Posted on Leave a comment

What happens in families when winning is too important?

Guest blog when winning is too important

Winning in families can be defined in many different ways. For some, just getting through the day is a win, but many parents see winning as the recognition and glory that comes from the certificates, medals, trophies and accolades that result from being the best in class at something. This might be in an academic or sporting context, or in the arts or one of the many other recreational activities our children participate in.

A healthy dose of a winning mentality in families is good if it incentivises effort, focus and motivation. Sometimes pressure can be a catalyst for improvement, and a bit of natural adrenalin is a good thing; after all, that is how we are wired as humans. But what happens when this spins out of control and winning is too important?

As a parent who has experienced being in the highly competitive environment of elite sport, I have seen first-hand how families can fall on the wrong side of the winning mentality. Sport can bring out the best and the worst in parents, and many of the same issues translate into the much broader context of family life. Worryingly, some parents can see making packed lunches as competitive!

Why, as a culture, have we become so obsessed with winning?

Often, it’s becausewe are craving certaintyfor our children. We are anxious for them to succeed in a competitive world. How do we know they are going to ‘make it’? How do we know they are good enough to pass their exams or get selected for a team? What if they fail?

We want to know our children will have a happy, healthy and successful future, so we look for things to reassure us and give us confidence that they are on the right path. This generally involves benchmarking them academically, physically or emotionally against their peers. ‘Comparisonitis’ is a scourge of modern society, exacerbated by the nation’s obsession with social media, which permeates into our conscious and unconscious mind. We look at our own world through the filter of other people’s images and information about their seemingly amazing lives. It’s very easy to see our children’s success or failure as a reflection of who we are or what we are lacking in compared to others.

We have also developed an impatient culture where we are not prepared to wait for anything, and this also spills over into family life. We are impatient for results and unwilling to accept that along our child’s developmental journey sometimes making learnings and making gains takes time. Children should be celebrated when they begin something new. No one starts off being amazing at anything. It may sound counter-intuitive, but good things often develop from making it through tough times, and bad things can develop from too much pleasure too soon.

What happens to parents when winning is too important?

When the pressure of winning or the need to see our children succeed builds, we can start to lose our natural perspective about the things that really matter. We might start to get over-critical of our children or of ourselves, or maybe if we see small signs of progress, we begin to believe our children are going to be super-stars, irrespective of the reality of what they are really capable of.

The weight of expectation can weigh heavily on a young child, and they will pick up on this pressure not only via what we say but in terms of how we behave around them as they pick up on non-verbal cues, such as our body language.  Before you know it, the thing they were doing for fun becomes a chore, you’re dealing with tears and tantrums, and they want to quit. Sometimes they will start to hide their true feelings as they don’t want to disappoint us or be told that how they feel is not acceptable. This is a dangerous path. Although setting the bar high can be good as it teaches children that they can do more than they think they are capable of, expecting too much and craving perfection is demoralising.

What happens in families when winning is too important?

How does a parents’ need to win impact our children?

Sometimes the need for our children to succeed comes from issues from our own past. If we unintentionally use our children to heal our emotional wounds or issues about failure in our life, then it really is becoming all about us and not about them. It may show up as over-invested behaviour on the sideline at a sporting fixture when parents argue with the ref or make their small children feel ashamed or useless. This undoes all the good that sport has to offer. Children have an inner compass just like we do, and they know when they’ve messed up. They don’t need us to tell them.

Motivated by the need for our children to max out their opportunities to develop winning ways, ‘helicopter parenting’ may take over in the form of overprotecting and controlling behaviour.   It’s an attempt to clear the path of anything that might challenge children or distract them from the ‘winning’ things we think they should focus on, and it prevents children from facing tough times or experiencing failure. It is hugely counter-productive as it deprives our children of resilience-building opportunities, which are a rich seam of character-building potential for the long term.  

Alternative definitions of ‘winning’

Winning should also be about being rewarded for consistently making an effort, trying new things, learning how to lose, being kind, respecting others, showing humility, having fun, making new friends, overcoming setbacks, being teachable, being resilient, knowing when to say no. (There are many more.)

A more positive and more rounded parental perspective around winning and losing will develop our young children into happier, healthier, more confident individuals.It is down to us as parental role models to set the tone of what winning really means by establishing a culture at home that we demonstrate through our words and our actions. Remember, children do not do what we say, they do what we do. They have been mirroring our behaviour since the day they first smiled back at us as a baby.

