Copywriting brings your brand to life and it should always sound like you. Yet words, both because of their actual definitions and how we have come to use them as a society, aren’t neutral. In fact, they mirror many of our prejudices, -isms and -phobias
Even when we don’t think about it, the language we use tends to be discriminatory. Take brands selling baby products. How many of them automatically assume “mother” as the default caregiver in their product copy? Another classic would be only referring to heterosexual couples for Valentine’s day marketing.
OUTSOURCED CONTENT & PRODUCT COPYWRITING EXPERTISE
Tone of voice & lexicon review
We’ll come in with a fresh pair of eyes and review your marketing content, from social media caption to product copy, as well as branding documents like your tone of voice guidelines and your lexicon to identify ways in which you might be excluding key customers.
Output
- A report which will highlight the wording to consider updating immediately as well as best practices to start including in your copywriting.
- Updates to your tone of voice guidelines and lexicon, including words or phrases to avoid
Tone of voice & lexicon creation
You’d be surprised by how many established brands don’t have their own tone of voice guidelines in place. These documents are key to making sure that no matter where your customers read you, it feels authentically like you.
Output
A tone of voice and lexicon document that you entire company will be able to refer to to speak with one voice. It will of course reflect best practices when it come to inclusivity and representation.
Blogging
Engage your customers, retain them and create new leads with strong SEO.
Product copywriting
Convert visitors into customers through evocative and informative copy
Website and UX copy
You customer’s online experience is only as seamless as the UX copy
PRODUCT WRITING CASE STUDIES:
CONVINCING BRIDES-TO-BE TO BUY THEIR WEDDING DRESS ONLINE
The challenge: Trying on your first wedding dress is an emotionally-charged experience. How do you recreate online, the feeling brides-to-be experience when they try on gowns?
How we went about it:
Focus on how the dresses feel to the touch, how they move, how they will make the bride feel
Highlight each gown’s unique craftsmanship
Lexicon and tone of voice: adopt emotional, romantic words as well as
Background research on keywords to include in the descriptions to ensure they rank highest when a bride-to-be searches