There’s a major shift happening in the way companies, big and small, market themselves. Simply building the bottom line is no longer enough. Companies also need to build the communities that support them.
Enter cause marketing.
Cause marketing is a big deal right now for several reasons. For one, it’s becoming a mature marketing option. The Return On Investment for well-executed cause campaigns consistently shows a positive payoff.
The more important question here though, is why cause campaigns are succeeding. Experts in the field say we’re transitioning to an age of higher consciousness. Consumers across the board are moving from “conspicuous” to “conscious” consumption. To put it simply: We expect the companies behind our favorite products to perform as good corporate citizens.
In turn, business leaders are being forced to make tough choices. Should they stand up for social issues? Partner with charities? Add a social message to their advertising?
Yes, yes, and yes.
It used to be the main goal of any business was to maximize profits. Philanthropy was done on the side.
But now, the two have merged. That is, doing well in business versus doing good with business are no longer separate things.
And that spells big opportunity for copywriters who are also interested in doing well by doing good.
The new program, Copywriting for a Cause: How to Profit as a Writer and Make a Difference in the Worldguides you through the specifics of writing for cause marketing campaigns. In it, you’ll learn
- How to write copy that “sells” a cause
- How to use the “MORAL” approach to build credibility for a cause campaign
- 8 unique ways to “sell” your cause
- The most essential element of any well-run cause campaign
- The most powerful words to use in a cause campaign
- Which key emotions are most effective in cause marketing
- What psychological factors should be drawn out in the best cause campaigns