Perfectly Content: A Brand Love story
Remember the early stages of falling in love? The quickening heart, the pervasive thoughts, and the butterflies in your tummy?
Does your brand inspire that kind of excitement in your audience?
The trope of marketing paralleled with love stories is nothing new. Although the advent of tinder and related dating apps, does eerily match the behaviour of buyers on online. Communicating with prospective customers relies on devices to woo prospects into falling in love with you. Well, your brand at least.
Rather like the idea of tinder, where you want someone to swipe right and choose you, you now have just a matter of seconds to try and hook visitors in when they visit your website. Remember it’s likely to be done via smartphone these days too.
When looking for a date, or potential match, whether it’s online or in ‘real life’, the first thing we look at is appearance. Yes, it’s true that the first thing to make or break the decision making to stay on the page lies within its design; the words you use are what keep people there. Which is why you should always write for people, as opposed to engines.
Because after deciding they have a handsome, pretty, kind, caring or nice face, we then look for compatibility. So even if you have a product that tastes amazing, people are looking for a feeling too. It’s belonging, it’s empathy and it’s something that eases their conscience.
These days we feel guilty about spending money, so anything that helps us feel our money will go to real people, good people, helps ease the way we feel about spending it.
And this is why we need to create a chemistry between curiosity and conversion. The magic happens here in effective communication. My friend will immediately swipe left when someone misspells something, uses bad grammar, or uses stale clichés.
Gone. Like that.
Next, the crucial bit that creates desire, comes down to how they describe themselves.
All too often we read the same words in an About Us section. We read that people are passionate, expert, or professional. But we don’t know anything about them. This is really important for brands. Write, rewrite and edit this piece of information so it distils the essence of who you are and what you stand for. Or hire a writer who can communicate your brand.
Use language that sparks interest; find exciting ways of communicating content outside of words. Use images, video, infographics and quizzes to gather information about your audience and build a picture of who you are talking to.
And talk to them.
Through content marketing, use words that incite emotions. Without wanting to sound too ‘English teacher-y’ (bearing in mind this was my job for 5 years), these are created through imagery, connections, poetic devices and tone of voice.
To make someone fall in love with your brand, endear them to what makes you unique.
Since I grew up in Cornwall, it’s in my blood. Everything I write, and some of the brands I write for, are riven with its scenery and images of its surging seas, clattering cliffs and burnished beaches. This is what makes it unique, which is why I love writing about it. I write copy for clients in accounting to zebras too, and what makes people fall in love with them is communicating who they are and their moral compass.
To speak about anything from straplines to features, give me a call today on 07729263818 or chat via email about hiring me.