Brilliant copywriting can turn negatives into positives (An Example)
It's not just about copyrighting but planning too
Imagine you are running a D2C brand. Your sales are good, you have a pretty good number of loyal customers.
But as it is for everything, things can go wrong.
One way of going wrong is by not keeping the promise of the delivery date.
In the times of 10-minute and same-day deliveries, a delay of a day or more from the promised date can make the customer angry and can cause negative word of mouth.
You are trying hard to fix the problem - technically.
You are trying to talk with multiple delivery partners, trying to optimise the order to shipment process and everything in between.
But you have reached a point where it is of diminishing returns. No matter what you do there will be 1-2% delayed delivery. You cant do anything about it.
This is when marketers should replace technicians. This is where the copywriter becomes the hero.
The following is an example of how the brand “Whole Truth“ tackled the delay problem.
Take a moment and read the copy written in the box of the protein bars which got delayed.
This is where the copy saved the face of the business and turned the resulting emotion totally into the polar opposite.
Normally if a product is delayed you’d expect an angry post on social media bashing the brand, here it’s the opposite - the customer is delighted with joy and praises the brand for its’ attention to detail.
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