I’m a huge foodie, and I happen to live right outside of Austin, TX. This delectable city in the U.S. has been named (by Mashable) a foodie’s paradise.
So you might be surprised at the chain restaurant I’m picking for today’s brand spotlight: Panera Bread.
Here in Austin, literally hundreds of great restaurants exist, from organic, farm-to-table brunch restaurants featuring dairy sourced from family owned and operated sustainable pasture-raised organic egg farms (that’s a thing, and it’s called Hillside Farmacy – go there sometime, their brunch is delightful), to French-inspired bistros, a “Wholly Cow” organic burger stop, and açai bowl yogurt stands.
Sorry, not sorry, if I just made your mouth water a tad with all that.
So, why am I picking a nationwide chain?
I’ll tell you, in today’s blog.
Panera hits it out of the park in a lot of ways – yummy and wholesome food with clean ingredients, of course, is the main draw – but it all gets amplified with their outstanding brand content marketing.
Every facet of the messaging they put out, from their social media presence to in-store signage to email newsletters, blogs, and more, drives their mission.
Don’t just take my word for it, though. Check with the members of their loyalty program, MyPanera – they stand 28 million strong. Or, just ask their 13 million email newsletter subscribers.
You can also look at the fact that Panera ranked #11 overall on Technomic’s 2017 Top 500 Chain Restaurant Report.
And out of all the fast-casual restaurants that made the list, Panera reined supreme, even beating out the likes of Chipotle and Jimmy John’s:
5 Reasons Why Panera Bread’s Brand Content Marketing Is So Tasty
Great content marketing always has a strategy behind it. Here is what Panera Bread does to take their brand over the top:
1. They Put Their Unique Values Front and Center
Panera famously made a resolution in 2014 to remove all artificial ingredients, including preservatives and sweeteners, from ALL of their foods by the closing months of 2016.
This was a HUGE promise to fulfill, but they followed through and were totally transparent about the process.
Since making this announcement, Panera has continued to reaffirm their brand values and use them as their differentiator.
For example, they regularly released progress reports as they moved toward their 2016 “clean food” goal.
Now that they’ve reached that goal, it’s prominently displayed on their website, right after “Menu Items.” Panera’s beliefs about what constitutes good food have become central to their brand.
In their restaurants, their signage reminds you of this commitment and promise for clean food:
This is not something a lot of other national brands are doing. With this strategy, Panera moves away from the pack and sets the stage for authentic, transparent content marketing. Takeaway: Identify your differentiation factor, the thing that makes you stand out from similar companies, and own it. Lean into it, stand by it, and live by it.
2. Panera Maintains a Warm, Friendly Vibe and a Consistent Brand Voice
Here’s another secret to Panera’s success – a consistent tone and brand voice across all of their content, from their website to their social media accounts to their menus and store signage.
Here are a few examples of this warm yet casual tone across Instagram and Twitter:
Their brand voice is also emphasized on their “Community Giving” page, where Panera showcases how each store pitches in to support local communities:
“As a member of your community, it’s important to us that we do what we can to support you.”
This same tone is even used on their menus. Check out their seasonal offerings and how they describe these special items (this section is called “What We’re Celebrating”):
Finally, a message from Panera’s founder and CEO seems to wrap up their brand identity into a neat package. It echoes the friendly, down-to-earth, yet health-conscious vibe you’ll see everywhere else in their marketing (note that it’s titled “A Conversation with Ron” – it’s literally shot across a dining table as if you’re sitting down with him for a bite to eat and a chat):
Takeaway: Your brand voice MUST be consistent on every channel, on every platform, and in every piece of content. (This is a great argument for creating brand style guidelines, which you can give to all of your content creators, writers, and marketers to use as a reference.)
3. Panera’s Content Features Mouthwatering Photos and Recipes
Along with their social media accounts, Panera also has a content hub called “Panera at Home,” which ties into the dressings, bread, and packaged products they sell in grocery stores.
Unsurprisingly, the restaurant chain uses it as a place to post food-heavy content, including recipes you can make (with the help of said Panera at Home products, of course).
Every recipe on the site includes food photos that are guaranteed to make you hungry. Most have healthy additions (like the tomatoes you toss into the Tomato, Bacon Mac & Cheese) and the vast majority are easy enough to throw together in 15 minutes.
