Maple Photography Co.
Get all the details on how a sustainability copywriter can add a bit of (all-natural) spice to your business.
Okay, hold up.
First things first. Do you know what a copywriter is? Because you need to.
Basically, a copywriter is responsible for writing words that inspire action. But I prefer to describe a copywriter as a professional word wizard who connects businesses to their customers and clients and inspires brand loyalty. (Much more fun, right?!)
Unlike just any copywriter, a sustainability copywriter works specifically with companies that focus on sustainability in their business. And I don’t mean having a few eco-friendly product SKUs. I’m talking about businesses that make sustainability their main pillar — companies who built their business to create more sustainable options for their consumers. (I see you B Corporations, 1% for the Planet Members, Climate Neutral Certified brands!). A sustainability copywriter helps eco-conscious brands find the right words to tell their Sustainability Story™ to the world.
First, because I’ve been doing this for a while now, and second, I live it. I experience sustainable living every single day. In essence, I am involved both professionally and personally. And I’m willing to bet that more often than not, I’m also your ideal client.
It’s my job to not only connect your business with your ideal clients but also translate your sustainability efforts or initiatives, into a unique Sustainability Story™. I make it tangible. Understandable. Believable. And actionable.
Because more than anything else, we, as eco-friendly, sustainable businesses are striving to make a difference.
And so are your consumers.
We are all a team. If we — marketers, businesses, and consumers — remain separate, segregated by miscommunication, distrust, and simply not finding one another, we can’t inspire change. But working together, we can create truly sustainable communities built on a foundation of common ground.
We’re all here to live more consciously.
We love this planet.
We want to save it.
Supporting each other in our mission is how we do it.
The answer, my fellow eco-conscious nerd, is a big resounding *heck yes* — if you’re a sustainability-minded business, you absolutely need a sustainability copywriter. And I’m not just saying that because I am one.
I’m saying it because you (and all other businesses who believe in becoming a part of the solution rather than the problem) need to be found.
You need to connect with those consumers who are looking for exactly what you have — they just don’t know it yet. You need to showcase the immense value of your business and product, and the actions you have in the eco-friendly world. You also need to show conscious consumers that you are making their lives better, and more sustainable. And you need to communicate your sustainability initiatives transparently and authentically, without greenwashing.
And, honestly, you can’t afford to write everything yourself.
I’m not saying you can’t — but you shouldn’t. You may be a skilled writer. Or you may believe writing is actually the bane of your existence and you’d do anything you can NOT to write. But either way, you’re not a professional sustainability copywriter.
And that’s what you need. (Also, let’s be real — you definitely have more important things to be doing, like honing in on your ROOTED Sustainability Story and working on innovations to make your business model more circular.)
I often come across businesses that simply miss the mark when it comes to their sustainability messaging. Did you know being too vague means risking loyal environmentally conscious consumers?
On the other side of that same issue, you can end up sounding just like everyone else, missing the opportunity to connect with your audience — missing out on doing good.
So tell me… are your sustainability efforts being properly communicated?
I mean, sure. You can absolutely do that. But hiring “any” copywriter means you might get someone who’s unfamiliar with the terminology of the industry. They might not understand what a triple-bottom-line business is, or that you run a business as sustainably as possible — from the materials you use in your products, to the life cycle of those products, to the way they’re delivered.
Other copywriters may be unfamiliar with Bcorps, or may be unaware of the legal differences between the terms biodegradable and compostable. (They’ve almost guaranteed NEVER read the FTC Green Guides…)
Not only that, but they need to have the skills to take those common terms and put them into context and consumer-friendly language to inspire brand loyalty. And that’s what a sustainability copywriter does.
Just like you don’t hire any rando off the street, I don’t work with just any business.
I only work with businesses that are environmentally conscious, who have built their business model around sustainability. (i.e., I give a very strong thumbs DOWN to those companies greenwashing their biz, and prefer to spend my time making a true impact with businesses doing more than sometimes having a recyclable bottle for one of their products. Hopefully, that means you!)
I urge you to consider a sustainability copywriter if your business model includes sustainability and eco-responsibility as a foundation. Trust me, you don’t want just anyone writing your copy. You’ll want someone who knows how to take data and industry lingo, sustainability reports and translate it into compelling, relevant copy that keeps your ideal customers coming back for more. (I also have experience bridging the gap between marketing and sustainability/impact teams, and marketing and legal around product claims.)
Heck yes, they do! But I’ll share a little secret with you: what you’re looking for isn’t technically content — it’s copy. That content you’re looking for should still do more than sit there and look pretty. It’s meant to connect your readers to your business, provide value, and ultimately get your reader to take action. Even if that action is as simple as clicking to the next page, subscribing to a newsletter, or hitting the ‘like’ button. And because of that intent to inspire action, your ‘content’ is actually ‘copy.’
There are SO many examples of what sustainability copywriters can do for your business.
As a sustainability copywriter, I take on a variety of different projects for sustainable businesses and teams.
Website copy is one way your ideal customers will learn what your product can do for them. And if they’re conscious consumers, you can bet your sustainable butt that they’re going to be looking for your sustainability page (also sometimes called an “impact” page, or about page), and sustainability sections on your product pages to get all the details about your sustainability efforts.
It’s also one of the places that sometimes gets overlooked.
