4 Essential Elements To Brand-Building Copy That Converts Like Crazy
As a marketer, copywriter and brand messaging expert running a boutique marketing agency, my team and I have almost seen it all.
Copy that builds a business up, reinforces its values and attracts the right customers. Versus copy that simply takes up space, lacks purpose, and doesn't compel the reader to take action.
Brands that truly stand the test of time are built on solid foundations with business-building pillars that support six-figures-and-beyond type of growth. One of those pillars is your marketing strategy — and that includes the words you use to attract dream clients who know you are the one to help them. How can you do this effectively? Use brand building copy — words that reinforce the foundation of your business long-term.
So whether you’re starting or scaling your business, here's how you can write brand-building copy that connects and converts from today forward.
1. How Well Does Your Audience Know You?
Before you say another thing online, you need to understand who your ideal clients are and where they're at. Otherwise, you won't know how to speak to them. For example, if you're speaking to middle-aged professionals, you're not going to use Gen Z slang.
Your audience is divided into groups of people at different stages — first timers, curious lurkers, existing customers, and perhaps previous work colleagues... Some will buy from you today, while others might wait a few months (or even years) and then buy, if nurtured properly.
Which is why understanding each person's level of awareness is so so important. Take the copy used in your Facebook ads vs. the copy in your emails, for example. Yes, your voice should be consistent across various channels, but how you speak to your audience should change depending on where they are in their customer journey. Once you’re crystal clear on who you’re speaking to — now you can think about what to say.
Need a hand dialling in your ideal clients? Let's chat!
2. Context Is Queen
There are SO many reasons you could be talking to your audience — and no, it’s not always to make a sale. Of course, you want to sell your offers, but it’s equally important to nurture your customers, add value, and educate them, so they want to stick around your community long-term (learn how to create irrationally loyal customers here).
So anytime you want to communicate with your audience, first consider the context. If you’re talking to a cold audience on a landing page for your latest email list-building lead magnet, you'll likely need to share a few more details than with those who’ve been on your list for years.
The same goes for social media. If your audience is consistently growing, you don't want to hit new followers with hard sells (that are unlikely to land, and will leave you frustrated). Instead, treat social media like a magnet, attracting ideal clients to your brand and nurturing them — help them know, like and trust you through consistency — before getting them onto your email list and selling there.
Considering the context creates more compelling copy.
3. Answer The Question, "So, What's Next?"
An important element of copy (that many businesses forget) is building the bridge from where your audience is now, to where they could be. Your audience is full of busy, distracted people who need a clear indicator of what their next best step is, to continue their journey. It’s not enough to imply it, so include a clear Call to Action (CTA) to eliminate the guesswork.
Pro Tip: One CTA per stage is usually best, so the direction is clear and you don’t overwhelm your audience with too many options. For example, a common CTA for a landing page is, “Enter your email address for XYZ download.” On social media, it could be, “Comment below.” Each CTA should drive your audience of potential clients to take the next step across the bridge of safety you’ve set out for them.
Need help strategizing your bridge? Book a call, and let's nail this messaging.
4. Write Aligned Messaging
If you've landed here in my corner of the internet, I would bet a million dollars that whatever you’re here to do, and whoever you are here to serve, you want to create a lasting impact. Your business has a purpose, and your messaging should always reflect that in some way.
This step should be the first and last thing you do when it comes to creating brand building copy. At the beginning, I always recommend creating a brand voice guide that steers all your messaging efforts. At the end, you should review your copy with a values-focused lens to see if it reflects what your brand stands for. Because, at the heart of brand building copy — is your brand.
Posting trends on social media, following fads for your website, or using cookie-cutter templates for your sales page may catch eyeballs momentarily, but it won't reflect what you stand for or build your brand in anyway. Once your brand voice is incorporated into your messaging strategy, skyrocket your conversions with these 3 proven copy strategies.
Not sure how to develop your brand voice? That's our speciality — Book a free call.
Brand-Building Copy Helps Your Brand AND Your Clients
I've said it before, and I'll say it again… Confusion is the biggest conversion killer.
Not only does brand-building copy reflect your brand values, but it also helps your clients find you in a crowded market. There’s a reason we stick with certain brands — they feel familiar to us, and as humans, we’re always seeking out comfort. Using consistent messaging will build your brand and keep your clients engaged and on board. Win-win-win.
Ready to develop your brand-building copy? Book a free 30-minute discovery call. We chat about where you’re at in your business, and the right strategy to get you where you want to go.
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