Copywriting for Luxury Brands
Lessons To Learn About Copywriting For Luxury Brands
Copywriting for luxury brands involves writing copy for high-end companies to advertise their products and services. Most of these luxury brands are already well known hence their copy is more about engaging with potential clients and introducing any new products or services into the market. The following are some tips that copywriters can learn from luxury copywriting:
- Images mean a thousand words. Great images and copy go hand-in-hand. They will not always have the same impact until they are paired together. Luxury brands are visually driven businesses hence thrive on pairing images along with their copy. They use images to let their clients know exactly what they are about to spend their money on. Most luxury brands include clear and very detailed images of their products on their websites. This increases the branding, buying experience and further displays the quality of their products. Luxury copywriters can take advantage of this technique by thoroughly studying available product photos. Write about the most appealing and beneficial features while the pictures back up your points. Focus on exclusivity.
- Luxury goods place customers in some sort of a clubhouse. Not everyone can afford them and not everyone has access to them. This makes the products rare, scarce and highly desired. It is also an incredibly effective copywriting tactic. Luxury brand copywriters commonly incorporate into their messaging. You cannot find the price or typical product information on the website. This keeps customers in a gated community and you have to be allowed in; exclusivity at its finest. Exclusivity can also be achieved through rare materials. After all, if they are scarce, they can be made into anything and have a high demand.
- Luxury copywriting shows off influencers and the press. The majority of the consumers depend on influencer recommendations. It is a powerful form of social proof and works in a similar way as the incorporation of images into your copy. People will think highly of a product or brand if it is associated with other high-status individuals or symbols. That is why luxury businesses regularly show off celebrities who use their products, collaborate with other brands, and brag about the press.
- With luxury brand copywriting, Price does matter. Price is directly related to quality and value. For this reason, luxury brand copy either clearly displays high price tags: Think of it as confidence or they do not display any prices: Customers who know what our prices are in the clubhouse. If you do not, contact us.
- Luxury copywriting Talks about emotion, status, and reputation. Most people buy luxury products mostly to show off, have things others people do not have, and be aligned with the latest trend. Therefore, luxury brand copywriters need to focus on the element of status and reputation. Help clients use their imagination to feel the emotions that the product will create.