Take a bit of time to assess your sales copywriting as you brace yourself
for the Christmas shoppers. You might realise you are making some of the
blunders we mention in this blog post!
Table of Contents
Avoid the cliches
This is the best piece of marketing advice you will ever receive!
As soon as Black Friday ends, the same cheesy Christmas phrases appear and
torment everyone until it's time to do it again the next year.
Here are some cliches your customers are sick of reading:
Christmas is almost upon us
Deck the Halls
'Tis the season
It's that time of year again
Fa la la la la
Ho ho ho
Let it snow
Please stop.
The problem with these over-used phrases is that they have lost their
impact. How many sales emails do you think a single customer will receive
with the same boring Christmas cliches?
These marketing messages lose their personal touch. Too generic.
Instead, squeeze your brain and use some creativity.
Personalise your messages
Look at your customer personas and think about how they will react to
Christmas marketing.
Do they care? Are they sentimental? Are they bored of Christmas? What type
of tone will they be most responsive to?
Perhaps your target customer appreciates humour. Or perhaps they prefer
direct and no-frills marketing messages.
For example, imagine you are selling baby products to new mothers at
Christmas. Using a gentle, sensitive, and caring tone of voice will be
more successful than a less delicate tone used for selling men's products.
Be sentimental
Advertising during the festive period is allowed to be particularly
emotional.
Think about the famous John Lewis and Sainsbury's TV campaigns in the UK.
Each year both retailers release a heart-warming advert.
In 2021, Sainsbury's themed its ad around the truce between British and
German soldiers in the spirit of Christmas. During the First World War,
100,000 troops held an informal ceasefire on Christmas Eve along the
Western Front. The advert shows British and German soldiers playing
football, bringing tears to the eyes of many viewers.
While you might not have a TV campaign, dropshippers with a small or
medium size business can use emotive marketing.
Tips:
Tell a story
Share your brand values
Be nostalgic
Share the softer and more human side of your business
Connect with your customers on an emotional level
Persuasion with skill
This is the balance between informing your customers of the advantages of
your product versus burying them in sales talk.
Let's take email subjects. Being to the point can work best:
Order today for Christmas delivery
Christmas gifts under 30 €
Left it last minute?
Chrismas is a time when people are bombarded with adverts. To cut through,
each of your marketing messages should provide a clear solution to your
customer's problem.
For example, "order today for Christmas delivery" and "left it last
minute?" address people that are in a rush to buy gifts. This will catch
their attention. "Christmas gifts under €30" quickly help consumers that
need gifts within their price range.
Avoid buzzwords, jargon, filler words, over-used words, complicated and
boring language that doesn't fit the season. These are just a few:
Elevate
Impact
Holistic
Don't delay, join today
Optimise
Cutting-edge
Amazing
Agile
Summary
Use some of these copywriting techniques to improve your Christmas
marketing and advertising campaigns. Customers notice when brands tailor
their messages for the festive season and this extra work pays off.
Spending time on these Christmas campaigns will be worth it for the sales
they generate.
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Sophie Lockyer
Sophie Lockyer is a British marketing writer with expertise in ecommerce, digital marketing, and B2C business strategy. She has over eight years of marketing experience in Europe.