How an experienced luxury copywriter can help your high-end business
I have been a copywriter for more than 15 years. For much of this time, my written digital content has helped tell the stories of some of the world's finest brands – from Aston Martin to Blancpain, Chanel to Van Cleef & Arpels.
I have a comprehensive understanding of how to write for businesses that market to discerning luxury consumers.
Much of this insight was acquired over the course of five years when I was a principal writer for Harrods, one of the world's biggest luxury brands.
Alongside this, I have created web and print content for:
-
Superyacht Life
-
The Mayfair Magazine
-
Etihad Airways
-
KLM
-
Singapore Airlines
-
Johnnie Walker
-
And, most recently, the magazine of the House of Creed, one of Paris' most exclusive fragrance houses.
A luxury copywriter needs a background of this calibre if he or she is to deliver the kind of content that will resonate with your target audience.
Why experience is so important in the luxury sector
Many luxury brands hire a specialist copywriter like me when they need content for their websites, brochures or other marketing material.
That's because luxury audiences expect to read copy that has been written with them in mind. It's not about being formal or 'expensive'; it's about being aspirational.
A seasoned luxury copywriter can ensure this.
GREAT LUXURY COPYWRITING CAN:
Establish the credentials of a new luxury business or reinforce those of a heritage brand.
Encourage engagement and inspire brand confidence.
Steer your audience towards a desired action.
Hi, I'm Mike. It's my mission to convey your luxury brand story in the most tantalising way possible – whether you're a start-up or a sector veteran.
A selection of luxury brand copywriting work from my collection
"Excellent copy... true to our brand voice"
"I’d highly recommend Mike’s copywriting services. Trying to achieve decent copy ourselves for a luxury service in a very niche market was next to impossible. After a quick discovery call with Mike to provide a brief, he came up with excellent copy that conveyed what we were trying to communicate while staying true to our brand voice. "
Shannon Church, Marketing Executive, Calibre Climate
Book me in. You're in good company...
Did you know?
31%
of added value is generated by storytelling in luxury marketing.
500 million
is the estimated number of luxury consumers worldwide by 2030.
64%
of luxury consumers feel a connection to a brand if they have shared values.
How it works: what happens when you partner with me for your luxury copywriting
Not a single word is written until we're crystal clear on what you need – tone of voice included.
1. A quest for the perfect brief
4. Luxury copy – personalised for you
I don't do generic or AI – your copy will be tailored to your audience and brand story from start to finish.
2. Defining the deliverables
Do you need website copy? Brochure content? Both? I'll make sure everything is aligned.
5. A starter kit for your design team
Your copy is delivered with rough visuals (if required), which can help designers get off to a solid start.
3. Less is (often) more
20 artfully crafted words may say more about your brand than an essay. I'll work hard to find what's right.
6. A comprehensive round of revisions
Need me to make amendments? Ask away – it's included in the fee.
Why you need me (or someone like me) for your luxury content
Purveyors of luxury goods need brand communications that feel right; the copywriting they require will be representative of a cohesive brand voice that is distinct from mass-market branding.
Well-written luxury brand copy is evocative. It subtly helps consumers justify their purchases, high price tags be damned.
It can boost marketing strategies, encourage brand loyalty, and let customers feel an affinity for the company in a way that lacklustre copy does not.
Copywriting for luxury brands is also about finding the right tone. It's about knowing when to take a step back. Sometimes, a simple, beautiful sentence is as rich as a 500-word essay.
FAQ
Find answers about why exclusivity counts, my luxury copywriting strategy and more...
What is luxury brand copywriting and how is it different to other styles? Luxury copywriting is written content in all its forms (web copy, brochures, advertising, etc.) that has specifically been created for a discerning, prestige market. A luxury audience expects to read copy that has been written for them. Ill-chosen words will jar and set the wrong tone. This, of course, is true of brands in every sector – but the importance of tone is magnified when we are dealing with premium products and services. Inexperienced copywriters would likely struggle with the very specific demands of great luxury copywriting. Working with a seasoned luxury copywriter will help your marketing and communications get off to the best possible start.
105 words
Why do luxury brands need specialist copywriting services? Luxury brand marketing is all about setting a tone that removes any doubt from the audience's mind that you are what you say you are. You have to speak your audience's language, tease out the perfect story – and an experienced luxury brand copywriter can help. Whether you're a luxury fashion brand or provide a high-end service, such as elite events or travel, the words in your messaging are incredibly important. My work as a freelance copywriter has enabled me to experience multiple different worlds, and while each new assignment needs a very specific and focused approach, few sectors require as much careful attention as the luxury market. Prestigious brands need luxury copywriters who will remain consistent in their delivery, bringing out the aspirational and inspirational qualities of their products and capitalising on their emotional appeal. No one, after all, needs a tenth Louis Vuitton handbag. The emotional appeal of that item, however, can't be overstated. Powerful product descriptions and other evocative messaging can enthral your high-end clientele, whether your niche is jewellery, Swiss watches, travel or something else.
183 words
Is the exclusivity of my brand a key selling point? Usually. When I create copy for brands operating in the luxury industry, my strategy is to always have an eye on the exclusivity of the product or experience I am writing about. The other focus is on making sure that high-end consumers feel that their impeccable taste is being catered to. They expect the very best service, the utmost quality and the right kind of language. Having visited the HQ of Vacheron Constantin and Blancpain, been served a 40-year-old vintage at Château Mouton Rothschild and spent an enjoyable morning discussing luxury vehicles with the CEO of Aston Martin, I can pull from a rich mine of experiences when writing luxury copy. The modern luxury consumer is not easily hoodwinked. Great copy has to be authentic, appropriate and tap into the emotional value that goes hand-in-hand with making a luxury purchase.
137 words
Is copywriting for luxury brands more expensive than other kinds of copywriting? No. However, it can sometimes take longer to make sure that all stakeholders are aligned on the brief. The approval process can be more complex, too. All copywriting needs a writer's 100% attention. Luxury copywriting perhaps demands a little more focus on tone and positioning, and there is often an economy of words that can take a surprising amount of time to get right. But my luxury copywriting prices are broadly the same as the other types of work I look after. If you click on the green contact button at the top of this page, we can talk about what you need. I'll be delighted to provide a tailored quote for a copywriting package that works for you.
120 words
What is your availability for luxury copywriting assignments? If you'd like to hear how my luxury brand copywriting can be put to good use for your business, then please just get in touch. I take on luxury copywriting engagements not just for UK brands, but for businesses in Dubai, Singapore, the US – and anywhere else where a discerning customer needs to feel a connection with high-end brand messaging. An international copywriter for the luxury sector who is a native-English speaker can be an asset to luxury brands from France to Hong Kong. I am typically available in around 2-4 weeks after first contact, and am happy to work with your marketing team if necessary. For the launch of a new website in the luxury sector, I can also help with wireframes and website content planning. And if you're only browsing for now and forget my name, the next time you need someone, just search for 'luxury copywriter UK'. You'll find me!
151 words