Brand loyalty is the holy grail of marketing. It means that your customers not only buy from you repeatedly, but also recommend you to others, defend you from criticism, and resist switching to competitors. How can you achieve this level of trust and commitment with your copywriting? Here are some tips to help you write copy that builds brand loyalty.
The first step to writing copy that builds brand loyalty is to know your audience inside and out. You need to understand their needs, wants, pains, goals, values, and preferences. You need to speak their language, use their tone, and address their objections. You need to show them that you care about them, not just about selling your product or service. You can use surveys, interviews, reviews, social media, and analytics to gather insights about your audience and create buyer personas that guide your copywriting.
To write copy that builds brand loyalty, use a conversational tone, highlight the brand's unique selling points, and evoke emotions. For instance, consider a story of a local tea brand that connects with customers by sharing heartwarming tales of chai bonding families across generations. Experience the power of storytelling and build brand loyalty. For digital marketing services, contact +918860220103, and let's create your brand story together.
Brand loyalty is on the decline. While there are currently numerous brands that may contradict this statement, the situation is expected to change within the next 8-12 years. Several factors, including costs, online social interaction, social impact, and patriotism, will significantly influence brand loyalty in the future. An illustrative example can be seen in South Africa, where local brands are experiencing a rise in market share due to the younger generation embracing their African culture. Consequently, global brands like Nike have begun collaborating with African designers to enhance their authenticity and better cater to the market they serve.
What does it mean by "know your audience"? This is by knowing their problems and needs Their search engine search intent Their channels Their pain point What content engages them/ their interest And so on. What are the tools that can help? Google Analytics SEMeush Social media tools GSC And on. Knowing all of these will help you in writing your content. Putting the tone, Hook, CTA, and message into consideration to meet your audience's expectations is important. Note: having an analytical mindset as a copywriter is a plus. It helps in analyzing the market to understand your audience
The second step to writing copy that builds brand loyalty is to communicate your value proposition clearly and convincingly. Your value proposition is the unique benefit that you offer to your audience that sets you apart from your competitors. It should answer the question: why should they choose you? You need to craft a compelling headline, subheadline, and body copy that highlight your value proposition and show how it solves your audience's problem or fulfills their desire. You need to back up your claims with evidence, such as testimonials, reviews, case studies, or statistics.
One thing which is very important is honesty. It is paramount to provide a consistent, honest approach about where you’re at as a business. Think of the brand as a person, if you’re honest and true it’s easier to connect to your target, especially at early stages of the business. If you’re a startup there’s no need to pretend you’re something you’re not, and easier to stand out next to those who are more well-known. Focus on communicating your story, and the reason you came to be and you’ll find there are those who will come onboard early as believers of the brand.
The third step to writing copy that builds brand loyalty is to be consistent and authentic across all your touchpoints. You need to have a consistent voice, tone, style, and message that reflect your brand personality and values. You need to be authentic and honest, and avoid exaggeration, hype, or false promises. You need to deliver on your promises and exceed your audience's expectations. You need to align your copy with your visual identity, your product or service quality, and your customer service. You need to create a coherent and memorable brand experience that builds trust and credibility.
It is not about you nor your brand! It is about the consumers. When you write your posts and content remember that and you'll never miss the authenticity in what you do!
The fourth step to writing copy that builds brand loyalty is to engage and educate your audience throughout their journey. You need to create captivating headlines, subheadings, and hooks that grab their attention and keep them reading. You need to use storytelling, emotion, humor, or curiosity to connect with them on a personal level. You need to use clear, concise, and scannable language that makes your copy easy to read and understand. You need to provide valuable and relevant information that helps them make informed decisions and achieve their goals. You need to use calls to action that guide them to the next step and encourage them to take action.
The fifth step to writing copy that builds brand loyalty is to personalize and segment your copy according to your audience's characteristics, behavior, and preferences. You need to use their name, location, or other details to make your copy more human and relatable. You need to use dynamic content, such as images, videos, or testimonials, that match their interests, needs, or stage in the funnel. You need to use segmentation and automation tools, such as email marketing, CRM, or landing page software, to deliver the right message to the right person at the right time. You need to create a customized and relevant experience that makes them feel special and appreciated.
The sixth and final step to writing copy that builds brand loyalty is to nurture and retain your existing customers and turn them into loyal advocates. You need to follow up with them after their purchase and thank them for their business. You need to provide them with support, feedback, and updates on your product or service. You need to offer them incentives, rewards, or discounts for repeat purchases or referrals. You need to ask them for reviews, testimonials, or feedback and use them to improve your copy and your offer. You need to create a community and a dialogue with them and make them feel part of your brand story.
Especially when a customer has recently given your brand a chance with a first or second purchase, it's important to reinforce why they made a smart decision. Remind them of the benefits they can expect, especially any that are 'discoverable' over the longer term. This was the case when marketing a subscription service of meal kits, where consumers would only discover the benefit of skipping the weekly shop once they'd experienced the service for more than a week. For consumers still on the fence in deciding to stay or leave after trial, reinforcing longer-term benefits can make the difference.
Apply psychology, e.g. the Pratfall Effect* Many amazing brands use that effect to seem more likeable, both in their copies and campaigns. Example? Look at Oatly campaigns and their copywriting, or Ryanair's Instagram. Or KFC turning into "FCK". Get creative and think what mistakes you have made, and apply psychology! *Pratfall effect states that people who are considered highly competent are found to be more likeable when they perform an everyday blunder than those who don't!).
Identify what the brand is DOING to build loyalty (i.e. through its product offering, approach to customer experience, CSR initiatives etc.) and then tell those stories in an authentic and engaging manner.