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Creating Your Own Celebrations: The Power of Language This Christmas

Amanda Box, the fertility mum, talks about the power of language this Christmas.

As we are on the countdown to the holidays, we are all swept up in the magic of Christmas: the lights, the food, the traditions, and, of course, the celebrations. But what happens when the usual celebrations don’t quite resonate with everyone in your family? What if your version of Christmas looks a little different than the norm, or you’re navigating the busy, sometimes stressful, juggling act of family life?

This Christmas, let’s explore how language can shape your holiday experience, creating an environment where everyone feels seen, heard, and celebrated — no matter what that celebration looks like.

Why Language Matters During the Holidays

Language is more than just words; it’s a powerful tool that shapes our thoughts, influences our emotions, and ultimately transforms our relationships. During Christmas, we often have an ideal of what Christmas “should” look like. These expectations can bring joy — or frustration — depending on how aligned we are with the way we communicate about them.

When we speak to ourselves and others in a way that reflects compassion, understanding, and flexibility, we allow space for personal expression and connection. This Christmas, language can do much more than just define your celebrations—it can redefine them to meet the needs of everyone in your family.

Creating a Celebration That Works for Everyone

We’re all different. As individuals, we have different ideas about what makes Christmas special. Some of us thrive on tradition, while others prefer a more relaxed or unique celebration. Parents may have specific ideas of how they want to enjoy their break, while children may wish to explore different aspects of Christmas, from Santa to crafts to family games.

This is where language becomes a game-changer. When we communicate with understanding and empathy, we open the door to creating a holiday that shares every family member’s vision. Instead of assuming that everyone must enjoy the same things in the same way, we can use language to express openness and curiosity, helping each person feel heard.

Here are a few ways you can use language to make your Christmas feel more inclusive, joyful, and less stressful:

  1. Speak with Intentionality: Instead of saying, “We always do this on Christmas,” try, “How would you like to celebrate today?” This simple shift in language invites conversation and gives everyone a voice in shaping the experience.
  2. Encourage Flexibility: Language that allows for change and flexibility can ease the pressures of trying to “do it all.” For example, “We might do this differently this year” or “Let’s try something new this Christmas” create an environment where it’s okay to let go of rigid traditions and make space for what feels right in the moment.
  3. Model Positive Communication: The way we speak to our families — especially during stressful moments — sets the tone for the entire Christmas experience. For instance, if something goes wrong, instead of saying, “Why can’t we get it right?” try “Let’s figure out how to make this work together.” These small shifts in language promote calm, cooperation, and shared problem-solving.

Solving Common Problems with Language This Christmas

Christmas celebrations can be full of challenges. From managing different expectations to handling family dynamics, the potential for stress can feel overwhelming. Language offers an incredible solution to some of the most common issues that arise:

  1. Managing Expectations: Sometimes, the pressure to have a “perfect” holiday can cause anxiety and disappointment. By discussing realistic expectations early on, families can avoid frustration. For example, using phrases like, “We may not get everything done, and that’s okay” can alleviate stress and promote a sense of calm.
  2. Preventing Misunderstandings: Language is also key in preventing misunderstandings. A lot of tension during the Christmas period comes from unspoken assumptions. Instead of assuming everyone wants to follow the same routine, ask, “What would make this day special for you?” A little curiosity can go a long way in preventing conflict and ensuring everyone feels valued.
  3. Fostering Connection: During the Christmas period, we can become so focused on the “to-do” list that we forget to check in with one another. Asking questions like, “How are you feeling today?” or “What would make you smile right now?” encourages emotional openness, helping families bond in ways that are deeper than just Christmas tasks.
  4. Reducing Stress: With so much to juggle — presents, meals, travel, and family visits — stress is almost inevitable. The good news is that language can help you stay grounded. Instead of “I don’t have enough time!” try, “What’s the most important thing I need to focus on today?” This shift helps you prioritise and stay present, reducing anxiety and increasing overall Christmas enjoyment.

A Better Christmas for All

Language isn’t just a tool for communication — it’s the bridge that connects us to the ones we love. This Christmas, embrace the power of language to create a celebration that reflects your family’s unique needs and desires. Whether you’re a parent trying to balance your children’s excitement with the demands of Christmas expectations, or someone looking for a way to bring more peace and joy to your home, the way you speak can transform your experience.

By speaking with intention, openness, and flexibility, you can make this Christmas one that’s not only unforgettable but also stress-free. You have the power to create your own version of Christmas, and it all begins with the words you choose to use.

This Christmas, create an environment where everyone feels included, celebrated, and truly heard. Through the power of language, your celebrations can be as unique as your family, and that’s the greatest gift of all.


