FROM THE WEB - The Foundation Focus

FROM
THE WEB

What's caught our eye this quarter.

How Apple use copywriting to reach billions

Apple knows exactly how to sell with compelling copywriting. The tricks, techniques and formulas that sell products time after time. It understands the words to use, when to use them and how to justify the incredible spend you know you’re about to make!

While Apple’s advertising budgets are greater than most, all businesses can take inspiration from how they write their copy. So, how do they captivate the attention of their readers? Engage so deeply with such few words? Read the top 8 tricks of the trade with great examples from Apple. Number 7 is our personal favourite!

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Purpose and Profit can and should co-exist

Our latest Building Better Insights report focuses on Employee Experience and the importance of brand purpose for business. Our findings have shown that having and sharing a brand purpose matters for so many reasons, including employee retention, productivity and sales.

Purpose is very much a live and contentious debate for marketers. While some feel it has become a distraction for businesses that should be focused on performance, we agree with the assertion from CEO of Mars Chocolate, Poul Weihrach, who states that “Purpose and profit are not enemies” and “that brand purpose is an essential tool for quality companies”.

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Cost of living – an opportunity for brands that empathise.

With the increased cost of living and soaring inflation facing consumers today, brands have the added challenge of marketing their products or services with empathy. Gone are the days of luring consumers in with lavish purchases or ‘nice to haves’, we must connect with them on a deeper level and add value where possible.

While reduced consumer spending poses a threat to brands, we see the cost-of-living crisis as a brand-building opportunity. Businesses can grow brand loyalty by voicing their support for consumers by creating rewards or loyalty schemes, offering discounts and generally reflecting in their communications the realities that consumers now face.

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