We all want to be liked. It’s human nature, after all. Being likeable can make people remember you for all the right reasons. Brands are no different.
But we often forget to be likeable as we’re so tied up in getting the story across. Being likeable shows empathy and builds trust with your customers. If you sound like you’re on their side, they’ll be on yours.
Positive words make positive thinking
These two finance giants open their mortgage service page in different ways. HSBC open their ‘find a mortgage’ page with:
This information does not contain all of the details you need to choose a mortgage.
There may be nothing wrong with HSBC’s opening, but starting with a negative point can cause a downer on the rest of the copy. It’s filling in the statutory requirements, telling us what we need to do. But it’s just not friendly.
It’s possible to write in a more friendly way, even when writing about mortgages. Nationwide managed it.
Give us a few details and we’ll find a mortgage rate that could suit your needs.
By avoiding negative language, Nationwide sound less like a face-less corporation and more like a bunch of people we want to do business with.
Everyone can do it
We’ve worked with a variety of businesses, from kooky brands like Lush to local authorities. Brands want to be likeable in different way. In our workshops, you can explore how language and ideals can make your brand more likeable. If you want to find out more about our Copywriting workshops, get in touch.
Categorised in: Writing Tips
This post was written by Richard Spencer