From my unique house to yours, Wishing you and your loved ones a warm, happy, and language-filled Christmas!

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The Last Noel

It's Christmas Eve in the department store and the last noel for one of the staff.

Becky looked up at the clock and was dismayed that only three minutes had passed since she last checked. She scanned the shop floor in front of her. Still empty. It was hardly surprising. You’d have to be pretty desperate to venture down to the basement on Christmas Eve. The last customer she’d served had left two and a half hours before, and they’d only needed batteries so their kid’s new toy would work on Christmas morning.

“The choir of children sing their song, they practised all year long,” sang out over the speaker.

Becky had heard that song at least a billion times since the Christmas music started on November 27th. She thought the children must be slow learners since they were only singing ‘ding, dong’ over and over again.

She looked up at the clock again. Four minutes this time. Another glance around the shop told her no one had come in. She wondered why they stayed open on Christmas Eve but realised she knew the answer. Mr Parker wouldn’t risk someone coming in for a last-minute gift, batteries or wrapping paper to find their doors closed.

“We could be the difference between the perfect Christmas and disappointment,” he’d said, leaning in just a little too close.

She and Emily had asked if they could leave early as the shop was deserted when they came back from lunch break. He’d been watching her with an oily smile when she handed over the pack of AAA batteries an hour and 45 minutes later.

Becky distracted herself by wondering, again, how old he was. He insisted on being called Mr Parker when all their other duty managers used their first names. They all wore smart trousers and polo shirts with their name badges, but he always wore a suit and tie. Maybe he wanted to look older than he was. Becky was sure he was older than her, but probably not by much. Perhaps he’d got his job via the graduate scheme and would move on to learn about another department soon.

She couldn’t wait to go to university. Six months ago, a year out to earn some money and take out fewer student loans had felt like a good idea. People had warned her that retail was tough, but it was this or bar work. At least her obnoxious customers here were mostly sober. They might shout at you but didn’t pin you in a dark corner because your skirt sent the wrong message.

Becky straightened up as she heard footsteps on the stairs next to her counter. She turned to smile at Emily as she came into view. Becky realised they made unlikely friends on the surface. Emily bore all the hallmarks of a well-brought-up, middle-class young lady who was always immaculately turned out. Becky had got the job on the condition that her uniform must always cover her tattoos, and she’d only wear a stud in her nose instead of a ring. They’d started at the same time and had quickly discovered, during shared lunch breaks, that they were both there for the same reason. A shared bus journey home had cemented their friendship, even though Emily had carried on to the more expensive outer suburbs after Becky got off.

“Deserting your post?”

Emily smiled. “I almost thought Parker was hiding behind you just then!”

“I’ve had lots of time to perfect my impression. What are you doing down here?”

“It’s as dead up there as it is here, but Anne convinced Parker that you might need my help, so here I am! Honestly, I could have kissed her. She’s a lovely woman, but as I don’t know anything about children or dogs, our conversation is a bit limited.”

“Well, I definitely need your help. I’m dying of boredom. Have you got any plans for tonight?”

“Some of my school friends are back from uni, so we’re going to the pub to catch up. You?”

“Dunno. After the Christmas party, I’m not really in the mood to go out. I’ll probably end up listening to Mum argue with Dad about whether illegal immigrants are going to eat our cat.”

“Ugh. Hopefully, there’ll be something good on TV to distract you.” Emily stopped speaking, and Becky felt the silence had reached out to touch her. “Are we still, erm, you know…”

“Yeah. As long as you’re sure. This isn’t your fight.”

“Of course it is. He needs to know he can’t behave like that and get away with it.”

“Behave like what?” Parker must have tiptoed down the stairs. He stood a few feet away, gazing at them expectantly with raised eyebrows. “That doesn’t sound like a work-related conversation. I don’t pay you to stand around chatting.”

“You don’t pay us at all,” Emily muttered.

His expression reminded Becky of her grandmother’s face when she was pretending to be too deaf to understand the things she didn’t want to hear.

“Emily, why don’t you go upstairs and help Anne? It’s nearly closing time.” He watched Emily climb the stairs before turning to Becky. “You can cash out your till.”

“Will do. Oh, I almost forgot. My key was jamming when I logged back in after lunch. Could I borrow yours?” Parker rolled his eyes as if she’d purposely arranged the malfunction. “I need to go to the top floors and check everyone’s cleared out. Come with me to open the lift, and then you can have my keys.”

“But –”

“But what?”

“I thought the lift was only for when you’re taking stock with you.”