And, in keeping with their health-conscious branding, you can also sort the meal ideas by your dietary preferences or needs:
The food shots and close-ups that take up your entire screen always serve to remind you that Panera cares about food quality, including seasonal ingredients that are responsibly sourced, fresh, and, of course, clean. Takeaway: Like Panera, make sure your content reflects and upholds your brand identity and values.
4. Their Email Campaigns Are Customer-Centric and Personalized
Panera’s brand content marketing doesn’t stop with blogs, recipes, social media posts, and lots of food photos. It also extends to their email newsletters, which, if you’re a member of MyPanera, are personalized and totally customer-centric.
For example, I’ve gotten a “heads-up” email about better ingredients coming to different sandwiches/bagels. They also send out emails announcing new menu items, limited-time ingredients, or seasonal dishes based on your tastes and what you’ve ordered in the past.
Why, yes, I do love bacon.
Also, note that this email is heavy on “you” language:
“Love bacon? You’ll want to take note.”
“If you’re a bacon fan…”
“Find your favorite”
“You can’t go wrong with this sandwich classic…”
The emphasis is on my love for bacon, and my interest in these new menu items. It’s not about how great Panera is.
Who doesn’t love getting emails tailored to their tastes? Takeaway: Always make your content marketing about the customer/your audience. It’s about their wants and needs, not what you’re selling.
5. Their Rewards Program Marketing Is All About Delight
On top of their email personalization, Panera aims to delight you, too.
Just take a look at the email you get when you sign up for their rewards program:
You instantly get a surprise reward to redeem in-store. (Could it have something to do with that giant cookie? ?) In addition, the welcome email also contains a promise of more emails “to help you make the most out of your MyPanera membership.”
As you rack up points with food purchases, Panera keeps surprising you with not only tasty rewards, but also cooking and baking tips, exclusive previews, recipes, or invitations to special events.
In short, the brand aims to delight you as well as make you feel warm and comfortable. And, judging by the number of sales that Panera Bread gets through their membership program (over 50% of their total sales, according to QSR), they more than succeed. Takeaway: Always look for opportunities to make your audience feel special, delighted, or surprised. Give them the good stuff, and they’ll repay you with brand loyalty and trust.
Ready to Level-Up Your Own Brand Content Marketing?
If you want to hit the big leagues with your content marketing, think like Panera Bread.
They’re a brand that obviously focuses wholeheartedly on their customers and target audience. It’s always about serving the people, not about promoting themselves.
Furthermore, they have a solid differentiation factor that sets them apart from other fast-casual chains. In fact, it informs their entire brand image and content strategy. It underlies everything they do.
Finally, Panera practices consistency with content. Their blog posts, social posts, website copy, images, and branding are all seamless. The vibe, style, and message that comes across is always on-point and makes sense for Panera’s 100% clean philosophy.
Take inspiration, then try applying these principles to your own content.
Here’s to better, more effective content marketing just down the road ahead!?
Listen to “E19 From Freelancer to Content Development Specialist- Talking Life, LARPing and Practical Brand Storytelling with Tara Clapper ” on Spreaker.
Can you believe we’re almost at Episode 20?!
In today’s episode, I sit down with Tara Clapper, the Content Development Specialist here at Express Writers – yes, I have the honor of employing this wonderful woman! Tara has an impressive background in content marketing. She’s the founder and senior editor of The Geek Initiative, a community for women in geek culture, and worked as the Blog Editor at SEMrush before she joined my team last September. Tara knows it all when it comes to creating great content and the industry of content marketing. She’s edited, written hundreds to thousands of articles, hosted webinars, and even Twitter chats, to name a few things.
Today, Tara and I are talking about brand storytelling, and how you can weave the elements of story into your content marketing to create impactful, audience-engaging brand content. (Learn more about Tara’s storytelling process in her recent blog on LARPing!)
The Write Podcast, Episode 18: From Freelancer to Content Development Specialist- Talking Life, LARPing and Practical Brand Storytelling with Tara Clapper Show Notes
Tara started her career in content marketing just after graduating college. She struggled through the experience of getting started in the industry in a tough economy. In fact, she persevered through having the same job outsourced from underneath her…twice! At 35 years old, Tara says she “grew up when the internet did,” and learned to create a web presence from the ground up early on. One of the first pieces of content she created was an email newsletter for a community of Beatles fans in an online community. She went on to work in various agencies, write hundreds of content pieces, and worked at SEMrush as their primary Blog Editor before finding a home working in my agency, Express Writers.
