but especially for those going through this transition who want to understand their financial position before making any big decisions. And remember your role during this time isn't just about preparing for potential business in January. It's about being a compassionate, knowledgeable resource for people during a difficult time time. So by offering support and valuable information now, you're positioning yourself as a trusted professional that they can turn to when they're ready to take the next step. So, as we head into the holiday season, keep these strategies in mind and really prepare your marketing for January, but also focus on being a source of support and information for them right now, and I think by doing this, you're not just setting yourself up for a busy January, you're also providing a valuable service to those who need it most during a challenging time of the year. Okay, let's switch gears now and talk about mediators, and we're going to focus on two key areas, and that is addressing end-of-year conflicts and positioning mediation as a powerful New Year's resolution. So let's talk about end-of-year conflicts. 

15:01
And so the holiday season can be a pressure cooker for issues in both families and the workplace. So for families dealing with life transitions, such as divorce, separation, this time of year can be especially challenging. So parents are trying to navigate new holiday schedules. They decide who gets the kids for which celebrations and maybe even handle introductions to new partners. It's a lot to manage and emotions can run really high, but here's where you come in as a mediator. You can offer a lifeline to these families by providing mediation services specifically tailored to holiday-related issues. So what are the holiday-related issues? Consider creating a holiday parenting plan package. This could include sessions to help parents work out a fair and clear schedule for the holidays, help them set expectations for gift giving and really establish guidelines for introducing new partners to their kids holiday challenges as well, so January often sees a spike in divorce filings, so really be ready to help couples who decide to separate after the holidays. So offering mediation or collaborative law as a less adversarial alternative to traditional divorce proceedings can be very helpful, and it's important to highlight how it can help them start their new chapter on a more positive note. 

16:34
So let's talk about workplace conflicts, and so as the year winds down, tensions can really rise, and that's the pressure to kind of meet end-of-year targets, maybe finish projects and handle performance reviews, and sometimes this can lead to a lot of disagreements and unnecessary stress. So consider reaching out to local businesses and companies and offering your services to help them resolve these year-end conflicts. You can create an end-of-year workplace harmony package which is designed to help teams clear the air and start the new year on a positive note. So have you given any thought to that? If you're a workplace mediator, have you approached companies during the month of December to offer this type of package? If not, you may want to think about that and how you can best get that ready to go. You can emphasize how resolving conflicts can now lead to a more productive and positive work environment in the coming year. And I think what's good about this is, if you're approaching companies in the month of December, you know some of these companies will sign on with you in the month of December to get prepared for January, and others will say you know what, this is something we need to consider, let's revisit in January. And others will say you know what? This is something we need to consider, let's revisit in January. And you set up a date and time to meet them in January. So you've done the legwork and the marketing in the month of December and now you already have a meeting booked in January. Okay, so I hope this is making sense. And here's another powerful idea If you position workplace mediation as a New Year's resolution to companies, this is sort of like. 

18:15
We all know people make resolutions to improve their lives, so why not suggest resolving conflicts in the workplace as a resolution? Right, so you could run a campaign with a message like New Year, new understanding, resolve conflicts and move forward. And what this does is it encourages people to think about the disagreements or issues that have been holding them back, whether it's in their family life or at work. So positioning mediation as a positive, proactive step towards a better life or a better future, is going to be important to do, and you're planting the seeds now. Right, you're planting the seeds now. So share success stories of people who used mediation to overcome challenges in their personal and professional lives, and this can be really motivating for people who are tired of dealing with those ongoing conflicts, because ongoing conflicts are draining, they're exhausting. So consider offering a New Year's special. Maybe it's a discounted rate for sessions booked in January, or maybe it's a free initial consultation for those who reach out before the end of the year. So what this does is this creates a sense of urgency. It really gives people a concrete way to act on their resolution. So I hope this is making sense for you. So remember, as mediators, you're not just resolving conflicts. You're helping people build better relationships and more positive environments and, by marketing your services effectively during this time, you're offering people a valuable tool for improving their lives as they enter the new year. So you have the skills to make a difference in people's lives, and so every conflict that you help resolve is really a step towards more harmony in families and workplaces. 

