DO LUXURY BRANDS NEED LUXURY LANGUAGE?

While on a call with a new client recently, I ‘warned’ them that the copy I create for them might, at first glance, appear simple. It would contain straightforward language with short sentences and a conversational tone. It would use second person pronouns such as ‘you’ and ‘your’.

So why the warning? Well, a few of my clients have been surprised by the apparent simplicity of the language I use. They’d assumed a high end, high value product requires fancy, ‘up market’ language. But this isn’t the case.

As psychologist Daniel Kahneman says in his book ‘Thinking, Fast and Slow’: “Couching familiar ideas in pretentious language is taken as a sign of poor intelligence and low credibility.”

Yes, the copy I write for your brand will be finely tuned to the unique needs of your audience. I will take time to understand their pain points and their motivations, reflecting the language they use in day-to-day life. As a result, the copy will speak to them in a way in which they immediately feel ‘seen’. It will help build connection, trust and loyalty.

But this can be achieved most effectively with simple, jargon-free language. Especially when we consider that most content these days is consumed via mobile phone.

We want to make life as easy as possible for your potential customer and encourage them to keep reading when they land on your website. To do this, we need short sentences, simple language and regular ‘breaks’ in the copy such as sub-headings and bullet points.

The result? Copy which becomes almost invisible. Your target customer doesn’t notice whether the words they’re reading are ‘aspirational’ or ‘lyrical’ (which simple language absolutely can be, by the way). Instead, they just keep reading, effortlessly absorbing your marketing message along the way.

Do you need bespoke copy for your luxury brand? Then I can help. I'm a copywriter specialising in property and interiors. I can create engaging, persuasive copy that will strengthen your connection with your customer and drive sales. Just drop me an email here to find out more.