Businesses overlook the massive opportunity a website provides to connect with, inspire, and educate consumers, and opt to just throw up their story onto the page to have something up there they think is relevant. But your website is not just a place to show off your products or services. Conscious consumers are looking for more than just a list of your “eco-friendly” products.
A website is also NOT the place to tell everyone about your camping trips when you were a kid, and how learning about Leave No Trace inspired you to this day. Don’t get me wrong — you should absolutely tell your story, (and I stan Leave No Trace), but it NEEDS to be in a way that compels and connects with your audience.
They’re looking for your ‘why.’ WHY did the business start? Why does your company exist in the first place, and why does it matter?
They’re looking for your ‘how.’ HOW are you sustainable? How do you make an effort to be environmentally conscious?
And they’re looking for ‘who.’ WHO you are, what you stand for, and how you’re different from the mass of options they have.
Well-written product descriptions can not only compel your customers to hit that purchase button, but can also contribute to building deep brand loyalty.
Conscious consumers want to see more on your product description than “eco-friendly water bottle.”
How is it eco-friendly? Is it sourced ethically? (And what does “sourced ethically” mean for your business)? Is it crafted from organic or recycled material? What third party certifications back up your sustainability claims?
Product descriptions for sustainable brands will stand out to conscious consumers when you include more in-depth, transparent information about your products, because — surprise! — these people care.
You know the value that your products can bring to your customers. Your product descriptions should reflect that value.
Are you worried that including *alllll* the details about your sustainability efforts on your PDP would make the page too long?
Often, I recommend businesses create a separate sustainability-specific page (digging into your sustainable materials, or carbon-offsetting practices, for example) and include a link to that page on your PDP for those consumers who want to learn more. This sets up sustainability as a major cornerstone of your brand, and gives you more authority as a sustainable business in the eyes of your customers.
Many of my clients have done this, and found it to be effective to keep PDP and PLPs streamlined, while also providing the depth of information that the most conscious consumers crave. (In case it wasn’t already clear, if any of this sounds like something that could benefit your business, I’d love to help you build a Sustainability Story strategy that can take your PDPs from short and vague, to transparent, educational and even imaginative.)
You may have read that emails are dead, but especially for e-commerce and product-based businesses, email marketing is absolutely still thriving! Email copy keeps your followers engaged and informed about you and your products or services. You want to be the first thing they think of when they hear “sustainable business”, and you want your brand to be one of their favorite sustainable brands.
Email copy does exactly that. In emails, you can use more casual language, which means you can help your consumers get to know more about you, your vision, and your Sustainability Story.
Think about it. How often do you check your email? Once a day? Twice? Ten times? According to Business Insider, most Americans check their email 1-3 times a day, but over 30% check “throughout the day.” That’s multiple opportunities every single day to connect with your potential brand advocates.
Emails are really the bomb. They’re so packed with the opportunity to nurture your audience — you’ll be fresh in their minds, and you’ll maintain a healthy relationship with your ideal customers while they scroll through their inbox.
A sustainability-focused email copywriter can help you strategically craft many types of automated (behavior-triggered), lead nurture, promotional (evergreen or campaign-based), and transactional email sequences, including welcome emails, cart abandonment emails, confirmation emails, re-engagement emails, back-in-stock emails, new product announcement emails, and educational or informational emails.
In fact, this is something I absolutely rock at. Email copy and strategy is so powerful, and I love seeing clients experience what it’s like to turn leads into customers, and then into loyal brand advocates through email marketing.
Email is a unique platform because most ESPs make it very easy to set up A/B tests and gain valuable insights about your audience/s about the types of offers, pricing, or language that most appeals to them.
As someone who comes from a tech marketing background, where I largely focused on email marketing — read: I sent out literally thousands of emails to millions of users — and who works with e-commerce brands to sell hundreds of thousands of dollars with a single email, I could go on for days about this topic. (But we’re also all busy folks, so I’ll resist the temptation. BUT I will say this: email marketing should be a TOP PRIORITY for any sustainable business.)
Speaking of emails… I share more off-the-cuff thoughts from my sustainability-loving mind to my email list… so if that sounds like something you’d enjoy…
A sustainability copywriter makes a huge impact on your business. Especially when it comes to tying your business to your ideal customer.
A sustainability copywriter:
Business to consumer connection isn’t even the best part. A sustainable copywriter also benefits your business and your team directly.
As a sustainability copywriter, I get to work with some of the most innovative, eco-friendly brands. Brands I believe in, and know are based on doing good. So more than giving them a more solid relationship with clients and connecting them to their ideal customer, I’m grateful I have an even greater impact for them within their business operations.
It’s my (locally made) bread and (organic, vegan) butter. It’s my (eco-friendly, locally sourced) jam.
And I love it. (If you want to learn more about what led me to use apply my marketing and copywriting skills for good, check out my About page)
Having a sustainability copywriter on your side does so many great things for your business. I’ve had clients tell me I “just get it” — and I do. Like any experienced and passionate sustainable copywriter should.
I get that you’re trying to stand out amid the greenwashed trendy businesses. I get that you believe in your product, in your services, and in your team. I get that you need stellar copy across multiple platforms to increase awareness.
I get that you have a story you need to share. It’s my job to help you share it.
Curious to know more about how I do that? Let’s take off on an adventure together!