Is Your Brand’s Copy Inclusive?

As shop owners and brand ambassadors, we often have an avatar of what our brand represents. After all, we created the company, committed to an aesthetic, and celebrate the lifestyle in which our brands serve. But, are you missing the mark when it comes to communicating to your actual target audience? Our actual buying customers and most loyal clients often represent a cornucopia of people from different backgrounds, races, and lifestyles. But ask yourself, Is my brand's copy inclusive? Is the branding congruent with my buyers?

Let's say you are in charge of marketing for an online women's underwear brand called ABC. ABC features women's semi-luxury shapewear. You feature mainly models who are tall, slim, and young. Your product descriptions carry names like "Flesh", "Beige-#1, and "Dark". Your sales are steady, and life is Gucci, right? I meannnn sure…I guess. But are you content with your business, your brand, your baby being basic? Yes, I said it, BASIC! No, babe. We don't settle around these parts. We strive for the best! And the best copy is copy that not only sells, but is hyper-aware that all sorts of people are buying your products and services.

By reflecting that intel in your product descriptions, product names, blogs, and featured content, you'll begin to differentiate your brand story from the pack. Let's revisit ABC, the mock brand I mentioned before. As a luxury copywriter, my goal is two-fold: ensure the words on your website work efficiently and to provide copy and content that is welcoming and beneficial for various sectors of our society.

Although the luxury market prides itself in being discerning, there’s nothing chic about being left out of rooms based on race, ethnicity, disability, age, or sexual orientation.

Words, Styled by Jo would collaborate with ABC to address these pain points:

1. ineffective and unevolved product names and descriptions

2. Conduct market research and deep dive into analytics to determine who's actually supporting the brand.

3. Refresh ABC's language with the goal to welcome, inform, and engage a diverse array of customers.

Progression in our society starts small. Changing your product names may not seem revolutionary. But as a woman of color and consumer, I can attest that I do a literal happy dance when a makeup company gives my foundation shade a well-thought-out name that depicts my skin’s true hue and beauty. Inclusive copy lets your customers know that you see them, appreciate them, and respect their support of your business. Inclusive copywriting lets your customers know they are wanted and a vital part of your brand. Inclusive copy makes people feel seen and heard.

In a world where DEI initiatives are being cut like split ends in corporate America and in public education, the last frontier for true reform lives in the copy that runs our culture.

Curious about your brand's voice and where it measures up? Let's chat! I'm Jo, a luxury copywriter who specializes in writing copy and content for fashion, beauty, and lifestyle brands. Interested in revamping your brand’s messaging to be inclusive, sharp, and on-brand? Reach out to me at jonell@wordsstyledbyjo.com — I’d love to help!