10 Practical tips

Focus on the right stuff

Some of the most together children I know are raised in houses that are a mess, by parents who turn up late and wear mismatched socks. When parenting life becomes overwhelming, perhaps they knew what to let go and what to put first. Kindness matters. Socks…not so much.

Be patient  

Lots of highly performing children were not always great as children develop physically and emotionally at different times. I have seen children who were timid and bottom of the class excel and achieve in their teens. (I have also seen superstar performers at 7 fade away to nothing.)

Do not assume they will want to follow in your footsteps

Children have different genes and different environmental influences. They are not you. Just because you were good at something does not mean they will be.

School doesn’t suit everyone

Accept that some children never fit into the sausage machine of school life, (my own daughter being one of them) and may excel in the real world beyond the confines of the classroom.

Take a break

Taking a holiday or just changing your environment is so important to reset your perspective when everything gets too much.

Establish boundaries

Everyone needs time to relax and just ‘be’, without the pressure of having to achieve anything.

Check in  

If your children are obsessing about highly competitive activities are they doing this for the love of the activity, for you, or for themselves?

Focus on effort not on the end result                                                                                                    

Always ensure children know you don’t think any less of them because they have failed at something. What matters is that they gave their best effort.

Build resilience

Never do anything for a child that the child can do for themselves; but don’t promote heroic individual strength of character either as they need to know you are there for them if times get tough. Expose them to as many varied opportunities to develop coping mechanisms as you can.

Use your intuition

As a parent you know your children better than anyone, and if something they are working towards doesn’t feel right and is making them unhappy then stop. Even if it works against the grain of securing their ‘winning future’ don’t worry, it will often be for the best. Be aware that our need to be certain of their future lowers our ability to put faith in our own resources and use our gut instinct. 

Conclusion

No one can predict the outcome of a child’s future and whether they will succeed or fail at anything. However hard we try, however brilliant our advice and support is as parents, however good their teachers or coaches are, and whatever they say they will guarantee, the only thing we know for sure about ‘winning’, in whatever way you define it, is nothing is certain. So you might as well relax about it.

All we can do is create the optimum conditions and environment under which our children can flourish. Focus on getting the basics right – quality nutrition and regular hydration, love and support with a focus on fun, a good routine and a well organized environment at home. That is winning.

Posted on Leave a comment

What marketing makes you cringe?

Good marketing should be memorable, but what if you remember it for all the wrong reasons? Thinking about how some adverts miss the mark can help you avoid making the same mistakes. So, what marketing makes you cringe and why?

Are you being shouted at?

Have you ever watched ‘Horrible Histories’? It’s classic kids’ TV because it also includes jokes for the grown-ups. The ‘shouty man’ character was the perfect parody of adverts that shout at you to make sales. Those types of adverts may have disappeared, but marketing can still make you cringe if you feel you’re being lectured rather than persuaded. You might have something important to say, but meeting your audience where they are is better than trying to shout them down.

Too many clichés

I posted on social media recently, asking people to share their least favourite marketing buzzwords with me. ‘Journey’ came up a lot. It’s not a bad word in itself; it’s just become a cliché because of the number of people using it on reality TV shows.

Avoiding cliché can be tricky. Sometimes, how you phrase something tells your audience what to expect and can be comforting. Each industry has its own words and language patterns, and it can be hard to know when something tips over the edge from familiar to overused. Following other businesses in your niche to see what reactions their content gets can help.

Outdated attitudes

Did you know that the Advertising Standards Agency now has regulations so they can ban harmful gender stereotypes in advertising? We’ve definitely come a long way. A few decades ago, print adverts saw women as either decorative or only good for doing the housework (and suggested that domestic violence was acceptable if she made a mistake). You’d only ever see straight couples and white faces.

Modern adverts are more diverse, but some stereotypes remain. A GAP clothing advert was heavily criticised for suggesting boys are ‘scholars’ while girls are ‘social butterflies’. When you write new content, think about your assumptions about your audience and whether they’re accurate.

Ask whether it’s meant for you

If someone’s marketing makes you cringe, consider whether you’re the intended audience. My kids aren’t teenagers yet, but I still hear the odd word that makes me wonder whether we still speak the same language.

On the other hand, what if you’re a business’s ideal customer, and they’re still driving you away? Are they making uneducated guesses about your life or what you need? To avoid it, try using social media or networking events to ask questions and learn more about what your future customers care about.

