The Art of Ethical and Culturally Relevant Copywriting

Key Takeaways

• Foundational Role of Brand Messaging: Your messaging must authentically resonate with your target audience to drive meaningful connection and conversion.
• Ethical Marketing: Prioritizing genuine and socially conscious copywriting ensures deeper client relationships and bridges cultural divides.
• Comprehensive Copy Needs: Effective copy isn't limited to social media but extends to all customer touchpoints, including email sequences and sales pages.

Tune into the On a Mission Mojo Podcast.

Understanding the Importance of Brand Messaging

When it comes to building a successful business, brand messaging is the cornerstone. In episode 38 of the On a Mission Mojo podcast, Lori Young delves into this crucial topic with Mayra Gomez Sanchez, a launch and sales conversion copywriter specializing in culturally relevant and ethical marketing.

Mayra, the founder and CEO of Cultural Visionaries, emphasizes the significance of crafting a message that feels personal and speaks directly to the audience. "They were really talking to people as if it was one person rather than as a whole," Mayra notes, highlighting the difference between generic and impactful copy. This personal touch fosters a deep connection, making potential clients feel seen and understood.

Brand messaging is not merely about listing features or benefits in a broad sense, but about diving deep into the specific aspirations and pain points of the target audience. For instance, instead of saying a service will bring confidence and time, Mayra suggests precision: "This is going to help you with your public speaking so that you can get on those TEDx stages." This specificity can significantly improve how prospective clients perceive and engage with your brand.

The Shift Towards Ethical Marketing

In the realm of marketing, there's a substantial shift away from the traditional 'bro marketing' techniques laden with urgency and scarcity tactics. Instead, Mayra advocates for ethical and heart-centered marketing. This approach not only respects the audience but builds trust and long-term client relationships.

The journey to ethical marketing was a pivotal moment for Mayra. Initially skeptical of copywriting due to its association with 'icky' sales tactics, her perspective changed upon discovering ethical marketing principles through Sarah Turner's course, Write Your Way to Freedom. Mayra explains, "She always would say, 'I'm teaching you these things, but use it for good. Don't use it for the other side because we're here to change how marketing looks in the online space.'"

This commitment to use marketing powers for good is a theme throughout her work. Mayra emphasizes understanding and reflecting the true desires and language of her client's target audience, creating a message that resonates on a deeper, more personal level. Such an approach not only converts better but makes the audience feel valued and respected.

Culturally Relevant Copy

Diving deep into what it means to be culturally relevant, Mayra explains that culture extends beyond ethnic backgrounds to include aspects like music, food, and regional dialects. "Culture means music, culture means food, culture means the way that you speak, depending on what part of the country you're in or other parts of the country," she states. Understanding these nuances helps in crafting copy that clients genuinely relate to.

This relevance can be seen in how Mayra approaches market research. Rather than making assumptions, she delves into the online spaces where the target audience hangs out, reads the books they read, and listens to the podcasts they follow. By immersing herself in the audience's world, Mayra captures the language and sentiments that truly matter to them. For instance, she may find golden nuggets of words in Amazon book reviews left by people within the desired demographic, which she then compiles and analyzes for common themes.

One of Mayra's practical approaches includes blending Spanglish in her personal and professional communications to reflect her authentic self and connect with similarly bilingual audiences. She states, "My brain thinks in two languages," which resonates deeply with clients who appreciate her genuine cultural immersion.

Comprehensive Role of Copy in Business Growth

Effective copywriting permeates every aspect of a business's communication strategy. While many might initially think of social media posts, Mayra expands this view to include email marketing, sales pages, and even post-purchase communication.

Emails are particularly critical. They need to go beyond mere sales pitches. "Your email list is extremely important because that's something that you nurture your people with in the long run," Mayra says, stressing the importance of subject lines, preview text, and the body copy. By finding a balance between storytelling and providing value, emails can engage and maintain interest, transforming prospects into loyal customers.

Similarly, robust copy on sales pages is essential. A well-crafted sales page ensures that the initial interest generated through social media or emails converts into action. Post-purchase, follow-up emails thanking the customer and seeking feedback are crucial. This continuous cycle of genuine engagement not only nurtures the current client relationship but sets the stage for future interactions.

For business owners feeling stretched thin, hiring a skilled copywriter becomes indispensable. Writing great copy requires time and specialized skill - something that a business owner may not always have the luxury to invest in given their myriad other responsibilities.

Mayra acknowledges this common hesitation among business owners: "They can see what I'm posting on socials and my website, how it looks... and make this assumption like, that's not how I talk to my business. She can't help me." However, as she points out, skilled copywriters can indeed capture the unique voice of a brand while also merging it with the audience's preferred language. This collaboration requires trust and a willingness to tweak and refine until the perfect balance is struck.

The Journey to Mastering Copywriting

The insights shared by Mayra Gomez Sanchez on the On a Mission Mojo podcast underscore the transformative power of targeted, ethical, and culturally relevant copywriting. Authentic brand messaging is an invaluable tool for creating meaningful connections with an audience. Ethical marketing practices further deepen trust and foster long-lasting relationships, while culturally inclusive language ensures your brand resonates on a personal level.

This holistic approach to copywriting, expanding beyond just social media posts to encompass email marketing, sales pages, and post-purchase communication, ensures every customer touchpoint is impactful and engaging. Whether you're a startup or an established business, understanding and investing in expert copywriting can be a game-changer, aligning your brand with a mission that genuinely resonates with your audience and drives long-term success.

For more inspiring episodes on the On a Mission Mojo podcast, visit www.onamissionmojo.com.