A decent number of Instagram followers and “edgy” or “rugged” font only goes so far. If this combination represents the extent of your marketing efforts, Western buyers are more likely to think you’re employing bots and you’re likely not generating legitimate social proof.
Good social copy is intriguing. It is comprised of:
- Trust over translation: Western buyers don’t act on copy that “sounds foreign”.
- Clear copy: Correct spec framing and a credible tone convert “perspective buyers” into “buyers”.
- Product framing that speaks to them: Customers want to know how they will benefit from your gear.
You may be experiencing an okay conversion rate with your existing marketing efforts. However, by writing in a clear and familiar tone and speaking to their wants, needs, and desires, “okay” can quickly turn into “outstanding”.
What our Marketing & Social Copy Service Accomplishes
We take your existing marketing and social copy materials and refine them. We specifically help you to better communicate your brand to:
- Journalists and high-traffic media outlets
- Potential buyers who use social media to discover new brands
- Visitors who have engaged with your brand and are eager to learn more about it
You have the high-quality photos and video, top-notch gear, and mission worth listening to; we articulate and frame these competencies in the most intriguing light.
What’s Included
Press Releases
Press releases remain one of the most effective methods to inform the public about new product releases, events your brand is sponsoring or participating in, and other general happenings with your company. Besides drawing immediate attention to your brand, press releases oftentimes lead to news and media outlets linking to your company websites in their reporting, giving valuable boosts to your site’s domain rating/authority.
How We Fix Them
We incorporate the classic press release format in developing a document that is attractive (both in its simplicity and its messaging) to media outlets. The final document generally includes:
- An irresistible headline that compels immediate attention
- Concise, yet complete prose that provides event-specific information as well as company background information
- Relevant quotes to better humanize your brand
Outcome:
You should be sharing every win, participation at every industry event, every product launch, and every sponsorship with the world. Our press releases ensure they are widely shared, widely linked, and that your brand attracts a wider audience from them.
Instagram & Facebook Copy
Social media makes it easy to share your story with the world. Unfortunately, this simplicity oftentimes turns into a trap and the mindsets of “We just need to post more” and “Nobody reads on Instagram” are all too pervasive.
We know your gear is good…but do you really think that anyone is going to buy it on slick pictures alone?
How We Fix Them
We use your brand voice (maybe we worked together to define this during a Brand & Strategy Audit), identify the topics and product highlights most likely to drive engagement, and create short-form copy that creates intrigue for your gear.
Sample topics/posts include:
- “How to perform xxxx” exercises featuring your gear
- “Why xxxx matters” gear breakdowns, again featuring your products
- Seasonal and other promotional highlights that sound and feel natural
Outcome:
A steady presence in your perspective customer’s feeds that increases brand familiarity via relevant and engaging content.
A steady flow from your social media channels to your website’s “buy” buttons.
YouTube Script Rewrites
YouTube is the world’s second-biggest search engine. For many consumers, it is the search engine of choice and will be where they turn to when they want to find out more about your products.
Needless to say, at this point it is a non-negotiable for brands who want to be serious contenders in the fitness industry.
YouTube can be tricky, though, and even well-developed product content can lose viewers if the video pacing or general structure is off. Ultimately, the goal of this medium is to keep attention and guide viewers towards the specific product(s) discussed and to your brand in general.
How We Fix Them
We take existing scripts and rewrite them with an emphasis on clarity, flow, and viewer retention. Educational storytelling, clear transitions, and subtle product positioning are prioritized so videos are genuinely helpful to viewers and come off less like extended commercials.
Possible video topics include:
- Product “vs.” comparisons/breakdowns
- Gym setup walk-throughs featuring your gear lineup
- Specific exercise/movement instruction
Outcome:
Your videos start to sound more native and produced by actual fitness enthusiasts. Viewers are more likely to subscribe to the YouTube channel, visit the website, and make the informed decision to purchase your products.
Product Launch Email Sequences
Product launch (and other types of) email sequences can be extremely valuable…assuming your company actually implements these. Unfortunately, most brands seem content to leave the most direct form of marketing on the table in favor of relying on organic search results and social media…outreach methods that can immediately be taken away on the whim of Google and social media companies.
When you already have an engaged audience, product launches can feel like an extended Christmas morning. A strong launch sequence transforms their curiosity to conviction…assuming you do have an email list and a defined launch sequence.
How We Fix Them
We map out email sequences that introduce your featured product, highlight what makes it unique, create desire, and answer objections before the customer voices them. New product launce email sequences are the most common, but Black Friday promotions and gear close-out sales also present excellent opportunities to create tension and build intrigue.
Common email sequence angles include:
- “The initial release run is limited; be sure to act on launch day to secure one for your home gym”
- “The first 100 buyers will also receive a limited-edition xxx that will never be for sale”
- “If you missed our Black Friday deals, use this exclusive code at checkout on Cyber Monday for 10 percent off your total purchase”
Outcome:
A structured series (pre-launch, launch day, post-launch, last call) that utilizes your existing email list to directly market your newest gear and best deals to your warmest leads.
Customer Onboarding Emails
The easiest way to collect emails for your product launch sequences is during the customer onboarding process.
The easiest way to ensure that buyers remain one-time customers is to mess up the customer onboarding process.
The goal of the onboarding process is to make your newest customers feel confident and excited to use what they just bought. The more supported they feel in the hours, days, and weeks after their purchase, the less likely they’ll be to resort to support tickets and the more likely they’ll be to turn into repeat customers.
How We Fix Them
We create onboarding sequences that immediately put new customers at ease while reaffirming that they made the right choice. These introduce your brand’s personality and provide explicit guidance for when/if problems arise. They also prime your new customers for future correspondences, making future email sequences feel “expected” rather than “random”.
Onboarding email themes include:
- Gear setup and maintenance best practices
- Best accessory pairings
- “Contact us if you experience the following” trust-building messaging
Outcome:
Fewer product returns, more repeat buyers, and a customer who feel they are truly part of something…not simply owners of a new exercise bike.
Why it Works
With the efforts you’ve been putting in and customer information you already have, this may be the area where you have the most potential to experience a significant growth in sales. By making some adjustments to the language used in these items and crafting a structured plan for email sequences, your results will start to outpace your efforts.
Next Steps
Request a Marketing Review / Audit
Send us an old press release or social media post. We’ll take a look, rewrite it, and share with you how our changes positively affect your marketing and outreach strategies.