Every company is different – even ones that compete for the same business, such as British Airways and Virgin Atlantic. So what makes a customer more attracted to one than the other? Apart from obvious difference in service offerings, like greater legroom or better food, the overall personality of the brand will be the initial factor. So what does your brand say about you?
Do you have a professional, attractive logo? And what about your strapline – does it sum up for your customers the benefits of working with you? How about your copy – does it attract interest, have energy and compel the reader to want to know more by speaking to you direct or ordering straight away?
Your copy needs to reflect your values. So if you’re a company that provides fun solutions for your clients, you don’t want stuffy wording. Yet many people feel that they must put on an academic hat when writing for a website or brochure. But fun loving customers will find formal writing a turn-off. So write as you speak and your brand will shine through. That way you’ll sell much more powerfully – and consistently.