Tara’s unique skillset for today’s discussion actually comes through LARPing, or Live Action Role Playing. She’s even created her own LARP game and started writing and marketing it on her own, which became a foundation for her career, rooted deeply in content marketing and collaborative storytelling.
In this episode, we discuss the following:
How Tara started The Geek Initiative. And how her experience working as an independent contractor with sites like Yahoo! helped her hone her skills and develop her voice.
Why it’s so critical for marketers to understand that content is a long haul. While it’s tough for some marketers to see why content is a long-game approach, understanding this is critical. Tara talks about how long it took her to achieve her own marketing goals.
How to find a story, mold it, and tell it in their content. Tara says you should practice storytelling without thinking about your brand or company. When it comes naturally, it feels more authentic.
Why it’s so critical to tell the stories you want to tell. And how marketers can make their brand storytelling stronger by practicing creative writing and developing stories with other people.
The importance of routine for freelancers. Freelancers seldom have solid, set schedules. Tara talks about how routine can help freelancers keep their work, quality, creativity, and storytelling strong.
Why Tara advocates working on the idea as soon as you get it. Tara talks about her process of bullet-pointing content, and then sitting down and writing it. This keeps ideas and content fresh.
There are several fundamental tried-and-true ways to win at email marketing you can apply this New Year to start boosting your email marketing ROI. Keep reading.
15 Key Ways to Win At Your Email Marketing This 2016
Here are a few sure ways to help you get started sending out great emails this year.
1) Think about prime send times
Depending upon your unique subscriber list, content, and company, you’ll have a prime send time that varies from everyone else’s. According to an email report by Experian Marketing Services, most emails performed best when sent between 8:00 p.m. and midnight. This block of emails boasted a 22% open rate and a higher-than-normal clickthrough and sales rate.
These results may be on account of inbox crowding: if you send your email While this is a great baseline to start from, it’s important to remember that each company’s prime send time will vary, so it’s important to look into your analytics to find your best sending time.
2) Give something away
People love free stuff and it’s just as true in email marketing as it is anywhere else. Recently, Bluewire Media ran a test on their 6,300 email subscribers. They were wondering which types of content earned the highest click and conversion rates. What they found was, overwhelmingly, that emails giving away templates and tools were opened at a much higher rate.
To get more engagement from your customers and produce higher levels of conversions for your company, offer to give something away every now and again. Whether it’s a template or an eBook, freebies keep your users interested and help you produce great email marketing results throughout the new year.
3) Optimize for mobile
We can’t say enough about this. Mobile is a huge deal right now and if your email marketing content isn’t optimized for mobile platforms, you’re missing out. Mobile traffic makes up 47% of the average email open rate. That said, it’s hugely important to make sure that everything you send out via email looks and performs great on a mobile phone.
This means converting your content to one column templates, increasing font size to make it more readable on a small screen, ensuring that buttons are at least 44 pixels x 44 pixels, and making CTA buttons obvious (above the fold) and easy to click (by placing them in the middle of the screen).
4) Make use of weekends
Earlier we talked a bit about your prime send times but what about your prime send days? According to the aforementioned Experian study, emails sent on Saturday and Sunday outperformed emails sent on weekdays. That said, consider whether sending your marketing emails on the weekends is something that will work for your clients and company.
5) Keep your whole list active
Say you have a list of 1,500 email subscribers. Great! The problem is that only a portion of that list is likely to be active. In fact, some studies have found that most lists have an inactivity rate of 63%. That said, in order to make the most of your email list, you’ll have to figure out a way to engage the entire list rather than just a portion. One of the most effective ways to do this is through what marketers call a “Re-engagement campaign.”
Re-engagement campaigns look a little different for every marketer, but essentially they involve testing different subject lines to find out which ones earn the highest open and click rates from the highest portion of your list. Keep in mind, though, that any re-engagement campaign you run should offer value, as well. Once that inactive 63% of your list clicks an email, they’re going to want to see something good.
6) Write to one person
Nobody wants to be just one person in a crowd of subscribers, so help your readers feel unique by writing every email as if you were writing to them and them alone. This approach makes your emails more personal and provides a higher level of value for every reader.
