When It Pays to Join the Bandwagon
If you pay attention, you’ll see cause marketing everywhere.
That’s good news if you want to write for this market. Few writers have cashed in on this opportunity, though businesses everywhere are doing it.
Take last Wednesday, for example. I hit up the Starbucks drive-through on my way to the dentist. They had a black chalkboard propped up by the menu:
“Celebrate Labor Day with our Indivisible Blend! Buy a pound, create a job! $14.95/lb.”
I was intrigued. Fifteen bucks for a new job? I made a mental note to find out more.
Ten minutes later, in the fish-tank filled waiting room of my dentist, I turned on my phone to check Facebook.
Southwest Airlines had a post showing a bright-eyed 12-year-old girl with a broad smile. The sign in her hands said, “I am Kait. I am brave. I beat cancer. I am loved.”
Minutes later, I was ushered to the exam room. I thumbed through Redbook while I waited. Eleven pages in was an ad for Lee Slender Secret Jeans. Next to the saucy, jean-clad model was a pink ribbon graphic. The fine print said “Lee National Denim Day.”
I flipped a few more pages and found a second full-page ad from Lee. But there weren’t any models wearing slender jeans. Instead, there was a content-looking, middle-aged woman with her arms crossed and a blue bandana on head. Her husband and daughters smiled in the background.
The fine print said: “You don’t fight breast cancer with a pink ribbon alone. You fight it with a team.”
Below that, next to an American Cancer Society logo, it read: “Together we can rise above breast cancer. Join our team by donating $5 at denimday.com and wearing your jeans during October.”
Why Is This Relevant to Writers?
Because without us, these messages get lost in the noise.
Take the blackboard message from Starbucks. If you do an Internet search for “Starbucks buy a pound make a job,” you get a bunch of hits.
Click on a few of them and you’re taken to blog posts and web content that explains the program. It’s a partnership with Opportunity Finance Network to prompt donations that fund the CreateJobsForUSA.com program. The goal is to help get Americans back to work.
It’s a classic campaign that makes full use of web-writing skills — SEO, landing pages, content creation, and even email alerts.
Now consider the Southwest Airlines campaign. It’s part of an extensive grant program that works with multiple charities to get kids necessary medical treatment and fly them and their caregivers to treatment centers, all for free.
It’s an ideal project for an online copywriter who can craft content-supported social media posts.
The Redbook ad for the Lee National Denim Day is part of an enormous print outreach that gets echoed on the Web. That means they need copy, copy, and more copy.
I see cause marketing in daily Facebook ads. It shows up in my mailbox. It’s on marquee signs I pass on the street, and by the cash registers at virtually every store I visit.
Heck, even some of your existing clients may be part of cause-related campaigns — or they’re looking to start one.
Because remember, it’s a triple-win. Nonprofits do it for survival. Businesses do it because customers love companies with heart. Buyers benefit because their money works harder — purchasing things they need or want and supporting good causes.
Plus, research shows people consistently choose brands that support a cause over ones that don’t.
And that’s where you come in. It’s a whole new ballgame, and not a lot of writers understand what should (and shouldn’t) be said in the marketing of a good cause.
That’s what makes it an ideal opportunity for copywriters. Take what you already know about communicating and combine it with specific cause-related writing techniques, and you’ll have a unique, in-demand service you can offer to clients in this growing niche.
I’ve enjoyed being part of this field for a while now. Click here to find out how you can join me.
What’s your opinion of cause marketing? Is it a field you’d like to be part of? Do me a favor and tell me why.
Copywriting for a Cause: How to Profit as a Writer and Make a Difference in the World
In today’s market, consumers expect businesses to do well while doing good. They want companies to be good citizens. That means businesses need copywriters who understand how to write for a cause. Learn More »