Why do some brands shine while others go unnoticed?
The answer -> Strategy.
You can’t win without foundations.
In this blog, we reveal strategies that we use to get brands pumping.
Luckily the bad copy out there only makes good copy better. We just need to define what ‘good’ means and work from there.
Let’s get started.
Strategy 1 – Write for one, speak to many
We can speak directly and specifically to an ideal customer.
By targeting an inch wide it allows us to go a mile deep.
The more personal we make it, the more powerful it becomes.
Strategy 2 – Don’t sell – guide
People don’t like being sold to, but they love discovering solutions. Instead of pushing a product, great copy guides the reader to a conclusion that they themselves want.
Meet the reader where they are (their current state) and then guide them through a relatable journey. When done right, the reader sees themselves in the story. They relive their own beliefs and arrive at the end solution.
Strategy 3 – Be real, not perfect
Authenticity trumps perfection. A great brand isn’t afraid to share its flaws and struggles because it makes its work much more relatable.
By opening up about our journey and being vulnerable, we show the reader we’ve been in their shoes before. The more relatable the story, the stronger the connection. So, we don’t just share – we share deeply and often.
Strategy 4 – Present a new opportunity, not just an improvement
People resist what they’ve tried and failed at before. A new opportunity, however, sparks curiosity and hope – it’s untested, full of potential, and future-focused.
Unlike mere improvements, which are tied to present disappointments, a fresh solution feels exciting and possible.
We give an audience something new to believe in. Politicians can’t get enough of this one. Applying to the House of Lords – Copywriting Editing Edge Copywriters
Strategy 5 – Be as generous as you can
People remember those who help them, so we don’t hold back!
The best brands constantly ask, “Is this the clearest way to explain?”
By being generous with knowledge and effort, we can make content that truly helps and resonates with people.
Strategy 6 – Every element sets up the next
Strong copy flows seamlessly.
Each section should naturally lead into the next, building anticipation and keeping readers engaged – just like a great TV show setting up its next episode.
It’s not just about attention; it’s about us creating momentum, ensuring the reader wants to stay onboard.
How we can help
Mastering these strategies takes time, but you don’t have to do this alone. If you want to accelerate your growth and make an impact fast, we’re here to help!
At Editing Edge, we help businesses create messaging that resonates, engages and converts. Whether you need sharper storytelling, clearer positioning or content that truly connects with your audience, we’re here to make it happen.
Just give us a ring on 07834 568078 or email info@editingedge.co.uk
