Why Service-Based Businesses Can’t Afford to Ignore Holiday Marketing

by Annie Schiffmann

It’s no secret that many service-based businesses think holiday marketing isn’t for them. Maybe you’ve even found yourself feeling this way. You might think, "We’re not a retailer or an e-commerce store. All the holiday promotions aren’t for us." But then, a week before Black Friday hits, your inbox fills with promotions from other service-based businesses, and suddenly, you realize—you’ve missed a huge opportunity.

Now, before Halloween, is the time to start preparing to ensure your holiday marketing strategy is ready. Here’s how you can capitalize on the season and why it’s essential for your business growth.

Why Ignoring Holiday Marketing Hurts Your Business

How to Fix It

Missing Out on Holiday Revenue

Creating a Holiday Strategy That Works

Don’t Let Another Holiday Season Pass You By

Why Ignoring Holiday Marketing Hurts Your Business

Many service-based businesses miss out on crucial revenue opportunities simply because they don’t market around the holidays. It makes sense—if you’re not selling physical products, you might wonder what the point is. But here’s the thing: people are actively searching for services during the holidays too, whether it’s for themselves, as gifts, or for their business. And when your competitors show up in their inbox or social feed, but you don’t, that’s lost revenue.

You’re left feeling like you missed the boat—watching other businesses meet the moment while you struggle to make up for the lost opportunity. It’s disheartening to realize your business could have been front and center in customers' minds, but instead, you were overlooked.

You shouldn’t have to feel like your business has to sit out one of the busiest shopping seasons of the year just because you’re service-based. In reality, service-based businesses have just as much, if not more, to gain from holiday marketing. According to Mailchimp’s "This Holiday, It’s Personal" report, 87% of customers are more likely to engage with emails tailored specifically to their interests. Not marketing means you’re missing a chance to engage new and returning customers alike.

How to Fix It

I totally get the pressure that comes with holiday marketing, especially for service-based businesses. Mostly because, well, I’m in one too.

An AI- Annie Schiffmann discussing a holiday marketing plan with a client.

You might be juggling a lot already, and the last thing you want is to create a campaign that falls flat. I’ve helped businesses like yours cut through the noise and find success, even in a crowded market.

The StoryBrand Marketing Checklist gives us a solid blueprint. It identifies that your campaign should have:

messaging - to know what you’re saying, in repeatable soundbites
one-liner - to be able to succinctly share what you problem you solve, what your offering is, and how it can make your customer’s life better
lead generator - a way to collect email addresses with something helpful to your audience
landing page - a place on the web that you own that presents all of the soundbites clearly
email sales sequence - an email automation designed to lead prospects to take action and become customers

I’ve seen firsthand how following a structured plan—starting with clear messaging—can create campaigns that work. As a certified StoryBrand Guide and Mailchimp Partner, I’ll help you refine your message so that you’re not just throwing promotions out into the void, but actually reaching your target audience in a way that resonates.

Mailchimp’s This Holiday, It’s Personal report shows that personalization is key: with 71% of customers more likely to make a purchase when emails feel tailored to them, it's clear that a one-size-fits-all approach won’t work. Together, we’ll build a strategy that connects with your audience so you can drive results.

Missing Out on Holiday Revenue

If you continue to ignore holiday marketing, your competitors will fill that gap, leaving your business out of the conversation. The stakes are high: according to the marketers that Mailchimp surveyed in June of 2023, two-thirds estimate that the holiday season drives between 21%-40% of their company’s annual revenue. Now, to be clear, those are e-commerce marketers, but even if you’re service-based business gets a small percentage of that, that’s revenue I bet your business wouldn’t turn away.

Without a holiday marketing strategy in place, you’re not just missing out on sales; you’re losing valuable touch points with your audience that could have converted into long-term relationships.

On the flip side, get this right and you’ll set yourself - and your clients - up for a solid next year.

Creating a Holiday Strategy That Works

To get ahead of the holiday rush, it’s essential to start with a clear, structured plan. Here’s where the StoryBrand Marketing Checklist comes in.

Step 1: Create a Holiday Strategy

Having a solid strategy going into the holidays is absolutely essential, especially for service-based businesses. Here's why:

The Competition Is Fierce

The holiday season is one of the busiest and most competitive times of the year. Everyone—from retailers to service-based businesses—is fighting for the attention of potential customers. If you don’t have a solid plan in place, your business can easily get lost in the noise. By developing a well-thought-out strategy early, you position yourself ahead of competitors who are scrambling to throw together last-minute campaigns.

Timing Is Everything

The holidays aren't just about the product or service you offer—timing plays a huge role in how effective your offering is. People’s buying behaviors shift during the holidays, and they just can’t handle hearing about anything that isn’t both timely and relevant. Strategizing early means you have enough time to not only craft the right message but also to figure out when the best time is to deliver it.

Holiday Stress Is Real (for Both You and Your Customers)

A solid strategy helps you avoid scrambling to pull something together during one of the busiest times of the year. This stress isn't limited to you; your potential customers are also feeling it. They’re overwhelmed with decisions, offers, and purchases. When you craft a strategy that addresses their pain points and offers solutions that relieve some of their stress, you not only stand out but also build trust. Service-based businesses that solve a real problem for their audience during the holidays (whether it’s helping with end-of-year projects or making holiday preparations easier) see a significant boost in engagement and client loyalty.

