Whether you enjoy writing or not, the fact of the matter is it’s something you (and your team) will be doing a lot of as your business grows. Your copy and how you communicate with your audience forms the structure of your brand; how you talk to your audience and what you put out into the universe will determine how your brand is perceived – and ultimately how successful it is. So, needless to say, copy is a HUGE part of your branding efforts.
But what are the rules for great copy? How do you use your copy to connect with your audience – and get the kind of results you want? Here are 4 tips on how to use words to strengthen your brand:
The first thing you want to keep in mind when writing any of your brand copy is this: be genuine. Above all else, people connect with authenticity, and they want to work with brands they feel are being authentic.
So what does this mean for your copy? Well, it means that when you’re writing, you need to stay true to who you are as a brand. Your brand voice should reflect your brand values, your culture, and what you’re about. It also means that what works for other brands in your space may not work for you. Different voices and copy strategies have different levels of success depending on your branding and your audience, so just because you see other people following a particular copy structure or using a certain voice in their copy, it doesn’t mean that it will connect with your audience.
Every time you write a piece of copy, read it back and ask yourself “does this sound like who I am as a brand?” If the answer is no, rewrite it.
Another thing you want to be hyper-aware of when writing copy is being honest. This is particularly important in sales copy. One of the biggest assets you have as a business is the trust you have with your customers, and the last thing you want to do is break that trust by writing half-truths or flat out lies in your copy.
This low-grade dishonesty typically comes out when you’re trying to write copy to persuade your audience to buy your product or service. To avoid this, when writing your copy, stay away from using sensational language or making claims that can’t be backed up with facts. Don’t exaggerate and stick to the truth.
If you write something to your audience, make sure it’s something you can back up with facts.
One of the most important aspects of branding is consistency. You want your audience to have a consistent brand experience whether they’re interacting with your brand on your website, your social media channels, or through a print poster campaign.
Before you write ANY copy, you need to determine a brand voice. What do you want to say and how do you want to say it? Get as specific as possible and try to develop your brand voice with your audience in mind: what type of voice will they respond to? Would your audience connect more with a friendly, casual tone? Or are they looking to you as an authority and, as such, need a more authoritative and corporate tone?
Once you determine your brand voice, you need to make sure you carry that voice across every piece of copy you write.
Just as important as authenticity, honesty, and consistency in your copy is emotion. If your copy is flat and emotionless, it’s not going to connect with your audience – and, as such, they’re not going to be moved to engage with your business further.
When writing your copy, use language that packs an emotional punch. For example, if you’re writing a social media post to get people interested in your new product, use your copy as a way to build an emotional attachment between your audience and your product. What problems will your product solve for them? How will it make them happier or more content? How will it make their life easier?
By appealing to your audience’s emotions, you’re significantly more likely to see results from your copy.
How Can We Help?
At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates, and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.
I sincerely hope that you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at firstname.lastname@example.org to arrange an obligation free 10 minute discussion with a member of our expert team.