Are you at a loss for words when it comes to your business? Does a chill run up your spine when you think about copywriting for your brand? Chances are, if we were in a room and I asked for a show of hands, the room would resemble a concert with a sea of fingers making waves in the air.
Finding the right message can make your brand a rockstar.
That’s because your brand is the promise of an experience. If you can wrap your brain around that one simple fact then you’ll be closer than ever to finding the words that will make your brand sing.
Start by understanding your fans.
You’re thinking: I’m not selling an experience, I’m selling soap…how can soap be the promise of an experience? It’s the experience of the moisture-rich lather; it’s the experience of the cucumber-fresh scent; it’s the comfort of clean skin after a hard day’s work. You see, this story has very little to do with the energy you’re pouring into making every bar of soap, and more about the need it fulfills in your customer’s world.
Your story, whatever your brand, is always about fulfilling a need. Maslow outlined these needs for us quite nicely way back in 1943.
- Level 1: The need to live (air, water, shelter, food, sex, sleep, etc.)
- Level 2: The need to be safe and secure (protection, security, order, stability, etc.)
- Level 3: The needs for companionship and community (family, friends, work, love)
- Level 4: The need for self-esteem (reputation, achievement, status, etc.)
- Level 5: The need for fulfillment (personal growth, wholeness, happiness)
When you know how your product/service is fulfilling your customers need, you can shift your focus to how your brand meets the promise of that experience. That’s where you’ll find the gold. It really doesn’t matter if you’re selling coffee, cupcakes, hair clips or clay critters.
Finish by embracing the power of emotion.
When you bring emotion into the picture, you connect on a human level. When you connect on a human level, you build your brand.
The angst of writing fades quickly when you consider talking to your customer on a one-on-one basis. You don’t need to mince words. You don’t need to be fancy . You just need to be real. Write as if you’re talking to a friend (you are). Write as though you have something to promise (you do). Write as though your brand depends upon it (it does).
Editor’s Note: Tracey will be joining us as our #omhg co-host this Thursday (October 27) from 1-2EST on Twitter for a chat on making your brand sing. Leave your questions below as comments or come visit us on Thursday!