Copywriting for
lifestyle brands
What are lifestyle brands?
Lifestyle brands are loosely defined as brands which sell more than one type of product. But beyond merchandising, being a lifestyle brand is about positioning in the market. If you sell via ecommerce and your website is simply a collection of product detail pages with specs and features for each sku, you don’t have a lifestyle brand.
If however, you take the same set of skus and create lifestyle content around them, you can argue that you’re a lifestyle brand. Examples of this content include: relevant recipes, influencer interviews, day-in-the-life stories, travel guides, gift guides, extensive photoshoots, etc.
What kind of copywriting do lifestyle brands need?
Lifestyle brands need copy that tells an expansive, yet cohesive story. Lifestyle brands are usually quite aspirational: they try to paint a picture of an ideal life, whether that life is a fast-paced on the go urban one, or a slow, dirt road, chickens in the yard, rural one.
This copy shows up in:
The brand’s homepage
Product detail pages
The brand story, or about page
Social posts
Email flows
Pop-up copy
Catalog copy
Brand collaboration boilerplate
Label, tag, and packaging inserts
Blog posts
Press releases
… and all externally facing communication
How does lifestyle brand copywriting differ from other kinds of copywriting?
The topics of lifestyle brand copywriting are more expansive. For example, if a brand sells coolers, they won’t just talk about coolers. They’ll have content on camping. Product descriptions that paint a picture of an evening spend with a picnic under the stars. Social posts about Friday night football tailgates. Recipes for the best road trip sandwiches, and more.
What should you look for in a lifestyle copywriter?
Look for someone who is well versed in not only copywriting, but content strategy and editorial management. Look for a copywriter who works well with designers, multimedia professionals, and brand strategists. But make sure that you’re still hiring a copywriter, not just a freelancer writer. After all, lifestyle brands are still brands, and still need copywriters who understand the principles of conversion copywriting.
Examples of brands who create excellent lifestyle content:
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