The last post in the Building a Luxury Brand series was on Market Research. This time, I reached out to my copywriter, and dear friend, Kathy at Rekindle Communications about being featured! Here’s what she so kindly put together for y’all:
Whether you’re considering a website rebrand (or are in the middle of one), you may have heard the phrase “copywriting” come up.
Copy, for short.
The dictionary definition I like to go by is “the art and science of writing words that lead your audience to take action”
In simple terms, “copy” is the words that live on your site.
The same words you’ll either have to write yourself or outsource a copywriter to write for you.
Trust me, I understand rebranding is a large investment as is. Web design and even brand photography are a given. But I want to take some time to explain why you won’t want to skimp out on copywriting, especially if you are a luxury brand.
Imagine if your realtor asked you to look at a home solely based on its curb appeal.
However, the moment you walk in they don’t explain the details of the house — at all.
They don’t explain how the roof was recently replaced and will last you another 20 years.
They don’t explain how the renovated kitchen comes complete with up-to-date working appliances.
They don’t even mention that just 7 minutes down the road is one of the top-rated schools in your entire county.
All they say is: “It’s a beautiful home, isn’t it?”
Yeah sure, it’s beautiful. But beauty isn’t enough. You need to understand the VALUE of a home before you make an investment in it, correct?
If your website was a home on the market, luxury design is like curb appeal.
It’s what you need to get people in the door.
Your copywriting is the realtor who sheds light on the details that SELL your value.
Fun fact, the average person’s attention span is only 8 seconds before something else whisks them away.
And out of all the distractions pulling for a couple’s attention, luxurious design elements like a seamless color palette, font, or logo have the power to hook them.
But once a couple gets to your website, the words they’ll read are meant to SELL your value and push them to take the next step: inquiring with you.
It’s clear your couples are WILLING to make a large investment on just ONE day of their lives. Compelling, engaging-to-ready copy explains why YOU are a vendor worth investing in.
Did you know there are actually 4 types of buyers out there? And each buyer is looking for something very specific to ensure they are making an informed decision.
As you read through them, you’ll probably recognize yourself as one:
Each person has different needs. Each person requires different information. And each must be spoken to in completely different ways.
With strategic copywriting, you address them all. No potential client is left through the cracks. This means your website is set up in a way to make sure every person that comes to your site feels seen, heard, and understood.
Think of the last time you read a menu from your nicer-than-average restaurant. Somewhere you’d go to for a special event, like a graduation or an anniversary.
Here’s an example from a local scratch kitchen I recently went to with my husband. There’s a menu item in particular, called the “Butcher Cut”, we couldn’t help but salivate over:
Go ahead and read the description:
Very short but ooooh how intriguing! That kind of visceral language made my husband much more willing to savor every last bite, and ultimately it’s why he chose the Butcher Cut as his meal. Anyone could eat beef. But he got to eat hand-cut pasture-raised beef with a chef-crafted presentation. Admittedly, I was a little jealous that I didn’t choose the same thing.
This goes to show just how much copywriting can elevate a brand experience.
Next, I want you to check out the Poolside gift box description from Box Fox. It’s one of the many brilliant examples of copy on their site:
Did the “just add water (or tequila, we don’t judge)” line make you smile too? Thought so! It’s simply brilliant.
Let’s look at one more example. The Williams Sonoma Fleur de Sel Candle:
Reading this, I could almost smell the seaside meadow with hints of lily and rose. I’m sure you can too!
Ok, I won’t share any more examples at this point.
But what’s the moral of the story?
When brands use language to help you experience their product, aren’t you so much more tempted to experience it yourself by pulling out your credit card?
And that’s just for small things like a meal on your plate, a gift box, or a candle in the background. How much more important (and honestly, expected) is it for you to create the same brand experience for your inquiring couples?
And as a luxury brand, “good enough” isn’t enough because the bare minimum doesn’t cut it. You have to truly show that every single touch point of your brand (especially your copy) is one where your audience will get a luxury experience. Or else they’ll go to another option that can provide the experience they’re looking for.
Luxury brands go out of their way to surprise and delight their customers. Most entry-level brands who try to come across as luxury underestimate the impact of small details. Including the copy on their site.
Don’t let that be you.
The last, and probably the most important, part of having strategic copy on your site is this — it differentiates you.
I don’t need to tell you the market is saturated. There are hundreds if not thousands of brands in your area alone that do exactly the same thing you do.
A discouraging thought when you think about it. And don’t get me wrong, I am all for community over competition.
However, if you can’t articulate, word for word, how you are uniquely fit to serve your customers in a way no one else is, then that’s a problem. Because here’s the thing: no one else will do that for you. No one.
For instance, how many times have you seen on a photographer’s website:
“I’ll capture your love story”. Been there, read that.
Or on a wedding planner’s site “A stress-free wedding day”. Again, something you see almost all the time.
Wouldn’t you agree that these are tired, overused, and redundant? If we’re being honest, most brands are leaning into these easy phrases (amongst many others) because they’re easy to write.
You’ll stand above the rest when you go in a completely different, unique direction. Because it’ll actually make people perk up their ears and listen to what you have to say.
Ah well, I am glad you asked!
If budget is an absolute concern, then DIYing your copy is a great place to start. Luckily there are plenty of resources out there and if you decide to hire Jordan, you’ll get a copywriting template from me to make writing easier 🙂
You can also have copywriters coach you through the process. This is a hybrid DIY where you’d like to try it on your own but you don’t necessarily want to outsource it either. It’s a mix of high-level strategy specific to your business, but also gives you the creative freedom to try it for yourself! I help with that too.
And finally, you of course have the option to hire a copywriter (hi, hello!) to craft your words into the right vision. I would be honored to guide you through that process.