Writing about your brand is about selling it. Nothing else.
Don’t be clever or literary. Your job is not to garner poetry accolades or impress your sweetheart. That’s a totally different sport. Selling is what matters here.
But if you sell too hard, defenses go up.
People distrust overt sales talk. And for good reason. Everyone has been burned by inaccurate or dishonest copy that overpromised the value of a brand.
The more discreet the sell, the more effective the copy.
So don’t put on the hard sell. Have a friendly conversation with your audience. Never boast, pose or brag, because your audience will think you’re sleazy.
Also, feel free to use emotional language.
Words like grow, love, heart, needs, driven, goals, choose, join, believe, conversation, personal, smarter, forge, experience are useful in presenting your pitch in a more humane way.
Be real, friendly, authentic, honest and personal.
Instead of writing “Our product increases customer loyalty”, write “Built to help you grow customer love.” 15
Instead of writing “This product is really easy to use”, write: “We believe power comes from simplicity.” 16
Instead of writing “We have more useful tools besides chat”, write: “Come for our chat. Stay for our everything else.” 17