Nikki Gilliland says, “Since Innocent popularised the informal tone of voice, many brands have followed suit by trying to make friends with the customer (as well as sell them a product).

But lately, I’ve noticed a shift away from this conversational style of copywriting.

With an increasing desire from consumers to know how and where products are made, small and artisan brands are growing in popularity.

As a result, reassuringly authentic copywriting is popping up all over the place.

So why do we want to buy beer from micro-breweries, get our caffeine fix from pop-up coffee shops, and source sourdough from independent bakeries?

Perhaps it’s the reassuring nature of the old butcher, baker and candlestick maker – a place where you can go for a chat as well as a quick shop.

Or, maybe we just believe that it’s worth spending a little extra on something premium or independently produced”.

The rise of the artisanal tone of voice among brand marketers

Econsultancy

Sharing is caring