"How I Approach Writing Copy for Different Industries"

Hello friends! Welcome to the pocket of the internet where you learn about copywriting through blogs. My name is Olivia DiToro and I am the Editor in Chief of Another Corporate Dropout Agency. As your EiC, my goal is to introduce you to the importance of adaptability in copywriting. As a copywriter, I write for a ton of different industries, and it’s important to be sure that every brand has its own voice and is consistent across platforms. I’d like to take the next few minutes to introduce you to my process, mindset, and how I tailor copy across all industries. 

Why Industry Adaptability Matters

Writing for different industries requires a unique approach. Restaurant clients are looking to reach a different audience than my chiropractor clients, who are looking to reach a different audience than my health and beauty clients. Each industry has their own voice, and understanding the tone, audience, and goals of each client and industry is the most valuable part of my job. There is a significant balance to be had between being a generalist, and being industry-savvy, and towing that balance carefully makes all the difference in effective copywriting. 

My General Copywriting Process

When I meet a new client, my first goal is to get to know them and their industry. I start by researching their brand, their competitors, and what the industry voice is. Then I dive into audience analysis-who is purchasing their product or service? How to they respond to marketing initiatives? While that process is going on, I have my clients fill out a branding questionnaire to get to know their brand voice and alignment; their likes and dislikes in language and tone. Then the fun part begins: drafting and editing. Writing is my source of creative energy; once I have a brand voice established, I hit the ground running. Finally, I look to my clients for feedback: does this feel in alignment with the brand voice we established? What can be improved? After a few rounds of collaboration (for the first few pieces) we’re ready to launch!

Adapting to Different Industries: A Breakdown

Below is a breakdown of some industries we’ve worked with at ACD and how we’ve adapted copywriting to their specific audiences:

a. Bar and Restaurant Industry 

We’ve all gotten emails from our favorite restaurants for discounts and promotions happening at their location. We follow them on social media for jaw-dropping content that appeals to all the senses and draws us into the bar or restaurant. One of the challenges restaurants often face is converting their followers into new or returning customers, not just engaged followers.

• ACD’s approach to:

  • Research: colloquial jargon, trendy phrases, moody/fun photography

  • Tone of voice: friendly and conversational, like best buds you want to hang out with

  • Messaging priorities: trust, loyalty, personable

• How did we serve them? 

  • Email marketing and social media copywriting

Click here for some samples of our restaurant work

b. Healthcare

In healthcare, the communication style is more informational and educational. These pillars help build trust in the service being provided, in an attempt to obtain new clients and convert clients from other practices. One of the challenges the healthcare industry faces is converting clients from informed followers to loyal patients of the practice.

• ACD’s approach to:

  • Research: educated jargon, relatable content, fun/educational videos

  • Tone of voice: professional and conversational, the way you want Doctors to talk to you

  • Messaging priorities: trust, empathy, relatability

• How did we serve them?

  • Email marketing and social media copywriting

Click here for some samples of our work in healthcare

c. Wellness

Working in the wellness industry means meeting people at their most challenging times. The goal of communication here is to empathize with clients while also coaching them to be their best selves. One of the challenges wellness professionals face is creating trust as a coach and not sounding like a know-it-all in a world with so much wellness and fitness advice. 

• ACD’s approach to:

  • Research: what are other professionals doing in this industry? How can we improve upon it? Relatable and conversational jargon is a must

  • Tone of voice: gentle, conversational and storytelling, relating to your client’s pain points with personalized solutions

  • Messaging priorities: trust, empathy, relatability 

• How did we serve them?

  • Email marketing, blog writing, social media caption writing

Click here for examples of our work in the wellness industry

Lessons I’ve Learned Across Industries

One thing I’ve learned about working across industries is that there is one commonality that draws them all together: the need for trust. In this highly digital world, there are so many resources and business out there doing exactly what you do. Building trust with your audience is the number one thing that is going to set you apart. Trust builds loyalty, and loyalty drives conversion. Working across industries has strengthened my personal versatility and creativity. It’s always so much fun to dive into a world I’ve never experienced before and become engrained in the culture, writing in a way I’ve never previously had the chance to. One of my favorite things about working across industries is seeing how customers respond to different styles of marketing, and strategizing how we can improve copy each and every time. In healthcare, our email open-rate was higher than any other industry. However, in restaurants, the click and conversion rate of email marketing was much higher than other industries. This surprising realization helps me better understand the shopping trends of customers in different industries and what they will respond to most.

Great copywriting is both strategic and flexible.

I am genuinely passionate about helping brands communicate to their audience, no matter the niche.

I invite you to reach out to our team to collaborate, or share your own experiences and challenges with reaching your audience and converting them into loyal customers.