 Build rapport & customer loyalty through emotion-led messagingIn the run-up to Christmas, emotional marketing really tends to hit its stride. John Lewis, in particular, has established itself as the elder statesperson of heartstring-tugging festive mini-movies, but Tesco has played a bit of a blinder this year too — and of course, the Guinness festive ad is a perennial favourite.
But it’s not just this time of year. Christmas advertising is a highly visible example, but in today's competitive business landscape, whatever the season, it's no longer enough to simply promote the features and benefits of your product or service. Consumers are bombarded with countless marketing messages every day, and it can be difficult for brands to stand out from the crowd. That's where emotional marketing comes in. Emotional marketing is a strategy that aims to connect with customers on a deeper level by appealing to their feelings, values, and aspirations. It taps into the power of human emotions to create a meaningful and lasting connection between a brand and its target audience. By evoking positive emotions such as joy, happiness, and nostalgia — or addressing negative emotions like fear, sadness, or anger — emotional marketing can leave a lasting impact on consumers and drive them to take action.
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 Creating high-performing videos is easy when you've got great copyIt’s no secret that video content is a huge component of modern online marketing and that trend is set to grow in 2023. With 91% of businesses using video as part of their marketing strategy and 82% of internet traffic driven by video content, it’s a huge slice of the digital pie. If you’re one of the 70% of brands planning to take the plunge into video creation this year, here are some of the ways a copywriter can help make your content stand out from the crowd.
 Careful word choice builds trust among your ideal customersOne of the companies I write for is in the process of rebranding at the moment, and part of that process involves a reworking of the tone of voice principles they apply to customer communication. It’s a large company with an international presence, so this is no small undertaking – and yet an objective observer might conclude that the tone-of-voice change they’re implementing, which involves changing just one adjective in the keywords they use to describe the kind of copy they want us to write, is minimal.
An objective observer might conclude as much, but they’d be wrong. This one tiny tweak represents a seismic shift for the copy I’ll be writing. That’s how important it is to make sure you’ve got your tone of voice principles absolutely on point. Whether you’re considering a TOV re-think, starting from scratch, or worrying that you haven’t given yours enough thought, read on for some key principles that you can apply to help move you in the right direction. |
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