Do you want to avoid Christmas clichés in your marketing? You might automatically say yes, but they can have their benefits. People like familiarity because it makes them feel comfortable. At the same time, they can be overly predictable, taking all the wonder out of what’s meant to be a magical celebration. If you use too many Christmas clichés in your marketing, you also run the risk of blending in rather than standing out.
How do you find the right balance? Here are a few tips to get you started.
Share some pop culture
Sharing your favourite Christmas pop culture references is the perfect way to help you find your people. Ask about their favourite Christmas film, song or story and share your own. Start a conversation about whether ‘Die Hard’ is a Christmas movie*. Show your personality and tailor your content to your audience, whether they love Christmas or can’t wait for it to end.
Put a spin on a cliché
You can use Christmas clichés, but give them your own twist. A simple option is to create a new version of ’12 Days of Christmas’. Choose twelve things related to your business or send emails with twelve offers.
Alternatively, share something funny that starts with a Christmas classic but ends somewhere unexpected. Like this:
Think of a new angle
Finding a new angle on Christmas can get your audience thinking and offer something useful. You could talk about avoiding stress, staying active, or making Brussels sprouts edible. If your business has nothing to do with Christmas, think laterally; I saw a great blog post about the most common issues HR professionals have to deal with after the Christmas party.
Be serious if you need to
You don’t have to be jolly just because it’s Christmas. If you’re talking about domestic violence and mental health issues or highlighting how many families are homeless at Christmas, it’s OK to be serious. The idea that some people are struggling as you’re getting ready to celebrate will hit home with your audience and make you stand out.
What does Christmas mean to you?
‘The true meaning of Christmas’ is one of the biggest Christmas clichés going, but that doesn’t mean you have to avoid it. Just be honest. Posts like this can start a conversation, and you can even use them to ask for help. If you feel as if you’re trying to meet everyone else’s expectations and have forgotten what you’re doing it for, ask people what they’re looking forward to.
If you have unique family traditions, talk about them. It lets your audience see the person behind the business and could inspire them to try something new.
Do what makes you happy
Ultimately, you don’t have to talk about Christmas unless your business depends on it. By December, I’ll be talking about planning for next year. If you love talking about festive things and making your Christmas images sparkly, do it. If it makes you want to cringe, don’t, and tell your audience why. They might just agree with you.
*Yes, of course it is. You can’t get much more Christmassy than a disastrous work do.
If you want to write engaging content that lets your customers get to know you at Christmas and all year round, I can help. I’ll write blogs, posts, emails and whatever else you need to engage your audience and encourage them to get in touch. If you’d like a chat to find out how it works, you can book a call here.
Or, if you’d prefer to get content writing hints and tips straight to your inbox every month, sign up using the form below. I’ll never share your email address with anyone else, and you can unsubscribe whenever you like. Plus, I’m a vegetarian, which means my business and I are 100% spam-free!
No matter how you do marketing for the rest of the year, Christmas is a little bit different. The way your audience is feeling will probably change. They might have warm and fuzzy feelings, be completely stressed out, or even a combination of the two. Even if your business has nothing to do with Christmas, the language you use in your marketing may need to shift to reflect that. Whether you’re aiming for Christmas sales or New Year bookings, read on to discover how to talk to your audience at Christmas to make it happen.
Be emotional
There’s no getting away from it; Christmas makes people emotional. That means you get to use emotion in your marketing because it’s more powerful this time of year. Knowing how to talk to your audience at Christmas means understanding how they express emotion. You might have customers who wear their heart on their sleeve, are a bit more reserved or just hate the whole thing.
They might be stressed because they love Christmas but feel the weight of expectation is too heavy. Speak to how your audience is feeling, and your content will resonate.
Keep it short
You can make an exception for blog posts; otherwise, keep your content short and snappy. You’re speaking to people who either have too much to do or can’t be bothered but know they’ll be in trouble if they don’t buy at least a few presents. No one has the brain space for long social media captions.
Write short and snappy tips or gift recommendations, and your audience will be much more likely to read them.
Make your audience smile
Laughing is good for you. It reduces stress and helps you sleep better, so it’s the ideal antidote to Christmas stress. Even if you don’t have a Christmassy business, you can still give your audience a giggle to make them feel better. Even cheesy cracker jokes can help people bond over a collective groan.
Alternatively, post something calm to let them stop and relax for a couple of minutes.
Be direct
Keeping your posts short is great, but it’s also important to be direct. Tell your customers if a product is the perfect gift for their mum or someone who wants to make their garden more environmentally friendly.
A quick tip like “Here’s something you can do in less than 5 minutes to deal with X” will show your audience how helpful you are and win you new fans.
Show your personality
OK, this applies all year round, but it works really well at Christmas. You might be the sort of person who loves everything about Christmas, which probably means you want to attract customers who feel the same. Alternatively, you and your customers might enjoy Christmas but still feel stressed. There’s loads of preparation to do, and even the nice things, like the school carol concert, involve a full-on diary juggle.
