On episode 303 of Take Flight Weekly, I walk you through one of the most overlooked yet powerful opportunities in our relationship business—holiday gifting and handwritten notes.

Every advisor knows they should send something during the holidays, but few do it strategically. The difference between an average gesture and a lasting impression comes down to timing, thoughtfulness, and execution. This isn't about spending more money; it's about being intentional.

Your goal isn't to impress—it's to express. The power of a well-timed, authentic note or gift lies in its ability to make someone feel seen, appreciated, and remembered.

Timing is Everything

USPS 2025 Domestic Mailing Deadlines:

→ First-Class Mail: December 18

→ Priority Mail: December 19

→ Priority Mail Express: December 21

Send early to stand out. Once you cross December 15, mailboxes explode. You want your message to land before the clutter.

Best Practice:

→ Send cards between November 29–December 8

→ Ship gifts between December 10–15

→ Send New Year's cards between January 2–10

Strategic Playbook for 2025:

→ November 15: Finalize your Top 100 list

→ November 22: Order cards, gifts, and packaging

→ December 1–10: Send handwritten notes

→ December 10–15: Deliver gifts

→ December 26–January 5: Send "New Year Gratitude" notes

Handwritten Notes: The Data

→ Open Rate: 90–99% versus 20–30% for email

→ Response Rate: 10–15% engagement versus 1–3% for printed mail

→ ROI: Nearly double compared to printed equivalents

→ Retention: Clients receiving 2+ handwritten notes per year are 80% more likely to refer or transact again

→ Physical mail activates stronger memory and emotional response centers than digital communication

→ 70% of consumers say handwritten notes make professionals appear more trustworthy

Real-World Results:

→ Local company tested printed versus handwritten: handwritten cards generated more than double the conversion rate

→ Luxury brands saw 16–56x ROI with handwritten direct mail

→ Open rates increased from 42% to 90% by switching to handwritten notes

How to Write the Card

3–5 sentences is the sweet spot.

Structure:

→ Greeting – Use their name

→ Personal Connection – Reference something specific

→ Gratitude – Acknowledge their trust

→ Forward Look – End with optimism

→ Signature – Hand-sign it. Always

Time: Plan 3–4 minutes per card. 50–75 cards = 4–5 hours total. Break into two or three 90-minute sessions.

A four-minute handwritten card can sit on a client's desk for four months. That's marketing you can't buy.

Gifting Principles

→ Keep It Local and useful

→ Stay under $100 per client

→ Personalize with a handwritten note

→ Align with your brand

Birthdays Matter

If holidays are your annual gratitude statement, birthdays are your year-round connection opportunity. Clients receiving 3+ personalized touches a year are 70% more likely to reach out first when they have a need.

The Close

Compare the ROI:

→ $500 postcard campaign: 1% response rate

→ $5 handwritten note: 10–15% response rate and deeper loyalty

That's the kind of ROI you can't buy with clicks. It's earned through authenticity.

If this resonated, share it. Subscribe at @askjimmiller.

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