‘Frighteningly good deals!’ – *side-eye*
‘Spook-tackular savings!’ – *heaves*
‘All the treats, no tricks!’ *crawls into my own coffin*
October is when our inboxes get bombarded with hundreds of these. You’ve seen them – ‘Ghoulishly good savings’ or ‘Boo-eautiful discounts’ in subject lines everywhere.
Can you tell I’m not a fan? Copywriters tend to avoid slogans, puns, and jargon, but like an obscure gadget you only use occasionally, they are useful in the right context.
Using niche keywords can boost your SEO significantly. SEMrush estimates over 500 million searches a year on the word ‘Halloween’ so you can guess the benefits of using it in your copy. However, given that you’re about to see the examples above flying to your inbox quicker than letters from Hogwarts, let me give you a little advice.
Don’t. Be. Generic.
Stay away from the obvious and try to be original. Get creative with your copy to get maximum attention and remember these points:
- Ready, aim, fire.Keep your audience in mind.References to gore aren’t appropriate for younger audiences; what works for teenagers at Alton Towers Fright Night wouldn’t be suitable for under 8’s at Pepper Pig World.
- It’s not just about the damned discounts.Don’t forget about engagement. Competitions for best costumes, pumpkin carving or a ghoulish feast are great ways to get your followers to interact with your brand.
- Curiosity killed the cat. Curiosity is good, it shows they are interestedand thankfully, your clients have opposable thumbs and can use those CTA buttons easily. Add buttons higher up the page and at the end to improve performance.
- Carve a connection. Create flow and consistency with iconography that matches your brand style and don’t stray from your brand tone of voice.
- Be scarily sensitive. Halloween and spooky season won’t work for everyone. Some industries should stay away from this topic altogether (funeral directors take note.)
Offering seasonal discounts is a great way to get visibility and boost SEO. If you sprinkle a little humour in there, get imaginative with graphics or offer a great deal you’ve got more chance of grabbing your customers’ and Google’s attention.
If you need help with SEO web-copy, captions, blogging or anything else copy related, get in touch with me here. I won’t ghost you.
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