Lauren
With an increasing number of people being able to participate in Father’s Day celebrations for the first time since the start of the pandemic and Father’s Day spending projected to hit record highs, this holiday is one that your business cannot afford to skip out on.
According to the National Retail Federation, 75% of consumers celebrate Father’s Day. If you play your cards right and market effectively, your holiday-themed email campaigns and social media posts can help you bring in a lot of revenue during the Father’s Day season.
However, while it is important to try and capitalize on this holiday, you have to be careful about writing holiday copy in order to connect with your customers, build brand awareness and loyalty, and boost your profitability. If your email campaigns are chock full of slogans that don’t sound like your brand, offensive stereotypes, or copy that only recognizes “traditional” families, you might not see the results you want.
Here are a few tips to help you nail your holiday copy this Father’s Day:
Create a gift guide
Finding the perfect gift to show just how much a father figure means to you can be easier said than done.
Sometimes consumers know the stores where their father figures like to shop, but they aren’t quite sure what to buy from these stores. Sometimes consumers know their father figure’s different interests like sports, cooking, reading, or camping, but they are not sure which products would be best for engaging in these activities.
You can help your consumers find the right gift by including a gift guide. This guide should include a variety of items spanning a variety of interests and price points.
When you include a gift guide with your copy, it makes it easier for your audience to find the right Father’s Day gifts, increases the likelihood that they will shop with your brand, and shows them that you care about providing value and meeting their needs. A positive Father’s Day shopping experience can lead to repeat customers and improve your brand loyalty, which will be great for your brand in the long run.
Be inclusive
Father’s Day is important because it honors fathers- in all the shapes and forms they come in. For every consumer that has a biological father that they want to recognize on June 20th, you will likely have others that want to celebrate a stepfather, an uncle, a brother, a godfather, a grandfather, or some other father figure.
It’s important for you to keep this in mind when writing your holiday copy. Try using inclusive terms in your writing and make sure that you emphasize that this is a day for all of the people who play a fatherly role in a person’s life.
Stay affordable
Just because your email subscribers and followers feel like the father figures in their lives deserve a new set of golf clubs or a brand new flat screen television doesn’t mean that they can afford to buy these items this Father’s Day. The National Retail Federation reports that the average shopper who celebrates this holiday spends roughly $174.10 on Father’s Day gifts.
If your gift guide or email campaign only suggests expensive gifts for Father’s Day, chances are your consumers will delete or ignore the email and shop elsewhere.
Father’s Day copy is a great opportunity for you to push accessories or objects that will complement bigger gifts. Are they shopping for a grill master? Instead of only advertising costly new grills, push aprons, gloves, seasoning sets, or other products that can help make grilling easier. Are they shopping for someone who loves to exercise? Instead of only advertising expensive gym equipment, promote exercise clothing or workout shoes.
This will help you connect with customers who are trying to honor the father figures in their lives without it costing them an arm and a leg.
Be true to your brand
While it can be fun to show consumers gift ideas that will “hit the ball out of the park” or to tell your consumers that your Father’s Day deals are a “hole-in-one,” if these slogans don’t match the tone and identity of your brand, they will not resonate with your audience.
If you try to sound like someone you are not, your consumers will see right through you, and this can cause more harm than good. Instead of trusting that your brand is looking out for their best interests, your consumers will think you are willing to switch your identity at the drop of a hat in order to make a sale.
Think about your brand’s core mission, vision, and voice and craft copy that connects with your audience without sacrificing your brand’s identity.
Avoid stereotypes
All too often, brands play into stereotypes when they write holiday copy. This is especially true leading up to Father’s Day where many brands play up the “goofy dad” or “macho man” stereotypes that are oftentimes untrue and offensive.
Don’t write copy that assumes that fathers want to take the day off and get as far away from their families and responsibilities as possible. So many fathers and father figures give and sacrifice everything for their families and loved ones, and to suggest otherwise would be offensive.
Don’t write copy that makes it seem like it is not okay for fathers to be in touch with or express their emotions or their feelings. Many dads and father figures are not only willing to show emotion but are actively teaching their kids and loved ones that it is good to express emotions and are actively working to make this more acceptable in society.
Don’t write copy that perpetuates the ideas that fathers are goofy, useless, and helpless without a woman to help keep things together. There are many single dads and father figures who are doing an incredible job raising their families alone. This stereotype also implies that fathers, whether single or in a partnership, are not as invested in their families as mothers.
The last thing you want to do is alienate your audience or lose customers because your brand’s content perpetuates harmful stereotypes.
Before you write any email campaigns or social media content for Father’s Day, make sure you think about the messages you are sending to your audience and whether or not these are the ideas you want your brand to communicate.
Make an emotional connection
Even when you’re not writing holiday copy, it is important for everything you send to resonate with your target audience so that these consumers find your content valuable and relevant.
Remember that Father’s Day is all about people recognizing and expressing gratitude for father figures who have made a difference in their lives.
Create content that highlights the way these father figures show support, love, and guidance to their families and friends. Write email, website, and social media copy that causes your target audience to reflect on all of the great things that their father figures have done for them so that they feel a renewed sense of gratitude and appreciation for the father figures in their lives.
This type of content will add value and help your audience connect with your brand.
