A Guide to Copywriting for D2C brands

Heya ??

Hope you're having a great day today.

This week, i had a conversation with 2 folks and they both wanted to learn about copywriting, so i thought i'll cover it here this week.

Let's get started, but first

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Today we talk all about Copywriting

It should take you roughly 2 minutes and 17 seconds to go through today's edition

In today's edition,

?? Copywriting Basics

?? Snippets: Fundings this week

?? Brand of the week & the tools they use

Let's dive in ??

D2C Class: Copywriting 101

Its Copywriting time

Good copy has the power to move mountains or at least your customer’s wallets. A really smart guy once told me, if you want to master something, master the art of copywriting. Yet, this is something that we hand over to our intern to do.

Here’s how you can master copywriting in 5 steps

1) Know your Customer

Duh right? But in order to write copy that converts, you need to know exactly who you’re writing for. Write with your ideal customer in mind. Think about how he/she will react to it

You choose the words that your audience uses

2) Paint a dream picture

While i know most of us are not poets, but that’s what needs to be done here. What would you rather have

What would you rather have? Regular dark chocolate or what is described below

3) Headlines that make em wanting more.

In the words of the great Ogilvy

On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

So, make an effort to write enticing headlines. This holds true for emails, website copy, ad copy, product copy and everything in between

4) The rules of grammar

Use more Verbs, less adjectives and if you’re using superlatives, justify them. Too much grammar??

When writing copy, verbs outperform adjectives.

5) Benefits over features

We’ve heard this one before, haven’t we. Always highlight the benefit to the shopper and not a feature of your product.

The shopper just wants to know what’s in it for her, she doesn’t care about whether the Chip in her iPad is M1 or Z1, she just wants to know how it effects her.

TL;DR:

A well-written copy can have a huge impact on your conversions. Don't take it lightly.

D2C Snippets

Shipway tidies up to Shipway One.

Zomato acquired Blinkit for INR 4,447 cr in an all-stock deal.

Lenskart buys a majority stake in the Japanese D2C eyewear brand OWNDAYS.

Brands We Love

Brand: Supergoop

Headquarters: USA

Category: Protective SPF skincare

Founder: Holly Thaggard

What we love about em: One of the first brands to create a SPF skincare category and as know we always love category creators

Last Funding: Having raised funding from celebrities like Hugh Jackman, it was sold to the Blackstone group

Tools they use:

Attentive

Klaviyo

Hotjar

Hope you found this worth your time, dm me if you'd like to share some feedback or suggest a topic that I can cover

Cheers

Tam