Tuesday, March 28, 2006

Writing copy like you mean it (and hopefully you do)

The most popular brands for green consumers are not just ones that create a great product, but ones that have an authentic story to back it up. It's not enough to be certified organic, fair trade, or any other mark of sustainability; people want to know who created the product, why they did it, and how it was made. That is why writing excellent copy is one of the most important things to consider when marketing your product. This applies to the many pages of content on your website, just as much as it does to your three-line Google ad.

I’ve used this example previously, but I think it makes a good point: why do you think we read about Farmer Ed on the side of an organic milk carton? It’s because people want to connect with the product, and know who is behind it. Farmer Ed is there to tell a story about the product, whether or not he actually exists. When we buy organic milk, it’s not just because we think it’s healthier or better for the environment, but it’s also because it makes us feel good about ourselves to make that choice. Basically, the emotional benefits of a product are just as, or more, important than the physical benefits.

So how do you write great copy to tell an effective story? Well I find it much easier when you actually care about the product you are writing it for (just one perk of working in a green business). Famed marketing guru, Seth Godin, gives us a number of ideas in a recent article from Ode Magazine (full disclosure: Ode is a client of ours). Among them: “a great story is true”, so don’t lie to your customers – they will find out; and, “great stories happen fast”, so try to tell your story in the most succinct way possible. Some of our own pointers: include your products environmental or social benefits, but try to stay away from industry jargon or anything that is too far out of the mainstream to be understood; avoid exaggerated and overused clichés like “save the world” (chances are your product doesn’t actually do that); and let your own personality come through to the reader. Chances are if you care about what you are selling, then your copy will show that too.

Posted by Nick Fassler
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