Is it inconsistent?

Consistent marketing helps your customers get to know, like and trust you. That doesn’t mean you have to fall into a cosy rut, but it helps if you keep your tone of voice, values and branding consistent so people recognise you.

If a brand you know and love suddenly pops up with something wildly out of character, you might lose trust in them because you suspect they’re going off in a new direction that isn’t for you. That may be a problem if it’s a business you’ve only discovered recently, as inconsistency can prevent you from getting to know them.

If you want to avoid writing content that makes your customers cringe, I can help.  I’ll write blogs, posts, emails and whatever else you need to engage your audience. If you’d like a chat to find out how it works, you can book a call here.

Posted on Leave a comment

Five tips to help you get to know your ideal customer

This is me recording videos to share with my ideal customer.

When you get to know your ideal customer, you can write content that speaks to them. Good marketing creates a connection between you and your audience. If you try to write for everyone, you end up with bland content that doesn’t connect with anyone. Here are my top five tips to help you get to know your ideal customer so you can start writing for them.

Who do you work with now?

If you’ve already got a few customers, think about them first. Who do you love working with, and who would you rather be rid of? Think about any common features the two groups share. It could be their age, interests or how they speak to you. If you communicate face to face or via email, are there differences in how you talk to them? Using the same language in your marketing helps you attract more people you like and repel the ones you don’t.

How does your business help people?

Over time, you’ll discover more about how you help your customers achieve their aspirations or overcome challenges.

Some of the benefits of your product or service might not be immediately obvious. For example, you might sell gorgeous jewellery that your customers love to wear or give as gifts. However, they might also come back because you help them choose the right gift or offer a relaxed shopping experience. It helps you add depth to your content as your ideal customers feel seen.

Do you serve people at a particular life stage?

Creating the right content can be easier if your business helps people when they’ve reached a particular life stage. They might be about to retire, have a baby or start a business. However, it’s still important to understand other details about their life. Even if people are at a similar life stage, they might approach it differently. Older people might be looking forward to an active retirement or have health concerns. The language you use for each will be different.

What does your ideal customer care about?

Understanding what your customers care about and why they choose your business helps you target the right people. If you want to educate, it’s easier if you can connect with things they already value. For example, if your fitness business attracts customers who want to improve their health but still have the odd takeaway, your marketing can make them feel welcome. If you’re a financial planner, your customers might not see the benefit in buying life insurance, but they will care about taking care of their family when they’re gone.

How do they spend their time?

Knowing how your ideal customers spend their time helps you in a few ways. It helps you put your content where they’ll see it, whether online or offline. If they’re busy juggling lots of tasks, you can decide when to share something short and snappy and consider when they might have time to read something longer.

Finally, it helps you choose the right language. The way you talk to people who love luxury living will be very different from the language you use for people who prefer being at home in their pyjamas.

If you want to write in a way that shows your customers you understand them, 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, use the form below to sign up for monthly content writing tips straight to your inbox.

Posted on Leave a comment

Five ways to show the before and after in your marketing

Image shows a woman sitting on a beach. How do you show the before and after in your marketing?

Good marketing shows your customers that you understand where they are now and where they could be with your help. Showing them the before and after can be really powerful. It can be easy to show a transformation in a couple of pictures, but it’s not the only way.

Read on to discover how your writing can show your customers the before and after.

Feeling better

When you think about ‘before and after,’ the first thing that probably springs to mind is a pair of photos showing someone before and after losing weight or having a makeover. If your business offers a physical transformation, using images is a great way to showcase your results. However, your words can show your audience more. For example, you could talk about all the things your clients can do now that they couldn’t do before, like going for a long walk or running around after their children.

The change you offer might not be visible, but it can dramatically improve someone’s health, like physiotherapy. Describing your results or sharing customer testimonials lets your readers understand the benefits.

Making life better

What do you give your customers that they didn’t have before? There’s more than one way to bring practical change into someone’s life. Do you make tedious but necessary tasks easier or save them time or money? Think about what that change might look like for your customers and how it helps them achieve their goals.

For example, a travel agent might help people get a family holiday on a budget or find the perfect relaxing break for a wealthy CEO with no time for research. Your knowledge and research help both, but in different ways, so you can tailor your content to suit.