Don’t worry about what people expect of you. Be honest about how you’re feeling, and you’ll attract customers who feel the same.
If you want to write engaging content that lets your customers get to know you at Christmas and all year round, I can help. I’ll write blogs, posts, emails and whatever else you need to engage your audience and encourage them to get in touch. If you’d like a chat to find out how it works, you can book a call here.
Alternatively, for writing hints and tips straight to your inbox every month, sign up for my mailing list using the form below. You’ll get a free copy of my eBook ‘Stop hiding your business’ as a thank you from me. I’m also a vegetarian, which means that my business and I are entirely spam-free!
Creating your Christmas marketing plan as early as possible is a good idea, but where do you start? Your festive marketing will work best if it’s consistent with your existing brand, but you may also need to make a few changes. Here’s my guide to the building blocks of your Christmas marketing plan.
Who are you talking to?
Whenever you create new marketing, the people you want to talk to must be at the front of your mind. What do they want or need, and how do you help them? This can shift at Christmas, especially if you sell gifts. Think about how you can attract someone looking for a present for your ideal customer and how you’d describe them.
What does your audience need at Christmas?
It’s fair to say that people get a bit stressed at Christmas. (OK, understatement of the century.) What does that look like for your customers? Are they freaking out because they’ve got their extended family descending and have no idea what to cook for a vegan, or are they doing Christmas shopping between the office party and endless school events? Address their Christmas-specific concerns, and you’ll be onto a winner.
What can you offer existing customers?
If you deliver excellent service at Christmas, you’ll have fans for life. Ask yourself what you can offer your existing customers to thank them for their business during the year. For example, you could offer a discount or free delivery if you sell gifts. If you don’t, consider sending your regular clients a Christmas card or present.
How can you attract new customers before things get busy?
If you want to increase your sales during the golden quarter, consider ways to attract new followers to your business before your Christmas marketing starts in earnest. A lead magnet with valuable hints and tips can be simple to create and encourages people to sign up for your marketing emails.
What products are you focusing on?
When you sell conventional Christmas gifts, you’ll probably focus on your best sellers. However, what if you offer alternative gifts or ways to make Christmas more special, such as a Christmas mini photoshoot to get cute pictures of your kids? It’s a good idea to think laterally. For example, a recipe book or meal kits could be ideal if people are feeding a crowd or want something easy to eat in that netherworld between Christmas and New Year.
What if Christmas isn’t about sales?
Christmas might be the golden quarter for many businesses, but it can be quiet for the rest of us. Your Christmas marketing can help to raise awareness of your business so people get in touch in the new year. For example, I once wrote a blog for a bathroom designer offering advice on sharing your facilities with guests over Christmas, including tips on adding an extra shower room in a small space!
Think about content types and platforms
Adding new social media platforms or marketing channels at Christmas creates a risk of spreading yourself too thin without reaching a new audience. Instead, focus on the platforms and content types that work all year round, but do more of them. Thinking of ways to repurpose your content can help with this.
Make sure you have any new branding across platforms
Christmas branding can make your leaflets, emails, and social media feeds more festive and draw your audience’s attention. It’s vital to keep elements of your existing brand and keep it consistent across all your platforms so your followers will still recognise you.
If your Christmas plan involves creating a lot of new marketing content, I can help. I’ll write blogs, emails and product descriptions and repurpose them to make your content go further. If you’d like a chat to find out how it works, you can book a call here.
Alternatively if you want some Christmas content inspiration to help you create your own festive marketing campaign, sign up for my email list here. You’ll receive a copy of my eBook ‘Christmas content ideas to fire your imagination’ as a thank you from me, and you can unsubscribe whenever you like!
If your thoughts are somewhere on a beach right now, shifting your mindset to crackling log fires and Santa’s Grotto might be a big ask, but I promise it’s worth it. Here’s why it’s a good idea to plan your Christmas marketing in the summer.
You can plan the build-up
Most Christmas marketing campaigns start sometime in November. That might still feel as if you’ve got a long time to sort your Christmas marketing out, but starting early gives you time to plan your build-up. Think about what marketing you want to do and when. If you make products, what are your final order dates going to be?
Drip-feeding your marketing over a longer period works better than bombarding your audience at the start of December. Starting your planning now helps you to think about how that will work.
Get suppliers in place
When you’ve created your plan, you might find that you need help from a writer, graphic designer or gift supplier. If you don’t already have regular suppliers, you’ll need to find some and forward planning lets you do that. If you want your Christmas marketing to include magazine advertising, you’ll need to work to their deadlines, which might be earlier than you expect.
Even if you already have some trusted suppliers on board, working on your Christmas marketing might increase their workload. If you’ve planned ahead, it means they can too.
Schedule your marketing
If Christmas is the busiest time of the year for your business, you’ll need to focus on sales and customer service rather than worrying about your marketing. Get your content written, images created, and everything scheduled ahead of time so that you don’t have to think about it again. Depending on the platforms you use, you can do this with social media posts, blog posts and emails.
