Taking the time to write thoughtful copy about your brand can help in many ways. A clear bio and product descriptions along with an authentic about section helps tell your brand story.
Succinct, meaningful copy will also allow you to paint a picture about your business to consumers, press and anyone else that may be interested in your company. Plus, who doesn’t want website and marketing materials that shine with clarity?
Think of writing as another investment in your business. Know that it will take some time and come with brainstorming, re-writes and hours of edits, but in the end, it will be worth the commitment.
Here are 5 considerations for your brand copy:
1. Make it On Brand
Your brand needs to have meaning and you’ll be the one to decide how it’s articulated. To get there, ask yourself what are the three words to describe your brand’s aesthetic and three words to describe your brand’s voice. For example, if you choose colorful, print-driven and feminine, your website and marketing materials probably wouldn’t be black!
The words you choose can be used as filters to help you hone in on how you describe your company. These filters will also allow you to evaluate whether your copy is on brand.
2. Use Proper Grammar
This may seem like an obvious, but make sure your copy is grammatically correct along with your punctuation.
3. Romance Words Sparingly
The words you choose should have meaning, and of course, a bit of romanced language is great in small doses. Using big words, too many descriptions and trying to say too much may dilute the quality of your content. Plus, consumers don’t read that much and just like good design, less is more.
Your content should also be backed by facts. For example, if your products are sustainable, made by artisans or environmentally friendly, be able to prove these claims through photos and really good storytelling.
4. Make it Consumer Friendly
Copy should be consumer friendly and relevant. Sometimes, it’s easy to talk in industry language, which may not make sense to your audience. You’ll have to decide what your target may or may not know, so take a moment to step back to get into their heads to see if it will resonate.
5. Describe Features & Benefits
It’s important to describe the features and benefits of your products. Sure, people buy products because it may look good, but communicating the functional or technical benefit is just as important because consumers will most likely consider these elements when deciding whether to make a purchase. Details such as fabrication and construction considerations can lead to a strong benefit.
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