Consistency Is Key

Without a clear strategy, your messaging can be inconsistent, which can confuse your audience. A solid holiday marketing strategy makes sure that your landing pages, lead generators, and email sequences all work together with a cohesive message. This consistency builds trust and brand recognition—both critical factors in turning leads into long-term clients.

Step 2: Clarify the Core Message

It’s essential to think about what irresistible offers you can create for your clients during this period. The key here is understanding their needs and making sure your marketing is designed to address those needs. Whether it’s a discounted service package or a time-sensitive offer, you can create urgency and provide value simultaneously.

Holiday marketing starts with a crystal-clear message. What problem is your customer experiencing during the holidays that your offer can solve? Or, what problem can you solve for them now that will help them going into the new year?

You want to be very clear on what problem you are going to own this holiday season - then create solid talking points around it. Put all of those talking points together into a BrandScript. These talking points become the backbone of your holiday message and make their way into all of the different channels you are going to use throughout your holiday marketing campaign.

Annie Schiffmann has been a Certified StoryBrand Guide since 2021.

Step 3: Write a One-Liner

A compelling one-liner grabs attention quickly, cuts through the holiday noise, and gives customers an immediate reason to trust and engage with your company.

Grab attention quickly

In the holiday rush, people are often looking for fast solutions, and a clear one-liner removes any confusion about what your business offers, making it easier for customers to choose you over the competition.

Cut through the holiday noise

During the holiday season, customers are bombarded with offers and promotions from various businesses. A well-crafted one-liner quickly communicates the value of your service in a way that's easy for customers to remember and act on.

A well-crafted one-liner quickly communicates the value of what you offer in a way that's easy for customers to remember and act on.

Give customers a reason to engage with you

A strong one-liner can also convey a personalized touch, especially when it is geared toward the specific holiday needs of the customer. For instance, service-based businesses can use a one-liner to highlight how their services can save time or reduce holiday stress, which can resonate deeply with overwhelmed customers during the season.

Step 4: Build a Sales Funnel

When we talk about building a sales funnel for the holiday season, we’re not just thinking about email blasts. A proper sales funnel is more strategic, and it starts with something your prospects truly need—a solution to the problem they’re facing.

That’s where a landing page with a lead generator comes in. This is where you give something of high value, like a downloadable guide, checklist, or free resource that directly addresses your target audience’s pain points. In exchange, they give you their email address.

Note: when you ask for data, though, use it wisely. Mailchimp’s This Holiday It’s Personal research says that 3 out of 4 customers don’t mind giving you their information if you are transparent with why you are asking for it, and use it to send them more relevant information.

For example, imagine you run a consulting business and your target audience is overwhelmed with year-end tax planning. A valuable lead generator could be something like a "Holiday Tax Planning Checklist for Small Businesses" or a "Guide to Closing Out Your Year-End Finances." The goal is to provide a solution to their immediate problem in exchange for their contact info.

Once they download the lead generator from your landing page, your sales email automation campaign kicks in. (We’ll get to that more in Step 4)

By setting up this funnel in advance, you’re automating the process of capturing leads, building trust, and turning prospects into clients—all without needing to be hands-on the entire time.

By creating a BrandScript, landing page, lead generator, and email sequence, your business will be prepared to make the most of every minute during the holiday season - at a time that work for your prospects.

Step 5: Automate a Holiday-Specific Email Campaign

Annie Schiffmann is certified in Email Automations from Mailchimp.

The holiday season is often the busiest time of the year for small teams. If you’re a service-based business owner, the idea of manually sending out emails to every prospect while juggling the rest of your tasks is frankly, unsustainable. And it’s not just about the time it takes to write those emails; it's about sending the right message at the right time, consistently.

By automating your email campaigns early—before the holiday rush—you can focus on other aspects of your business and still have your marketing running in the background. Our Essential Sales Email Campaign crafts an automated email sequence that engages your customers at key moments during the holiday season. You won’t have to worry about when to hit “send” because the work is already done. Imagine spending your time refining offers, closing deals, or simply enjoying Thanksgiving weekend, knowing your emails are working for you 24/7.

The data backs this up: according to Mailchimp’s This Holiday It’s Personal report, 71% of customers are more likely to engage with personalized, timely emails during the holidays. When your campaigns are automated and personalized, you’re setting yourself up to win more business, without putting in manual effort.

“With strategic thinking your service-based business can capitalize on the holidays by focusing on setting your clients up for success in the new year.”

Don’t Let Another Holiday Season Pass You By

With a clear holiday marketing plan, service-based businesses can boost revenue by staying top-of-mind during the busiest time of year. Strategic thinking allows your business to capitalize on the holidays by helping set your clients up for success in the new year. Picture wrapping up the season with higher sales, stronger customer relationships, and knowing your marketing is running seamlessly in the background.

Ready to get started? Schedule a Call today and let’s make this your most profitable holiday season yet. And in the meantime, try our Holiday Marketing Estimator to get a sense of what a holiday campaign for your service-based business may cost.

Don’t let competitors take the spotlight—now’s the time to stand out and ensure your business is the one customers remember. Whether you need a BrandScript to sharpen your message, an automated email campaign, or a tailored consultation, Downstage Media has the tools to help you succeed.

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