Breaking the Rules: Copywriting Conventions are Holding You Back
As a copywriter, it's my job to craft messages that grab attention, resonate with audiences, and ultimately, persuade people to take action. However, I've noticed that many businesses are stuck in a rut when it comes to their copywriting. They're following a set of rules that they think will help them stand out, but in reality, they're just blending in with the crowd.
So, let's talk about why breaking the rules of copywriting might be the key to unlocking your business's true potential.
Rule #1: Use Buzzwords to Seem Trendy
Using buzzwords to seem trendy is a trap that many businesses fall into, but it can actually hurt your brand more than it helps. For example, if you're a software company trying to attract new customers, using buzzwords like "cutting-edge" or "next-generation" might make you seem like just another tech company. We’ve all seen an ad that we couldn’t help but roll our eyes at.
However, by highlighting the specific benefits of your software, like saving time or streamlining processes, you can stand out in a crowded market. Another example is the beauty industry, which is notorious for using buzzwords like "miracle" or "revolutionary" to describe their products.
But these claims often fall flat when customers don't see the promised results. By being honest and transparent about what your products can and can't do, you can build trust with your audience and create a more sustainable brand image.
Another problem with buzzwords is that they can come across as inauthentic or insincere. For example, if you're a small, family-owned business using corporate buzzwords like "synergy" or "leverage," it might seem out of place and even comical.
Instead, try using language that feels genuine and authentic to your brand. If you're a local coffee shop, use words that evoke a cozy, friendly atmosphere, like "warm" or "welcoming." By staying true to your brand and speaking in a voice that feels authentic, you can create a more meaningful connection with your audience.
Rule #2: Strictly Adhere to Brand Guidelines
Many businesses are hesitant to deviate from their brand guidelines, fearing that doing so will confuse customers or dilute their brand identity. However, some companies have successfully broken free from these constraints to create more dynamic and memorable brand experiences.
For example, fast-food chain Wendy's is known for its cheeky and irreverent social media presence, which includes snarky responses to customer comments and memes poking fun at competitors. This approach is a departure from the more traditional, polished tone that many fast-food chains take on social media.
Another example is Nike's "Dream Crazy" campaign featuring Colin Kaepernick, which sparked controversy and even boycotts but ultimately resulted in a boost in sales and brand loyalty. By taking a bold stance on a controversial topic, Nike differentiated itself from its competitors and connected with a younger, more socially conscious audience.
In addition to these big-name examples, there are plenty of smaller businesses that have broken the mold to great effect. For instance, the indie skincare brand Glossier has built a cult following by eschewing traditional beauty marketing tactics and instead using social media influencers and user-generated content to promote its products.
The brand's minimalist aesthetic and approachable, authentic tone have resonated with millennials who are looking for more transparent and relatable brands. Similarly, the online retailer Everlane has made a name for itself by being transparent about its supply chain and pricing, and using a straightforward and unpretentious tone in its messaging.
These examples demonstrate that breaking brand guidelines can actually be a boon to businesses, allowing them to differentiate themselves from competitors and connect with new audiences. By experimenting with different tones, visuals, and messaging strategies, companies can discover new ways to express their brand personality and values.
However, it's important to note that breaking the rules shouldn't be done haphazardly – it should be a strategic decision that's rooted in a deep understanding of your audience and your brand's values.
Rule #3: Avoid Controversial Topics
This route is not for the faint of heart. . . In today's politically charged climate, it can be tempting to avoid any topics that might ruffle feathers. But by staying neutral, you're also staying forgettable. Taking a stance on a controversial issue can help you stand out from the crowd and attract a loyal audience who shares your values.
Of course, this doesn't mean you should intentionally offend anyone. But don't be afraid to have a point of view and use your platform to make a statement.
A great example is the skincare brand, The Ordinary. They've gained a loyal following by being transparent and vocal about their stance on issues within the beauty industry. They've taken a stance against false advertising, high prices, and deceptive marketing tactics.
By taking a clear stance on these controversial topics, they've positioned themselves as a brand that values honesty and integrity, which has resonated with their target audience.
By avoiding controversial topics, brands risk being seen as bland and unremarkable. Taking a stance on a controversial issue can help a brand stand out and create a more loyal following. Of course, it's important to do so authentically and with tact.
Brands shouldn't take a stance just for the sake of being controversial, but rather align their messaging with their values and target audience.
Breaking the Rules: Real-World Examples
So, who's actually breaking the rules of copywriting and seeing results? Let's take a look at a few examples:
Dollar Shave Club – By using humor and irreverence, Dollar Shave Club managed to shake up the stagnant world of razor advertising. Their viral video campaign was a huge success, and they've since been acquired by Unilever for $1 billion.
Nike – Nike's "Just Do It" slogan is a prime example of a brand taking a stance and standing behind their values. The campaign was launched in 1988 and is still going strong today, proving that a clear and memorable message can withstand the test of time.
Purple – Mattress company Purple made waves with their quirky and irreverent advertising campaigns, which featured viral videos of people dropping eggs onto their mattresses to demonstrate their durability. This attention-grabbing approach helped them stand out in a crowded market and grow their business.
Breaking the Rules: How to Do It Right
When it comes to breaking the rules of copywriting, it's important to approach it strategically. Simply being bold and different isn't enough, as you still need to resonate with your target audience. Here are some tips for doing it right:
Know Your Audience - The better you understand your audience, the more effectively you can craft messaging that means something to them. For example, if you're targeting millennials, you may want to use social media influencers to promote your product rather than traditional advertising.
Take Calculated Risks - Don't be afraid to take risks, but make sure they're backed by research and data. For example, when Apple first introduced the iPod, they broke the rules by promoting it with white headphones and a minimalist design. This approach was risky, but it paid off because it resonated with their target audience.
Create a Memorable Message - When you break the rules, you need to do it in a way that leaves a lasting impression. For example, Old Spice's "The Man Your Man Could Smell Like" campaign was bold and irreverent, but it also resonated with their target audience and became a viral sensation.
Be Authentic - When breaking the rules, it's important to stay true to your brand's values and personality. For example, Patagonia has been breaking the rules by promoting sustainability and ethical practices in their advertising campaigns, which resonates with their environmentally-conscious audience.
Test and Iterate - Breaking the rules is an ongoing process that requires constant experimentation and iteration. For example, when Coca-Cola introduced New Coke in 1985, it was a major failure, but they were able to bounce back by reverting back to the original formula and launching a successful marketing campaign.
As a copywriter, your job is to create messages that will grab attention and persuade people to take action. However, many businesses fall into the trap of following the same set of rules, which often causes them to blend in with the crowd rather than stand out.
To unlock your business's true potential, it is essential to break some of the standard copywriting rules. Using buzzwords can be misleading, strictly adhering to brand guidelines can be limiting, and avoiding controversial topics can be forgettable.
By experimenting with different tones, visuals, and messaging strategies, you can differentiate yourself from competitors, connect with new audiences, and build trust with your customers.
So go ahead, break the rules and see what happens.
-Aaron D.
