Room to BREATHE
The Copywriter Column #80
It’s our busy season at the marketing agency.
Working with direct-to-consumer brands, we’ve been in a mad sprint since mid-September helping our clients ramp up and make effective strategies for their Black Friday and Cyber Monday sales (BFCM).
While some clients keep their offers simple (bless them), others choose a more complicated route, segmenting offers based on previous customer purchase behaviors or presenting upgraded offers depending on items added to cart.
In my experience, especially with BFCM where email and SMS volumes are high, the more complicated your offer, the more room for mistakes.
During November, we throw scope out the window for our clients. So if we usually write 8-10 emails for a client in any given month, we might write 25-30 of them for clients in November to accommodate the sales period.
It sounds like a lot… because it is. But you also have to remember not every person on their list receives every single email put in the queue.
That said, multiply 25-30 by 8-9 clients on a typical copywriter’s roster and you have 200-270 emails to write in about a two-week period.
It’s a lot.
I think it’s a common misconception to think that creative teams at agencies are remarkably large, are used to insane volumes of work, and can crank out creative on autopilot.
That’s not the case though.
We’re people with limited creative output.
That said, this week it’s been extra important to take breaks and find room to breathe.
I’ve made it a habit to get out of my chair every 50 minutes to get a cup of coffee, glass of water, to step outside, to stretch — you know, take a break.
Does it recharge all my batteries?
Nah.
But it gives me space between my brain and the computer screen, and honestly, it makes all the difference.
How do you pace yourself during busy seasons of work?
Drop your thoughts in the comments!
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