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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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What can Santa’s workshop teach you about copywriting?

He's made a list and is checking it twice. What else can Santa's workshop teach you about copywriting?

There’s something magical about the idea of a snow-covered workshop at the North Pole, where Santa supervises his elves as they make toys and get ready to load the sleigh on Christmas Eve. You might not think Santa’s workshop has much to do with copywriting, but I love thinking of ways to add a bit of magic to people’s lives and help them reach their goals. I don’t think Father Christmas would get very far without some hard work and efficient processes.

Here are some things I reckon Santa’s workshop can teach you about copywriting.

Make a list and check it twice

Santa checks his list twice, and I’m betting he double-checks every name label too. Mistakes can happen, but every good copywriter has a system to help avoid them.

I do my best work when I let the words flow without second-guessing myself too much. If I agonise over each word, everything grinds to a halt, and I end up with clunky paragraphs. No one wants that. Instead, I write a first draft, read it back, edit it and run it through my grammar-checking tool. This helps avoid mistakes and cuts out unnecessary fluff.

Wrap your gift perfectly

A beautifully wrapped gift adds to the Christmas excitement by adding some magic when you start opening presents on Christmas morning. You can do the same with your writing by finding ways to make it more visually attractive.

Even if you leave image creation to graphic designers, there are ways to make your words look better and encourage people to keep reading. Giant blocks of text feel daunting, so write short paragraphs and break them up with subheadings and bullet points.

Recruit your elves

Have you ever noticed how we only mention the toymaker elves when we talk about Santa’s workshop? They can’t be the only ones. What about the elves who get the sleigh through its MOT or the ones who feed the reindeer? There must be quality control or gift-wrapping elves somewhere.

Finding the right elves for each job helps you focus on what you do best. Even a relatively simple blog post can be a team effort with a writer, designer and editor. Building a team of people with different strengths helps you get better results.

Get the timing right

I saw a calculation that estimates Santa delivers presents to 526 million households on Christmas Eve, which defies the laws of physics. Getting to all those houses while it’s dark and the children inside are sleeping is quite a feat. The timing has to be spot on.

The same goes for copywriting. Deadlines matter, especially if you’re counting down to an important date like Christmas Day. Some of your products or services might be seasonal, and you want to give your customers plenty of notice to place their orders. A content calendar can help you track important dates and include a countdown to make sure you get everything done.

Spread some Christmas cheer

OK, this one reminds me of ‘Elf’, but I’m not going to sing to you unless you’re standing next to me at a concert. A magical man bringing wonderful gifts to children is a lovely idea. (Let’s overlook the implications of a stranger letting himself into kids’ bedrooms for now.)

Good copywriting doesn’t always evoke joyful feelings but should connect with your customers’ emotions. Using storytelling and emotional words shows people you understand their feelings, which helps them connect with you and become customers.

I never thought I’d have so much in common with Santa! I hope these tips help you find the right words to connect with your customers all year round. If you’d like me on your team, email me to arrange a chat or book a Zoom call here. I’ll get to know you and your business and write words that sound like the best version of you.

Also, you can just sign up here for helpful writing tips straight to your inbox and the chance to win a free copy makeover in the new year!

Have a wonderful Christmas!

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Can you share technical information with your customers?

The image shows a model chimp, a Lego stormtrooper and glasses, which can all help you share technical information with your customers.

How much of a geek are you? I’m willing to bet that if I asked you to talk about your business and why you love what you do, you could talk both my ears off. Business owners like us do what we do because we love it, which gives us an excuse to be a bit geeky. Unfortunately, that can cause problems when we try and share the details with our potential customers. So, can you share technical information with your customers? You can if you do it right.

What do your customers care about?

The brutal truth is that your customers don’t care about how clever your latest widget or whether I use fronted adverbials when I write blog posts. Those details aren’t what make them buy anything. The first step to understanding what technical information to share with your audience is knowing what they care about. What problem do you help them solve? How do you make their lives better?

Once you know what their priorities are you can write marketing that speaks to those concerns.

Focus on the benefits

If you’re bursting with excitement and want to tell everyone about your latest product and all its clever features, take a breath and ask yourself what’s in it for your customers. Focus on the benefits for them rather than the feature itself. Using specific language helps with this too. For example, a flask with a heating button isn’t that interesting. A travel mug that makes a busy mum’s coffee in 90 seconds so she can finish making packed lunches and get to school on time is much more appealing.

