Marketing Lessons from Offensive Irish Stereotypes

St. Patrick’s Day is here, and every “Irish for a day” tippler in your social circle will take advantage of this convenient excuse to haul grandma out of the house for a little day-drinking. (It seems unnecessary on a Saturday, but whatever. Cinco de Mayo is on a Saturday this year, too, which will give the “Mexican for a day” crowd an easy excuse to start pounding Coronas with brunch, as well.)

That means, of course, that bartenders across America are gearing up for what may be their busiest day of the year. (Pay attention . . . we’re “foreshadowing” here.) Every town in America has at least one faux-Irish saloon, usually named “the Shamrock,” “the Dubliner,” or “Molly Malone’s.” They’ve all ordered extra kegs of Guinness. Even the Irish queers (which Urban Dictionary defines as a man who’s more interested in women than whiskey) understand they’ll be expected to hoist an extra beer or two to cheer Erin go bragh.

Now, all those Irish bars will be perfectly happy to help you celebrate Christmas, Thanksgiving, and Talk Like a Pirate Day, too. But there’s something about St. Patrick’s that makes it just a little more special, right? It’s not just another day at the office if you’re in the booze business.

By now you’ve probably figured out where I’m heading. April 15 is also drawing near, and even if you’ve managed your business to make April 15 just another day at the office, taxes are high on your clients’ minds.

So . . . what are you doing to make it special?

I don’t care what you’re doing to get your clients their tax returns. There’s nothing special about tax returns.

I mean, what are you doing to go above and beyond mere “tax prep” to make the day special?

Are you highlighting opportunities to do better under the new tax law?

Are you identifying clients who might do better with planning?

Are you sending press releases to your local newspapers, radio stations, and TV stations offering yourself as a guest to talk about planning opportunities under the new tax law?

Are you organizing a client appreciation event, and telling clients to bring guests who they think might benefit from your service?

If not, then why not? Please don’t tell me you’re just “too busy” for all of that. Would you be too busy picking up dimes if you saw the chance to start picking up dollars? Because that’s the opportunity I’m showing you, right now.

Saturday night will be St. Paddy’s magic. There will be parties, and celebrations, and warm glowing smiles. New couples will form, and babies will be conceived.

But Sunday morning, the only things left will be the smell of stale beer, the sick tang of hangovers, and maybe a breakup or two over stray comments that shouldn’t have been made.

Bartenders know they need to make the most of Saturday night while it’s St. Paddy’s. Your practice can benefit from doing the same with April 15 right around the corner.