In 1841, a Philadelphia store owner named J.W. Parkinson reportedly attracted thousands of people to his store by having some sort of mechanical Santa Claus going up and down the chimney on the store’s roof. When I was a kid, on the Friday after thanksgiving, Santa Claus arrived at the big department store in downtown Cleveland – and it seemed the entire city went. To compete, the department store across Public Square had its own holiday character from local TV, Mr. Jing-ALing. For retailers, restauranteurs and all manner of other astute merchants, marketers and entrepreneurs, Santa has been the gift that keeps on giving – at least since 1841.

Yet, surprisingly, I see lots and lots of businesses that either ignore this opportunity altogether or take merely a half-hearted swipe at it. And I always wonder why.

In direct marketing, there’s The Robert Collier Principle – based on a quote attributed to a copywriter of old, Robert Collier: “Always enter the conversation already taking place in the customer’s mind.” Santa and the holiday season occupy that conversational space for at least 8 weeks. If you want to hook your wagon to a star, he’s THE star of that season.

The calendar is every businessperson’s friend. It offers one opportunity after another to utilize the Collier Principle in advertising, marketing, promotion, even employee training and motivation. As you face the onrushing new year, consider all the holidays and other events the calendar provides as opportunities.

— Dan Kennedy

Dan Kennedy is an author, consultant and business coach. Additional information at www.FreeDanKennedyNewsletter.com

Because I’m a marketing guy, as a consumer, I keep track of odd things, consciously and deliberately, that affect most people only subconsciously or subliminally. For example, in 2005 to date, I have patronized and spent money with 47 new businesses or professionals for the first time, made over 60 different purchases above $500.00, and referred customers or clients to 11 different businesses – and I have received thank-you notes from only 6, thank you gifts from 2. I have actually sent thank-you notes to more vendors than I’ve received!

In 2005, I made significant contributions to 11 different charities, most of them small entities. I received mass-produced, “stock” thank you notes with solicitations for additional contributions from 5, handwritten, personal thank-you’s from 3. In 2006, I have dropped 3 charities entirely, and redirected most of my giving to 3. Can you guess which 3?

It has now become increasingly common for businesses to send mass-produced thanksgiving cards (usually in lieu of Christmas cards). But what about the other eleven months of the year?

Have you ever fantasized about being a counterfeiter and getting away with it? Having a printing press in your basement and just printing up all the money you might need?

The currency you can legally print is: the thank you note.

— Dan Kennedy

Dan Kennedy is an author, consultant and business coach. Additional information at www.FreeDanKennedyNewsletter.com