Think about how your product or service helps your clients and fits with their values and talk about that.

Before and after

Case studies show your audience the results you’ve achieved for other people and you can drop in some technical information as well. Prospective customers can see themselves in the people you’ve helped and imagine their future after working with you. You can present technical details as part of the story if they’ve helped. For example, if you’ve come up with a system that makes a process quicker or a gadget that’s more accurate you can mention using it.

It gives people evidence to support your claims, which builds trust.

Use an analogy

If something techy is at the heart of your message, be creative with how you share it. Using an analogy that your audience is familiar with can help. I heard a presentation recently about cyber security and how to protect your computer systems. The speaker compared system security to a medieval castle that needed to be protected from invaders. I could picture the castle and understand how different forms of protection worked when they were compared to walls, moats and guards. The only thing missing was a dragon!

Could you compare your services to something people already understand?

Where you should share technical information

Sometimes, technical details are essential information. However, they’re generally best kept in a clearly marked section, such as ‘product specifications’ or something similar. These details are vital if you sell something that needs to fit, such as clothes or a piece of furniture.

Other details might go into a section on specifications but are worth mentioning elsewhere too. For example, you could say what a product is made of but also highlight how easy it is to clean.

If you want to share technical information in your marketing in the right way, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list, and you could win a free copy makeover.

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Are you scared to put your personality into your content?

Images of me encouraging you to put your personality into your content

When you’re a one-person business, you might not think of yourself as having a brand identity, but you probably know that your personality matters. Your character and values affect how you work, sell, and treat people. If you’re scared to put your personality into your content, you risk blending into the background and losing out on the right customers.

Why does putting personality into your content matter? I’m glad you asked.

It builds trust

People need to trust you before they’ll hand over their money. Putting your face and voice into your marketing shows your audience you exist beyond a Facebook page or website, so they’re more likely to click a link to buy a product or send you a message to book an appointment.

It can also quell nerves about contacting someone they’ve never seen. Remember, you’re a real person (did anyone else hear that in Hagrid’s voice?), so let your audience know.

It helps people get to know you

Your content shows your audience who you are and what you stand for. You might offer a similar product or service to lots of other businesses, but when you put your personality into your content, you show people the difference. In the face of many options, people often choose your business because you seem like their kind of person. You might share the same values or have a similar sense of humour, so don’t be afraid to share it.

It helps you stand out

Writing with personality can help you stand out, but images do too. I hate having my photo taken, so using images with my face on them in my marketing is challenging, but it is worth it. If your followers are scrolling their social media feeds, they’re much more likely to stop if they see a photo of someone they know and like than another stock image.

You can filter people out

You don’t have time to spare on calls with people who’ll never work with you, so putting your personality in your content helps you pre-qualify people. If you’re not for them, they can scroll on by. If they like what they see, that could lead to a call, a message or a new subscriber to your emails. The filtering process works in two ways.

Images

Looking at my photos, you won’t see a young, trendy fashionista, a beach babe or a sharp-suited city dweller. I look like someone’s mum, mainly because I am someone’s mum. You’ll see me with a cup of tea, walking in the woods or working at my laptop. If you visited the website for a corporate company or surfing brand, the images would be very different. Working with a good photographer can help you decide how you want to appear and give you photos that reflect that.

Words

The language you use in your marketing works alongside your images. Your words tell your readers what it would be like to have a conversation with you and whether they’d get what they need. Put simply, if you like how I write, you might like me. If you think I sound weird, maybe not. I can still adapt my style to suit your business, but how I write can help you understand whether I’m your kind of person and care about the same things as you.

If you’re scared to put your personality into your content, I can help. When you work with me, I’ll get to know you and your business and write content that sounds like the best version of you and that your audience will love. Email me to arrange a chat or book a Zoom call to find out more.

Alternatively, sign up for my mailing list here, and you could win a free copy makeover.

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Why the F* would I write a cookbook?

Why the F* would I write a cookbook?

I had this food photography idea pre-pandemic and had just ordered ‘the’ dining table (to photograph on) when lockdown hit; so, I don’t even have that as an excuse! Looking back, it seems quite a strange thing to do. I wasn’t a food photographer, food writer or a chef; I just loved food. I do recall I was very open to finding something creative that was for myself. Being a wedding, event and commercial photographer, I found very enjoyable, however where did I really fit into it? I was always aware my creative soul needed more, and I needed to find myself somewhere in my creative practice.

