Our copywriters were tasked with creating online descriptions for 30 transport hubs (cruise terminals, airports and airstrips) across Western Australia that make its hidden treasures easier to reach. A few of the newest additions to Perth’s ‘hipster haven’ (as described by the New York Times) urgently needed some online presence too.
PetRescue needed to raise funds at tax time to support all 15 of their free pet search and adoption services, including the website which connects thousands of homeless pets with thousands of pet seekers every day. They’d been successful in securing a gift matching pledge from one of their major corporate partners, so they needed a fundraising campaign strategy to fully leverage this opportunity.
I’ve lost count of the amount of times clients have helpfully corrected my copy because I’ve started a sentence with ‘And’. But the ‘rule’ they’re referring to isn’t a rule at all. And William Shakespeare agrees with me.
If you could employ anyone to sell your business, product or service – a spokesperson or advocate to represent and promote your brand – who would you choose? Because that’s what you can do with a strong brand voice (and the right copywriter).
People buy into a brand emotionally, then seek out information (a tendency known as confirmation bias) such as case studies, testimonials and reviews (social proof) to support their decision. But why stop at closing a sale when you can open the doors to a community of advocates?
Does your copy have the feel-good factor? Have you established a genuine and distinctive brand voice that resonates with your audience? It's hard to put a dollar value on, but it's key to the success of your brand, as this little email case study for HIF proves.