Greater self-worth

Facing a challenge can be frustrating but can also impact how you feel about yourself. A new parent struggling to get their baby to sleep will experience many different emotions and might conclude that they’re a terrible parent, even though they’re nothing of the kind.

Finding the right help and guidance can help people feel more competent and in control of their situation. Create content that shows people you see their struggles and can help them.

Show the emotions

Even if you don’t transform the way someone feels about themselves, you might still bring about an emotional change. A good café offering a hot cup of tea can provide a few minutes of calm on a busy day. Even online ordering can ease someone’s stress, knowing they don’t have to find time to go to a shop.

If you save people time, think about what they might do with it instead. I often picture a business owner still writing their blog when they’d rather be reading the kids a bedtime story. What does that look like for your customers?

Better relationships

If you’re a marriage counsellor, you could literally save relationships, but other businesses could, too. Maybe saving someone time gives them more hours to spend with their loved ones instead of being ships that pass in the night. Perhaps you sell really great presents so your customers always know where to shop first.

If you want to write in a way that shows your customers the before and after, 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, use the form below to sign up for monthly content writing tips straight to your inbox.

Posted on Leave a comment

How YMCA Burton helps the local community

Following the Christmas festivities, the new year can feel a little daunting, not only as we prepare for the year ahead but also after a very busy and expensive time with presents, Christmas dinner and spending time with family and friends. For a lot of people, this is a time that they look forward to in the year, as it’s filled with a lot of joy. However, for others, it can be a difficult time either because they’re alone, struggling with their mental health, are grieving, or perhaps they don’t have a safe place to call home.

How we help

At YMCA Burton, we’re here to help anyone in our local community who needs our support in a time of crisis 24/7, 365 days of the year. Whether it be homelessness, needing an emergency food parcel, wanting to rebuild strained relationships in the home through mediation, needing affordable, good quality second-hand furniture or just having a safe place to have a cuppa, a chat and a hot meal, we are available at YMCA Burton to support in any way that we possibly can.

The heart of our services, Reconnect, which houses 31 units of accommodation, our Foodbank as well as our Family Mediation service and Counselling service. Opposite Asda on James Street in Burton on Trent.
The heart of our services, Reconnect, which houses 31 units of accommodation, our Foodbank as well as our Family Mediation service and Counselling service. Opposite Asda on James Street in Burton on Trent.

There’s more demand than ever

With a strong reputation in the town of Burton-on-Trent for over 135 years, YMCA Burton has faced its highest demand to date across all of its services in 2023. Waiting lists have formed for the first time ever within our Family Mediation Service, the foodbank service has experienced its highest distribution figures in its 23-year history, and our accommodation has constantly been full. It reflects the incredible need for this type of support across the local community as well as the challenges that a lot of individuals and families are facing in their daily lives. This is the harsh reality at the moment, and without us, thousands of individuals and families in and around Burton would be in desperate need of support.

How you can support us

At YMCA Burton, we change lives. However, we can’t do what we do without the help and support of others, as donations are needed more than ever. There are multiple ways that you can support us, depending on the best way for you. This can look like a one-off monetary donation, you could become a monthly donor, giving whatever you can each month to continuously support our work and services. There are also options to donate items of food to our foodbank, leave a gift in your will or perhaps choose to become a volunteer. Whatever way you choose to support us will make a massive difference to our charity and ensure that we can continue to remain a central charity in our local community and help to change lives.

To find out more about our charity and our impact on our local community, head to our website: https://burtonymca.org/. Furthermore, if you’d like to help make a difference to someone’s life today, please contact our Fundraising & Comms team via fundraising@burtonymca.org / 07754045869

On behalf of all of us at YMCA Burton, thank you very much!

Posted on Leave a comment

Why is a human content writer better than an AI?

Why is a human content writer better than an AI?
Image by Julie Grant Photography

AI can be a helpful tool when you write content marketing, but a human writer will give you better results in some situations. An AI can help you plan or develop ideas (and yes, I asked ChatGPT for some suggestions for this post). When is a human content writer better than an AI? Read on to find out.

Humans are more creative

An AI only gets information from online sources, which can make its content a bit generic. If you use AI for ideas, you can put your spin on them to make them unique.

An AI won’t change its tone of voice in the way that a human content writer can. It’ll typically use the same writing style, although you can ask it to mimic someone. (My son once asked ChatGPT to rewrite something he’d written in the style of a Donald Trump speech. The results were hilarious and accurate.)