A significant part of my photography workflow was sharing my client images on social media. I love my own work and quite simply wanted to show it off. I would share funny stories about working with clients and took the writing of this very seriously. Over years and years, I was writing more and more as it was also a valuable part of my marketing. I approached a lot of work with good humour to make my posts a little more personal, engaging and fun to read. I always felt social media needed livening up a little.

The cookbook

When I started taking and sharing snaps of my food with my phone, I utilised my writing skills that I hadn’t really acknowledged I had. I saw it as a fun thing that I did, but the idea that I could be considered a ‘writer’ was a totally alien concept. I literally just grabbed by book and sat it next to me now to remind myself that I did actually write a book. My name is Matt, I wrote a cookbook, and I am a food writer. I spent a good while in the 4.5 years it took me to publish the book to own ‘food writer’, and annoyingly; I am still a little detached from it. Please don’t shoot the messenger, I am just conveying the tedious facts!

Over the course of this project, my approach became:

  1. Obsess over the recipe. This could be hours, days, months or years.
  2. Make a mental plan of action to ensure that the outcome was pleasing (I’d say I had a 90-95% success rate. The 5-10% miss days were not very pleasing).
  3. Cook the food.
  4. Set the scene to photograph usually on my dining table but could be anywhere. This mainly involved ceramics, boards, and vintage cutlery.
  5. Style the food.
  6. Obsessively photograph the food.
  7. Eat the food (which was always secondary, so often it blew my mind how incredible a cook I had become).
  8. Sit down comfortably and reflect on the whole mad and sweaty but joyous experience and tell the story with delicious words.
Matt with his gorgeous cookbook!

Getting the cookbook out there

The bringing together of the project to publish came with challenge after challenge. The design element I found utterly excruciating, but now is not the time to delve any further into that subject. If I am totally honest, I didn’t think I could pull it off. I genuinely wanted to see how deep in myself I was willing to dig. I sold the idea to myself (and subsequently the Kickstarter campaign) in the form of ‘is it worth following your dreams?’. Being a romantic at heart, I knew that I would NEVER say no to that question. If the answer is no, what is the point in being? I basically tricked myself into pulling the impossible out of a hat.

In the months before I launched my Kickstarter campaign, I was at the doctors with severe anxiety and as if by magic, ADHD landed hard on my lap. It totally blew my mind and explained a lot, but certainly didn’t put me off. I needed to get this book over the finish line no matter the cost. In my new neurodiverse world, this project had become a wild, yet nourishing hyperfocus. 

In hindsight, would I do this project again? One hundred percent I would! Would I recommend others doing such a thing? I’m not sure I would like that on my conscience to be honest.

Finally, I dare you to ask yourself: ‘Is it worth following your dreams?’

‘Where the F* is my Dining Table?’ – available at https://mattgloverphotography.co.uk/cookbook/

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Do you want to tell a good marketing story?

Image shows a blank page waiting for a good marketing story

Once upon a time, our ancestors gathered around fires to tell stories that kept them alive. It bonded the tribe so they’d all look after each other and know to watch out for that scary-looking tiger that came ‘this close’ to eating the storyteller. (I imagine it as the prehistoric version of ‘the one that got away’ after a fishing trip.) Sharing stories still helps us connect with other people, and that’s what marketing is all about. So, here are my tips on how to tell a good marketing story.

Choose a structure

Good stories have a structure that helps you understand what to expect. Starting a story with ‘once upon a time’ can be comforting if it’s a bedtime story or unexpected if it’s a LinkedIn post. Your story structure depends on whether you share a case study explaining how you solved a problem and the process or a post about a personal decision.

Jumping in at the most dramatic part of the story hooks your reader, and you can fill in the details later. Writing bullet points can help if you’re unsure where to start.

What does your story say about you?

A good marketing story shares your expertise but can also let your customers get to know you. When you write, ask yourself what the story says about you. You don’t have to be perfect; it’s better if you aren’t. Telling your audience about a mistake or a challenge and what you learned from it makes you more relatable because we all slip up sometimes.

I once agreed to work with a client because I needed the money, ignoring the alarm bells that told me they weren’t trustworthy. After several stressful months in which I did far more work than we’d agreed, they disputed my invoices. It taught me to pay attention to the red flags and do better research into potential new clients.

The ‘so what?’ test

It’s a harsh truth that your customers care more about themselves than they care about you. You might tell a highly personal story in your marketing, and the response could be a resounding ‘So what?  Before you start, ask yourself what your audience will get from your story. Do you have shared experiences that will resonate? Have you solved a problem like theirs before? It could simply show them that you’re easy to talk to.