Print marketing can also be very effective, so think about how and when you can distribute leaflets or brochures.
Think about platforms
Social media is still a useful marketing tool. Think about the platforms you use and what type of content you’ll create. You might be tempted to add new platforms, but your marketing is more likely to be effective on platforms where you already have a following.
Think about other types of marketing too. Do some Christmas-focused SEO research and update your website. Talk to other businesses that complement yours and see if you can join forces to reach a wider audience. That could be online or by sharing brochures and leaflets.
Attract new followers
I’ve already mentioned planning the build-up for your Christmas marketing. Part of that could include attracting new followers who’ll benefit from what you offer. Consider what you could include to encourage them to follow you on social media or sign up for your email list.
Part of that could be a lead magnet that helps them to solve a Christmas-related challenge, such as gift buying, entertaining or reducing their Christmas stress. I’ll be sharing a few more lead magnet ideas on social media, so come and follow me on Facebook or Instagram for extra inspiration.
If your Christmas plan involves creating a lot of new marketing content, I can help. I’ll write blogs, emails and product descriptions and repurpose them to make your content go further. If you’d like a chat to find out how it works, you can book a call here.
Alternatively if you want some Christmas content inspiration to help you create your own festive marketing campaign, sign up for my email list using the form below. You’ll receive a copy of my eBook ‘Christmas content ideas to fire your imagination’ as a thank you from me, and you can unsubscribe whenever you like!
Photo by Emma Bauso: https://www.pexels.com/photo/person-wearing-black-boots-3585819/
Mary watched the fields flash past her window in a green blur as Sam steered the car along the narrow country road. They’d only just left the M1, but she already felt like they were in the middle of nowhere. Bliss. She flinched slightly as the branches of a dark green conifer clattered against the window. The sat nav announced their destination was half a mile on the left. Mary leaned forward in her seat, hoping to see the little house where they’d be spending the next three days.
She tried to forget how her mum had looked at her as they packed up to leave — disheartened and a little bit sad. Mary had known in advance that two days would be enough. Christmas Day with her parents and her younger sister was always fun, and she loved seeing the extended family on Boxing Day, but she knew Sam struggled. Her family’s Christmas centred around eating, drinking and watching TV, and Sam started to get cabin fever. They’d gone for a walk, but a stroll around a suburb was a long way from his childhood, spent climbing the Malvern hills whenever he got the chance.
Mary remembered her childhood Christmases when everyone had stayed together in her grandparent’s house from Christmas Eve until New Year’s Day. It had been heavenly when they were children, but now she wondered how the adults had managed to stay sane. Perhaps that was why her Dad and Uncle John had started drinking so early on Christmas morning.
Next year it would all be different.
…
“There it is!” Sam said, sounding as excited as a five-year-old. He indicated and turned off the narrow lane onto a block-paved drive. Mary sighed happily. The cottage was just as lovely as the photos suggested, with beautiful red bricks and fields stretching away into the distance. She turned to look at Sam, and her smile widened when she saw his face. He looked more relaxed than she’d seen him in months.
“It’s beautiful, Sam.” They climbed out of the car, and Mary stretched her arms upward, lowering them again to rub her back. “Oh, God.”
“What? You OK?”
“Yes, I’m just such a cliché. A little Weeble with an aching back.”
“You don’t look remotely like a Weeble. Much sexier.” She wrapped her arms around his neck and kissed him. Remind me of that when we’ve got a newborn, and I feel like I’m made out of rice pudding.”
Sam looked down and rubbed her belly. “It’s a strange thought, isn’t it? Next Christmas, we’ll have a ten-month-old crawling all over the place.”
“Yep. Weird. Anyway, let’s make the most of the peace and quiet and get inside.”
“Your wish is my command, oh Weeble-ish one.”
Mary laughed, reflecting that Sam was lucky she hadn’t picked up her handbag, or she might have walloped him with it. She watched as he took their suitcase out of the boot, opened the passenger door and retrieved her bag from the footwell. They definitely wouldn’t be able to travel this light next Christmas. She realised they’d have the perfect excuse to stay at home.
…
“They’ve left us some teabags and milk,” Sam called as Mary shut the front door behind her. She smiled at his unerring ability to find the kettle wherever they went and followed his voice into the kitchen, where he was already rummaging in cupboards looking for mugs. “I’ll take the case upstairs when we’ve had a cup of tea. What are you smiling at?”
“The fact that nothing starts without tea.”
“Quite right too.”
She wrapped him up in another hug, stroking his cheek as she kissed him.
“Do I need a shave?” he asked, feeling for stubble.
“Nah, you’re OK.” She groaned as he rubbed her back, then felt him hesitate. “Don’t worry, that was a good groan.”
“Did you see the pictures of the bathroom?”
“With the lovely slipper bath? Yes. I can’t tell you how much I’m looking forward to a proper soak. The only problem is, you might have to hoist me out.”
