Writing festive copy doesn’t have to be a nightmare before Christmas – here’s why…
Having a measured, balanced approach is key when it comes to holiday marketing – be it Christmas, Easter, Valentine’s Day, etc. In the same way that keyword stuffing has a negative impact on your SEO, going overboard with festive tropes will just seem forced and disingenuous. To create copy that seamlessly blends into a certain theme, the key is to be yourself – but with a twist.
Stay on brand
As with any other time of year, always adhere to your brand style guide (if you have one) and stay consistent with your tone of voice. Yes, there can be slight deviations to embrace the Christmas spirit but don’t overdo it. If the typical stereotypes such as Santa, elves and reindeer aren’t really in keeping with your business or organisation then it’s safest to steer clear. There’s so much more to Christmas than cliches and they can be quite alienating for those who don’t celebrate it.
By exploring other themes relating to this time of year—such as carving out time for friends and family, sharing food and gifts, the coming together of communities, and reflecting on the past year whilst setting intentions for the months ahead—you can make deeper connections with your wider audience.
Know your audience
The type of copy you write will be dependent upon the purpose of your business or organisation, and what your audience wants from you. For some, work will start to wind down around the festive period so there’s no point doing any hard selling. Instead, you can nurture your readers through storytelling.
Has something happened in the past year which inspired a new product that you’re selling?
Are you a new business with an interesting backstory?
Do you have a positive personal anecdote that ties in well with Christmas?
Whatever the narrative, infuse it with personality and warmth – and maybe even some humour, along with a dash of yuletide wordplay.
Crystal Clear Messaging
If you’re selling festive products and gifts make sure you clearly state the 'last chance’ to order date for delivery before Christmas – taking care not to be pushy as this will put people off. Also, don’t forget to update information such as seasonal delivery and returns details on your website!
Whatever the root purpose of your Christmas copy, it should always contain a sprinkling of those magical calls to action:
“Sign up for Christmas gift ideas”
“Buy now in time for Christmas”
“Click here (or turn to page X) to explore our handpicked festive collection”
Christmas copy needs to be adapted for different mediums in the same way all marketing copy should. Make sure you have a clear overarching narrative that is consistent across your website, social media, email marketing, brochures, etc. What challenges does your audience face? Do they need help choosing which gifts to buy? Are they looking for good deals to help stay within a budget? Are they hosting a dinner that includes fussy dinner guests? Whatever the problem, it’s up to you to find a solution with handy gift guides, access to offers or recipe ideas to suit even the pickiest eaters.
Writing Christmas copy doesn’t always mean starting from scratch – go through your existing material and see if it can be repurposed to fit with the holiday theme. Pair the words with relevant and eye-catching imagery that aligns with your brand and makes your business stand out from the crowd.
Ideally, a slow burn approach to introducing Christmas copy to your marketing is the way to go. The momentum can then build as the jolly season approaches, avoiding overwhelm. But don’t panic! Effective copy is more than just being opportunistic at certain times of the year. It’s all about building lasting relationships with your audience so that they become loyal followers and know who to turn to when the time is right.
If you’re finding writing Christmas copy tricky and you’d like to build a solid marketing campaign in the lead up to next Christmas, get in touch and we’ll book in a chat.
Posted by Laura