A lot of ads sound the same. Have you noticed?
Messaging like this is everywhere:
"Our product helps teams boost productivity."
"Quality you can trust."
"A dining experience you'll never forget."
While these things might be true, they don't tell people what makes them different.
Great copywriters say things that only their specific brand can.
Your brand is unique. Do the work to put that uniqueness into words — specific words.
One incredibly helpful exercise I lean on is asking myself this question: "If I were to swap the logo on this piece, could the message be true for our competitors?"
We work with an incredible food and essential goods rescue organization called Lionhearts. They work in London, Kingston and Ottawa to help eradicate hunger and homelessness in bold, innovative ways.
Their team realized something this year. They were able to draw a direct link between donor dollars and the exact monetary value of food and goods donated to local charities. It turned out that for every dollar they received in donations, Lionhearts donated $15 worth of goods to agencies that needed them.
Thus, the 15X marketing campaign was born. Brochures, signage, social media and even conversations with every potential donor they met with were filled with the amazing news that Lionhearts was able to 15X donations.
There aren't many, if any, non-profits that can say the same thing.
Your product, service or mission is unique in some way. Maybe it's how quickly your bakery sells out of its famous croissants on a Saturday morning. Maybe it's your average response time to a customer inquiry. Maybe it's the detailed information you can provide a donor about how their dollars impact real people.
Before your next copywriting project, ask yourself: “What can we say that no one else can?”
The answer might be the best piece of copy you've ever written.
