Why ethical copywriting for wedding businesses is so important

One of the things I love so much about being a writer is how amazing words are. Using just 26 letters, these little things are unbelievably powerful and can trigger such an endless number of emotions.

Excitement. Anticipation. Sadness. Humour. Affection. Any emotion you name, words can create it.

I believe we all have a responsibility to make sure we use this power for good. And that's why, as a copy and content writer for wedding businesses, ethical copywriting is one of the core values of my work.

In this post I'm going to be exploring what it means to be an 'ethical' copywriter for the wedding industry, just why I think it's so important, and what you can expect from me if we work together.

Some of the non-ethical copywriting tactics you may see in the wild

Many copywriting techniques are rooted in manipulation. Rather than showcasing the positive side of buying something, they draw on worries and concerns in order to sell.

Some of these more questionable copywriting techniques out in the wild include:

• Urgency framing/false scarcity: when someone says that their product or services is only available for a limited time or only has a few spaces left. This can rush people into making a decision that's not the best one for them.

• Fear stacking: rather than offering something pleasurable, this technique motivates buyers by urging them to avoid pain.

• False testimonials: social proof is a really powerful tool – we like knowing that others have had a positive experience of something we're interested in buying – but not when it's exaggerated or, worse, completely made-up.

• Fear mongering: claiming that a product or service is the only way to solve a problem – and a problem that likely didn't exist in the first place.

Once you're aware of these dubious tactics, you'll start seeing them everywhere. Maybe like me, they give you the ick. If they do, the good news is that there are tons of more inclusive and non-sleazy ways to market and sell your wedding business.

What is ethical copywriting for the wedding industry?

I think ethical copywriting is particularly important for wedding businesses, because you're in the business of feelings.

Weddings are jam packed with emotion. Obviously on the day itself, but the wedding planning itself can be very emotional – in both a positive and a negative way. Couples are excited to be planning one of the most fun occasions of their lives, but with this can also come a lot of pressure (societal, familial) and stress.

I believe your wedding website copy shouldn't add to that stress. Your copy should paint you as the expert you are, and showcase the passion and skill you can bring to their day. It shouldn't make couples feel bad by making them think that in not picking you they'll be making a massive mistake.

This is why I never use manipulative or exploitative copywriting tactics for any wedding business I'm working with. Your wedding service should be a force for joy and goodness, not making someone feel inadequate, not good enough, or that they're missing out of something.

How I work with wedding brands as an ethical copywriter

Obviously every copywriter will have their own definition of what constitutes ethical copywriting, but these are mine.

• I treat your couples with respect. 

  I present the facts about your wedding service in a persuasive way, but give potential couples time and space to make a choice about whether they want to book you.

• I'm always clear and honest.

  I'll make sure your wedding service is described in detail so couples know what they can expect, and therefore make an informed choice.

• I understand and empathise with your couple's position but without exaggerating pain or discomfort.

  I absolutely will not use fear stacking or fear mongering to make couples feel they have to book your wedding service to make their day better.

• I make sure copy is accessible and inclusive

  All couples should feel welcome on your website, so the language I use and the way I structure your copy to make it accessible reflects this.

To show my commitment to ethical copywriting in the wedding industry, I'm a member of the The Ethical Move. This is an organisation that's committed to transparent, honest and responsible marketing and other services. As it states on their website:

"Psychological tactics are designed to create false demand by feeding the fear that there will not be enough. This fear has us trapped in a cycle of consumption that is uninspired, unethical, and supremely harmful to the planet and its inhabitants.

But we have no need to continue using methods from the last century to generate wealth. We know better now, so let’s use the power we hold as the ‘New Economy’.

It’s time to break the rules and make the ethical choice for the good of all – not just a select few."

So what does this mean in reality? When I signed their pledge, I agreed to:

• Put the person before the sale.

I respect you and your privacy. I will help you make the best choice for your needs.

• I communicate inclusively truthfully and clearly.

I will not confuse you or hide information from you. I will help all audiences feel welcome.

• I take responsibility for my part in changing the marketplace.

I recognise the need to break the cycle of consumerism. I will continuously review my sales and marketing to ensure they benefit the common good.

Ethical copywriting and content writing for your wedding business

If you like the sound of ethical copywriting for your wedding business, I'd love to chat. I offer a range of copy and content services for wedding pros, from website copywriting to SEO strategies and blogging, all of which captivate, connect and convert in a non-sleazy way.