Business Writing Strategy – Taking Account Of Seasonal Trends

We know that retail outlets create as many seasons as they think fit to the point of oddity sometimes. But what can you learn from them to create a writing strategy that will help you connect to your market.
Commissioning articles for printed media has to be done many months ahead of time. Christmas issues are put together at the height of summer and swimsuits photographed during winter storms.
If timing is everything what does that mean for your business?
? Write a blog and schedule entries ahead of time
Since you’re busy with a thousand and one things every day, blog entries need to be both spontaneous and planned. You may see or hear an item in the news that you think needs an immediate comment from you. That’s fine but most of the events of the year are fixed.
National holidays, religious feasts, the seasons are fixed or dates well known ahead of time. So you can write to order. You know the type of things that happen around your product or service at different times of the year and you can collect substantial amounts of writing that you can offer people at appropriate times.
One of my clients, an illustrator with experience in childrens’ work creates appropriate images for her blog at times like Christmas and Easter as examples of her work.
? Bisect both your database and your product list seasonally
You may have buyers who only surface at certain times of the year. Or for certain products. Weight loss is at its peak interest after the New Year and before summer holidays. All lifestyle magazines will make major segments about that and looking good.
How can you apply that to your business?
? Create an event
One tactic is to create an event and invite your clients/buyers to. A special recipe tasting for a restaurant. A limited edition product range. An online gathering with significance.
Creating interest and urgency is the key to these tactics and you need to be upfront about what’s happening and why. Give them a substantial reason to believe you.
Keeping in contact with your readers, buyers or prospects is important. The more regular your contact, the more likely they are to remember you, turn to you and prefer you. Using seasonal tags to hang your communication on is one strategy to use.
Eileen Parr
Author and Writing Consultant
Author of Writer’s Little Book… with BIG IDEAS
When you go to the website below you’ll find tips, hints and strategies to help you improve your writing and you can download a free article on how to survive writing a book.