As we covered in part one, copywriting is more than just writing about your brand.  It’s way more strategic than that. Smart brands know how to tailor their messaging across different platforms and writing styles to engage, connect, and persuade their audience to take that next step.

And as mentioned before, we’re not talking about manipulative tactics (ew), just pure, strategic, persuasive writing that gets results without feeling cheesy sales guy.

Rule #2 The Principal of Unity

The Principle of Unity is rooted in the idea that people are influenced by people they share a sense of identity or belonging with. When people feel part of a group or community, they’re more likely to be persuaded by messages that come from within that group. (Hello Swifties, Beliebers, and Beyhivers.)
This psychological principle can be threaded in your copywriting to build a strong connection with your ideal audience. 

So, how can you make your audience feel like they’re part of something bigger than just another sales pitch? Let me show you how.

Foster a Community with Your Audience

Focus on creating a sense of community and inclusivity around your brand. Use language that makes readers feel like they are part of a larger, more meaningful group.

Here are a few ways to get that “I am you and you are me” vibe going.

Define Your Tribe: Clearly identify who your people are. Draw a circle around the like-minded people you want to unite and speak directly to them. Get to know their values, interests, and common struggles. Once this group is defined, speak directly to them in your copy.

Use Inclusive Language: Words like “we,” “us,” “our,” and “together” can help create a sense of unity. These words make your audience feel like they are more than just a customer and are a part of something bigger.

Highlight Shared Goals and Values: Emphasize the common goals, interests, and values that your audience shares. Are they passionate about sustainability? Crushing their fitness goals a busy mom? Highlighting those connections reinforce their sense of belonging to the group.

Create a Community Atmosphere: Offer your people a place to interact, collaborate, and participate. This can be through social media groups, forums, events, or exclusive membership programs. Make sure your people have a place to interact and feel part of something bigger than themselves.

Tell Stories That Stick: Share testimonials, case studies, and stories of how your brand has brought people together and made a positive impact on the community. People love knowing they’re part of a movement, not just a transaction. Whether it’s transforming their homes or hitting life goals, stories make it real.

A Few Examples

Just to show you how game-changing this can be, here are some examples:

Before: “Buy our eco-friendly products.”
After: “Calling all the eco-conscious, kinda crunchy, conscious consumers like us, you’re gonna love these products.

Before: “Sign up for our fitness program for busy moms.”
After: “Become part of our fitness family and achieve your health goals alongside other like-minded, busy moms like you who are ready to work.”

Before: “Try our new moisturizer.”
After: “Join the thousands of women with dry, aging skin that have boosted their hydration, reduced fine lines, and got their glow black with our new moisturizer.” 

Before: “Sign up for our home design newsletter.”
After: “Obsessed with home design? Does the word couch make your cringe? We get it. Join our circle of design lovers and transform your space into the home you’ve always dreamed of.”

See the difference between selling a product and making a buyer feel like they are a part of something bigger?

Pro Tips to Get it Right

Create a Sense of Belonging: Use phrases like “welcome to the family,” “part of our tribe,” or “join our movement” to make readers feel included.

Encourage User-Generated Content: Invite your audience to share their own experiences, stories, and photos using your products or services to boost a sense of trust in your community.  86% of consumers are more likely to trust a brand that shares user generated content compared to 12% who are likely to purchase a product promoted by influencers.

Offer Exclusive Benefits: Provide special offers, early access, or exclusive content to members of your community. People love perks and feeling like they’re getting something everyone else isn’t.

Create Engaging Content: Foster a sense of unity through social media or blogs that spark community participation, feedback, or stories.

Keep Tabs on What’s Working

Ask for Feedback: Gather feedback from your community to understand what makes them feel connected and valuethrough surveys, polls, or questionnaires. Their insights are gold 

Track Engagement: Keep an eye on engagement metrics such as comments, shares, and participation to gauge how effective your unity-focused copy actually is.

Test it Out: Test different inclusive language and messaging to see which ones really hit and drive those clicks and conversions.

TL;DR

Use the Principle of Unity to make your audience feel like they are a part of a like-minded community, not just a customer. With the right language, inclusivity, and a focus on shared goals, you can build a tight-knit community around your brand that fosters trust, loyalty, and engagement while making your audience feel like they are a part of something bigger and more meaningful. 

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