Sam tried and failed to suppress the snigger. “Sorry. Tell you what, let’s have tea, and I’ll check whether I’ve got a signal in case we need to call the fire brigade.” He ducked away as she tried to slap him on the shoulder.
…
Mary followed Sam up the stairs as he carried the suitcase into the main bedroom. It was glorious, with a king-sized bed and views out over the fields to the woods beyond. The listing had said that there were 14 acres of land across the farm, and they were welcome to walk anywhere they liked. Sam had put the case down and was gazing out of the window. She told him that she was going to run a bath and headed across the landing to the bathroom. The smell hit her before she opened the door. She hesitated, half wanting to know what was behind the door and yet not feeling ready to face it. She realised she was standing completely still with her hand on the doorknob and felt faintly ridiculous. Eventually, she decided to stop dithering and turned the knob, pushing the door open in a single movement.
It wasn’t the first time she’d seen a dead body. She’d been there when Sam’s mum had died eighteen months ago when cancer that treatment had held at bay for three years had finally overtaken her. This was different. Emma had looked peaceful. This man’s life had clearly ended with violence. Even if the rope hadn’t been left, tied tightly around his neck, his face would have told her that. Mary had always thought that people who found dead bodies screamed, but she didn’t feel the need. She was shaking, transfixed by the man’s contorted face.
“Mary? Are you OK? Is anything wrong with the bath?”
She almost called back to tell him that, yes, there was a dead body in it. That made her feel ridiculous, and she giggled, clapping her hand to her mouth at the inappropriateness of it all. She turned and headed back to the bedroom. “Don’t go in there,” she said, “because there’s a dead man in the bath.”
“What? Are you kidding?” He turned to look at her and realised that she wasn’t. “God, you’re shaking.” He took hold of her and sat her down on the bed. “You’re sure he’s dead?”
Mary nodded. “We need to call the police.”
…
DI Fitzgerald and PC Jones had been impressively efficient, arriving within an hour of Sam’s call, shortly followed by a pathologist and two forensics staff. Mary sat on the sofa next to Sam as DI Fitzgerald asked her to tell him about her discovery. She’d been surprised at how easily the details came out; the smell, the position of the body and the cord around his neck. Fitzgerald had nodded encouragingly, watching her with his piercing blue eyes. She wondered what it would be like to be a suspect facing that searching look.
“That’s excellent, Mrs Collins, thank you. Can I ask, have you ever seen him before?”
“No, I don’t think so.”
“What about you, Mr Collins?”
“I didn’t see the body. I’m a bit squeamish, to be honest.”
Their conversation was interrupted by a cough from the doorway. The pathologist had appeared and asked to speak to DI Fitzgerald. They disappeared into the hall, and when the police officer returned, he was smiling.
“I have some good news for you. We’re ready to remove the body. It looks like we might have a possible ID. You’ll be relieved to hear that I won’t be asking you to view the body, Mr Collins. Hopefully, you can both have a restful night, even if you don’t fancy a bath.”
Mary groaned, “I was looking forward to that.”
Fitzgerald smiled. “A warm bath was the only thing that helped my wife’s backache when we were expecting. The forensics officers have almost finished with the bathroom, so we’ll be out of your way shortly.”
…
Mary and Sam wished the departing officers a happy Christmas as the last cars pulled away from the house.
“Alone at last,” Sam said. “They were a lot quicker than I thought they’d be. Are you OK?”
Mary nodded. “I’m fine, and surprisingly hungry. What have we got for dinner?”
…
A large pizza, garlic bread and ice cream later, Mary lay back on the sofa, rubbing her belly. “I think the baby likes pizza; she’s kicking like mad.”
“Don’t you mean he?” Sam teased, sitting down next to her with a glass of red wine. “I’m sorry you didn’t get your bath.”
“I don’t mind. I’m just happy to be here, just the two of us.” She lifted her glass of elderflower fizz and clinked it against Sam’s. “Here’s to the next adventure.”
“Cheers,” Sam replied. His face creased with concern as they heard a knock at the door. “Who can that be? It’s pitch black out there.” He heaved himself off the sofa and put his glass on the table.
Mary felt a shiver go through her. She felt that something wasn’t right, and got up and followed him, reaching the door just as he opened it.
“Mr and Mrs Collins? I’m sorry it’s taken us so long to get to you. It’s been a busy night.”
The two police officers extended their warrant cards into the light.
DI Alan McLean sighed and looked at his watch. Only ten minutes until sunset. He could only guess what time Victor Alexander would return home from work and find whatever he was going to find. McLean pulled the file across the desk and opened it again. It was certainly an unusual case. He wondered whether he’d have been sent the file if half of the station hadn’t gone down with a spectacular vomiting bug. Probably not. It wasn’t a major crime yet, although it certainly had potential. At the moment it was a just bizarrely seasonal stalking.
