How can you write copy that positions your brand as a force for good?

In a world where consumers are increasingly aware of the social and environmental impact of their choices, how can you write copy that positions your brand as a force for good? How can you communicate your values, mission, and purpose without sounding preachy, vague, or self-serving? Here are some tips to help you craft compelling copy that resonates with your ideal audience and builds trust and loyalty.

1 Identify your core message

Before you write anything, you need to have a clear and consistent idea of what your brand stands for and why it matters. What is the problem you are solving, the change you are making, or the benefit you are providing? How do you differentiate yourself from your competitors and align yourself with your customers' aspirations? Your core message should be simple, specific, and relevant to your niche and industry. It should also be authentic and credible, backed by evidence and examples.

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Chris Stadler

Integrator. Ops, projects and process improvement.
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If the goal is to be a force for good, don't consider customers too early in the process; solidify your own authenticity first, and only then try to connect with the audience. Putting your customers too early in the process, taking their values as your own so you can sell more, is why so many brand strategists hate themselves.

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2 Use storytelling techniques

One of the most effective ways to connect with your audience and convey your brand's personality is to use storytelling techniques in your copy. Stories can elicit emotions, create empathy, and inspire action. They can also illustrate your brand's values, vision, and impact in a memorable and engaging way. To write a good story, you need to have a clear structure, a relatable protagonist, a compelling conflict, and a satisfying resolution. You also need to use vivid language, sensory details, and dialogue to bring your story to life.

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Shalini Priyadarshini

Communications | Sustainability and Circular Economy Advocate | Mentor | Career Coach | Regenerative Living | Storyteller | Women Empowerment Champion
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When storytelling, use concrete examples of the impact your brand or product may have already made or can make. If it is a new product, create scenarios where your product can truly make a difference.

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3 Address objections and challenges

While you want to highlight your brand's positive impact and achievements, you also want to be honest and transparent about the challenges and limitations you face. No brand is perfect, and your audience will appreciate your candor and humility. By addressing the potential objections and concerns of your readers, you can show them that you are aware of the realities and complexities of your industry and niche, and that you are committed to improving and learning. You can also use this opportunity to demonstrate how you handle feedback, criticism, and mistakes, and how you overcome obstacles and setbacks.

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4 Include a clear call to action

The ultimate goal of your copy is to persuade your audience to take a specific action that aligns with your brand's objectives and values. Whether you want them to buy your product, sign up for your newsletter, join your community, or donate to your cause, you need to make it easy and appealing for them to do so. Your call to action should be clear, concise, and compelling. It should also convey a sense of urgency, value, and benefit. You can also use social proof, testimonials, guarantees, or incentives to boost your conversion rate.

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5 Test and optimize your copy

Writing copy that positions your brand as a force for good is not a one-time task. It requires constant testing and optimization to ensure that it is relevant, effective, and engaging for your audience. You need to measure and analyze the performance of your copy using various metrics and tools, such as click-through rates, conversion rates, bounce rates, feedback forms, surveys, or interviews. You also need to experiment with different elements of your copy, such as headlines, subheadings, images, tone, length, or format, and see what works best for your niche and industry.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Lola Bailey

Bold, differentiated content for L&D consultants. Medical Editor for Pharmaceutical Agencies. Book a Call.
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Include details people care about. For example: -details about sustainable sourcing or eco-friendly manufacturing processes in the copy -share stories of the brand's community engagement or charitable initiatives -customer stories that highlight the real-world good facilitated by the brand's products or services

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Deanna Villarreal

Membership Engagement Specialist | Media & Entertainment | 5+ years fostering online communities - increasing member retention + client leads
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Make sure your content and copy is trustworthy and credible! You don't want there to be any holes or half-truths (on purpose or by accident) for a reader or client to discover.

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How can you write copy that positions your brand as a force for good?

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1 Identify your core message

2 Use storytelling techniques

3 Address objections and challenges

4 Include a clear call to action

5 Test and optimize your copy

6 Here’s what else to consider

Copywriting

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How can you write copy that positions your brand as a force for good?

1

2

3

4

5

6

1 Identify your core message

2 Use storytelling techniques

3 Address objections and challenges

4 Include a clear call to action

5 Test and optimize your copy

6 Here’s what else to consider

Copywriting

Rate this article

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