Parker stepped closer until she flinched away from the smell of his breath. “Are you a manager? Your badge doesn’t say so, whereas mine does. Stay in your lane, missy.”

He flourished the keys as he walked, like a bargain basement prison warder. Becky saw his smug smile and thought it was amazing that someone could get that much pleasure from being the custodian of a key to the service lift. He turned the key to open the door, handed her the keys and pressed the button for the second floor. Becky watched as the lights showing which floor the lift had reached got to the top before turning back towards her till.

They’d missed the last bus home. The police inspector had kind eyes and told them a constable would take them home as soon as they’d finalised their statements.

“Thank you, inspector,” Emily said as she hugged Becky. “I’m just so relieved Becky’s OK.” She turned to her friend. “When we heard the scream, I thought something terrible had happened to you. When I looked round and saw you halfway down the stairs… I don’t think I’ve ever been more relieved.”

The inspector nodded. “It’s strange he got into the lift alone if it was only meant for moving stock. We’ll get to the bottom of it though, don’t you worry. I can only imagine it was some sort of technical issue.”

“It must have been,” Emily replied. “That lift only moved if you had a key, and he had the key with him, didn’t he, Becky?”

Becky nodded slowly and gulped as the sick feeling rose in her throat.

“Yes, I wanted to double-check that with you. Now, you went upstairs to return a key, is that right?”

“That’s right. He lent me his till key because mine wasn’t working.”

“But the other keys stayed with him?”

“Yes. Only managers can have a lift key. He was a stickler for the rules. I handed him back the key, he put it back on the ring, and I went down the stairs. Then I heard the scream. Oh God, I think I’m going to be sick.”

They’d only meant to scare him. Every night since the Christmas party, Becky had woken drenched in sweat, reliving what Noel Parker had done to her. She only wanted him to feel that same fear, and Emily helped her find the way. Becky had climbed all the way up to the second floor. His clammy skin had touched hers as she handed him his keys, and he smiled as she shuddered.

How was she to know he’d be distracted and step straight into an open lift shaft?

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Death on a snowy night

The setting for death on a snowy Christmas night

“Of course, I didn’t realise I’d just seen a murder.”

They all stopped talking when I said that.

“You saw a what?” Thomas said, his mouth half full of the mince pie he’d shoved in moments before.

“A murder. I mean, when I saw them together, I thought they were just getting some air and he slipped. They said it was an accident. But now I look back, none of it made sense.”

“Anna, are you serious?” Vanessa was staring at me, leaning on the back of the sofa with a glass of sherry in her hand. It’s funny how all of my cousins had got to thirty and suddenly turned into our grandparents.

“Of course I’m serious. It was the view that made me remember.” I realised that my pause had lasted rather too long when I saw Daniel out of the corner of my eye, gesticulating with the remains of his mince pie. His sister Catherine was staring at me, looking rather pale.

“You know how we all joke that Gran and Gramps always put us in the same rooms as if we’re still nine instead of thirty-nine?”

“Speak for yourself,” Thomas replied. Was he still chewing the same mince pie, or had he crammed another one in?

“OK, thanks for the reminder. Anyway, I was looking out of the window in my room earlier and realised I was looking at the same view. The snow on the drive and top of the gateposts and the frosty trees beyond. It felt like I was a little girl again.”

“When was this?”

“Thirty years ago. Thomas, it was your first Christmas, so I must have been nine. Ness, you’d have been six, which means you two would probably have been too young to remember.

“But – who was m-m-murdered?” Catherine sounded terrified. There was a question. What was his name?

The Christmas routine in my grandparents’ house hadn’t changed since 1958, when they brought their first child, my Dad, home from the hospital. Christmas Eve was for church, Christmas Day for family, and Boxing Day brought their friends from the village for lunchtime cold cuts and pickled onions, followed by drinking and nibbles that could go on until the early hours. Each Christmas celebration blended into the next. The only difference was that one of Dad’s three siblings occasionally added a new cousin for me to play with. I tried to remember the man who died that day. He was a big man, tall with strong, broad shoulders and dark hair. Loud voice, too. I remember being three years old, mute and wide-eyed, when he’d burst into the room and shouted ho-ho-ho down at me. What was his name?

“Brendan. I think. Something like that. I’m sure he had an Irish accent.”

 “Oh, him!” Vanessa exclaimed. “Yes, I remember him a bit. Absolutely massive and with a habit of pretending to be Father Christmas even though he never wore the suit.”

“Yes!”

“I don’t remember anything happening to him.”

“Do you remember ever seeing him again?”

Vanessa frowned slightly, then shook her head. “Now you come to mention it, I thought – actually, I don’t know what I thought. I can’t say I missed him.”