7) Be respectful
Remember how we said earlier that 144 billion emails are sent every day? Most consumers feel like all of them wind up in their personal inboxes. For this reason, it’s hugely important to be respectful of your readers’ time. To put this another way: don’t spam anyone. Spam is one of the quickest ways to get yourself booted from the inbox and companies that don’t send spam are generally more well-regarded by their customers.
That said, only write an email when you have something valuable to say and be careful to get to the point as quickly as possible. This will keep you in your customers’ good graces and allow you to maintain your inbox privileges.
8) Remind your readers that they’re not alone
Why do people sign up for email lists? To get great content, information, and offers. But what’s one of the easiest things marketers can do to ensure that their readers are anxiously awaiting the next email?
The answer is simple: remind readers that you’re on their side. This takes a variety of different forms, including polling readers for content ideas, offering surveys, letting readers know you sympathize with their struggles, and then offering them actionable solutions to deal with them. This tip should pervade your content and, when done correctly, can take your emails from “blah” to “wow!”
9) Reward readers
So you’ve got a faithful list of readers. How do you keep them that way? You give them a reward! By rewarding your readers for faithfully opening your emails, you inspire them to continue doing so in the future. Rewards can be anything from access to a super-secret sale to insider info, industry tips, or inspirational content that’s not shared anywhere else.
10) Make use of power words
When you get 20 emails an hour, nothing much stands out. Until, that is, you see a subject line that includes emotive, exciting power words. Incorporating sensory phrases into your email marketing can go a long way toward improving your open rate and ensuring that your emails are well-received by readers.
11) Keep headlines simple
If your readers have to puzzle over the meaning of your email headline, they’re going to hit “Delete” in no time. Trust us on this one – when it comes to email marketing, the simple path is almost always the right one. Emails shouldn’t be brain twisters – they should simply provide valuable information in a quickly digestible package. Enough said.
12) Automate it
One of the easiest ways to make email marketing easier for you is to automate it. Services like MailChimp and Constant Contact both offer automated email marketing with simple drag-and-drop template layouts. Utilizing an automated service like this can help ensure that your emails get out when they need to as well as giving you a place to monitor your analytics.
13) Make the most of your CTAs
If you’re going to include CTAs in your email, they need to be clear, concise, and compelling. You should be telling your readers exactly what you want them to do and reminding them what they’ll get if they do. CTAs aren’t platforms for guesswork and when you lay it out clearly for your subscribers, you’re likely to produce better results.
14) Keep body copy short
You’re writing an email, not a novel. Long, bulky, text-dense emails are going to lose your readers’ interest in a hurry, so you’re best off keeping your body copy short and concise. The next time you edit your email, challenge yourself to cut your body copy in half before you send the email out. This will distil your points to the most important ones and ensure that your readers are getting only the information they need.
15) Be natural
Now more than ever, consumers want to interact with authentic marketers and companies. To help this come through in your email marketing, avoid using strict formulas, be conversational in your tone, and ensure that you’re interacting with your readers like you would interact with real people. This will help make your emails something readers look forward to.
When done right, email marketing can be more effective than other types of marketing, including social media marketing. To get it right, though, you’ll need to keep these 15 tips in mind. Doing these things ensures that you’re sending valuable, exciting, actionable emails that your readers will love to engage with.
Alecs is the Client Accounts Manager at Express Writers. Content is a little bit like clothing.
We all know which types we like best and, after awhile, it’s easy to get stuck in a rut so to speak, recycling the same 4 items time and time again, leaving 90% of the vast closet untouched.
While you may not be literally reusing the same pieces of content over and over again, I’m willing to bet you probably reuse the same types of content – blogs, tweets, links, etc. While there’s nothing wrong with this content on its own, it can make your brand feel stale, boring and predictable if you don’t branch out – just like that dingy grey sweatshirt you love so much.
But what if you brought in fresh new infographics, ebooks and brochures into your content wardrobe?
It might make your brand feel a little like this…
3 Amazing Content Forms & How to Benefit From Them: Infographics, Ebooks, Brochures
In order to switch it up and give your brand new life, try experimenting with the following types of content.
1. How To Use Infographics
Infographics are the belle of the ball right now in content. Their most obvious winning factor is that they drive insane traffic to your site. Just how insane, you ask?
