Copywriting and controversy - does shock still sell?

Have you ever got a charity mailer and felt like it was a bit of a hard sell?

From Blue Cross to Oxfam, charities rely on intense, graphic copywriting and imagery to stir an emotional reaction in their audience.

PETA are known for their provocative marketing campaigns, using copywriting headlines such as ‘I’d rather go naked than wear fur’ and Pancreatic Cancer Action have used the copywriting headline ‘I wish I had breast cancer’ to highlight low survival rates.

Whether it’s headlines and graphics of starving children in Africa or animals in distressing conditions, these shock strategies are like a marketing roulette, resonating with some and turning others off. Interestingly, if used to justify a worthy cause, research has shown that 79% of the general public respond well.

Yet, if done poorly, they can lead to intense outrage, desensitise the audience and cause anxiety.

To strike the right balance, these types of campaigns need a freelance copywriter who knows how to write in an authentic, emotive tone, and can conceptualise to bring the idea, design and copy together.

This is where ethical copywriting comes in.

A freelance copywriter can write ethical copy by always remaining trusted, true and transparent, aiming to inform, rather than manipulate. Fear-mongering and fake urgency won’t work here, but building trust and helping customers to decide naturally will.

Any established freelance copywriter will be able to strike this balance, putting the customer’s needs before the immediate sale.

If you’re in the charity sector and need a freelance copywriter to help with direct mailshots, electronic mailers and social posts, get in touch today. I’d love to help you use genuine story-telling and value-led messaging to resonate with your audience.