We’re getting to that time of year when holiday cards start rolling in. And every year I notice the same thing: lots of cards, very little personalization. Sometimes it’s a generic “Seasons Greetings” e-mail blind copied to who knows how many people (no effort); others send paper cards with no note and often not even a signature (marginal time expenditure in running off address labels). If you’re thinking about doing this: DON’T.

The holiday season offers an amazing opportunity to put yourself top of mind with your colleagues, client, and prospects. It takes time to do it right, but I want the people in my community to know that I care about each and every one (and I do value you).

Why would you want to send the message that you’re too lazy and we’re not important enough for you to expend the effort? My message to you: customize, or don’t bother.