The first photo in the file had been taken on 22nd December, when Mr Alexander had arrived home to find that the front of his house and two shrubberies had been festooned with fairy lights. It was the Santa dummy on the doorstep that had rattled him. Or rather, the sign around its neck that read ‘what will you be getting for Christmas little boy?’ He wasn’t alarmed – far too level-headed for that – but it was a nuisance. He wanted it on record in case something else happened. The Santa was certainly creepy. A real-life version coming down the chimney would have been enough to send you running away screaming. McLean had taken his daughters to a grotto with a far more avuncular specimen.
He looked at his watch again and wondered what they were doing with their Christmas Eve. Was there a festive movie playing at home? The sky had turned orange and it would soon be dark. Had they talked their mum into making hot chocolate yet? He didn’t yet know what time he’d get home. One call from the officers stationed outside Alexander’s house could give him an idea, but his phone remained silent.
He turned back to the file and another photograph. The 23rd of December had brought a new display. Mr Alexander arrived home to find a series of photographs showing happy families celebrating Christmas. They all looked happy, eating and drinking or exchanging presents. The photographs had been blu-tacked to his front door, along with a wreath saying ‘Merry Christmas’. The FIs hadn’t found any fingerprints but they’d sent the whole lot for further examination, just in case. McLean wondered whether they’d been decimated by vomit too.
Now it was Christmas Eve. Time to find out whether Mr Alexander would come home to another prank or something more serious. He read Alexander’s statements again. He was the senior partner in a firm of accountants based in Leicester city centre. It clearly paid well – the house was large and in an affluent part of town. Yet he lived alone. Conversations with his neighbours revealed a man who worked long hours and didn’t socialise. Perhaps that was why they hadn’t noticed the new decorations being added to his house. McLean wondered whether he should feel sorry for the man, or whether he liked things that way. He drummed his fingers on the desk. It was finally dark. Surely something had to happen soon. There were two plain clothes officers in a car outside the house and a patrol car nearby. His phone buzzed. Mr Alexander had arrived home and there was no obvious sign of any interference with his property. Maybe it had just been a strange practical joke that had fizzled out. Hopefully that meant that he could go home soon. He liked Christmas Eve better than Christmas Day; there was something wonderful about the anticipation. He’d loved sharing the traditions from his childhood in Glasgow too. Most of them had been the same as the English customs, except one. His wife had never heard that you should light a candle and put it in your front window to welcome strangers. Their children had turned it into a candle to welcome Santa instead. He smiled, wondering if the candle would be there to light him home. The phone rang.
“Go ahead. Understood. I’m on my way.”
…
Alexander’s house looked even more impressive in real life than it did in the photos. The fact that there was a top of the range Jaguar parked in the drive didn’t hurt. McLean knew the plain clothes officer who answered the door.
“Evening sir. We found him in the garage, turning off the power. He’s in the living room now. Mr Alexander wanted a word.” He ended on an eye roll. It had obviously been a trying night already.
As McLean entered the room, his eyes were immediately drawn to the display on the wall next to the fireplace. ‘How does it feel to spend Christmas alone in the dark?’ It had been created by a projector that sat on the carpet.
Another officer rose from the sofa as he entered the room. He’d been sitting next to a pale young man in handcuffs, who was shaking so much McLean wasn’t sure he was capable of standing. It was a stark contrast to the beetle-browed man in the armchair. McLean knew it was Victor Alexander before he stood up to identify himself and shake hands. He had a firm handshake and a piercing gaze. McLean remembered his neighbours’ comments and wondered what it would be like to work for him. You certainly wouldn’t argue with him. The man was physically unremarkable yet somehow, he had force.
“I know it’s not the usual form, but I wanted to hear his explanation before you took him away.”
McLean nodded. “Have you had an explanation?”
Alexander shook his head. “I’m waiting for him to stop trembling. Come on, pull yourself together man!”
There was another chair opposite the sofa and McLean sank into it. He looked into the eyes of the handcuffed man and saw the effort that he was making to form a sentence. Finally, with a gulp and a deep breath, he spoke.
“He doesn’t remember who I am.”
“Should he?”
“We’ve met a few times. I used to come and pick Fiona up when she was working late, save her getting the bus home.” He glanced at Alexander. “That happened quite a lot.”
“Fiona?” Alexander said. “Do you mean Fiona Mitchell?”
“My wife. I’m Mark Mitchell.”
“She was a good worker; I was sorry to lose her.”
“I bet you were. All that overtime for no extra pay.”
“She was dedicated.”
“She was overworked!”
“Is that what this is about?” McLean asked. “Getting your own back on your wife’s old boss? Why?”
Mark was shaking his head. “That’s not it. Let me explain.”
He fell silent until Alexander ran out of patience and told him to get on with it.
“I met Fiona when she was a trainee accountant. She was already working for Mr Alexander’s firm and they were paying for her training. I had quite a few friends who’d gone into law and finance so I knew you had to work hard to make it. The trouble was it never stopped. She told me that once she was qualified, she’d have more of her own clients so she could plan her workload. No more late nights because one of the partners needed her to do something urgent. Except it didn’t work that way. She became a safe pair of hands, someone he,” he nodded at Mr Alexander, “could rely on for sensitive work.”
