Difficult, isn’t it? You have a luxury product. Hotels, holiday cottages, jewellery. You’re charging a mint for it.
So that means you need a ‘luxury copywriter’ to write stuff that sounds extra-special. Doesn’t it?
Well, no. Not that that’s stopped any number of ‘specialist’ luxury copywriters from doing just that.
Luxury copywriter day rates
Who can blame them? The day rates on offer from the likes of Harrods and Lamborghini to a wide-eyed London copywriter are decent. They’re incentive enough to replace ‘free’ with ‘complimentary’, ‘blue’ with ‘crystalline’ and ‘high fashion’ with ‘haute couture’.
Truth is, when it comes to luxury copywriting, the products should speak for themselves. Your pictures and prices should do the trick. Anything else looks like you’re trying too hard.
And the last thing you should write is the word ‘luxury’. It’s like telling people you’re funny.
Yep, luxury copywriting should be understated and fact-based, and preferably free from ‘iridescent idylls’. Focus on what makes the brand special, for sure. But don’t labour it. Otherwise, people will get hung up on your words rather than what you’re selling.
Fix the lifestyle
Fix the lifestyle in their minds. Paint a simple picture of how readers can aspire to it or maintain it. Take your customers on a journey through the product experience.
Tell the story. So that they can feel the blue waters around their toes, the heavy bezel against their wrist, or the 350 horsepower beneath their feet as they cruise the Cote d’Azur.
And finally, don’t lose your sense of humour. There’s an unspoken rule that luxury copywriting has to be grand and that it’ll lose some of its allure if you get too light.
But, you know, it’s fun to wear gorgeous designer clothes, hang around in a Maldives water villa or blast around in an Aston Martin Vanquish.
Let’s make it sound that way.