By Felicia Knight
We get it. It’s a busy time of year. You may be trying to get everything done so you can take time off over the holidays. Or maybe the client is insisting on a “funny parody” to promote an event or product. Whatever it is that’s pushing you toward any of these clichés, resist—and instead insist on a little more imagination. Be firm and say “no” to:
Any parody of any line from “A Visit From St. Nicholas.” Commonly referred to as “’Twas the Night Before Christmas,” Clement Moore’s poem has been parodied to sell everything from mobile phone plans to men’s underwear. (Nothing says “Christmas” like a pitch to package the family jewels.)
It’s beginning to look a lot like… We love Meredith Willson’s holiday song, but we don’t love it as an intro to the weather forecast or copy for a department store sale. It’s tired and uninspired. So, no. Just no. (And helpful tip: “a lot” in any context is two words: a and lot. Never alot.)
The white stuff. While we’re mentioning weather, please just call it snow.
The Grinch who stole… the money for the homeless shelter, the donated toys for tots, the wise men from the crèche—just fill in the blank. Sad stories all, made all the sadder by the same words we heard and read last year. And the year before.
’Tis the season. This is, hands down, the laziest of holiday copy writing. Whether it’s promotional, sales or news copy, anyone older than 12 who uses “’tis the season” is guilty of gross lack of imagination. ’Tis the season? ’Tis the reason you’re fired.
You’re probably thinking, “Wow, what a Grinch!” But no, we’re not stealing anything other than the opportunity for taking the easy way out in holiday copywriting. The principles that work all year round, work especially well during the holidays: tell a story, keep it simple, make it personal, know your audience.
One other helpful tip—no one actually likes fruitcake.