Alexander nodded. “That’s true enough.”
“When we got married, she had to beg for two weeks off to go on honeymoon. Her Dad had a heart attack and he rang her to ask her to come in while he was still in surgery.”
“I didn’t know that.”
“Of course you didn’t. You don’t exactly encourage personal confidences. But how hard is it to realise that you don’t call someone into work on a day their relative is near death?”
Alexander didn’t reply.
“Christmases were the worst. They always open because tax returns are due at the end of January and their clients often use their Christmas down time to get up to date. Somehow Fiona always ended up working because she didn’t have children.”
“That wasn’t my decision. I left all of that to the office manager.”
“Yeah, but plenty of people asked you to intervene because it was unfair. You could have done that, but you just closed your office door and let the office manager’s cronies get their own way. Every Christmas I’d have to go and visit my family on my own. Every year I’d sit there, seeing the sideways looks between my aunties. Their poor neglected nephew with a career woman for a wife. As if she had a choice. All because you don’t need a break if you haven’t got kids. The irony is, we really wanted them. It wasn’t for a lack of trying.”
“Is that why she left?” McLean asked.
“Yeah. She got home from work one Christmas Eve and just sobbed; she was exhausted. We had two days leave together before she had to be back in the office. I wanted to wrap her in a blanket and sit her on the sofa but she needed to see her family. We spent the whole time travelling around to visit everyone, then she went back to work. She handed her notice in a couple of weeks later.”
Alexander was nodding. “I remember. I still don’t understand why you did all of this. Were you trying to give me a terrible Christmas as some sort of revenge?”
“No. That wasn’t it. Have you read ‘A Christmas Carol’? Charles Dickens?”
Mark looked around the room, addressing the question to all of them. Someone muttered that they’d seen the film and McLean wondered if they meant the Muppet version. “Scrooge didn’t understand Christmas. He thought that life was all about money so he ended up alone and friendless, with no-one to mourn him. You reminded me of that story. You’re all alone in this lovely house until you go back to work. Maybe you’re happy that way, I don’t know. It sounds daft now I say it out loud, but I thought that if I could recreate the ghosts, it would help you to understand what Christmas is for. That it might make you think about your employees and look after them a bit better.” He went quiet but McLean had a strong impression that he was holding something back.
“Did you have something else to say?” McLean asked. “Now’s your chance.”
“It’s just – are you happy Mr Alexander?”
Alexander looked surprised. “I can’t remember the last time anyone asked me that. No, I don’t suppose I am. I grew up in a family where hard work and fun were equally important. Oh, we had the most wonderful Christmases back then.” His eyes shone as he spoke. “My father used to dress up as Father Christmas for the children’s party at the factory and I had to pretend I didn’t know it was him. Then over the years, hard work took over and the fun stopped. My wife, Belinda, died.” His voice faltered. “She had breast cancer. We didn’t have children so when she went I was all alone. It’s easier to bury yourself in work than to submit to the sympathy of well-meaning neighbours. Then one day you find that work is all you have.”
He looked up at Mark. “I’m sorry about Fiona, I didn’t realise she was so unhappy. The truth is, I liked it when she came in over Christmas. I don’t suppose she liked me very much, but she was kind. It reminded me of Belinda. She was good at looking after people, I expect Fiona’s the same.”
Mark nodded. “She is. Everyone except herself. I’m sorry for your loss.”
“Thank you.” He looked up at McLean. “I don’t think I want to press charges. Am I able to do that? Can you just let him go?”
“We can. He broke into your garage, but that’s his only offence.”
“Good.”
Everyone stood up and the sergeant removed Mark’s handcuffs.
“There was one other thing.” Alexander said. “Why now? Fiona left nearly two years ago, what prompted you to visit me this year?”
Mark smiled and reached into a pocket for his phone. He found what he was looking for with a few taps and held it out towards Alexander. “This is our daughter, Angela. It’s her first Christmas.”
…
The sergeant went ahead of McLean to stand down the patrol car that had pulled up in front of the house. Victor and Andrew shook hands on the doorstep.
“I can’t supply you with a giant goose, but I hope you have a wonderful Christmas.”
“Thank you. The whole family are descending tomorrow so it’ll definitely be busy, but at least we’ll have a few quiet days afterwards. What will you do?”
“I don’t know. I’ll think of something.”
As they walked down the path, a woman of about fifty walked up. “I’m sorry to intrude, but I saw the police car; is everything all right?”
“Yes, thank you.” Victor replied. “Just a misunderstanding.”
“Oh, that’s good.” McLean saw her hesitate, biting her lip. “Look – I know we don’t really know each other, but Belinda was a good friend to me. I loved her very much and I don’t believe she’d want you to be on your own at Christmas. Would you like to come over for a drink?”
“Thank you, I’d like that.”
