Year-end advice that really works

Maybe you can use this advice now, or bookmark it for January.

If you’ve been here a while, you know I often talk about one-to-one outreach. Social media and mass marketing matter, but what really drives sales is real, personal connection.

I’ve been thinking a lot about this lately. We’re reading Hug Your Customers for the Stay Gold Collective book club, and it’s filled with reminders about the power of genuine connection, especially something as simple as a handwritten note. That book sent me down a little rabbit hole: I picked up Unreasonable Hospitality, and then a fiction detour with The Blue Bistro by Elin Hilderbrand, which paints a picture of what exceptional service can look like.

So here’s my advice, whether you’re gearing up for a final year-end push or setting yourself up for a strong start in January: make a list of clients and leads, and send each one a personalized note. Just a few lines tailored to who they are and what they care about. Then, as you move into the new year, build a simple system to keep that going. Get to know your customers. Remember what they like. Stay in touch in a way that feels natural and true to you.

Sales isn’t just selling. It’s a service.

Take 20 minutes this week to write one or two notes; I promise, you’ll make an impact.