If recent events haven’t already made it obvious, the world is quickly changing. In some ways, it’s changing for the better, and in other ways, not so much. For sustainable businesses, it’s never been more important to increase online exposure and drive traffic to one’s site.
Forward-thinking companies prize science and art as the ultimate creative combination. This especially rings true in the green tech industry. Finding writers who can cultivate the technical jungles of sustainable software, services, and engineering, however, isn’t easy.
Art vs Science
Indeed, the great battle between the artistic dreamer and the pragmatic theorist is an underlying issue within any company hoping to share complex innovations with the world. The result is a deep need for green writers whose thumbs are as much green as their nimble fingertips are ready to shape science into accessible language.
Most successful sustainable businesses already know the importance of engineers, scientists, human resources, and management teams. What many businesses lack, on the other hand, is someone who can communicate with key team members to craft your brand’s ultimate persona, including:
- Your company’s story
- Its mission
- Important newsletters and press releases
- A reliable blog to inform visitors
- Catchy calls-to-action that convert
- Product and serve pages, and more
The Odds Are in Your Favor
I’ve spoken with a number of managers about business strategies. One of the most common challenges they relay to me is how difficult it is to get a unified voice that represents their company. Admittedly, that’s why they’ve reached out to me in the first place! Strategic companies know that an important component to their online presence is good content and attractive, user-friendly layouts.
Don’t just take my word for it, though. Here are some statistics from a 2017 study conducted by Cone Communications:
71%
of millennials expect companies to take corporate social responsibility measures.
92%
of US consumers are more likely to trust and feel loyalty towards companies driven by activism.
89%
of US shoppers would switch to a sustainable brand if it had a similar price and quality to competitors.
It’s no surprise that even the most impressive team of scientists and engineers can’t get far without language and art. Though each team member may be a specialist in their field, their work also needs to translate into sellable content. For example, an engineer may have created an amazing product, but communicating the features of that product into compelling talking points is another skillset entirely.
What sustainable companies need is for someone to piece together all of the different thoughts between their team members. They need a pieced-together puzzle that creates an image or concept that buyers keep coming back to again and again.
Stand out from the Competition
Sustainability writers are behind the scenes of most virtual communications. We often think of a company based on how it makes us feel, its visual aesthetics, and the products or services we receive.
Underneath all of that is a green writer who bridges the gaps between the company and those who feel called to support them. A sustainability writer’s clever word choices incite conscientious action in passionate people and organizations. As a result, this helps get the words from point A to point B.
Speaking of passion, this leads me to my next point: emotions are essential to the delivery of that concept.
Connecting through Emotions
As avid readers know, bookstores are dwindling, and attention spans are shortening. The only way to make it out alive in a competitive market is by using creative, simple, and effective language. Clear language helps people know the importance of sustainable advancements without unnecessary jargon.
People are moved by emotions. Emotions fuel action. Be it love, friendships, loyalty, or even war, the importance is undeniable. In fact, a study conducted by Salesforce Research shows that 53% of shoppers buy from the heart, with their emotions and levels of connectivity to the brand playing roles in their shopping decisions.
On a similar note, your sustainable business is an extension of your emotions. If you want to keep the green movement moving forward through your company, people need to feel emotionally spurred into taking actions that support your green initiative.
Ultimately, touching the hearts of those around us is powerful. When used with good intentions, it also makes the world a healthier place. And, no matter how small or how grand the gesture, digital words are beacons of inspirational light in this world of turmoil and disarray. Use them wisely, and their impact will be felt by those looking to do their part in preserving this earth.
Who Is Sustainable Copywriting For?
Green writers are here to shape the future of the world by informing and prompting the world into action. But, if your company is new to sustainable business or wants to make the switch, you might be wondering if your company needs a sustainability copywriter. In short, the answer is a resounding yes!
Green copywriting is for anyone with green initiatives and actions. Your company doesn’t have to have a zero-carbon footprint in order to have green talking points. Sustainable copywriting is for those who are:
- on the cusp of going green
- looking to swap unsustainable business strategies with sustainable alternatives
- wanting to market green products or services but don’t know how to reach sustainable consumers
- looking to pitch sustainable solutions to climate change to other businesses
If you’re ready to step up your green initiative, I can help you reach your audience by writing copy that speaks to their needs. I strongly believe that any company can incorporate green initiatives into its marketing strategy.
Reach out to me today to discuss how your company can verbally invoke sustainability as a part of its ethics and business practices.