McLean smiled. It was a lovely gesture but he still felt as if he might throw up. He checked his watch. If he was lucky, he’d be home in time for hot chocolate.
It’ll soon be time to hang up the ‘closed’ sign and head off for Christmas. (My closed sign is metaphorical – my office is in the garden and I don’t get visitors.) I know that there are lots of things that are traditionally great about Christmas, but it can also be hugely stressful. The conversation at a recent networking event turned towards gratitude and how much it can benefit our mental health. It got me thinking about the things I actually enjoy about Christmas, so I decided to write them down. Here are my 5 favourite things about Christmas…
Time off
I love taking the school holidays off. There’s nothing quite so joyful as turning off the alarm clock until January. I get to visit people I don’t get to see and spend more time with the ones I live with.
My favourite day off is the one I take on my own before school finishes. I know, I’m weird. I spend the day pottering about doing whatever festive thing comes to mind. It might be ‘Muppets Christmas Carol’ (again) or it could be wrapping presents with a mug of mulled wine and a mince pie. Bliss.
Eating
I’m a vegetarian so I’m not talking about turkey (although I do love Paxo). It’s all the other stuff that goes with Christmas. The cheese, the mince pies, opening the Prosecco at breakfast time. It’s the ridiculously huge tubs of Twiglets, Cheeselets and chocolates that you don’t get at any other time of year. I know I could eat pickled onions all year round, but I don’t. It’s all part of the festive feast and I love it.
Christmas lights
If Christmas trees were banned tomorrow, I wouldn’t mind, as long as I could still have my lights. I love wearing jumpers and scarves and the fact that cold weather makes hot chocolate essential. The only thing I struggle with is the lack of light. A lot of my favourite things about Christmas involve lights – the Christmas tree, the candles and the high street displays. When January comes and the Christmas lights go out, the winter always feels just a little bit harder.
Singing
I’m not a religious woman, but I always head to church at Christmas. One of my relatives is a churchwarden and it’s always fun going to Christingle and watching lots of small children handle naked flames. Also, Christmas carols are brilliant, even if you’re not a believer.
There are also loads of good tunes on adverts and in the shops (although I was once a Christmas shop assistant and I know how wearing they get by Christmas Eve). It’s the one time of year that you can sing to your heart’s content and no-one bats an eyelid.
Murder
Don’t worry, I’m not about to start bumping off family members. Christmas is often associated with ghost stories, but I’m a crime writer. ‘Hercule Poirot’s Christmas’ is a fixture in my festive viewing, along with any new Agatha Christie adaptations that pop up. My husband bought me a copy of ‘The Mistletoe Murder and other stories’ by PD James a few Christmases ago. Since then that bit between Christmas and New Year, when you can’t remember what day it is, finds me curled up on the sofa with a new seasonal crime collection.
What are your favourite things about Christmas? Leave a comment and let me know!
I know that when you buy Christmas presents it’s because you love the person you’re giving it to and you want to give them a treat. Buying them a business-related gift can feel a little bit boring. It doesn’t have to be. If you ask most business owners what they want you’ll get something along the lines of more sleep, snacks, alcohol and financial security (that last one applies every year, but especially now). The thing is, you can make their business owning life better and still give them a great Christmas present. Here are my top 5 ideas for great gifts you can buy your favourite business owner this Christmas.
1. Entertainment
A business owner’s mind is constantly buzzing, so get them a present that helps them switch off. That could be a film to watch at home, or cinema or theatre tickets for a night out together.
If they love reading, a Kindle could be perfect. I resisted one for years until my husband got me one for Christmas. I still love real books, but now I can carry a whole library wherever I go. Alternatively, buy them your favourite book or vouchers to choose their own.
2. Stationery
Stationery addiction is real and occasionally necessary. I get through notebooks at a ridiculous rate so tend to shop at the budget end of the market. (I’m looking forward to being back at expos where I can snaffle them for free.) One of my favourite gifts was the beautiful pen and pencil set that I use every day. It’s a small thing that makes life better. You could choose lovely pens or a classic Moleskine notebook. You can even get fab digital notebooks if you prefer.
3. Time saving Christmas gifts
No-one can buy time, but you can buy help. If you want to outsource to a particular VA/designer/writer but can’t afford it, drop some heavy hints. Share this post on Facebook and say, ‘did you know Kirsty does gift vouchers for her blogging packages (or service of your choice)?’
If that feels weird, choose something fun that will save time in other areas of their life. A nifty gadget, meal subscription or some chloroform to help them get the kids to bed. (Joke. I hope that was obvious.)
4. Lovely things for their office
A lovely office space became more important during lockdown, when we couldn’t easily go out for a change of scenery. I have a miniature chimp and a couple of plants on my desk, it’s very cheerful. A good Christmas gift could be a plant or a beautiful print.
You could also choose a gadget that makes their office a more pleasant place to be. Would they like to work to music but don’t have the kit? Could an office water bottle help them stay hydrated?