Humans have emotional intelligence

Powerful writing engages your reader’s emotions and makes them feel understood. You understand the feelings that motivate your customers to work with you. Your marketing can show that you know how they feel now and how those feelings will change when you’ve worked together. It could be something as simple as offering home delivery or having a big car park so they don’t have to deal with the stress of finding a parking space. An AI wouldn’t understand that, but a human content writer does.

A human content writer can understand your audience

An AI can help identify potential concerns among your audience. However, it can’t write content that helps you form a personal connection. Your audience might want a serious take on a subject or prefer something more light-hearted.

An AI won’t get to know you and understand the language you use to talk about a subject, but a human content writer will. If you serve a niche audience which uses specific terms or references, you can find a writer who understands your niche in a way an AI won’t.

Talking about sensitive subjects

Some topics are hard to talk about. Your work might involve conversations about illness, death, or other painful personal experiences. You might offer a service that helps people prepare for the worst, such as will writing or life insurance. Marketing means discussing topics your audience might rather ignore, and your language must reflect that.

You might need to share stories about others and decide how much information you can reveal without compromising their privacy. An AI can’t choose for you or even act as a sounding board in the way a human writer can.

We can speak from personal experience

Your story can be compelling when it comes to attracting new clients. You might have started your business because you wanted to help others in the same situation. I often work with other mums because we all balance business and family life, and I understand how that works. That wouldn’t happen if I didn’t talk about my children in my marketing. Speaking from personal experience creates a human connection. An AI is more objective, so it can’t offer that.

If you want to work with an actual human to create engaging content that lets your customers get to know you, 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, use the form below to sign up for monthly content writing tips straight to your inbox.

Posted on Leave a comment

How can AI help your content writing?

I know you probably expect a writer like me to react to any mention of AI the way that Dracula might respond to someone brandishing a cross in his face. Basically, hissing and hiding my face. However, it’s becoming more of a feature in the content writing landscape, and I can’t ignore it. I’ve even found myself using it a bit. So, how can AI help your content writing? Read on to find out.

How can AI help your content writing? I might be hiding from the answers!

It’s excellent for topic suggestions

When you’ve been in business for a while, it can feel like your marketing has covered everything you could possibly talk about. You’ll have new followers who won’t have read it all before, but you still want to create something fresh.

You can ask ChatGPT for original ways to talk about your product or service, which will give you a list. They might not all be usable, but some will, and it could inspire you to come up with more.

It can come up with new and unexpected angles

Sometimes, writing new content involves presenting the same information in new ways or from a different angle. You can create beginner guides and tips for people with more experience or choose a particular interest group. If you serve more than one type of person, their needs will vary, and you can write for both groups.

AI can help you find new angles, so ask something like “Who would be interested in x and why?” and see what it suggests.

You can use it to mash two ideas together

You might have a great idea for an analogy but struggle to make it work in practice. Writing a blog post could be a bit like cooking a meal. You need the right ingredients, cooking techniques and a big serving dish… wait, where was I going with this?

I could ask ChatGPT to explain how writing a blog post is like cooking a Sunday roast to get the juices flowing.

It can help you get your brain unstuck

Sometimes, you need to translate jargon so your audience can understand it. You try to write an explanation, and your brain goes blank.

When that happens, head to your favourite AI and ask, “How can I explain x in layman’s terms?” The answer might not be a perfect explanation, but it can give you some phrases to use as a starting point.

How can’t AI help your content writing?

AI can be helpful in the right circumstances, but it’s a bit rubbish at human emotion. You know, the stuff that helps you connect with your audience and shows them who you are. As a small business, your personality and values help you stand out from other businesses offering the same type of product or service. That’s why you still need to write your own words or work with someone like me, who’ll get to know you and put your personality into your content.

If you want to work with an actual human to create engaging content that lets your customers get to know you, 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, use the form below to sign up for monthly content writing tips straight to your inbox.

Posted on Leave a comment

Who do you want to talk to in the New Year?

Planning your New Year content - who do you want to talk to?

What do you do next when you’ve set your New Year business goals and worked out what your marketing needs to look like? Think about who you want to work with. Writing content that speaks to your ideal customers means you get to work with people you love, which makes everyone happy. So, who do you want to talk to in the New Year? Here are a few ways to work it out.

Your favourite customers

Having good relationships with your customers makes life a whole lot happier. They benefit from great results, and you can work with people you like and get repeat customers. It’s essential to my business. If we don’t get on, you’re less likely to show me your personality so I can share it in your content.

