First of all, I can’t believe I’m here to talk about copy trends for 2023.

How is it already that time of the year? 

Shock aside, I’m actually really excited to dig into the three major copy trend projections that you need to be ready for in 2023.

Whether you’re an established copywriter, new to the industry, or simply curious, these trends are going to influence what you consume and what you’ll be asked to craft in the coming year. 

And they aren’t just nice ideas for other people’s businesses either → They’re requirements if you want to continue to grow your brand and increase your sales month-by-month

So it’s time to getcha scroll on: 

1. VSL

This stands for Video Sales Letter. The lesser known cousin to webinars, but posed to catch on just as fast because of their huge influence on conversion rates.  

Historically, VSL has  been used within marketing and sales at the end of the customer journey. 

So, when your customer is thinking about something, a VSL will show up at the top of the landing page or sales page and provide educational content that leads into breaking down an offer and give a direct pitch for whatever the product or service is.

Some don’t even teach or provide value, but give a general overview of the product.

Whichever route you choose, VSL is gonna be something you need to keep on your radar and incorporate into your copy, especially throughout the customer journey as they get closer to conversion!

2. Story Story Story

Brands that don’t have story in their copy are going to become brands that don’t exist in the next handful of years.  

I’m just being real here. Storytelling isn’t fluff to pad your messaging with, or only necessary for one type of product, or even optional depending on your audience. 

Story is a non-negotiable and more crucial than ever for copy that nurtures, educates, connects, AND converts.

Messaging without story is just an empty offer that pushes your ideal client into the arms of another brand that will speak story to their needs and create the connection they are looking for.

I don’t want to see that happen to you. So trust me on this one, prioritize story. 

(If this is something you’re curious about, check out my blog post on this very topic for more specifics on the value of good storytelling.)

3. Unique Marketing Differentiators (UMD)

You heard it here first, folks. This one is coined by the KC Copy Studio, and I’m sharing the scoop with you in real time.

Similar to UVP, UMD is going to be a core differentiator (or multiple) in your messaging, your marketing, your public speaking, your copy, everything you say as a brand, that communicates your unique angle in the marketplace. 

I love a journal prompt, and I think this is a great one to get scribbling about. What do you offer, what is your zone of genius, what separates you from everyone else out there? 

(There’s apparently 8 bil of us now, so a lot of competition 👀) 

Everybody is tired of the generic phrases they hear from brands, like…

Earn 5k a month!!  

More leads!! 

Grow to 6 figures!!! 

And the audience we most need to speak to has become desensitized to those same promises with dizzying similarities.

Only the brands that have unique messaging will be the ones left standing. 

The brands that can speak to the consumer in a way that no one else does will be the ones that get more consistent attention from their ideal customers and clients, and establish themselves as the best (and most unique) option available. 

Everyone is looking for something they haven’t been offered yet → Be the brand that stands out and offers it!

My final point, and maybe even more crucial than the rest, is that Voice of Customer Research should inform all of these trends, however you utilize them for your brand.

You’ll never know what your ICA needs to hear most, struggles with and needs your expertise on, (or even how to craft your copy to speak directly to them), if you don’t know what they are saying.

None of these trends, or even the best copy, will accomplish much without direction from VOC infusing your messaging.  

Which is why here at the KC Copy Studio we don’t just use guesswork for phrases that’ll hit home, but dive deeeeeeep in intensive customer research, interviews, messaging mining, and competitor analysis to ensure our clients stand out from the rest. 

Inquire for 2023 projects with us (‘cause next year will be over before you know it). 

We’d love to help create your Unique Marketing Proposition, so you can attract dream clients on autopilot and get a real ROI for all the work you’re putting in!