‘Tis the season to write clichéd copy – but with a little thought (and maybe a little help from a copywriter or copywriting agency) you can get fantastic results from your Christmas copywriting. The trick is to add just the right amount of festivity to your copy this Christmas…
Find your own festive tone
It might be Yuletide, but that doesn’t mean you should deviate hugely from your usual tone of voice. A consistent tone will serve you better than going wild with the Christmas clichés – which can turn your audience off. If I had a pound for every “Season’s greetings”, “It’s beginning to look a lot like Christmas” and “12 days of [insert brand name here]” in my inbox right now, I’d have more than enough for all my Christmas shopping.
It’s also important to tailor your Christmas communications to your customers. Chances are, people shop differently with you than any other company. Do some research on the keywords your customer base uses when searching for what you offer in the festive period. Look at what search terms are people using on your search box in the run up to Christmas in previous years, for example, and incorporate this into your content marketing plan for the coming holidays.
Start Christmas copywriting early
Whether you’re working with a copywriting agency, a freelance copywriter or writing copy in house, it pays to start early. For many businesses, the Christmas period is when sales peak, but your Christmas copywriting is unlikely to drive sales if you only add it to your site halfway through December.
According to Google, 20% start their Christmas shopping in September, and searches for Christmas start to increase as early as August. So, for best results, start planning next year’s Christmas as early as possible.
Forward planning is also beneficial for your search engine rankings, as to get results from search, you need to be putting in the effort all year round, not just in December. Product pages, category landing pages and blogs all need time to start to rank and generate links.
Check all your online copy this Christmas
It’s not just email subject lines and blog headings that need extra attention at this time of year: all the copy on your website needs to be working hard to convert visitors into customers. Give all your copy – especially product descriptions, delivery and returns information a thorough check over to include festive keywords or information where appropriate.
Focus on the end result
As with the rest of the year, to get results, your content should be high quality and valuable. Just because it’s Christmas, doesn’t meant that you can suddenly pump out festive nonsense – keep thinking about whether the content will be useful or interesting to your audience.
Likewise, don’t feel obligated to get into holiday-specific content if it’s not appropriate. If you really can’t find a suitable Christmassy angle on your business, then it’s fine to focus on what’s right for your company (whilst maybe ensuring you do wish your customers happy holidays). Like all your copy and content marketing, any Christmas copywriting should part of a co-ordinated effort to help deliver your business goals.