Holiday Marketing That Isn’t Cheesy

Season’s Greetings, But Make It Strategic

The holiday season gives law firms a rare opportunity: a moment when people are unusually open to human connection. Yet many firms waste that opportunity with snowflake clip art, generic messages, or a mass-produced greeting that could have come from anyone.

Holiday marketing does not have to be cheesy or predictable. In fact, it can be one of the most strategic communications you send all year.

Here is how to make sure your holiday messaging stands out for the right reasons.

1. Say something real.

A holiday message should feel like it comes from actual people, not a template. Skip the familiar phrases such as “Wishing you peace and joy” unless you can add your own meaning. What did your team accomplish this year? What moments mattered? What are you grateful for in your clients or community?

Authenticity beats ornamentation every time.

2. Show your personality, not your stock-photo library.

Lawyers often lean conservative in branding, but conservative does not have to mean colorless. Use your firm’s unique voice. If you are known for advocacy, highlight impact. If you are known for compassion, highlight gratitude. If your culture is a strength, let it show.

A holiday message is one of the few times clients truly welcome warmth.

3. Make it about them, not you.

Your clients do not need another list of your achievements. They want to feel seen. A strong holiday message acknowledges their trust, the emotional difficulty of the matters you handle, the privilege you feel in doing this work, and their resilience over the past year.

Let the message feel like a thank you, not a billboard.

4. Do not forget the follow-through.

A holiday marketing message is not an isolated event. It becomes the opening note for next year’s communication strategy. When it is done well, it acts as the first marker on your 2025 map.

Close with clarity, warmth, and a sense of direction. And if possible, make it beautiful. Your brand deserves that level of care.

Let us know how we can help you with this or any other marketing tasks.

And, Happy Holidays!