Infographic search volume has increased over 800% in the last 2 years.
The brain processes visual information at a rate 60,000 times faster than it does textual information.
65% of people classify themselves as “Visual learners”
People who use infographics on their site grow an average of 12% faster than those who don’t.
Infographics are shared on social media 3 times as often as all other types of content, which means they have a high potential to go viral.
Personally, our brand infographics, like this one, have garnered 3x the average shares one of our blog posts gets.
How’s that for content that is in-demand? In addition to being in-demand, though, infographics are also amazingly functional. This owes to the fact that infographics pack a ton of information into a small, easily digestible mechanism and can help your readers better understand your topic. Because of this, they’re shared more often, viewed more often and understood more comprehensively than text-based content.
In order to use infographics effectively in your content, there are several things you need to consider. First of all, the infographic should be strictly information-based. Don’t ever use an infographic to pitch your company’s many virtues. These infographics defeat the point (viral information sharing) and use the infographic’s power for evil rather than good. Instead, focus on taking an issue your industry faces, a hot topic that will encourage sharing or an interesting development and breaking it up to provide your audience with further information. If you need help coming up with an in-demand and genuinely interesting topic for your infographic, consider consulting resources like Google Trends or viral Twitter hashtags.
Once you’ve chosen a topic, you’ll need to gather information. When citing sources for your infographic, make sure they’re reputable sources comprised of industry experts and high-profile sites. Pulling information from obscure sites increases the likelihood that the information will be incorrect and decreases the likelihood that your infographic will receive a good reception (people don’t like sharing faulty information, after all). When gathering info, think about which statistics will make a good visual. Increase or decrease in revenue, for example, can be illustrated by a bar graph. Stick with great sources and highly visual statistics and you’ll have a great infographic in no time.
When it finally comes time to design your infographic, you can either pay a designer (don’t be surprised, though, if prices top out around $1,000) or you can do it yourself. Free web-based platforms like Easel.ly, Piktochart, Infogr.am get the job done with professional results and can help you stand out from the pack in an instant.
2. How to Benefit From Ebooks
Ah, eBooks – the quiet princesses overthrowing the palace one step at a time. Ebooks now top paperbacks in sales numbers and are set to completely overtake the paper dynasty any day now. As a marketer, though, it’s possible that you don’t want to sell your eBook and that you only want to use your eBook as an incentive. This is without a doubt how eBooks rose to prominence in marketing and is still one of the primary ways they are used within content strategy.
The reason for this is that bundling has long been a market strategy to help consumers make purchasing decisions and to help differentiate a company from its competition. For example, when a consumer purchases a piece of clothing from an online outfitter and finds a $100 voucher for a new online wine club (a sister company of the clothing retailer) enclosed, that consumer is much more likely to buy from that retailer in the future. Similarly, when a customer visits your site and finds that you’re offering samples of your content or (better yet) entire courses for free in eBook form, they’re very likely to stick around to see what else you have to offer. This approach also proves to consumers that a company is so confident in the quality of its product that it is happy to literally give some of it away.
Though compiling an eBook may sound complicated, it’s pretty simple. All you need to do is find a topic you want to write about (consider serialized topics you’ve blogged about in the past, consistent questions your customers ask, a problem many of your customers have or a new development you’re excited to debut) and write content (for more information about how to actually write an eBook, check out this HubSpot resource). In order to ensure that your content is as good as it possibly can be, ensure that it compliments your current brand, that it looks professional and that it is executed with precision. Enlist professional help to get your cover image on point and then give the eBook away as an incentive to subscribe to your company’s email list or as a promotional item bundled into more extensive courses or workshops.
3. Brochures Are Coming Back & How You Can Use Them
Did you think that brochures were an archaic form of marketing that nobody used anymore? Did you think that they were reserved for medical companies in doctor’s office waiting rooms and weight loss products? Think again. When done correctly, brochures can be a helpful piece of content that is ideal for spreading the message about your services and helping customers understand your mission. Alternately, brochures can be used to announce new products or services or to promote excitement surrounding sales.
