But what effect will the latest debate over inclusive menstruation have on brands? And should we be using inclusive terms across all categories? Changing our targeting language to ‘people with periods, people who shave their faces or people who drink baby formula’ instead of women, men or infants.Continue reading
Creating the brand messaging highlighted some very real issues around fem-care messaging – we wanted to be progressive, forward thinking, even bold, but can we really say ‘vulva’ on the pack? and will we sound like a GUM clinic doctor if we do?Continue reading
We looked at consumer and cultural shifts over the last year, from research conducted independently, and for the brands we work with exploring stylistic shifts that we believe will be picked up by up-and-coming brands and integrated into existing brand personalities for effective targeting – and again in actual words instead of marketing jargon – we recking brands who use this style will be a hit with people who are bored of the same old self-depreciating shcpiel on packs they buy.Continue reading
Why we must adapt our targeting to an upside-down world of uncategorised consumers.Continue reading
I’m on the app store. I need a new dating app/ removal company/food delivery service… I have no prior knowledge of the service, no referral from friends, nothing at all to go by.
Dear developer….I need you to tell me why I should hit download, I want to use you, really, I do, but see I have the jitters, I’m going ‘no reviews?’, ‘no pictures?’ no endorsement by well-known news publications? This is a scam! We’re negative like that, even positive humans who like to support startups and be at the cutting edge of the next great app.
Your app store description is your elevator pitch, your Dragon’s Den moment in the spotlight, and the stakes are high. You get 4000 characters, and a few words before the ‘click more’ button to convince your future customers you’re not just legit, but can actually change their lives for the better.
If you thought writing website copy was hard, this is another level. You don’t get to optimise your app store copy. You can’t split-test it and work out the highest converting formula. All you have to go on is whether or not it works. A simple yes or no, download or don’t.
Your app store copy makes all the difference. And every single word counts.
Ok, let’s get to it. I’m going to use some copy we recently wrote for a newly launched app as a case-study.
We worked with the founders of Loafly to create their visual ID, name, website and tone of voice so we already had a head start on finding the right approach for their app store description.
But before we could start selling this awesome service, we had to create initial engagement.
You get two chances to say what you do before your visitors need to make the decision to hear more about you:
1) The subhead under your app name:
Restaurant food, delivered.
2) A one-line description before the ‘read more’ button
Before I get onto the actual nitty gritty – what to include, spacing, bullet points etc, we need to talk about tone.
If no one’s heard about your app before, you need to make it super clear what it does. Loafly is fun, light and energetic. Their app store copy reflects that but also makes it super easy to understand.
When I wrote the app store description for Moonpig’s new stickers app, my rules went out the window. When you’re writing for a brand that’s an established household name, you can get a bit more playful.
If you’re the new kid on the block, play it safe. Even big fish like Ocado and Uber say it like it is.
Uber is “a ridesharing app for fast, reliable rides in minutes – day and night. There’s no need to park or wait for a taxi or bus”
See how they use 3 features (fast, reliable, 24 hours) and 2 benefits (no need to park or wait).
If you’re launching an app as a brand extension to your main brand, or want to do something a bit kooky because you’re already known and loved, go for it. It’s a risk you can probably afford to take.
OK, while we’re on the first impressions part of this tutorial, screenshots or app previews are a great way to showcase usability, keep your app store page on-brand with your palette and add a few engaging lines of copy to the main screen (2000 characters do not account for copy you add to your app preview slides – so there’s a cheeky hack, but keep it simple and impactful).
By giving your previews a bit of love and a splash of brand identity, you can turn something like this:
Into something like this:
OK, so you have a catchy app ‘subhead’ you’ve got some kick-ass previews with added features and benefits, you’ve got sticky, slicky, can’t-wait-to-read-more-about-it preview copy…
Let’s write this description.
But first, let’s stop calling it a description, because you’re not writing a description, you’re writing a sales page. It’s got to hook, engage, captivate and sell your app to unaware browsers who found you through your marketing or promotion.
● A sales page draws the reader in with a compelling intro
● It uses images sparingly
● It uses features and benefits to overcome objections
● It supports the statements it makes with testimonials and reviews
When you’re writing an app store ‘description’ or a sales page, follow the same format.
Oh, but as an aside, and maybe his is stylistic, but if you want to tell your story and it goes something like ‘I was almost broke, yada yada, I hated my life, I hit rock bottom and considered eating my sofa for sustenance, then I discovered (insert life changing service you’re trying to sell here) and now I sit in my pants all day watching the 0’s in my bank account multiply’ – it’s probably not going to get approved as an app store description, also maybe just stick to actual benefits for your users.
Things to do:
● Say who it’s for: parents, professional singletons, hedgehog owners etc.