Start gathering stories

What stories could you share from your own life? They could be personal or business-related, but you should be able to create a business link to pass the ‘so what?’ test. I once set the satnav to take me to a shop on the outskirts of town. I’d visited before but was approaching it from a different direction. The satnav told me I needed to go straight on, but that felt wrong. Then, I looked up and saw a massive sign on the road to my left. It reminded me that sometimes, in business, you should follow your gut rather than a road map someone else has created.

If you want to tell a good marketing story, I can help.

When you work with me, I’ll get to know you and your business. I’ll suggest topic ideas if you need them, and we’ll spend half an hour a month (or longer if you prefer) chatting about your business and our latest topic. Then, I’ll write a post that sounds like the best version of you and that your audience will love. To find out more, email me to arrange a chat or book a call here.

Alternatively, sign up for my mailing list here, and you could win a free copy makeover.

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How can your marketing look after your existing customers?

Image shows a guest guidebook, which is one way of creating marketing to look after your existing customers.

You know that good customer service is vital to your business. You might think that marketing is all about bringing in new people, but it can also look after your existing customers.

It’s about going above and beyond basic information, like your delivery updates, booking confirmations and contact details. Here are my favourite ways to use your content marketing to look after your existing customers.

Product tips and tricks

Showing customers how to get the best out of a product they’ve already bought shows them you’re interested in more than their money. You want them to get the best results. Instructions on product use are essential, but you can enrich the experience with advanced tips or alternative uses. This could help you attract new customers and support existing ones with the same content.

Sudocrem did this in a recent advert. It’s famous as a nappy cream, but they showed how it can be used on injuries or for skin conditions.

Getting ready

Sometimes, the best way to support your customers is to help them prepare in advance. If they’ve booked a beauty treatment, you should provide safety information, but you can also offer advice on how to make their spray tan last longer or maintain their hair between appointments.

Holiday packing lists can reduce their stress, or if you sell meal kits, you could let them know what kitchen equipment they’ll need. You can use all of these as blog posts to give your audience a taste of the customer experience you offer. It’s even better if you recommend things you don’t sell, as it shows you’re not just looking to make another sale.

Destination guides

I love planning holidays and looking for fun things to do while I’m away with my family. We’ve had some holidays with Eurocamp over the past few years, and they send destination guides via email. Eurocamp design the guides for their customers, so they include details of the facilities and activities on site. However, they also tell you about other things to do in the area, how far away they are and what age group they suit. If I’d written something like this I’d put it on the website too, to attract people who haven’t chosen their destination yet.

I used to write blogs for a holiday park, where customers owned their static caravans. We got great feedback; customers felt the owners cared and wanted them to enjoy their time away.

User-generated content

Big brands often use user-generated content, which is a great way to generate social proof with minimal effort. Encourage your customers to use your product, take a photo of themselves and share it on social media with a hashtag that’s specific to your business.

If you’re sending a physical product, you could include an extra treat, like some sweets or a bar of chocolate, with their order. Alternatively, ask them to showcase the results they’ve achieved with your product by sharing before-and-after photos. You can offer an incentive, such as a discount or entry into a prize draw, for anyone who posts.

Repurpose everything

There’s more than one way to use your content. User-generated before and after photos can go into your emails, website and sales pages, as well as social media. Start with a simplified version of your destination guide on a sales page and create a longer one for customers who’ve already booked their holiday.

You can use almost anything in an email and a blog post. For example, if your customer’s meal kit is on its way, you can let them know what kitchen equipment they’ll need. It could also encourage people who are reluctant to try your product because they’re worried they’ll need lots of fancy kitchen gadgets.

If you want to create marketing content to look after your existing customers and speak to your target audience, I can help.

When you work with me, I’ll get to know you and your business. I’ll suggest topic ideas if you need them, and we’ll spend half an hour a month (or longer if you prefer) chatting about your business and our latest topic. Then I’ll write a post that sounds like the best version of you and that your audience will love. To find out more, email me to arrange a chat or book a call.

Alternatively, sign up for my mailing list here, and you could win a free copy makeover.

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What are your big marketing topics?

Does the phrase ‘content marketing strategy’ bring you out in a cold sweat? Yeah, me too and I write the content! It’s easy to overcomplicate things, but marketing only needs to tell people who you are, what you do and how that helps them. In practice it can be a bit more complex than that. So let’s make it easier. Thinking about your marketing foundations as the big topics helps you work out what you want to say.

