Launching a new food or beverage product is an exciting opportunity, but it also requires a lot of work to ensure a successful launch and an ROI that clients will appreciate. At ColinKurtis, we’ve accomplished several product launches—for brands such as Dave’s Gourmet, Sunkist and more—and have learned a few key copywriting tips that shaped the way our creative team approaches copywriting projects to this day. Our favorite, and most impactful tips, include:
1. Identify Your Target Audience
Knowing your target audience is the first step to creating any successful marketing content, especially when tailoring your messaging. You need to understand who your audience is, what they need, what their challenges are in the food & beverage marketplace and what would motivate them to buy from you. After gaining insights from research, trends and statistics, use this information to create copy that speaks directly to them, their pain points and their desired lifestyle. Your story should always prioritize potential buyers over the product itself.
According to Wix, consumers today are bombarded with countless marketing messages from every direction, which has made them adept at filtering them out. Exceptional copy that feels like it was written just for them might catch the reader off guard—in a good way!
2. Highlight the Product Perks
Whether you’re in the vitamin, mineral and supplement, or food and beverage industry, it’s all about the benefits. To make your products or ingredients stand out, you need to clearly communicate the benefits they provide.
Questions to ask yourself and your team when brainstorming a product launch can include the following:
- What makes your product unique?
- How will it address customers’ challenges?
- Does it resonate with modern consumer preferences?
If you’re in the B2C space, consumers’ purchasing quirks may revolve around the latest trends. And, if you’re in the B2B space, your customers may be looking for fresh and innovative ways to expand their offerings with new ingredients and solutions. Either way, your customers and your customers’ customers will appreciate the front-of-pack claims or other messaging nuances that help explain what makes your product better than the rest.
3. Persuade & Be Genuine to Your Brand
Your copy should be persuasive and compelling enough to inspire action such as engagement or a sale. Especially on social media platforms like Instagram and Facebook, use exciting language, exclamation points and relevant hashtags to stand out among the endless stream of content. But also, don’t forget to remain authentic to your brand voice.
Note: Just because your brand has a more serious tone doesn’t mean you can’t find unique ways to speak to your customers. You can be:
- Witty AND professional
- Quirky AND smart
- Exciting AND business-minded
- Trendy AND science-backed
Great copywriting is all about finding the balance between creativity and clarity. When searching for the voice and tone that aligns on all touch points—from web to social media or any collateral—spend some time discussing with your team what types of words best describe how you want your brand to sound.
4. Create a Sense of Urgency & Credibility
In B2C, creating a sense of urgency is a powerful way to motivate people to take action. Using phrases like “limited time offer”, “while supplies last” or “special edition” create a sense of urgency and leave customers feeling like they can’t afford to miss this trend. This will encourage your audience to buy your product before it’s too late.
For instance, when implementing the strategy for Sunkist® Sauces & Dressings’ new line of finishing sauces, our team utilized key copywriting techniques based on the desired demographic of adventurers and those who love to try new experiences to deliver a winning sweepstakes campaign that was only available for a limited time.
On the other hand, in B2B, there’s less urgency and more emphasis on credibility. Customers want to feel heard, see that you’re a trustworthy partner and confirm that you have the capabilities to get the job done. Of course, there’s still an urgency to make sure deadlines are met, but in general, potential clients in this space will be driven by:
- Consistency: is your messaging clear and providing them with something they need?
- Proof of innovation: can you show that you are a trendsetter in the food & beverage space?
- Thought leadership: does your brand messaging display the expertise and the drive to make big things happen in this industry?
By tailoring your copy to the exact audience you’re reaching out to, they’re more likely to resonate with you and be moved to act.
5. Keep It Simple and Stay True to Your Brand Story
Your copy should be easy to read and understand. Follow best practice guidelines on copywriting, as these tips will allow for scannability:
- Use short sentences
- Include bullet points and subheadings
However, don’t forget about the most crucial copywriting strategy of them all: storytelling. Creating skim-worthy content that presents all of the product benefits in a readable fashion is no easy feat. It’s even more difficult to provide a clear takeaway for potential customers to always remember your brand. Storytelling helps connect your audience back to you and your products as well as simplify complex messaging.
A successful food and beverage product launch requires effective planning, strategizing and messaging. Using these 5 powerful tips, your brand can begin to create a compelling story that resonates with your target audience and drives them to buy your product or try your services. At ColinKurtis, we support food and beverage brands—B2B, B2C, small and large—in developing a custom plan that’s suited to their unique needs, and we see them through launch and beyond.
Contact Mitch Robinson at Mitch@colinkurtis.com or call 815-965-6657 EXT. 1 to discover how ColinKurtis Advertising can serve your brand with copywriting techniques that launch you into success.
Blog post from:
Debra Tucker
Vice President, Creative Director
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