Copywriting: Does your writing reflect your brand?
When you think of branding most people think of logos, colours and designs. But the way you write and the words you use are as much a part of your brand as all of the other visual elements.
Think about Virgin's Brand – cheeky, taking a poke at the establishment and very fresh. When they write ads or brochures each part of their writing reflects their overall brand. The words they use are fun, not stuffy and say it like it is.
Now think about some of the major banks – much of their business writing is quite dry, corporate and staid.
Many small businesses make the mistake of trying to be too formal with their writing. They use big words, formal sentence structures and refer to themselves in the third person. That is the worst thing small business can do for their marketing!
The trend in marketing is personalisation – people want to know and trust the people they work with. They want to know the people behind the logo. The way to do this is to be real and open in your communications with your clients.
Some indicators of this trend are the shift in ads on TV. Gone are the ads promoting a company “Woolworths the Fresh Food People” to be replaced with ads showing core Woolies employees showing their expertise with fruit by showing weekly information about new seasons fruit and vegies. Bunnings shows their employees talking in their words about their company. Even the banks are cashing in showing their tellers in social settings.
This trend has also shifted into writing. Gone are the boring web pages or brochures with “we try harder”. People expect more. They want to know more. They want to know what it will be like to work with you.
When we work with a company I always insist on having a conversation with the head of the company. I want to hear in their own words what makes their company great. I also want to hear how they speak, what makes them laugh and work out what makes them tick.
We use this information when we convert their business into words, so there is no disconnect between the words people read on websites and brochures, and the words they hear when they talk with the company.
As a freelance copywriter, here's my process to make sure your writing reflects your brand:
Describe your brand in words – what does it mean, what does it stand for, what sort of people work there, what sort of experience do people get when they work with you.
Ask a few of your friends and top clients to describe your brand to you.
Look for common words and themes – for example fresh, vibrant, trusted.
Use these words as part of your unique selling proposition (USP).
Run all your writing past the ruler of these words – if someone didn't know you and they read your words would they think this company was (fresh, vibrant, trusted)?
Always write directly to your clients or customers. Refer to "you" and "we" not "the client" and "our company".
Insert emotion – have some fun with your words. Put the juice back in your words – don't desiccate all the life out of your language trying to be someone or something you are not. You are perfectly fine the way you are – if you represent the essence of you in your writing the right customers will be attracted to your business for the right reasons. And you will have a heck of a lot more fun in your business in the process!
HR Tip - Uniforms: Protecting your brand
Business uniforms are a core part of creating your brand in the mind of customers. But there are a few things you need to consider in order to protect your brand.
Your design needs to be registered with the ATO to qualify for tax concessions (talk with your accountant about this).
You need clear rules around employee purchase vs company supply, as well as who meets the costs of alterations (and what these alterations can be).
Your uniforms need to take into account different religious or cultural beliefs - so some of your female employees may request long sleeves and high neck loose fitting garments. Legally you must take this into account.
You need some rules in place about how and where your uniform should be worn. For example many health related businesses don't want their employees seen smoking in uniform, so require them to cover up before they go out to smoke.
You need rules about the condition of uniforms. If you require your uniforms to be worn ironed - you need to say that (and trust me you can't assume that will be the case).
Rules around make-up, perfume, tattoos and piercings should be designated up front to all new employees as a condition of employment.
Definitely consider specifying closed in heel and toe footwear for safety. High heel women's slides are a major cause of trip and fall injuries in many offices.
Finally, include something in your policies about body odour. When working in HR I could guarantee at least one case a month where I had to address this issue with an employee.
Women's Network Australia is a business networking group that started in Brisbane and over the past few years has slowly expanded around Australia.
Lynette Palmen is the CEO of WNA and has created a system that works for each lunch and is then replicated for each group. She then added value through a glossy quartely magazine, weekly ezines, mentoring and media alerts.
I was a member of WNA many years ago and then dropped out for personal reasons. Recently I rejoined - it was like I had never been away! Monthly inspirational speakers, great networking with 100 or so business women each month and the opportunity for trade tables to showcase your wares.
You all know my views on ensuring the ROI of networking events. In just two lunches I have paid for the next 2 years of WNA membership and lunch attendance through new business. I class that as a pretty solid ROI.
Check out the WNA website and come along to a lunch. (It is not just women who attend - a few brave males attend each month and do a roarding trade for their businesses as a result!)
I look forward to seeing you at a Brisbane lunch soon!
Spring has definitely sprung here in Brisbane. While we often tackle spring cleaning at home - spring is also the time to rejuvenate your business image and brand. Read about my adventures in giving my business a spring make-over.
PS: This week's Small Business Tips blog also included posts about simple tips to boost customer satisfaction, dealing with difficult customers and comfort shopping is real.
Congratulations on what I consider to be your best newsletter yet. Excellent coverage of very topical content - leaving us all wanting to know more. I wonder if you would like to be part of a national project "The Community Response Initiative" launching 2009. I believe your copywriting acumen and HR skills would add considerably to the team. It will be conservatively generating $131 million dollars per quarter into community infrastructure projects and I think your brain power and infectious enthusiam and personality would be a huge asset. The opportunity is truely worthy of you and I believe it would be a wonderful marriage. If you are even remotely interested, please give me a call on my mobile early next week when I'm back in Brisbane to chat and review. I'd love you to submit a quote and would do everything in my power to promote your involvement. If nothing else, it would be lovely to touch base again. You are an exceptional person in every respect and I have always enjoyed your company and valuable insights. I look forward to sharing this with you soon!
Ciao,
Ingrid was extremely easy to work with and 'delivered the goods'.
She listened to me, 'did her homework' and quickly grasped my needs.
She turned my letters from ordinary to high-impact and engaging. The results of her work were immediate. As an added bonus, she was very reasonably priced.
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