The Copy Strategy determines what to tell customers about your brand, so to win their preference.
It is the execution of the Positioning Statement. It sets a measurable objective and it is built upon three elements:
- Benefit or promise the brand makes to customers (f.i. [Brand X] washes clothes cleaner and whiter than any other detergent)
- Support or reason why customers should believe the promise the brand makes (often linked to R&D and product formulation)
- Tone or how the brand should be perceived (f.i. Modern and progressive)
These elements are chosen before creating the Positioning Statement and as usual you must support each choice with evidence from surveys and other reliable sources.
An example of Copy Objective:
The objective of [BRAND X] copy is to convince {MARKET} users that its cleaning performance is superior to that of major competing brands.
Read also: How to judge an advertisement
Copy Test: How to create a strong Copy Strategy
A convincing Copy Strategy connects the expectations of customers concerning the product category with the benefits of our brand. Brand benefits are of two kinds:
- Pre-requisites to enter the market. For instance, buyers of laundry detergent may expect products with enough cleaning power to remove dirt and stains as well as giving clothes a pleasant scent.
- Differentiating concept to win in the marketplace. For instance, My Brand “washes clothes whiter than white” or “keeps clothes looking their best”. Strong differentiating concepts are often inspired by consumer behavior rather than product performance and design.
The Copy Test helps make sure customers appreciate your Copy Strategy. A Copy Test investigates three pivotal aspects of the message:
- Comprehension. The message must be clear and easy to understand. Complex or subtle messages may require much larger advertising investment. Professional Copy Tests helps you save money.
- Reaction. It must elicit a positive reaction (like vs. dislike). It’s good practice to test the reaction of users to both the pre-requisites and the differentiation concept.
- Memorization. The message must be easy to remember, to build awareness fast and facilitate brand recall when buyers make their purchases.
It goes without saying that before testing the Copy Strategy you must make sure the product delivers the technical performance it promises, for instance with a Product Test (or Concept Test when the product doesn’t exist yet or you just have a prototype). Otherwise, there may be a disconnect between your communication and the way your product performs, and the result would be a failure.
When the stakes are high, work with professionals. MarketingStat can help you carve out a strong Copy Strategy at a price you wouldn’t think possible.
Read also:
10 key elements brand strategy
Anatomy of an advertising strategy
How to create a marketing strategy that delivers what it promises