Think about your favourite customers, what they have in common, and how you talk to them. That way, you can use the same language in your marketing.

Creating a connection

What do your customers like about you? We connect with people for all sorts of reasons. You might share the same sense of humour or have a similar background. Maybe your business grew out of an interest that your customers share. Sometimes, they choose your business over a similar one because they like you or your approach.

Understanding where that connection comes from helps you to write in a way that engages your current customers and attracts new ones.

What gets people talking?

If you’ve looked at your numbers, you should have a good idea about the content that engages your audience and gets people talking. I often find that my most engaging social media posts are the ones that only have a tenuous link to my work. If it’s the same for you, dig a bit deeper. What type of content gets the best response when you talk about your work? Even if it’s only a few likes, it can help you to create new ideas or use similar language.

Are you being yourself?

Putting your personality into your marketing lets you relax and have a conversation with your ideal customers. That’s the theory, at least. I know I’m not the only person who worries about oversharing and putting people off.

As you create new content, ask yourself whether the words are flowing easily or not. If you find it easier to speak naturally in videos, transcribe them and turn them into written posts. Alternatively, you can work with a writer like me who’ll listen to you talk about your business and write new content for you.

What are you offering?

Do your products and services help the people you want to work with? For example, I love working with business owners who have a marketing plan and want a writer to deliver the words. I get excited about working with new people because I want to be part of their team. I still have products and services to help people who are learning, but it’s not what I spend most of my time doing.

Ask yourself whether you’re offering services that don’t get you excited or products you’ve fallen out of love with. Could you drop them and still help the people you want to serve?

If you’ve created a plan and want help writing engaging content that lets your customers get to know you, 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, sign up to my mailing list for hints and tips straight to your inbox every month. You can unsubscribe whenever you like.

Posted on Leave a comment

Want to create engaging content? Look at your numbers

Engaging content is about more than words - you need to look at your numbers too.

You might not think words and numbers have much in common, apart from co-existing on a school curriculum. However, your analytics can tell you a lot about what content is striking a chord with your audience and helping you achieve your business goals. Here’s my guide to help you look at your numbers and write engaging content.

Plan your business goals

I’m not going to tell you how to set business goals. For one thing, it’s not my department. For another, your version of success might look very different from mine. However, when you’ve decided what targets you want to hit next year, think about what your marketing needs to do to achieve that. Do you need to reach more people, improve your social media engagement or increase your email subscribers? Knowing where you want people to go helps you focus on the right platforms.

Look at your numbers

You can use your marketing analytics to work out what’s working in terms of the marketing platforms you use and the type of content you create. Reviewing your numbers helps you see what’s working so you can do more of it or tweak things to test a different approach. When you talk about your business, some posts get a better response than others, often due to the language you use.

Remember that what your audience responds to can change over time; regular reviews help you stay up to date.

Think about keywords

I’m hearing more marketing professionals say that SEO is getting less effective. While that’s probably true, there’s still a place for it. Google is the first place many of us ask questions, and if you offer a service in your local area, there are still plenty of people searching ‘service + town’.

So, look at your website analytics. What keywords attracted the most visitors? Where did they go next? Did they leave or visit another page? Look at keywords, but think about the customer journey, too. When people land on your website, what do you want them to do next?

Are your sales pages working?

As the name suggests, sales pages focus on selling one product. Everything on there should be targeted towards persuading someone to decide to buy. If you’re getting lots of visitors but not many sales, look at your language. Does it help your customers understand how buying from you will help them? Does it focus on their needs or your product? If you have some sales pages that work while others don’t, compare the words. Spotting the differences can help you update existing pages to improve their performance.

Social media engagement

If reaching your goals means getting more eyes on your content, look at your social media reach and engagement. Reach is good as it means the algorithm shows your stuff to more people. When your followers engage with a post, it’ll also start showing your posts to more of their friends.

Check your analytics to see which posts got lots of reactions and comments. It shows that the post struck a chord and that you used engaging language. You can create more posts with similar subjects and analyse your tone of voice. Are you using a different style on different posts, and how does that affect the response?

If you want to write engaging content that lets your customers get to know you, 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, for regular writing tips straight to your inbox, sign up using the form below. I’m a vegetarian so I hate spam and I’ll never share your details with anyone else.

Posted on Leave a comment

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!