5 Ways To Put Your Branding Where Your Mouth Is
by Christine Parizo, Guest Author, Fellow Betty and Copywriter
Once you’ve caught your target market’s eye with gorgeous visual branding, are you keeping her interest with words that evoke those same emotions? Let’s face it; words matter. Whether you’re selling soothing, meditative yoga classes or handcrafted, mouthwatering cupcake creations, how you describe them is every bit as important as the visuals you use to demonstrate your product.
In fact, I just did that up there. Raise your hand if you wanted to sit cross-legged in Lotus or reach for a cakey, sugary treat. Those are the power of words – they help our minds paint a picture of what to expect or reinforce pre-existing notions. Here are five things you can do to make your words match your branding:
1. PLAY WITH VERBS
“To be” and its forms are the passive voice. Your brand embodies everything that is not passive, and your sentences can easily be changed to convey action. “The massage is soothing” quickly becomes “the massage soothes tense muscles.”
2. LIVE IN THE PRESENT
Ah, more verbs! Write copy in the present tense as much as possible. “We handcraft each piece of jewelry to your specifications” implies that this is done each time an order comes in. Of course, when describing past projects, like the one-of-a-kind earrings commissioned by a starlet, using the past tense is fine.
3. CREATE A “TO USE” WORD LIST
By now, you know what your brand stands for, and you’re willing to defend it with words. Choose a few adjectives that really describe your company and what you’re conveying: excitement and sophistication, for example, the brand that drives a little red convertible up the California coastline, stopping in Malibu for coffee. Then choose words that convey those images, such as enticing, contemporary, polished, and glamorous, and write them down to pepper throughout your marketing materials.
4. CREATE A “DON’T USE” WORD LIST
Words can hinder your brand, too. For example, the exciting, sophisticated brand would want to avoid words that convey the exact opposite: staid, routine, pumped, peppy.
5. LOVE GRAMMAR
You don’t have to write a dissertation – but grammar is critical to branding. The most beautiful presentation won’t preserve brand fidelity if the copy is poorly written and riddled with grammatical errors.
Freelance copywriter Christine Parizo’s work gets prospects to jump out of their chairs and into their cars. Learn more about her at www.christineparizo.com.