Thanks to today’s technology, it’s completely possible to design web-based brochures that can be downloaded as a PDF or delivered directly to your customers’ inboxes. No matter what form you choose for your brochure, there are a few rules you should always abide by when creating brochures. The first is to be knowledgeable about your customer. Consider what the point of the brochure is – are you looking to promote information? Boost excitement? Introduce a new service? Now think about how the brochure needs to be laid out in order to communicate that – what kind of information does it need? Which questions should it answer? Once you’ve answered those questions, you can dedicate yourself to the writing process. In many ways a brochure is a small sales pitch and, as such, you should be writing great headlines and ensuring that your CTAs are on point. Even though a brochure is a somewhat rare form of content nowadays, it needs to fulfill all of the tasks of any other piece of content: provide information, intrigue audiences and tell them where to go next.
The Case for Content: How Infographics, Ebooks and Brochures Can Overhaul Your Brand
Today, everyone is online. That much is obvious. What people do online, though, is a bit more of a toss-up. While you may have a good audience for blog posts or podcasts, expanding out into other forms of content can help you reach new audiences and promote your message in a different way.
There are dozens of different types of content but for the brand that truly wants to overhaul its image and put forward a brave new face, there is no content so heavy-hitting and valuable as infographics, eBooks and brochures. Customizable, highly distributable and easy to create, these pieces of content are a fantastic way for you to spread information, drive people back to your site and ensure you’re casting your net as widely as possible.
Because, hey, while we all love that dingy grey sweater, it’s time for a change every now and then, don’t you agree? Who wouldn’t want their brand refreshed and dressed as well as a Marilyn Monroe? Check out our infographic service to get started!
If you’re a retailer, you depend on good copy to help sell your products and services.
With good copywriting, you can garner interest in your brand, cultivate trust, and provide value to your audience. In turn, these aspects make them more likely to pull the trigger. This is when leads convert to sales, and you score.
Fantastic retail copywriting, however, is what sets apart the merely successful from the true stars of the market.
However, that level of writing is often hard to achieve. In short, you need the pros.
This is where a content creation and copywriting service swoops in to help you.
At Express Writers, we’re staffed with skilled scribes who know how to write engaging copy. We employ slick sentences, nimble turns-of-phrase, and alluring adjectives to present valuable information to your customers.
We write copy that gets you noticed. We do this in a few different ways, including using the same techniques that the big retailers use.
Get the gist of what we offer, then find out which major brands we love to emulate.
What Express Writers Offers for Retail Copywriting
Our Content Shop is a treasure trove if you’re looking for great retail copywriting. Just a few of our offerings include:
We write your copy so you don’t have to, and we write it professionally. This means you’ll be a step above your competitors with snazzy copy that holds attention. It’s clean writing that alternately entices and engages your readers.
Your copy will be unique to your business and what you’re selling. Whether you offer products or services, we’ll make them desirable. We’ll answer the readers’ questions and position you not only as useful, but necessary to your potential customers.
Our Track Record
We have helped thousands of clients edge out the competition with solid, smart, well-written copy that’s SEO-ready and optimized for discovery.
Our successes are proven: our services have given clients boosts like high conversion rates, big increases in revenue, saved time, and high-ranking pages. We have worked with brands big and small and helped speed their way to standing out among their peers.
Our services make it possible – we’re ultra-flexible and can give you just what you need.
Our Products and Services for Retail Copywriting
You’ll find all kinds of options for custom retail copywriting in our Content Shop. Product Descriptions
Excellent product descriptions highlight what you’re selling in a way that makes them unique but understandable. Customers will quickly get the gist of key features with well-written descriptions, but, more importantly, they’ll be enticed to click “Add to Cart.” Ad Copywriting
You only have one chance to grab attention with your click-through ads. With professional ad copywriting, we write the kind of creative, fun, targeted copy that gets web users to stop scrolling, take a closer look, and click. Web Pages
If you want to grab the customers who are looking for businesses like yours, you need SEO-friendly web pages that are easy on the eyes. We write readable, professional, custom copy that is up to Google’s high standards. This means more traffic and conversions for you.
At Express Writers, we know quality retail copywriting. As such, we’ve collected some of our favorite examples of awesome brands doing it right. When we work for you, we’ll aim to emulate these successful brands by using their tried-and-true techniques.
5 Examples of Big-Time Brands that Nail Retail Copywriting
According to Econsultancy, there is a formula to great retail copywriting. It includes:
A unique approach
A knowledgeable perspective
A readable format
An inviting, friendly tone of voice
Not too much technical jargon
Some of the best brands out there nail every aspect – and they make it look easy.
