If you’re here there’s a good chance you’re weighing up the benefits a copywriter could bring to your jewellery business.
You probably already know that a copywriter is going to save you time and avoid those off-putting spelling and grammar mistakes, but outsourcing your jewellery copywriting could have more value that you imagine.
Copywriting is a Skill and a Science
Creative business owners are often frustrated when they can’t express in the written word what comes so naturally when they are face to face with a customer. There’s something of a temptation to think that writing should be easy for someone as creative as a jewellery designer or brand founder.
But copywriting doesn’t depend on creativity alone. You may tell a compelling story about your brand and product, but weaving that into a narrative that sells is something of a science. Depending on where the copy is going to be utilised there may be keywords, on-page SEO, call to actions, USPs or character limits to consider.
It’s also possible you’re just too close to your brand to tease out what really matters to a customer. If your copy is cluttered with all the wonderful features and history of your brand you’ve lost the brevity vital for impact. I’ll take out all the threads
Selling Jewellery is Different
If you’ve tried classic copywriting techniques and realised something feels off you’ll know why this one matters. Approaches that lure-in buyers in other sectors might actively put off a prospective jewellery customer. A jewellery purchase is personal, luxurious, considered – it requires a careful balance between subtlety and closing a sale.
Let’s take call-to-actions as an example; those vital pieces of text that encourage your customers to engage, explore and buy. Conventional wisdom suggests driving the reader to action with power verbs and urgency, but luxury brands should tread with care. Pressure might make a diamond, but it won’t help sell one.
Jewellery is both an investment and an intensely personal purchase, so the balance between facts and feelings is key. I use the phrase “head and heart” to illustrate what is required of jewellery copy and descriptions. Your customers need to know vital statistics – carats and karats, findings and features – but will be drawn into purchasing by how the copy makes them feel. Effective jewellery copywriting needs to simultaneously reassure and romance, inform and inspire.
Great Copy Breeds Content
Creating compelling content for your brand can be a time-consuming and downright daunting task. But with your brand story nailed and some sale-making copy in your arsenal you might just find it suddenly gets easier – because copy breeds content.
Good copy provides you with compelling sentences and snappy one liners that can be used elsewhere, squeezing even more value out of our project. None of my copy is filler, so break up that About Page or product description and make them work extra hard for you. I love seeing my words pop up in Jewellery Storytelling client Instagram posts and newsletters.
And because my copy is storytelling-centric it will inspire your content strategy too. During any project with me we identify your core story and your customer’s drivers, which form the beginnings of your content pillars.
Convinced? You can find me at email@example.com for jewellery copywriting projects big or small. If you need some more information I’d love to speak with you – book in for a free discovery call and let’s see if I can help you!