Enterprise Nation

Ian Hills is founder of Purple Pilchard. He describes his agency as one ‘whose focus is working with premium, personality-packed underdog brands.’ In his work, Ian is amazed why so many businesses are prepared to pay for top design yet cut corners when it comes to copywriting. He shares his thoughts.

Speak to me

In the food arena, brands like Dorset Cereals, Burts Crisps, Firefly & Innocent Drinks have shown only too well the merits of some well-crafted copy.  Whether it’s their packaging, PR, support literature or website commentary, these are all great examples of brands which have the capacity not only to engage, but also to build more meaningful long-term relationships with their most ardent supporters.

Eloquent, assured copy can give any brand extra depth, be it talking with authority or adopting an impish sense of charm.  In a world where long-term success is so often dependent upon building a distinct yet defendable loyalist following, a caring and engaging tone-of-voice can often help create a greater sense of accessibility and belonging, not to mention an aura of implied quality.

Stand out rather than fit in

Much of the success of Enterprise Nation members is undoubtedly down to the distinct, often appealing personalities of its founders. Great copywriting provides the perfect vehicle for ensuring that the same warmth and likeability permeates through every available communication channel. 

Great copywriting can provide the perfect tool for wrong footing a much larger yet painfully predictable competitor whose obsession with conforming and playing safe is often its undoing.  Copy that reflects the provenance, personalities and frank heartfelt opinions of its founders are just some of the ways that even the smallest start-up can secure real stand-out on a shoe-string budget.

It’s also worth pointing that whilst many businesses start out with the right intentions with regards to copy, over time they feel an irresistible urge to adopt what they perceive to be a more polished tone. 

My advice would be to stick with what helps you stand out as opposed to what allows you to fit in.  There’s absolutely nothing wrong with speaking a little differently from the crowd as long as what you say is said succinctly with integrity and conviction.

Ian Hills, Purple Pilchard