Vanilla Copy Won’t Get You Very Far

Why It’s Better To Be a Marmite Kind of Brand

Welcome to the era of the internet where every business is scrambling to stand out and leave their mark. With the endless possibilities that the web provides, it’s easy to get lost in the crowd of competitors. But fear not, copywriting is here to save the day!

Don’t let your brand copy be a snooze-fest with dull words scattered everywhere. Copywriting brings your brand to life with personality and story-telling skills that keep your readers hooked.

Your copy should be the ultimate tour guide for your readers, leading them down the path of taking action and becoming loyal, returning customers. To truly craft a brand that resonates with your target audience, you need to know them inside out, like the back of your hand. Research is key to understanding what your customers truly value and how you can cater to their needs.

The science of story telling

Storytelling has been done for thousands of years. Instead of gathering around the fire or making cave art, we now have screens, social media, websites & email.

When you’re told a story, your brain releases dopamine, cortisol, and oxytocin. These chemicals make up a pleasure cocktail for your brain and leave you forming an emotional connection with the narrative.

  • Dopamine makes you feel invested in the story and respond to emotionally charged events. This is why we remember stories up to 22x more than facts or figures alone.
  • Cortisol makes you focus and pay attention to the story. It’s commonly known as the “stress hormone,” but there’s nothing negative about cortisol’s role in storytelling. Its job is to grab your attention and get you hooked on the narrative.
  • Oxytocin makes you feel empathy and builds your connection with the story. It’s the reason why we relate and connect with narratives that are not actually about us.

If you’re looking for a master of persuasive copywriting, look no further than the Aussie skincare legend, Go-To, created by the genius mind of Zoe Foster Blake.

Their copy game is next-level, with every word oozing personality and authenticity. Their website, emails, social media, and even their packaging all have that signature quirky, honest, and inclusive tone that you just can’t resist. It’s like you’re having a conversation with a bestie who truly gets you. In fact, you could spot a piece of Go-To copy from a mile away – that’s how unique and memorable it is.

I love buying skincare from them simply because of the copy! Every step of the customer journey feels like a personal chat with a BFF who just gets me. They provide the support, education, and entertainment that I need in my life. I feel safe, supported and seen during every interaction and I was instantly welcomed into the Go-To community even before I made a purchase. I’m amazed at how they manage to tick two boxes in Maslow’s hierarchy of needs with just one purchase – keeping me feeling safe and like I belong. I felt like I had found my new skincare family.

You Never Get a Second Chance at a First Impression

When it comes to online businesses, your content is like the outfit you wear to a first date. It’s the first thing your potential customers see when they visit your website or social media pages.

If you show up in a potato sack, they’ll probably run for the hills. The same goes for your content. If it’s poorly written, boring or just plain irrelevant, your customers will bounce before you blink.

But, if you dress up your content with some sparkly personality, juicy information, and a dash of wit, you’ll have them hooked faster than you can say “gotcha”. They’ll be head over heels in love with your brand and ready to take action. And that, my friend, is the recipe for an easeful business.

Some Copy Shines Brighter than Others

There are more types of copywriting than there are letters in the alphabet and each one is as unique and important as the next. From content marketing to social media, direct mail to website copy, there’s a whole world of wordsmithing to be explored.

However, each type requires a different set of skills, tones, and styles. You can’t just copy and paste your way to success. Like Go-To Skincare, you need to approach each project with a fresh perspective and be willing to adapt your voice to the medium and audience at hand.

Copywriting is Content Marketing’s Wing Woman

Content marketing is the cool kids of brand promotion. Whether you’re crafting blog posts, tweets, or conversion-worthy emails, your copy is the key to the audience’s hearts.

To create a real connection, you have to understand what makes your audience tick – their internal and external motivators. Their internal motivators are those deep-down feelings that give them goosebumps. Like if they have a fear of heights, overcoming it is a major win. Show them that you get it and you’ll create a sense of belonging they crave.

External motivators are the practical things – those outside forces that drive us to do things, like choosing a supermarket based on loyalty points.

By highlighting both of these in your copy, you’re giving your audience a reason to pick you over your competitors.

Is Your Copy Popping or Flopping?

Recent research shows that businesses that maintain a consistent presence across all platforms see a 23% increase in revenue. So, it’s important to make sure your copy game is strong!

Here’s some tips to elevate your copy:

  • Keep it simple, silly! Use language that your clients can understand, skip the jargon and avoid being a sleazy salesperson. Don’t make your readers feel dumb by using big words unnecessarily.
  • Address their pain points. Remember, it’s not about you, it’s about them! Your customers want to know how your product or service can solve their problems, so make sure you communicate that clearly.
  • Highlight the benefits, not just the features. Features are important, but it’s the benefits that really sell. Don’t bore your audience with a laundry list of product features. Instead, tell a story about how your product or service will improve their lives.

There’s no question about whether modern consumers enjoy learning all about the brands they love. The answer is definitely yes, and companies know it and HubSpot’s brand statistics show that 86% strongly favour brands that are authentic and honest online.

Good copy rules the online world and businesses who leverage this will stand out in a crowded online marketplace.