Copywriting for sustainable brands.
The figures tell us about a reality that goes more: the greatest demand for organic products.
Good news for everyone.
Especially for earth.
But what else do these figures mean?
That if you are looking for a niche to specialize in the ecological sector there is a market to work.
The "fashion" of the Bio is not reflected only in the increase of people who cultivate in ecological.
If you are looking for bio customers, you will also find them in ecological brands of toys, cosmetics, clothing ... there are also more and more ecological restaurants, hotels, tourism agencies ... There are even several applications for electronic devices to buy food ready to expire of food.
Bio is a philosophy of life. Hence there is more and more offer.
And that for a copy specialized in the ecological niche is great.
But all that offer also means that if you want to write for an ecological brand, your client has much more competition than before.
It is not enough to say that it is bio.
Not anymore.
It must be differentiated. And a lot.
If not, do not sell. Or sell less than I could do.
Why is copywriting necessary in an ecological business?
The ecological consumer is usually a "hot."
In addition to people committed to the environment and sustainability, they are consumers that are well informed of the product they buy. They read the labels, look for the seals of certifying agencies and flee from the Green Washing. They want to buy brands, really, ecological.
But, despite this great conscience, it is a Buyer that is not always aware of the real value of that product or bio service.
Hence the copywriting for ecological brands is necessary. As Copy you have to show what he does, why he does it and how he does it.
Not only explain the benefits and record, in an attractive way, of the ingredients and elaboration processes.
Also show how that ecological product impacts on the life of its customers. At a particular and global level (the famous phrase "thinks globally, acts locally" that the activist Patrick Geddes coined). Who buys wants to know what is the positive footprint that this product leaves in the world.
It is not Green Washing, or writing in green.
It is about showing the real value of the product, what is behind, why it is different from the rest.
Its essence. You have to demolish one of the main objections that occur in this sector:
"The ecological is more expensive."
How to write copy for ecological brands
You only have 5 seconds to hook that ideal customer. It is the time in which a person decides whether to read your website or not.
A biocopy, a copywriter specialized in ecological and sustainable businesses, investigates that audience, puts your hands on the ground until you know exactly how to identify with those clients.
And there are different aspects that you must take into account:
A section in which more than say "we are echoing like you" the reader palpates it in each word.
In addition, he thinks that it is also a page that positions if they look for the name of the brand. People not only buy products, buy brands. If you don't say how that brand is, the reader has to imagine ... and that may not be good.
If the envelope always, or about us (as you know, it is the second most visited page on a website) it is important, in the ecological niche it charges a special weight.
But not just there.
There are two aspects that become very important: ecommerce chips and labeling.
Ecommerce chips.
It is very common for the ecological brand to be an ecommerce.
If you have already worked as a copywriter with product sheets you will know that it is not easy to write these texts. Get each different, which is not limited to being an enumeration of characteristics. That transmits the smell, the texture ... the value of each product.
Enter a website and that the first thing you see are products of products without further or hook or seduce. And that scares many. Especially in these times where there is more and more offer of organic products.
Make your client see the need to include a minimum text on each tab.
Ecommerce chips are one of the services where you can get the most out if you write copywriting for ecological companies.
