Digital marketing, particularly social media, provides opportunities for fresh produce brands to directly connect and engage with consumers like never before. It’s this direct line of connection that makes it important for your brand to speak their language, meaning phrasing that is welcoming, informative and, ideally, personalized.
While explaining the "who, what, where, why, and how" of your brand isn’t easy, it also shouldn’t require a translator for someone outside your industry to understand. Here are the 4 tips for recognizing and crafting consumer-friendly copy for your website and other digital platforms.
4 Tips for Writing Consumer-Friendly Copy
1. “Concise” Captures Attention & Interest
At a cocktail party, most people won’t unload three paragraphs-worth of small talk when they first meet someone ( or at least, not at the beginning of the night...). The same courtesy should be paid to your website visitors. On your homepage, use an interesting fact or two about your brand to entice visitors to scroll through the rest of your site. We think Love Beets does a great job of this on their website.
2. Make it About “Them, Them, Them” Not “Me, Me, Me”
“But what does that mean for ME?” Don’t leave your audiences asking this question. Instead, let this question LEAD your development of new content, so that your end product is less about “me, me, me” and more about clearly explaining how you provide solutions to “them, them, them.”
3. Eliminate Jargon
Sure, processes, patented varieties and many multi-letter acronyms are all a part of fresh produce’s trade lingo. But that language rarely translates well to outside-the-industry audiences. Present your messages with as little jargon as possible to connect with the broadest audiences. If your sustainability story just can’t be told without 6+ syllable words, then save those for an expanded explanation on a secondary page. We love how Noosa Yogurt “consumerized” the brand story on its homepage.
Greeting return visitors by name is a nice touch, but delivering content to audiences based on their personal preferences is even better (and absolutely possible with online marketing platforms like HubSpot).
Making a good first impression is key to repeat visits, and good first impressions are hard to come by if your website copy isn’t tailored to your audience. Don’t know how to speak to your audience? We’ve got you covered!
Check out these useful insights about key audiences your brand should be considering:
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