5. Things to eat and drink
Yes, I know, this is a gift you could buy for almost anyone. The truth is, I’ve never known so many snack addicts since I started hanging out with other business owners. Buy one of us a snack basket with biscuits, crisps and chocolates and you’ll have a friend for life. Tea and coffee will also be gratefully received.
It probably goes without saying that alcohol is always a win. I know a few freelancers who don’t drink, but not many.
What do you want to ask for this Christmas? Leave a comment and let me (or your family) know!
If you’d like to treat a business owner to my services this Christmas, visit my shop to find out more! (Or if you just want to treat yourself to some high quality content in 2022, let’s have a chat.)
Alternatively, why not start the New Year with regular content writing hints and tips straight to your inbox? I hate spam (I’m a vegetarian), I won’t share your details with anyone else and you can unsubscribe any time. I promise I won’t cry. Much.
If you have a business that sells anything remotely Christmas related, here’s a statistic for you. 38% of people start their Christmas shopping sometime in October. I know, I was surprised too. The question is, are you ready? Online shopping has rocketed over the past 18 months (by 46% – sorry, I’ll stop with the stats now). The question is, how do you encourage your customers to buy when they’ve only got pictures and a product description to go on? The answer’s pretty obvious when you think about it – you create amazing visuals and descriptions that let them imagine they’ve bought from you already. How do you do that? Read on…
Tell people what they’re buying
This might seem a bit obvious if you’re selling a t-shirt but include a caption that tells people exactly what they’re getting. It just offers an extra bit of reassurance that they haven’t misinterpreted the picture. It also makes your products more accessible to customers who use screen readers. On the other hand, if your product is something out of the ordinary you can use your product description to educate people.
Include technical details
Technical information rarely makes for a scintillating read, so it’s a good idea to put it in bullet point form. Even if it’s a bit dull it’s still important. You don’t want to miss a sale because your potential buyer can’t work out whether that piece of furniture will fit into their house. Tell me that I can chuck that kids’ t-shirt in the washing machine or I’m not buying. Put yourself in your customers’ shoes and you won’t go far wrong.
Show them the benefits
This is the bit where you can start to engage your customers’ emotions. Ask yourself what they care about and how you help with that, then include it in your product descriptions. This could mean showing a ‘before and after’. Focus on the result they want and explain how your product can get them there. You can also speak to people’s values. If you sell baby clothes, talking about fabrics that are gentle on delicate skin shows new parents that you understand them.
Product descriptions with all the feels
Photos and video are great for showing a product in action. One of the downsides of shopping online is that you’ve only got a visual to go on, so use your product descriptions to engage people’s senses and fill in the blanks. Talk about scent if it’s relevant. Describe the feeling of wrapping that soft scarf around their neck or tell them that those earrings would be perfect with their little black dress. Letting people imagine using the product brings them closer to buying it.
Show people the process
This might seem like I’m stating the bleeding obvious, but if you want people to buy you need to make it easy. I know that most of you will have a nice big ‘buy now’ or ‘add to basket’ button and an accessible checkout. What if your products are bespoke or can be personalised? Is there a place for them to add extra details or to send you a message? Is delivery included? The easier you make it, the more likely people are to buy.
One final thing. Remember the gift buyers, especially in the run up to Christmas. If something would make the perfect gift for a particular person, tell them. You’ll make their life a whole lot easier and you might just have a new fan.
If you’d rather save your time and energy for everything else you need to do in your business, I can write (or update) your product descriptions for you. Just click here to book your no obligation chat.
How do you market your business at Christmas when your service isn’t seasonal? A Christmas blog sounds like a great idea but what on earth do you talk about? If the problem you solve could come up at any time of year, you might find yourself struggling to make it festive.
The good news is you just need a bit of lateral thinking. You might also need a writer who doesn’t work in your business every day.
The client
The client came to me through an SEO expert they’d been working with to improve their search rankings. They’re expert locksmiths based in Scotland and serving a clear geographical area, so their SEO campaign was helping them to build their local reputation. They wanted to let local people know about their employee credentials and show why their service was better than the competition.
They were already starting to see results and then came the question of the Christmas blog.
The challenge
The great thing about being a locksmith is that people could need your services all year round. This is good for business but not so great for your Christmas marketing. Do you ignore Christmas altogether or try to include it? The client had only just started blogging and didn’t want to lose momentum. They also realised that a Christmas blog would be more likely to attract readers. The question is, how do you make it interesting and relevant to your audience?
The Christmas blog solution
Luckily for the locksmiths, they were working with me, a writer with a strong lateral thinking streak. It turns out that people lock themselves out of their houses much more often at Christmas, simply because they’re distracted or out of their normal routine. There’s also the increased risk of burglary when your house is full of presents. We talked about simple solutions and included details of what a locksmith could help with. It was helpful and sent a clear message.
So, there you have it – a Christmas blog for a non-Christmassy business. If I can help you to create one of your own, email me or book your no-obligation discovery call here.
