3 Tips to Writing Brand Copy that Drives Sales

Customers care about the copy

The primary currency of a brand is usually it’s logo and website. However, branding has many other facets and one of the most overlooked is copywriting. When done correctly, copywriting can give you a significant edge in a progressively tough, competitive industry. Regardless of the business and market you operate in; you need to provide your clients with unique and well-written content that differentiates your brand. Delivering fresh content that highlights your unique value enables you to stay relevant and establish yourself as a leader in your industry. As a business, your end goal is to engage and educate to guide your buyers to a sale. So, the words you choose can mean the difference between an excited new customer or a disinterested passer-by.

The “best quality and service” copywriting cliché:

This means avoiding the use of generic and cliche expressions such as “Quality” or “Service.” Doing so makes you appear lazy and makes it hard for consumers to believe you because such terms have become some of the most overused words in content marketing. As a result, they hardly excite clients’ interest in your content, brand, or product.

This happens when businesses don’t know why they matter to their customers. Most times they don’t even know what makes them different. 


Take a look at this image below of a Google search done for local “carpet cleaners”:


The green boxes are called meta descriptions, in them you will find the information that Google will give your customers when they search online.  Most times businesses don’t think of what to write in this location, so Google will auto fill that data with whatever text can be found on the website. This doesn’t always make for compelling copy, which can be detrimental to click-through rates or “CTR”. 


Companies overuse the words "Quality & Service" in Copywriting
A break down of the copywriting in the SEO meta descriptions from the Google results above


Breaking down the copywriting from the meta descriptions above:

Which one of these results do you think will end up winning the customer’s business? Brand A addresses the customer’s concerns, offers their solution, and focuses on providing VALUE right away with their copywriting. They make sure to have their SEO right from the very get-go. Brands B through D only talk about their business, their quality and service. The difference is clear: Brand A has taken the time to understand their customer and what matters to them the most. The fact is that customers don’t care about your quality or service. What they care about is that you will fix their problem. Don’t talk about yourself, talk about your customer when copywriting. The SEO meta description will most likely be your brand’s first touch-point for potential customers. So, it’s  vital that it’s compelling and focused on your customer, rather than your business. 


Here are some pointers that you can use to make copywriting better:

  • Stop bragging about quality and services with your copywriting:

Seriously, it can irk the customers because they are not there to hear about you. When a customer opens a website, he or she is most likely in search of a solution. So, when you give your website an opening, talking about your quality and services, the visitors lose interest instantly and look elsewhere. The reason for this is because you are putting an extra step in addressing their problem. Instead, separate yourself from the competition by providing relevant content that contains specific details regarding what makes you different from the rest. Every business has some strengths that differentiate it from the competition. Even identical competing companies are fundamentally different. So, your content should focus on those unique strengths. For instance, If you are a small operation, own that fact. You can state that your small size means that you will always be on time because you cater to a smaller demographic. It’s important that your copywriting always tie a fact with a benefit that directly affects your customer in a positive way. 

  • Try to focus on benefits, not features with your copywriting:

Features are like a foreign language to a customer. They simply don’t understand when companies talk about the size of their fleet, the machines they use to clean thing, or the details involved in manufacturing their goods. Terms like “PSI”, “GIGS”, “polyurethane”, “organic”, “non-gmo”, are all features. They only want to know how that feature is going to help them in a simple to understand language. So, instead of writing down every feature of the product, just simply state what the benefit of that feature is to the customer. Don’t talk about how many gigs of space your system offers. Rather, talk about how the large hard drive will allow them to edit videos and share those moments with family. By doing so, you give the feature context to the customer. Only when the customer can imagine themselves actually using that feature, will the feature matter to them and drive the sale.

  • Find out why you matter to your customer:

Businesses that make it a part of their brand design to deliver content that focuses on their uniqueness emphasize their competitive advantage by doing so. And this makes it easier for potential clients to see why they are ahead of the competition. You too can imbibe this practice by providing content that offers insights into what makes your business unique. You can do this by focusing on a single feature or benefit that satisfies a need, solves a problem, etc. The point is, you need to show consumers what’s in it for them. Buyers care a lot about how your content is going to help them. So there should be less emphasis on your organization and more on the value that you bring as a business. When consumers find that your content doesn’t educate or help them in any way, they will leave and never come back.

  • Copywriting should keep them engaged:

A customer is likely to leave your website within seconds of opening it if the first thing they read is about your company. This is because consumers care more about the product or service you are selling, the end benefit of using it, your target market, and what makes your offering unique than they do about your company itself.

If your product has a unique feature, tell readers in concrete terms what the item does that no one else in the universe provides. When your content fails to articulate this, consumers will assume a benefit, which might not be in your interest. The more value your content offers customers, the longer you can hold their attention, and ultimately, the more loyal they become. So, businesses must ensure to communicate a clear value proposition to their clients if they wish to convert visitors into leads and sales.

For more detailed information on the subject read:

Selling the Invisible 

Creative Strategy & the Business of Design


Other great branding articles

Brands VS Service Businesses Infographic

Your Logo Is Not A Brand