When pitching your concept, product or service, brand recognition and appealing to your target audience is essential.
To do this you need to:
Missguided's collaboration with Love Island over the summer was genius and saw their sales increase by up to (a whopping) 9000% on outfits the contestants wore on the show. Apparently, the islanders were very cleverly offered a free 'gifting suite' of clothes by the brand before they packed their bags. Love or hate the show, it is a huge hit with their target audience of 16-30 year old's and a campaign bang on point. You can read more here: loveislandeffect.
Regardless the size of your campaign, some savvy marketing and writing is proven to increase brand recognition, loyalty and sales.
Your website and social media are your silent sales partners and should be converting customers. If your visitor cannot easily understand your site and find what they are looking for, they move on in a matter of seconds.
When launching your campaign, tell your creative team exactly what you want. Have comparisons, demo the product and go to town describing the features and benefits to your team. That is your version of the canny 'gifting suite.'
I was invited, by a lovely client of mine, to a meeting last week and a spot of lunch with the creative team. Whilst pleasant, this was very clever.
Before we went for lunch, the client took the time to show me the new product they wanted me to help launch. I was given a demo of the product, in fact we took it apart and rebuilt it, and said client showed me its many impressive and market-leading design features.
I went away from the meeting with a visual experience to rival any written brief. I was able to write a nine page brochure rather effortlessly, that truly captured the essence of the product and the tone of the client. Most importantly, I really understood who would want the product and why.
Copywriting is different to other forms of writing. Copywriting is the ability to sell, persuade and engage. It is not to be confused with creative writing. Long words, stories and paragraphs have no place in copywriting. You must try and appeal to everyone and be clear and easy to understand. Use short, punchy sentences that elicit interest and hold focus.
Copywriting is the ability to keep readers on your page and convert them into customers.
How is your silent sales partner performing?
If there is anything I may assist with, the first hour is on me:
As always, warmest regards,
I love writing, but writing isn't just words. It is the ability to stir feelings, spread your message and unite people.