Exclusivity, sophistication, and timeless appeal—that’s what you’re trying to capture when you write high-end copy for a premium brand. The good news is that there are a few distinct elements that make luxury copy. Take a look at how word choice, sensory details, sentence structure, and powerful verbs are key to catching the attention of affluent clients.
Word Choice
Every word must evoke a sense of prestige and elegance. When writing for premium brands, opt for terms that convey quality, rarity, and craftsmanship. Instead of saying “high-quality,” consider using “exquisite” or “superlative.” Replace “very” with more specific adjectives that add depth and richness to your descriptions.
Sensory Details
Luxury is an experience. Incorporating sensory details in your copy can transport your audience into a world of opulence. Describe not just the look of a product but its feel, sound, scent, and even taste. This immersive approach helps to create a vivid, alluring image in the reader’s mind—and nothing says high quality quite like that.
Reduce Churn!
Join JC and Karen Hite as they share interesting tips on how you can reduce client churn and boost retention.
Sentence Structure
Part of luxury is conveying confidence. Using active voice makes your copy more engaging and assertive, which aligns with the commanding presence of luxury brands. Passive voice, on the other hand, can come across as weak or indirect, diminishing the impact of your message.
Instead of saying, “This watch is admired by colleagues and clients alike,” opt for “Your colleagues and clients will admire this watch for its flawless craftsmanship.”
Resist the urge to place the object of the sentence up front.
Powerful Verbs
Verbs are the engine of your sentences, driving the action and adding dynamism to your copy. For luxury brands, use powerful, evocative verbs that resonate with sophistication and elegance. Words like “indulge,” “savor,” “immerse,” and “captivate” can enhance the luxurious feel of your copy.
If there is just too much on the line with your premium client, outsource copywriting services to our white label team. With years of experience, our dedicated copywriters know how to tailor copywriting to a premium label.
