Each year, the holiday season brings a whirlwind of activity, but nothing grounds me more than Help-Portrait at Heart & Soul Community Church. This volunteer-led event, where we offer free professional portraits to community members along with basic make-up and hair services, has become the highlight of my year.

There’s something so special about seeing someone light up when they see themselves in a portrait, perhaps for the first time in a long time. These aren’t just photographs—they’re keepsakes that honor dignity, celebrate individuality, and capture connection.

Coordinating this day reminds me of what truly matters: family, community, and the intangible gifts of kindness and togetherness. And in many ways, it’s taught me a valuable lesson that small business owners can apply to their marketing: the power of connection.

In business, just like in events like this one, it’s not about how much you do but about the intention behind your actions. Are you showing your audience that you see them, value them, and care about their stories? Whether you’re crafting a marketing campaign or sharing content on social media, focus on building genuine relationships. A heartfelt message or an authentic gesture can resonate far more deeply than the flashiest promotion.

This holiday season, consider how you can create moments of connection with your audience. Whether it’s a heartfelt thank-you message to customers, a small giveaway, or simply sharing your story, small touches can build lasting loyalty and trust.