20:03
So staying active and engaged with your marketing efforts, even when others might be slowing down, can really make a huge difference, especially during the holiday season. So let's dive into why consistency is so important. So I want you to think about this your potential clients don't stop needing your services just because it's December, right? So by maintaining a consistent marketing presence, you're sending a powerful message. You're telling your clients and potential clients that you're reliable, that you're dedicated and you're always there when they need you. And what this does is it builds trust, and in your line of work, trust is everything. So I know you could be thinking you know, but it's the holidays and I need a break too, and I totally agree. 

20:51
But here's the thing you don't have to work around the clock in order to stay consistent, because it's about being smart. It's about being strategic with your efforts. Maybe it's scheduling social media posts in advance or setting up an email campaign that runs through the holiday season, so you want to automate as much as you can. But in order to do this, you need to plan in advance, and so the key is to maintain visibility without burning yourself out. So let's talk about leveraging holiday themes in your marketing efforts here, and I think the holiday season really presents a unique opportunity to connect with your audience in a more personable, relatable way. So think about how you can tie your services into the holiday spirit. So, for example, if you're a divorce mediator, you could create content about navigating family gatherings during separation. If you're a divorce financial analyst, you might offer tips on managing holiday spending while going through a divorce. So the idea here is to show how your services are relevant and helpful even during the holiday season. 

22:05
I think using December to plan for your Q1 strategies is going to be a really important way to really prepare for 2025. So, while you're maintaining your current marketing efforts, december is also a perfect time to look ahead. So you want to use this month to reflect on what worked well this year and what didn't. So set goals for the first quarter of the new year and consider creating a content calendar for January through to March. Maybe plan out your blog posts, your social media content, any email campaigns, maybe speaking engagements. So really planning that all out as best as you can. It doesn't need to be perfect, but you need to get the ball rolling on this, and so think about any new services or packages that you want to offer in the new year, and by doing this planning now, you'll hit the ground running in January while your competitors are still shaking off the holiday sluggishness. 

23:06
So it's about being strategic. It's about being consistent and really forward thinking. It's about seeing opportunities where others see downtime. So here's your challenge Stay engaged this holiday season, keep your marketing efforts consistent, get creative with those holiday themes and really use this time to plan for a strong start to the new year. And I think by doing this, you're not just maintaining your business, you're setting yourself up to thrive. So think about how great it would feel to start January with a clear plan, a strong presence and maybe even new clients who have found you during the holiday season. 

23:51
So we've covered so much ground today, from understanding the unique opportunities that the holiday season presents to specific strategies for lawyers, divorce professionals, for mediators, and we've also talked about standing out when others are slowing down and how to position yourself as the go-to professional during this critical time. But here's the thing Knowledge without action is just information, and I want to challenge you to take what you've learned today and actually implement it. So here's your homework Pick just one strategy that we discussed today. Maybe it's creating a holiday-themed marketing piece or planning out your January content. Whatever it may be, commit to taking action before the end of the week. 

24:46
Now I'm super excited to give you a sneak peek of part two of this series, which is next week's episode. So in part two, we're going to go deep into the practical execution of everything from what we discussed today and adding more on to it. So we're going to be breaking down specific marketing tactics that work really well during the holiday season, how to create content that actually resonates with potential clients, and those budgeting strategies to maximize your marketing spend and, of course, practical tools and resources to help you implement these strategies. So, trust me, you do not want to miss the next episode. It's going to be packed with actionable, real-world advice that can really help transform your marketing approach. And here's something I'd love from you I want to hear your stories. 

25:37
Have you successfully marketed your professional services during the holidays? Are you struggling with something that we've discussed? Reach out to me by sending me a message. You can reach out to me via email or you can send me a direct message on LinkedIn. I do read every message and, who knows, maybe your story could be featured in an upcoming episode. So if you found value in today's episode, please do me a favor. Share it with a colleague who could benefit. Subscribe to the podcast so you don't miss our next episode and, if you feel inclined, please leave a review, because it helps other professionals find this content. Thank you for joining me and I'll see you in the next episode.