Marketing copy, brand messaging, or just branding. It's the words you use to explain your brand to your target audience.
The key is finding the right words that your customer cares about.
Customers have a lot of choice these days.
Your success depends on them choosing you.
The challenge is how to make your brand pop into their head, at the perfect time.
Wouldn't it be nice if this happened more times than not.
The best way to do this is through language. Your brand's copy.
Finding the right words for your brand can seem daunting. With so many words to choose from, how do you decide which ones move the needle.
Start by answering this question.
Most brands only talk about themselves. You need to show your customer what you do for them.
Nobody likes being sold to. But they do like it when you SOLVE their problem.
Customers don't want you to be cute and clever. They want you to be clear.
If you're confusing, they will find a brand that isn't.
Relate to them, from their perspective, and they will reward you by opening their wallet (or more likely these days, using their phone...)
Now turn that into your brand copy, in three steps.
1Relate to your customer by identifying their problem.
2. Explain your solution to help them.
3. And describe the happy ending. Show or explain the transformation they will experience.
If this seems difficult to do, I can help.
Relate to your customer by identifying their problem. Use words that show you understand how they feel. Be empathetic to their situation.
Explain how your product solves this problem they are facing. This is where you include the unique features of your brand or offering, as facts that support your claim.
Describe the happy ending. Explain to them the transformation they will experience.
Your customers are giving you so many clues. It just takes some effort to find them.
You don't need expensive customer research groups. You'll be surprised how much information is available at your fingertips.
A few ways to conduct your own research.
Read reviews.
When was the last time you actually read the reviews on your own site, or posted in other areas such as Google reviews, tripadvisor reviews, yelp reviews (if you have a restaurant, bar, location people can visit)
Reviews are full of nuggets.
Talk to customers.
This one might seem scary but use the industry you are in to your advantage. People love to talk about alcohol. Ask them how they decide which brand to buy and be amazed at the thought process they go through. Why not ask yourself this question too...
Conduct keyword search.
It helps you understand the most popular terms customers are searching online.
Does keyword search sound scary? This gets into the world of SEO.
I can help.
I know the struggle of writing copy. As a brand manager for many years I knew this was my responsibility, but I never felt I had the time to do a proper job.
And if you are a business owner, you definitely don't have the time to focus on it. Or the skills to do it right.
Email me and we can set up a time, or if you're feeling brave, call me and let's talk about how I can help you.
I've written alcohol brand copy for so many years, you won't need to get me up to speed on the market...
