There are copywriters who specialize in luxury brands. I’ve worked for a few consumer brands whose products were positioned as luxurious – but you could make a purchase for less than $100.
Luxury is relative.
So, when InsiJets approached us to write conversion copy for their private jet brokerage, I had reservations.
A) True luxury copywriting isn’t my niche, B) carbon emissions and C) conversion copywriting is difficult for luxury brands.
4 Reasons Conversion Copywriting is Harder for Luxury Brands
1. Customer insight is harder to find
If it were about conspicuous consumption, it would be easy.
But clients of elite services are often discrete about their buying decisions and experiences. In fact, discretion is one of the key selling points of private jet travel.
Private jet patrons don’t generally post on Reddit. They rarely leave public reviews. And they’re less likely to answer surveys or agree to interviews…
Which makes it hard to tap into the motivations of the buyer. (Key for conversion copy.)
2. We’re working with small data sets
Unless you’re the private jet company owned by Warren Buffet, chances are you get low traffic volume. In these markets, getting to a statistically significant lift in conversions is tough.
3. Luxury services are high-touch sales
Also challenging: the sale isn’t made on the page. The page is the portal to a high-touch sale.
For high-end services, the copy can only drive leads. The results, ultimately, depend on whether the salesperson on the call can stick the landing.
4. Entering a luxury market means building a brand
While we can sell mass-market goods based on features and benefits, when it comes to luxury, the brand is everything.
If you’re spending $50k on private jet travel, you’re used to paying more for intangibles, like brand. And your sense of safety is deeply tied in with brand… by which I mean not only the brand’s key messages and design but reputation.
That makes it harder for newer or smaller luxury brands to get a foothold – even with conversion copy.
All of which to explain that I was hesitant to take this project on. Copywriting is no small investment and I want to make sure every client has a high chance of making an ROI.
Why we took on this luxury copywriting project anyway
Frankly, curiosity won out here – combined with the confidence of the client. The more I underlined the risk to InsiJets, the more they were sure they wanted to work together…
And I wanted to peer behind the curtain of luxury travel. This is a market I’ve never written for before and the challenge was exciting. Plus, vicarious travel. (We’re all locked down with the pandemic indefinitely.)
While the conversion rate is still TBD, we have some interesting early results. Since going live, we’re seeing about a 500% increase in organic pageviews of the Jet Card page (~300% for About Us) – just one more benefit of long-form sales copy.
How we approached the conversion copy challenge
For some B2C brands, there are treasure troves of voice-of-customer data online. It really depends on the market and how emotional people are about the category.
For example, I once wrote copy for a golden retriever supplement brand and found myself deep in the mind of the golden lover. Pet owners post online prolifically, so it’s easy to discover their pain points, anxieties around purchases, what else they’ve tried and how that worked… and more.
As expected, the private jet crowd is not so emotive online. So, I turned to other conversion copy research techniques.
- Analysis of other private jet brokerages’ copywriting
- A deep dive into the media coverage of private jet travel
Analyzing competitors is never for the purposes of mimicking. What we want is to break down their claims and find opportunities to differentiate.
My job was easier here because Insijets was clear on how they are different and for the right flyer, better.
As for media coverage, specialized publications can be a rich source of insight. This isn’t true of all niches.
Take beauty, for example. Much if not most beauty media coverage is driven by affiliate revenue or ad spend. You rarely get a true critique or deep insights from classic, magazine-style media coverage.
Sometimes you can find independent industry experts in a niche – reporters or influencers whose coverage of brands isn’t as obviously biased. Luckily, I found just this for the Insijets project. It’s the next best thing to a high-volume of true customer insight.
Insight is the key ingredient for conversion copy. Without it, you just have ‘creative’ copy.
Check out the final copy for this luxury brand
So many factors go into whether a brand succeeds. It’s never just the copy. But few brands have made it without investing in copy – which, as Joanna Wiebe says, is your online salesperson.
I can’t wait to hear how they convert.
High-end, eco-friendly brands – feel free to reach out.