Shopping online is nothing new, but when the world shifted in 2020, websites became the only place people felt safe to buy their goods and services. Ecommerce has proven to be reliable and convenient, and most consumers have now adjusted to this method of purchasing.
But what does the digital marketplace mean for luxury brands who are used to consumers being able to touch, see, and try their high-end goods? These companies now need to adjust to attract the same consumer over the web. The only way to do this is through a combination of eye-catching imagery and impeccable luxury copywriting. The high-end buyer is more than willing to oblige, especially when the message they receive is catered to them. In fact, by 2025, an estimated one-third of all personal luxury purchases will take place digitally, Bain & Company projects. That comes to revenues reaching an estimated $136 billion.
Luxury copywriters understand the nuances of communicating to a high-end clientele. They know that impactful messaging conveys a company's values while also standing out amongst a noisy digital landscape. But, what else goes into copywriting to make it luxury? Read on as we explain a few ways that luxury copywriting differs from mass-market copywriting.
Focus on exclusivity
It's no secret that not everyone has access to luxury products. To purchase premium goods consistently, one needs to obtain a certain amount of wealth. Therefore, buying luxury in itself puts you in a certain exclusive club.
These products are also made from inherently rare materials, like diamonds or precious metals. When only a limited number of items are available, it automatically becomes exclusive, a simple concept of supply and demand. Still, it becomes more complex when considering how humans behave. This is where luxury copywriting comes into play — the emotion.
A slow, meticulously crafted manufacturing process also contributes to the rarity of an item, leaving customers waiting to be next in line to purchase. Did someone mention a Hermes handbag? Add customization and personalized elements, and the product becomes even more valuable. Luxury copywriting communicates the exclusive details of a good or service in a way that connects with people on an emotional level.
Highlight quality and design
We touched on how superior quality makes a luxury product exclusive. For example, it takes time to craft a handbag entirely by hand. To tan each piece of leather with natural dyes, hand stamp the logo and stitch together each seam. The best materials are then sourced from all over the world and packaged with extreme care. Quality cannot be mass-produced because the best products are slowly made by hand and with attention to detail.
The excellent design also comes into play when expressing the value of a high-end item. Frequently, luxury copywriters share the inspiration behind the design or the background of the esteemed designer who is credited for the creation. There are usually artists of all kinds working behind the scenes to develop the luxury products we love.
Now, unless the brand communicated these factors, would the targeted audience even understand the immense quality? And more importantly, would they be able to justify the price point? Luxury copywriting effectively shares the critical details of a premium product so the consumer can fully understand its value.
Describe a lifestyle
We mentioned how emotions come into play when people purchase luxury products. These goods and services are often bought out of an emotional need rather than a physical one. Consumers look to luxury brands for an experience and often a gateway into a new way of life. Luxury copywriting paints a picture of how a product or service will contribute to a desired lifestyle using compelling storytelling. This can be achieved using a distinct and consistent tone of voice throughout all of the brand's marketing channels, including their website, emails, social media, and advertising. A content marketing strategy including blogs is key to creating a world behind a brand.
Luxury copywriting taps into the real motivation behind the consumer's purchase. What are the audience's pain points, and how can your product solve them? What are the benefits of your product that will emotionally appeal to them?
Consumers now want their values mirrored in the brands they support. The demand for a real commitment to diversity and sustainability is growing, and this also needs to be communicated appropriately in the marketing of luxury brands.
Luxury brands have been slow to adapt to the rise in e-commerce, but with the change in the way everyone consumes both information and goods, they will only continue to thrive if positioned correctly. Aside from imagery, copywriting is the only component that will demonstrate the luxury elements of a brand to an audience.
Are you a brand looking to attract and resonate with high-end consumers online? Get in touch today to find out how we can assist your marketing efforts with ease.
