Salesy Copy Is Out, Authentic Branding Is In
Ever see an ad that makes you raise your eyebrows a bit?
You’re far from alone in that. In fact, today’s consumers are inundated with salesy marketing campaigns in every facet of their lives. You can’t open your email, social media accounts, watch a video, or even drive down the street without some type of marketing coming into your peripheral.
If something seems suspicious, the facts don’t really matter anymore. That potential customer is already lost and may forever affiliate that brand in a negative connotation.
This is why it’s time to ditch the salesy copy. Instead, focus your marketing efforts on authentic branding that will comfort your audience and help them remember you.
So how do you make your marketing stand out for the right reasons?
You need credibility to show that your brand messaging is authentic.
Otherwise, you’re just another fish in a pond of baseless sales tactics.
What is Authentic Branding?
Simply put, authentic branding and marketing is when you prioritize building your know/like/trust (KLT) factors with your audience over sales. It feels like you want to develop a relationship rather than a transaction.
Remember the phrase, people do business with people they know, like, and trust. This mindset is the starting point to create an authentic brand.
4 Tips To Ditch The Salesy Copy For Authentic Transparency
Getting the right message across isn’t as tricky as it seems. Sometimes all it takes is reevaluating your business’s mission and values.
Don’t have time or the confidence to write your own brand messaging? Leave it to the pros at FocusCopy. Schedule your discovery call with us today.
1. Keep Your Authentic Voice Consistent In Your Brand Messaging
Have you defined your brand voice?
If not, then it’s time to discover, document, and implement your business’s authentic voice.
Your business’s brand voice speaks to your target market. Furthermore, a consistent brand voice builds credibility and helps your audience feel comfortable with your brand.
On the other hand, an inconsistent brand voice can wreak havoc on your business’s marketing.
A few questions to ask yourself when honing in on your brand voice include:
- How do you want people to feel about your brand?
- What voice, tone, and words do you absolutely want to avoid affiliating with your brand?
- Who is your ideal customer and audience?
FocusCopy has a whole workshop we go over with new clients. Sometimes, the questions are a little surprising – like which movie characters you relate to, how your friends describe you, and so much more. But I promise, there’s a method to the madness. Each question gets us closer to defining a business’s voice for the most effective brand messaging.
Once you identify your brand voice, use it genuinely, consistently, and transparently. Moreover, don’t be afraid to show the highs and the lows. People relate to real life problems, it doesn’t need to be all sunshine and daisies.
Additionally, if you make claims – back them up! Backlinking to reputable sources not only builds your own credibility, but can also improve your SEO efforts. (Psst…backlink to your own blogs and web pages, too!)
2. Show Your People, Products & Services With Authentic Photos – Not Stock
Sure, stock photos are great when you’re in a pinch. However, you may want to keep them in the last resort file.
This case study on Harrington Movers in New Jersey shows just how powerful authentic photos can be. When they decided to do away with the happy couple stock photo and get real, the results spoke for themselves.
In fact, they ran an A/B test with 2 new, yet authentic, photos. The first is a simple photo of their moving truck. The second is a photo of their actual team of movers in front of a moving truck. With both of the newer, authentic photos, Harrington Movers saw over a 45% increase in quote requests than with the stock photo.
Overall, marketing is a science. It’s why we love A/B tests! However, it’s important to not lose the human element. You can chase all the analytics and statistics, but you need to always remember that a real living person full of emotions and personal experiences is on the receiving end.
On another note, make sure your photos are true! Have you been introduced to a new skincare product complete with before and after pictures? But when you look at the photos, you realize the person in the “before” is raising their eyebrows to create forehead wrinkles. The lighting is different in both photos and you realize that if this is the best they can do – it’s not a worthy investment.
Investing in a brand photo shoot was one of my favorite marketing projects for FocusCopy. I now have a plethora of images that I own and use for featured images in blogs, newsletters, website copy, and more. Plus, it was fun! The trick is to hire a great photographer that makes you feel comfortable and that you trust (meet our favorite photographer).
3. Keep Your Marketing As Genuine As Can Be
On the same thread of using genuine and honest photos, your copy should follow suit. In other words, practice what you preach.
For instance, there’s been a lot of talk around the lack of regulations in the U.S.’s skincare and cosmetics industries. The facts can be quite shocking. Unsurprisingly, a lot of companies have jumped on the bandwagon to promote non-toxic products. However, are the people pushing these products concerned about all the toxins in their lives?
If not, how can you be sure they even care and that their products are as safe as they claim?
People in this particular niche industry can show their genuine care and interest by showing that they take the same approach to other parts of their lives. As an example, they may show that they use effective yet non-toxic household cleaners or are making an effort to replace plastic containers with glass.
The gist here is no matter your industry, your marketing will be most effective when it is genuine.
Do you know what you want to say but not sure how to say it? Writing is the most cumbersome task in marketing campaigns and FocusCopy will work with you to define your brand voice for the most effective messaging. Schedule a discovery call today to learn more!
4. Grow An Organic Following (AKA Don’t Pay For Followers Or Engagement)
Social media brings us into each other’s lives like never before. Whether you keep a crisp profile that only shows the positives or get into the nitty gritty behind the scenes real life chaos, it’s amazing what people want to see!
It’s called social proof. And if done right, it can tremendously increase your brand’s reach.
Having trouble getting started? Challenge yourself to show up on social media for a month straight. Yes, every day of an entire calendar month. I promise it’s not hard. Plus, you can have fun with it!
Been wanting to show off your dance or lip syncing skills? There’s no time like the present to pick a trending TikTok audio clip and go for it.
However, make sure to keep the content focused on your target audience.
Moreover, ask customers to send you or tag your company’s social media in their own photos using your product or service! There’s nothing like seeing real people enjoying what your business offers to instill social proof.
FocusCopy Writes Authentic Copy For Brands Worth Boosting
While writing comes easy to some, we’ve found the majority of people view it as their most cumbersome task. However, simple and direct communication is also very often the most persuasive and effective marketing tool.
Whether you simply don’t like to write or don’t have time to write, it still needs to get done. FocusCopy allows business owners like you to focus on running and growing your business while we handle the copy.
Ready to learn more about what FocusCopy can do for your business (and stress level)? Schedule your discovery call today!