Time after time, Apple keeps on producing crisp, clean copy that grabs your attention and holds it. In fact, their words are like their products: sleek, crafted, and to-the-point.
But what are the nitty-gritty reasons behind why Apple’s retail copywriting works effortlessly? According to Kissmetrics, it’s based on a couple of key techniques:
There’s always one big idea. For example, in the above screengrab, the idea is simple: the iPad Pro is just like the older model, but better. With it, you can still carry out all the tasks you used to do – just better.
Sentences are short and broken. Most of the ideas Apple puts out there are rather abrupt in their wording. However, they all give you the sense that the company is making a firm, bold statement that they absolutely stand behind. They’re not suggesting, they’re telling.
The copy is memorable. The line “Anything you can do, you can do better” is not just catchy. It actually riffs off memorable song lyrics from the Broadway musical, Annie Get Your Gun. As such, it has a ring to it. It sticks in your head. Of course, that’s totally the point.
If there was an award for “best use of plays-on-words in product descriptions,” women’s clothing retailer ModCloth would win it.
Just listen to the names of some of these clothing pieces:
The Flair and Back A-Line Dress
Pull Up a Cherry A-Line Dress
Flourishing Flirtation Top
Patio Chatting Tank Top
According to Hubspot, ModCloth accomplishes enticing product names and descriptions because they know their buyer persona inside-out. This includes what will appeal to them. They know that the gals who shop their website are smart and savvy – and they run with it.
UncommonGoods immediately grabs your attention on their homepage with their unique product categories. Instead of settling for your standard “men,” “women,” etc., they instead zero-in on fun categories that directly appeal to special interests.
It’s fun and a little silly to name your “bestsellers” category “Selling Like Hotcakes!” – but it totally works.
4. Old Spice
Old Spice has set themselves apart from other men’s brands by just plain going for it. Their wacky, hilarious ad copy is everything from attention-grabbing to tongue-in-cheek.
Just look at that tagline in the screengrab: “Don’t smell yourself short.” It’s simple, memorable, witty, and funny. Old Spice’s ad copy takes itself incredibly seriously, but that’s part of the joke – and you can tell that they’re laughing right along with us.
Avocode is nailing the simple, straight-to-the-point strategy. Combined with their clever and cool name, their copy tells you, in plain language and large font, exactly what they can do for you in one sentence.
As Kissmetrics notes, it’s not pushy or complicated, and it doesn’t scream for your attention. It tells it like it is.
Unsurprisingly, this makes you feel like their program might be equally as simple to use. That’s just smart retail copywriting.
[clickToTweet tweet=”Learn which brands are killing it at retail #copywriting in this post from @ExpWriters!” quote=”Learn which brands are killing it at retail #copywriting in this post from @ExpWriters!”]
How to Emulate the Pros and Get Effective, Attention-Grabbing Copy
If you want to emulate the big guns and cultivate creative copy that translates into a tidy ROI, you totally can.
There are a few basic principles to follow.
1. Keep It Concise
Short and to-the-point is always better than long-winded and rambling when it comes to good copy.
As you probably noticed from the examples above, keeping it short keeps things punchy. After all, which is more likely to grab your eye: a huge wall of text explaining a product or service in fine detail, or a short sentence that captures its essence in one try?
2. Be Creative
Creativity will take you far with retail copy. Creativity is what makes you stand out from the pack. It’s what sets your message apart from the thousands of other brands that are similar to yours.
3. Be Approachable
Don’t be afraid to poke fun at yourself, and maintain a friendly tone. Approachable writing makes people feel warm and welcome – it invites them in and draws them closer.
4. Consider Your Target
Don’t write for teenagers if teenagers aren’t your target audience. Pay attention to exactly who you’re addressing with your retail copywriting, and think long and hard about what will appeal to them.
5. Hire Fantastic Writers
If you want to skip the hard parts and let someone else do the creative legwork for you, then you should hire fantastic writers to make your copy sing.
At Express Writers, our team is ready and waiting to take your retail copy needs and run with them. We have a variety of products and writing services that can get you noticed in the best way possible.
So, what are you waiting for? To kick-start your retail copywriting, visit our Content Shop today and get rolling on your way to new heights with great copy.