● Say what you do – your value proposition
● If you’ve been mentioned in the press, or by influencers add a snippet like “as seen in The Guardian”, or “Tony Robbins recons it’s sick”
● Include the number of downloads (if significant)
● Include star ratings and reviews (if you have them)
● Give all the details your customers will need, e.g: delivery, payment or in-app upgrades
● List all your benefits – especially if you’re light on reviews. Try scribbling down all your features (delivery before 1 pm, reusable packaging, supporting social programmes, variety, latest fashion… you get the idea), then for each benefit jot down how it will change your customer’s life for the better. The trick is if you’re saying ‘so what’, it’s not a benefit yet.
● Use symbols >>> or *** to break the text up
● Add ‘get in touch’ information
Something like this:
Things not to do:
● Talk about yourself and your journey
● Focus solely on features
● Make it too cheesy or salesy
● Write nothing at all – people like to be sold to, just not in a pushy way
So there you have it! Appy-days, you’re well on your way to writing a great app-store description.
Still confused about where to start? Drop me a line for a free 15-minute consultation and we can chat about how Idea Dolls can help.
Good luck and thanks for reading!
Following the success of the premium breakfast delivery app Milkman in Israel, founders Omer and Jonny wanted to bring their ‘healthy brekkie at the touch of a button’ service to the UK.
We worked with the team in Israel to understand their offering “breakfast you want to jump out of bed for”, and their target market “families and professionals who want to provide the best for the breakfast table but don’t have the time to scan artisan markets to source ingredients”
Our challenge was to position the brand in the premium category while adding warmth and fun – speaking to busy foodies who crave variety, convenience and a top-notch breakfast every day.
Lost in translation…
The transition from a premium service in Israel to a premium artisan brand in Europe wasn’t straightforward. In Israel, playful design is the stuff of children’s brands, and brand values of loyalty, comfort and wholesomeness are articulated through the product rather than the ‘symbol’ or logo.
Designs which tested well with a European target audience were completely lost on an Israeli market test, who didn’t understand the playfulness, and wanted to see the product more.
How culture relates to branding is a fascinating subject and one covered at length in Torelli’s Globalization, Culture and Branding, but even understanding the fundamental difference between how brands leverage cultural values cross-culturally to build lasting and scalable brand equity, didn’t at all prepare us to answer the question: “why does everyone in Israel not get the new design, while everyone in the UK absolutely loves it?”
Why don’t Israelis get ‘playful branding’?
We posed the question to Ido Bercovier, an award-winning artist from Tel Aviv. Ido doesn’t paint in the lines (so to speak), his art is controversial, and his vibe typical of the Tel Aviv artist scene.
The problem, he explained, wasn’t that Israelis didn’t get quirky, it’s a difference in the history of Europe and Israel. Europe has a long history of romanticism. Israel has been around a short while, we don’t want stories, we want action – we want practicality. Branding in Israel is functional, and even though founders of Iconic brands (like WeWork) have their roots in Israel, when communicating to an Israeli market, the brand story is secondary or completely nonexistent.
But also, it’s about connection, Israelis are more connected and get out more. There’s a sense of community.
Branding creates a relationship between a consumer, a product and an idea so it’s completely logical that in cultures where there is a strong sense of community, the need to build a relationship with the brands you buy isn’t as strong.
Europeans need the story, we have more time for building a relationship with the brands we consume and the difference is the value we place in romanticism over practicality, and ‘perceived brand value’ through the connection we feel with brands.
Anthropologically, understanding this fundamental difference was fascinating and presented a new challenge – launching the brand in the UK meant we couldn’t use any of it’s existing ‘brand values’, the existing product needed a brand story, a look and feel and name that would give us story-loving Europeans the brand connection we crave.
Step 1 Name
The first challenge was to name the brand – Milkman wasn’t premium enough for the UK market, where the milk-round isn’t anything exciting or new.
After rounds of names, playing with various articulations of words that said ‘morning’ and ‘happy’, Loafly was chosen as the favourite – an ownable brand name which combined the main product offering ‘loaf’ with ‘lovely’ – we love how satisfying it is to say, like the feeling of that first bite of the perfect breakfast sarnie.
Step 2 Design
Then we set about exploring colors, fonts and tones:
Before settling on a warm colour palette that injected a bit of fun and energy to the typography, with the ‘O’ bringing energy and warmth, while creating a market-relevant, ownable wordmark that can be used on its own as the brand icon.
The final font was slimmed down from the earlier, chunkier versions for a sleeker, more premium look and feel.
Loafly’s visual ID was rolled across social @loaflyuk, the Loafly app and the new website Loafly.co.uk, where we explored more ways to apply the new identity through playful assets and illustrations. An illustrated ‘burst’ of breakfast ingredients in the hero panel creates a sense of energy and excitement, as if all those great goodies are just waiting to jump out the bag and onto your table. A rounded sans serif and thicker, bolder headline font complements the section panels adding colour and fun without looking too childish.
Loafly rolled out the design onto their new delivery bags…. Ready to land a breakfast of champions on lucky Loafly doorsteps.
Hurray! No more soggy cereal and stale old bread.