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Council Post: 14 Tactics To Avoid When Writing End-Of-Year Sales Copy

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Council Post: 14 Tactics To Avoid When Writing End-Of-Year Sales Copy

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The end of the year is a time when people and companies, consumers and brands alike, reflect and look ahead to starting a fresh new year together. While your company may reach out to clients, customers or prospects primarily to thank them for their loyalty and consideration as the seasons change, business is never totally off the table. Of course, showing thanks for your buyers’ support isn’t mutually exclusive from reminding them of the valuable solutions you offer.

However, when writing sales copy as the holidays wind to a close at the end of the year, it may be better to focus less on conversion and more on connection. Taking the right approach is key to ensuring a warm reception from your target audience, as a single misstep could be one too many if you want your message to stand out amid countless others. Below, members of Forbes Communications Council explore tactics to avoid when writing end-of-year sales copy, why, and what to do instead.

1. Repeating Yourself Or Others

Avoid saying what you said before, as well as what everyone else is saying. Be real with your audience, acknowledge uncertainty and express gratitude for their partnership in 2022. Avoid platitudes—be original! Quality clients will close the page and delete anything that is recycled or shallow. – Ken Sterling, BigSpeak Speakers Bureau

2. Fearmongering

It’s low-hanging fruit to market to people’s fears in a tumultuous time when everything is changing and both people and companies feel unstable. The best marketers understand how to give people two things at year-end during volatile times: hope and a life preserver. Show people that you understand them, that you can help them, and then give them a path forward to better times instead of fear. – Leslie Poston, Austin Data Labs

3. Focusing On Year-End Goals

Some focus on “end of year” and “year-end targets and goals.” That is internal sales-speak. Potential clients and consumers are less interested in your year-end goals and more interested in working with a brand they respect. – Brad Sivert, Tavant

4. Being Pushy

One tactic to avoid when writing sales copy for the end of the year is being too pushy. You want to avoid coming across as desperate or needy, as this will turn people off. Instead, focus on being helpful and providing value. Let people know what you have to offer, but don’t be too pushy about it. – Tony Liau, Object First


Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?


5. Fostering A Fear Of Missing Out

I think the days of fearmongering and FOMO are over. Today’s buyers are savvy enough to see through the tactics. Just be genuine, put your best offer forward and nurture the connections you developed throughout the year. You’ll be surprised at the response. Just remember, buyers buy from those they trust and like! – David Franzen-Rodriguez, Bitcoin Depot

6. Using Generic Clichés

Avoid the clichés. We’ve all seen the generic New Year’s resolution messages, and they don’t resonate. Focus on being authentic and speaking to the genuine concerns your ideal customers are currently facing. Being seen as a source of support, wisdom and help will enable you to close more sales than any platitudes will. – Melissa Zehner, The Content Market

7. Talking About Your Budget Or Discounts

At the end of the year, it’s tempting to use language around using up budgets or discounted pricing to close the sale. That’s usually a tactic that can leave a bad taste in the prospective customer’s mouth. Remember that conveying the value of your product or service is still what’s most important to your audience. Don’t forget to include it in your sales copy. – Rekha Thomas, Seismic

8. Grabbing Attention With A Catchy Phrase

Building a lifetime relationship with a new customer is not an end-of-year exercise. I would focus all of your copy, year-round, in a similar way: adjusted to the latest market trends and buyer interest. In the long game, the customers you invest in and build value for will be focused on deep relationships, not a catchy phrase to get their attention and get them to buy before the year’s over. – Jonathan Shroyer, Arise Gaming

9. Writing Cute Headlines And Hard-Hitting CTAs

Avoid cute headlines accompanied by hard-hitting calls to action. Instead, write a short and purpose-driven headline and supporting copy. Thank your customers for being loyal users and show gratitude for their support. Give them a glimpse into what you are planning for them in the coming year. After all, the year’s end is about reflection and what’s to come—not pushy, in-your-face selling. – Parna Sarkar-Basu, Brand and Buzz Marketing, LLC.

10. Recycling The Same Verbiage Every Year

Avoid repeating the same verbiage you use every year. While going back and revisiting your old content strategies and copy can be a great way to refresh your memory about what worked and what didn’t, using the same language verbatim can quickly become stale. Try to switch up the language and message to appeal to this year’s audience, and keep in mind that a lot has happened in the last year. – Victoria Zelefsky, The Menkiti Group

11. Emphasizing Selling

Make it personal. Regardless of the time of year, your message should emphasize supporting your customers’ needs, not selling. Offer unique guidance on how your organization can deliver value to your customer. Deploy customer care reps, and highlight how you’ve built relationships over the years; the personal approach through one-on-one outreach will be more meaningful than mass emails. – Megan Longenderfer, Victaulic

12. Pushing Sales Just To Meet Commitments

Writing sales copy for the end of the year can be tricky because sometimes we need sales commitments before the new year, but we do not want to come off as desperate or put too much pressure on a sale. If someone knows that you are pushing the deal just to get a sale and not trying to be a partner for them, it may push them further away from making a final decision. – Sarah Lero, A.L. Huber

13. Pestering And Pitching Hard To Hit Quotas

The end of the year pushes sales and marketing teams to be aggressive about hitting quotas or finishing the year on a high note. This shouldn’t be done at the expense of consumers by pestering them to buy. Offer a valuable proposition that appeals to prospects and then give them space. It’s better to soft sell and retain a prospect who’ll convert next year rather than pitch hard and lose them forever. – Asad Kausar, Dabaran

14. Looking Back At The Past

Remember that the end of year is also the start of a new year. Generally speaking, customers are not interested in looking back; they want to know what’s coming. Focus your external messaging on plans for next year, and use the end of the year as a segue to talk about what is coming in the next 12 months. – Andrew Martin, Asia Online Publishing Group

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