“Exactly.”

“I don’t remember anyone mentioning him again.” Vanessa’s brow was still wrinkled. “Is that odd?”

“Of course not,” Daniel replied, “would you talk about it if someone had died in your house?”

“It wasn’t in the house, though. It was out there.” I waved my hand towards the bay window. The moonlight reflected off the snow, but I could only see the outline of the cars parked outside and the gateposts beyond.

It didn’t matter whether you were a baby or a teenager. In Gran and Gramps’ house, all the children went to bed at seven o’clock. By the time Vanessa and I were teenagers, our parents had learned to bring a stash of snacks and moved the TV from one of their rooms into one of ours. As long as we kept the volume low and our giggles muted, we could chat and watch cheesy Christmas shows until we were actually ready to go to sleep. At nine, I was old enough to feel slighted at being forced into a baby’s bedtime. I had hoped that Vanessa, only three years my junior, would have joined me in protest. However, our traditional post-lunch Boxing Day walk had worked its magic, and Vanessa had to be carried up to bed halfway through the teatime buffet.

I was left, grumpy in my nightdress, to amuse myself in a bedroom that smelt of fresh paint and musty curtain fabric. Mum had left me with a torch and a copy of ‘Matilda’ along with my bedtime milk, but I was still wide awake after I finished the last few chapters. I wriggled out of the tight layers of sheets and blankets and found an eiderdown in the blanket box at the bottom of the bed. If anyone caught me, I could say I’d been cold and needed an extra blanket. It was a complete lie, of course. Gran’s bedmaking resembled something from the ‘Princess and the Pea’, except most of the layers were on top instead of underneath.

I wrapped the eiderdown around me and shuffled to the window. My room was above the drawing room, which was Gramps’ way of describing a place with sofas but no TV. The party was rumbling on below me, with indistinct music and the occasional shriek of laughter. Light from the vast bay window illuminated the snow at the front of the house and turned the parked cars into dark shapes. I recognised the outline of Dad’s trusty Ford, although the snow that had settled on the roof since we arrived on Christmas Eve gave it an odd, lumpen look. The trees kept watch in the distance, reaching their branches towards the dark velvet sky.

I winced and shrunk back from the window as the lights blazed before me. Was there a car? The sudden flare reminded me of headlights, but I couldn’t hear an engine. As I edged back towards my vantage point, I realised that someone had turned the lamps on. They were never lit, and I’d always assumed they didn’t work, but there they were, halogen bulbs blazing and turning everything behind them white. The front door swung open below, and two men emerged. I recognised Brendan immediately. He was the biggest man at the party by half a foot and at least two stones. His companion was harder to identify, but he was obviously a member of the family. All of my male relatives have the same walk—a loping gait that looked like a shrug was travelling forward. At first, I thought it might be Dad. Then the other man turned, and I realised it was Uncle Arthur. My Dad’s youngest brother was the only one of the four who hadn’t contributed any grandchildren or even a significant other. He was the funniest man I knew, always ready with a joke. At Christmas, he’d pull chocolate coins from behind my ears as if by magic. But this wasn’t the Uncle Arthur I knew.

As he turned, I saw his face, screwed up in fury. I leaned closer to the glass but couldn’t make out what he was saying. Even so, I could tell he was shouting. His mouth moved quickly, releasing droplets of spit and foam. He finally paused, and I saw Brendan amble towards him, his arms moving slowly. It was the first time I’d seen that movement, and I didn’t understand what he was doing. Now I do. He was trying to calm things down. It didn’t work. Uncle Arthur started shouting again, except now he was crying too. Why didn’t anyone else come to stop them? Were they watching from the window, expecting it all to blow over? Uncle Arthur put his face in his hands, and Brendan moved to put his arm around him. Big mistake. My Uncle grabbed him and pushed him away. Brendan slid towards the gatepost and hit it head-first. At the time, I thought it was a horrible accident—an error in judgment. Now, I remember seeing Arthur grab Brendan and check the gatepost’s position before throwing him. I remember the expression he wore as he turned back towards the house after seeing his friend’s head split open on the corner of the post. He was happy. Smug, even. I watched as he deliberately rearranged his face and screamed in horror, calling the family to help him. As the others emerged, speaking of ambulances and doctors, I realised I’d been holding my breath. I sunk back through the curtain and buried myself back under the blankets.

“Oh my God.” Everyone was wide-eyed, and only Thomas spoke, “What happened then?”

