A COPYWRITER’S TOP 3 TIPS FOR STANDING OUT DURING THE HOLIDAYS
BY ALLI ECHELMAN
Sure, the holidays may be merry and bright, but they can also be stressful AF, especially for small businesses. As the biggest shopping season of the year, it’s important to make the most of all that gift-giving. But when every company on the planet is pulling out all the stops to promote their brand, the market can feel a little over-saturated, to say the least.
But all is not lost. Just because you’re not a giant corporation with a huge budget doesn’t mean you can’t make a killing this season. All you really need is some grit, determination, and some clever copywriting techniques that will make you stand out from the crowd.
Play Up The Problem...Then Solve it
Show your customers that you understand their struggles when it comes to the holidays—spending too much money, having a non-stop social schedule, spending too much time with drunk Aunt Susan… you get the picture. When you highlight the issues in a relatable, authentic way, customers feel like you get them, which helps them form a connection to your brand. Once you get the customer all riled up about these frustrating problems, you can then swoop in as the hero, explaining how your brand provides the perfect solution to make it all better. Sneaky? Maybe. Effective? Absolutely.
Speak to the Individual
Each of your customers (and potential customers) are all unique individuals. So why are you writing to them like they’re all the same? When you write to everyone, you run the risk of resonating with no one. I know what you’re thinking; “I can’t tailor all my content to every single person!” The good news is, you don’t have to. Instead, you just need to focus on a few key groups that make up your audience by creating customer profiles. To do this, think of the different types of people who may be attracted to your brand. For example, if you sell children’s clothing, your customers may fall into pregnant women, new moms, and moms with toddlers. For each of these segments, dig into who they are —their likes, dislikes, how old they are, where they live, what their hobbies are, what they struggle with, etc. You can even give them a name. Having a specific person in mind when you are developing your content will make your writing much more personal and will resonate much more with your various audiences.
Use Storytelling
After being bombarded by ad after ad during the holidays, all brands can start to meld into one another and feel the same. But your brand isn’t the same, is it? However, no one will know how truly unique you are unless you tell them. That’s where storytelling comes into play. Storytelling is one of the most impactful copywriting techniques, and it’s the perfect way to show customers why you’re different. Tell the story of how your brand came to be, how one of your customer’s lives changed after using your products, or an insider look at how your products are made. Providing your customers with this personal insight is an engaging and personal way to help you stand out.
Now that you’re fully equipped to break through the crowd this holiday season, it’s time to give your customers the gift of some awesome content.
ABOUT THE AUTHOR
Meet Alli, a copywriter and entrepreneur. Alli has a passion for storytelling and a never-ending sense of curiosity, which led her to pursue her love of writing from an early age. While she worked for some amazing companies, she could never fully shake the idea of starting something of her own. So in 2019, Alli took a leap of faith and launched her own e-commerce company, Calin New York, and soon realized how her background as a writer and an entrepreneur put her in the unique position to help other business owners, like you, who are looking to take their company to the next level.