In the movie The Arrival, the aliens landing on earth offer a prestigious gift to humankind, but not before frustrated attempts for communication involving a linguist and the rest of the world. In that scene, language gap was the main barrier for effective communication between them.
Such communication barrier exists even among humans on earth. Beyond language barrier, communication remains an issue even when people speak the same language. Due to social, cultural, economic, and national differences, people have different references, vernaculars, and styles.
Bridging this gap is one of the main objectives of marketing. Striving to communicate the values and principles of certain brands and organizations, marketing involves intensive communication that has to appeal to the masses.
This is where copywriting fills in the gap in marketing communication. Surely, there are other communication tools: symbols, pictures, and body language. But as the saying goes, the pen is mightier than swords. Some things just cannot be expressed in visual, making words the most effective communication tools. Beyond providing information, explanation, and description in words, copywriting allows the audience to truly understand and relate with the brand.
How Copywriting Helps Solidify Your Marketing Communication
Nike’s “Just Do It” is probably one of the most effective and talked about pieces of copywriting of all time. While the tagline does not give much information about the brand, it lets the audience understand its values and principles. It also serves as a slogan that perfectly relates with the lifestyle of the brand’s target audience. “Just Do It” depicts an attitude that is valued by the target market. As a result, the audience is able to relate to the brand emotionally. It is simple and highly successful in creating a strong image for Nike, elevating it as the world’s most famous sport brand. Nike owns 48% of the American athletic footwear market and its share of the basketball footwear market alone is at a staggering 96%.
Creating an image
Copywriting is designed to trigger the audience’s emotion, encouraging them to make decisions. Research shows that the decision-making process is 80% based on feeling rather than intellectual. Through careful selection of words in slogans and taglines, copywriting helps build a brand image. This allows the targeted audience to identify themselves with the brand, building a community ‘effortlessly’.
Establishing a common ground
Every demographic has their own lexicon and style. People tend to sympathize with those who share their vernacular and values. A good copywriting takes into account the background of its target audience. For certain businesses with a very niche target audience who values certain expertise, jargons create the sense of sophistication and intellect. As a result, it can generate trust among the audience. However, jargons can be damaging as they isolate certain parts of the market. Another factor to consider is social demography. The younger audience, for example, usually has their own vocabulary. Using such language makes the brand more relatable and thus nurtures loyalty in the intended market.
A good copywriting shows the benefits of a product or brand, rather than the features. This aims to help the consumers understand how the product or brand will help them improve their lives. Answering the consumers’ problem directly help the consumers connect to the product or brand personally and emotionally. As a result, it helps increase interest and trust in the brand. Higher rate of interest and trust may eventually generate higher sales.
In short, copywriting is the art of making a connection. It requires a close analysis of certain market’s interests and clear understanding of the brand’s value because copywriting is a bridge between the brand and the audience. So, when the aliens come, don’t find a linguist. Find a marketing communication expert.
by Stephanie Pascalita