Four Easy Steps to Write Your Brand’s Copy
May 31, 2016
We’ve previously written about important it is for your brand to have a developed voice because the way that you communicate through blog posts, advertisements, through your website, and more will set the tone for whether or not someone is interested in interacting with it. What may seem natural or comfortable can be alienating or not be the push that someone needs to choose your product over another person’s, or to come back and visit your brand time and time again.
Writing copy, or the written materials associated with your brand, should be considered just as important as your logo, your brand’s colors, and even your business name. How can you do this? Easy! We’ve broken down some easy steps that you can take to write the perfect copy, time and time again.
Know your target audience.
Knowing who you’re catering to and what they’re looking for is the first step in writing copy. If your products or brand appeals to an older demographic, perhaps using slang or new terminology may not work. Similarly, this can be a great place to learn more about who you want to cater to. Think deeply about your audience. Who are they? What are they looking for? How do you fill a need? What do others say about writing to and about this population? Sometimes asking questions within your copy will get you the answers you need. One example is leading a post with: Are you thinking about switching careers? If it gets like, shares, comments, and clicks, you can be sure that you’re hitting the right audience at the right place. If it doesn’t, you may not be on the right site, advertising in the correct place, or wording your catch properly.
Focus on clarity
There’s a lot of information on the internet, and even more information if you’re writing on Facebook, Google, and other advertising sites. You want anyone looking at your ad, blog, anything written exactly what they’re going to be reading if they click your link. This doesn’t mean oversaturating with information about your brand, but the value they’ll receive when they’re done. Why should they do what you’re asking?
That being said, simplicity is key. Don’t put too much information in copy since you’ll lose people’s attention if it’s too long. Are you promoting a new flavor of scented candle for your brand? Something like “Ready for Summer? Check out our NEW beach waves scent now.” works more effectively than “Wow! We can’t wait for summer…it’s right around the corner. We’ve been thinking hard about what scents you’ll like best and I think we finally have it! Introducing, beach waves, found online and in-store now.” Which one grabbed your attention?
Tap into the psyche.
This sounds a lot more sinister than it is! This means that you can create hype and interest by making someone reading your brand’s copy feel like they are special, by addressing their emotions head on. A sense of exclusivity is something that many marketing teams have been using to their advantage- think of the American Express tagline: Membership has its privileges. Doesn’t that just make you wonder what kind of privileges American Express members get that you don’t? How do you become a member of this club? In that same vein, you can use emotions to get reactions.
Create urgency around your call to action (CTA)
Your CTA is what will cause someone to act, whether that is clicking on your website, buying your product, sharing your link- whatever your end-game is. Of course, someone may eventually get around to completing this action, but you want to make them do it now, while the article makes sense, while the sale is still happening, or while you’re making the end-of-the-month sales push. Whatever it is, don’t be afraid to directly ask for it, and ask for it to be done now. It’s not always as simple as saying “Buy Now”, but rather, “Start your free trial before it expires” or “Take advantage of this sale by Wednesday!”.
Writing good copy takes time, and it’s something that needs to evolve as your brand does. What worked for you at one point may not work any longer as you cater to new customers and returning ones. However, by keeping these four components in mind as you craft your brand’s written branding, you’ll be able to adapt, evolve, and keep growing with your brand.