Imagine you’re in a room full of people. Everyone is talking and laughing and doing the summer things—waving fans to cool themselves, drinking lovely sparkling beverages, and running outside to jump in the pool.

It starts gradually, but suddenly you realize the room has changed. It’s a little chilly now, and the hilarity and laughter that was present just a few minutes ago… feels like a bit much. Most everyone seems to get the memo that it’s a new environment now except that one person in the corner who keeps furiously waving their little fan and walks around offering more chilled sparkling waters to everyone and seems annoyed when their friends won’t go jump in the pool with them. Everyone except that one person heads to get sweaters and warm drinks, instead.

The illustration is corny, but you get the point–if you want to have genuine connections with your people, you have to read the room.

You should be aware of what is happening with your audience in more ways than just the obvious seasonal changes! But as the weather cools and darkens, it’s important that you stay in tune with the pain points or needs your ideal clients may be experiencing as the seasons (both literally and figuratively) come and go. 

Let’s look at a a few ways to reflect the season in your copy

#1. Be conscious of the changes in your audience’s moods and schedule.

Likely they have less time and more pressure with the onset of busy school schedules and upcoming holidays. use extra care to not pressure them or add things to their plate that they can’t handle. your offers should feel like a relief.

#2. Choose words that feel like the season—inviting, cozy, and nourishing.

Your offers should feel like a relief–and so should the words you use to talk about existing offers. Be extra gracious and understanding in the language you use, and select words that reflect the best parts of the season.

#3. Use visuals that complement the new atmosphere.

Your copy and your design always work together as a team. Choose visuals that go with the season. your pictures don’t have to be explicitly “fall-ish”, but also maybe don’t only use pictures of spring blossoms, either. 😉

As the seasons change and you get more of an itch to  “change things up” in your business, make sure you do that in a natural way instead of rushing to the next season.