As a leading brand strategist and copywriter, I am a true believer in the power of humanizing brands with compelling ideas that make an emotional connection.
Consumers of today have changed dramatically, impacting what it now takes for brands to win. Consumers now see and hear more than 4,000 brand messages per day, far too many for their brains to handle. They filter out the irrelevant advertising and gravitate only to those brands that capture their hearts and their minds.
No matter if it’s direct response copywriting, healthcare copywriting, or persuasive online copywriting, a freelance copywriter or copywriting ad agency must recognize that consumers are constantly distracted—talking, texting, working, searching, walking, driving, clicking and button pushing—rarely doing one thing at a time. They explore rationally, but engage emotionally with brands they trust and believe in. The best professional copywriters, including business copywriting services and healthcare copywriting services, realize that an ad must be endearing in some way. It may create a laugh. It may create a smile or a tear. It may provide information that wouldn’t have come any other way. But there’s some element, something emotional, that makes people like the advertising. Engage with the content. Remember the message. And act on it.
Today, more than ever, copywriting services and freelance copywriting services such as mine must embrace a more human side to advertising. In fact, findings from a Nielsen Consumer Neuroscience study of 100 ads across 25 brands in the consumer goods market revealed that ads with the best emotional response, those that humanize their brands, generated a 23% lift in sales. Meaning that emotional marketing is not merely effective as an engagement vehicle but also as a true business driver.
I am a true believer in the power of leveraging human truths and insights to define what a brand stands for. A professional copywriter must be able to help brands clearly articulate why consumers should care—to know them better than others, to select them above others, and to talk about them more than others. That is called a competitive advantage in the market. It’s the reason I started my freelance writing services. I love creative ideas that make a human connection, building brands in the long term and driving sales in the short term.