Here are my building blocks for your big marketing topics

Why do your big marketing topics matter?

When I first started writing for a living my marketing had lots of useful tips and information about different types of marketing, but very little about how my services helped my clients. Working out what your big topics are helps you focus on what you do and how you help your customers. When your offer it clear your customers know what they’re going to get, so it makes it much easier for people to say “yes, I need that” and contact you to get started.

What products and services do you offer?

Your marketing can talk about different facets of the services and products you offer. For example, I might write about blogging, article writing, email marketing or website content. They’re all services I offer and my marketing can help people understand how they work.

You might have various products with different benefits. Identifying what they are or what groups they fall into helps you work out all the different subject areas you can talk about in your marketing.

Who are you?

I know you know who you are, but what do you stand for? What are your values? Think about the knowledge you’ve picked up along the way, the experience you’ve gained or how your story might resonate with your customers.

Sharing your stories can be a fantastic form of content in itself. However, you can talk about your values and share your experience in many different ways so getting clear on the fundamentals can make your writing better.

What do you want to offer?

You might look at your list of products or services and realise that while you could offer all of them, some of them leave you cold. Getting everything down on paper can help you create content but it also lets you review your business and what you want to offer. You might decide to offer a service if people ask but not include it in your marketing.

If it won’t light you up to offer the service or talk about the product, leave it out of your marketing.

What do your customers want?

Giving your customers what they want doesn’t mean offering services or selling products that you don’t want to. However, it is worth considering what they want or need that you can provide. For example, they might be overwhelmed because they’ve got too much to do and not enough time. They might have a problem that you can solve. Some of the benefits you offer could be tangible while others will be emotional. Think about who your customers are and how you help them.

I don’t do marketing strategy, but once you have a plan I can write the words that help you bring it to life. Book a call here and let’s have a chat about how that could work.

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What do beginners need to know about what you do?

What do beginners need to know about what you do?

You’re an expert at what you do, so it might be hard to remember when you were a beginner. However, when new people see your content, a few of them will probably be completely new to the kind of work you do. It’s worth thinking about ways to talk to them, so ask yourself: what do beginners need to know about what you do?

What knowledge helps people work with you?

Does your business help beginners, or is there an entry point that makes your working relationship easier? For example, selling a product is often quicker and easier if your customers know exactly what they need.

I don’t do marketing strategy, so I love it when people come to me with plans or already know their customers well. I can help with topics, but they’ve done the groundwork and know what they want their marketing to achieve.

What information can you share?

If your business offers training, your content can share your knowledge and give your customers a taste of the training they’ll receive. Even if you don’t train people, your marketing can educate them about what will help them work with you. For example, I talk about ways to get to know your ideal customer even though it’s not part of my core service.

Sharing the basics in a short guide or quick tips can also give your audience the confidence to contact you without worrying they’ll sound stupid or ask silly questions.

Use lead magnets

Lead magnets encourage people to sign up for your email list and can work in the same way as the rest of your content. A lead magnet doesn’t have to be complicated; the shorter, the better. The idea is to offer your audience valuable information that gives them a quick win when they put it into practice.

Creating a lead magnet that helps beginners who may want to work with you also means you only spend time emailing people who could be genuine customers.

Create products

You don’t always have to give information away for free. You can offer products even if you offer a one-to-one service like I do. For example, if you have a craft business, you might write about different craft techniques, equipment and how to get started. You can also create a beginner’s kit with a simple project, materials, and instructions that help customers learn and build confidence.

My version of this is in my eBooks, which include ideas for your content marketing and your Christmas posts.

Team up with other businesses

This is one of my favourite ways to work. Collaborating with businesses related to yours but that don’t offer the same service helps you reach a wider audience. You can share guest blogs on each other’s websites and social media feeds, organise joint events, or refer your clients to each other.

This approach can make your clients’ lives easier. If you’re a wedding photographer with a network of other wedding professionals, recommending people can save your clients time and stress. I work with marketing consultants and trainers, graphic designers, and web designers so our clients don’t have to build a whole team from scratch when they start a new project.

If you have a plan but lack the time or energy to turn it into new marketing content, I can help. I’ll write blogs, posts, emails, and whatever else you need to engage your audience. Head to my shop for eBooks with marketing inspiration. If you’d like to chat about how it works, you can book a call here.