How to adapt when copywriting for luxury brands…and why you need to do it

Copywriting for luxury brands is different from other copywriting styles for brands with lower price points. Do you know how to adapt to fit with different brands needs?

When it comes to luxury brands, who do you think of? Gucci, Louis Vuitton, Cartier?

There are a few things to consider for these audiences. Here’s what you need to know to adapt, and why it is necessary to do so.

What is copywriting?

Copywriting is a marketing strategy that uses persuasive language to convey information. It informs the consumer of what they are buying, engaging with them, and, ultimately, getting them to act.

Whether the call to action is to ‘purchase’ or ‘subscribe’, the goal is getting them to take action. This is done through the power of persuasion in text format.

Copywriting for luxury brands is very different.

When you think of luxury brands, what comes to mind? High price point? Quality? Value for money? Aspiration?

For luxury brands, this needs to be conveyed to their audience. There is also that exclusivity that everyone wants but is not accessible to all. Therefore, you need to be aware of who your target audience is and how you will address them.

Showcasing your brand value and USP

Firstly, you need to look at your brand’s USP (Unique Selling Point). For luxury brands, it is not about whether they deliver the best value for money, but rather what they offer. Ask yourself, why are the customers drawn to this brand?

Many luxury brands rely heavily on their name as their focal point, think about Gucci, Chanel or Audi. To compete with these big names, you need to be showcasing what the brand is about.

Talking about heritage is always a good trope. Let the consumers know where you have come from and highlight that you know what you’re talking about.

Think about quality, this is what people expect to receive when buying into luxury brands. They want to feel like they are a part of something, an exclusive club. Copywriting for luxury brands doesn’t just sell a product, it sells an experience.

You also need to adapt as the audience evolves. For some, all they’ll want to know is who the brand is and what they are getting. For others, they will be interested in facts too. They will want to know what they are getting for the price. Talk about why the brand is superior, what makes you stand out and what they are getting from you. Is it a high quality, uniquely designed product, exceptional service, or handmade expert craftsmanship? Sell what makes you stand out from the rest!

Adapt to the language your audience wants and draw on their emotion 

The difference between copywriting  for luxury brands and more accessible organisations is the style of language used. Copywriting can be analytical, showcasing facts and information, straight to the point.

For luxury brands, you are showcasing an experience. A feeling of luxury, engaging with the consumer to buy into the brand and into you.

When it comes to describing the brand, using words like ‘timeless’, ‘classic’ and ‘unique’ will resonate more with audiences. They want to feel the value coming through from the words. The first step to them making a purchase is at this stage. Everyone wants to feel like they are a part of something that others are not. So, if you can express this in the copy, then they are already starting to buy into the brand.

Another approach with luxury brands is not focusing on the price. People who are buying into the brand already have the intention of making a purchase. Therefore, the price doesn’t need to be accessible. Either don’t show the price at all or keep it subtle. Drop it in when it matters, and don’t have it at the forefront.

Adjust the CTAs

Ultimately, the end goal is getting the audience to make a purchase.

Therefore, common CTAs such as ‘Buy Now’ will not work; and in fact, could be off-putting to the consumer. Instead, you want your audience to feel like they are not purchasing something, but rather investing in something. Changing the CTAs to things like, ‘Discover More’ and ‘Invest in Yourself’ continues that luxury feeling and experience.

Even ‘Request More Information’, gives consumers an exclusive feeling. If the customer needs to ask for the price, or product information, it creates that sense of value. This also drives the ‘exclusive’ feel that the consumer wants to be a part of.

In summary

Whilst copywriting for luxury brands does follow some familiar copywriting techniques, adaptions are needed. This ensures you are marketing to the right audience. Draw on the emotion the consumers will have with the brand. Think about what they are buying into and how to best sell this.

The value is in the experience created rather than the products or services being sold. What do you want people to associate with the brand? Focus on your core values and USP and then push this onto the people.

Using high quality content, the right style of language and non-obtrusive CTAs; your brand will resonate with your audience.

Now that you know how to write copy for luxury brands, you may be wondering how Vocal can help you…

What can Vocal do for you?

Are you looking for help with showcasing your own brand? Why not contact us? We can brainstorm how we can produce the best content for you. From this, we can use our experience to make recommendations. We pride ourselves on delivering results.

Our team operates within six areas of content creation.  Our six main services are:

• Copywriting
• Websites
• Illustration
• Design
• Branding
• Digital Marketing

Our clients can be found far and wide, in over 30 countries.  After an initial short consultation, we will provide you with a quote. Our team will then get to work on creating your customised content!

See something you like? Let’s get started!

Get started with Vocal in four easy steps:

Step 1 – Tell us about yourselves and don’t hold back! We want to hear about your company’s goals and ambitions, and tell us, what is your USP? What do you want your marketing strategy to achieve?

Step 2 – Now it’s our time to shine and create a proposal of ideas – just for you! This includes recommendations drawn from our extensive experience. Are you ready to hear our ideas?

Step 3 – There’s no point in investing in your content if you don’t know what it will do for your business. So, based on our knowledge and experience, we’ll make predictions about the likely outcomes of the content. That way, you can see how our services are going to benefit you.

Step 4 – Finally, we’ll provide a quote for our services. Once that’s out of the way, then the real fun can begin! We’ll get started on the content of your dreams!

Let’s get Vocal! Get in touch with a member of the team and get ready to watch your business grow.