“The police were there when I got up the following morning, but I was kept out of the way. I overheard someone saying it was an accident then clamming up as soon as they saw me. There was a weird atmosphere, too. No one seemed to want to talk to each other. We all stayed together until New Year’s Day, but it was as if Gran and Gramps, and our parents, had had all the fun sucked out of them. Then suddenly, Uncle Arthur was gone.”

“I don’t remember him,” Catherine said, “is that why?”

“Yes, I think so. A few months later, Dad told me he’d got a job in Australia. I thought that meant we might be able to go and stay with him, but we never did. He never came back to visit, either. I asked about the accident once, a few years later. I wondered whether he didn’t come back because he didn’t want to think about his friend. Everyone looked at me like you did just now. Later, Mum told me I must never mention it again.”

“So, did they just send him away? Did nobody think it might just have been an accident?” Daniel looked at each of us in turn. “Couldn’t they have tried to protect him?”

“I think that’s what they were doing. Sending him away so he’d never have to face suspicion.”

We all drained our sherries and drifted off to bed after that. The last ones to turn in, perhaps as a way to finally rebel against all those early bedtimes. We might never find out why Brendan died that night and why Uncle Arthur had to leave. Perhaps someone was protecting him from suspicion. Or maybe they knew he’d meant to do it. I couldn’t have been the only person looking out of the window that night.

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5 ways to maintain some Christmas Calm

Vicky Haig Hypnotherapy guest blog with 5 tips to find some Christmas calm

As we head quickly into Christmas, it’s easy to become swept up in the need to provide a perfect Christmas for those around us. We are bombarded with images of elaborate elf antics, picture-perfect Santa visits, magazine-worthy Christmas trees, matching pjs, the best presents and a list of Christmas traditions to enact.

While there is nothing wrong with finding joy in any of these activities and moments, they can easily add to our stress levels and impact our well-being in the run-up to Christmas. Here’s 5 ways to help maintain some calm and find the joy again.

1. Recognise when you are in comparison mode.

Naturally, we are interested in what’s going on around us and what others are doing. It’s in our nature to feel the need to fit in so we can feel more drawn to following what others are doing. However, we are often looking at ‘the best bits’ snippets of people’s lives and trying to recreate them, then when we bump into the normal struggles of life, we can be left feeling like we don’t quite match up. So take a moment to recognise when you are comparing your every day to someone’s best moment, then switch your focus to the best moment for you that day.

2. Take time out.

It can feel counter-intuitive to take time out when we are busy, but we need breaks. Our brains need downtime; however, the brain isn’t actually resting in downtime. When we allow our brain time to wander its actually really busy organising, sorting and often connecting the dots, it needs time to do this without us consciously giving it more tasks. So go for a walk, take a shower, have a cuppa, read a few pages of a book, find the things you can do even if it’s just for a few minutes to give your brain a break.

3. Write a list.

Every time something pops into your head that needs to be done write it down on a list. When it’s wrote down it’s easier to organise and prioritise it. When we are trying to hold everything in our brains, we struggle to prioritise and decide on its importance – everything starts to feel ‘most important’. So, write it down and then pick the thing that needs to be done first.

4. Move your body.

We are designed to move, but modern living often takes away natural opportunities to move our bodies (online shopping, electrical appliances, cars). So we have to be intentional in making sure we are moving and exercising our bodies everyday. Find the ways that work for you and try to build them in everyday, until it becomes a habit like brushing our teeth.

5. Sleep.

It’s easy for our sleep to be impacted in the run up to Christmas, but try to keep the boundaries around it. Build in good sleep habits like winding down for bed (devices off, warm baths, cool rooms etc). Its particularly important in the winter to try to get out in the daylight as soon as you can in a morning. It helps set our natural rhythms and sleep patterns.

Remember to bring it back to what you and those around you need. We are all so different and it’s ok to focus on what works best for us, I hope these tips allow you to find some calm in this period and if you’d like an extra boost head over to: https://www.vickyhaig.co.uk/try-relaxation/ where you can listen to my relaxation track for free, just make sure you are in a quiet calm place where you’re not having to do anything else, but relax.

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How to avoid Christmas clichés in your marketing

How do you balance (or avoid) Christmas cliches in your marketing?

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:

Deck the halls and not your family.

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!

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How to talk to your audience at Christmas

How to talk to your audience at Christmas whether they're relaxed or stressed out.
Image by Julie Grant Photography

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!

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The building blocks of your Christmas marketing plan

Do you have a Christmas marketing plan yet?

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!

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Why you need to plan your Christmas marketing in the summer

Woman on a beach thinking about planning her Christmas marketing.

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!

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Death in the Countryside

There's no death in the countryside here - just a woman wearing wellies and holding a green foliage wreath
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.