Copywriting: using the made in Italy formula is not enough, for effective communication it is necessary to explode, expand and detail the concept
Enter on Google, in the search bar I type the string Allintext: made in Italy. In response, Google tells me that the Made in Italy formula is present in over 141,000,000 pages. That's right, you read that right: 141 million. HB Card! Typing, then, allinurl: made in Italy, I discover that the URLs that contain the same formula are 611,000. Boom!
by Valentina Falcinelli
What do these numbers mean about Made in Italy?
Simple: marketers, entrepreneurs in general are convinced that underlining that their products or services are made in Italy, made in Italy, can be worth their new customers, an increase in turnover, the miracle. Italian, of course: the Italian miracle.
Half brothers and stepsisters of Made in Italy, highly popular synonyms for this label, they are 100% Italian (which we know well that Made in Italy does not mean, at least not always, just that. Indeed) and Italian style.Ora, the one on which I would like to reason with you in this place the use, empty, of formulas like these. I certainly don't want to demonize the made in Italy label, in its variants, but I would like to make it clear, as a copywriter and communication consultant, which is still a simplification, if not a trivialization of those that could be much more specific for each Italian company that wants to internationalize its brand and its identity. I explain myself better. Taking up an excerpt from the interesting piece The value of the made in Italy brand released on the MercatoGlobale.it website:
Made in Italy as a brand
Made in Italy, understood not only as localized production in our country, but as a perception of the product as a whole, represents an asset that has considerable potential:
- the Made in Italy brand, the third most famous brand in the world after Coca-Cola and Visa;
- according to data provided by Google, online searches with Made in Italy keywords increased by 153% between 2006 and 2010.
I would like to highlight two points: 1) Made in Italy is a brand; 2) companies push on the use of this formula in their texts. Perhaps without even having knowledge of everything that means. I still haven't gotten to the core of the matter, but don't worry because I'm taking you one little step at a time.
Let's take another small step. When communicating a brand, what do you do? We do not limit ourselves to repeating the name a thousand times, but we try to find the strengths, the so-called value proposition (Value Proposition), the Unique Selling Proposition. We work on brand identity, on values, on the personality of the brand and on its tone of voice. In a nutshell, we try to find and communicate all the distinctive features of the brand. What does Made in Italy communicate? According to a survey conducted by KPMG Advisory, foreigners tend to associate Made in Italy values including beauty, passion, creativity, luxury and, again, culture and quality. Here is what the use of the Made in Italy label communicates in a nutshell. Everything is very beautiful, interesting, positive but I, as an entrepreneur, would not be satisfied. Because if other 141 million companies like me use the exact same way to talk about themselves, it means that, automatically, I tend to confuse myself in their midst, to disappear in the chaos. We then return to the speech I gave you a few lines before: the importance of working on brand identity, with all that this entails. At this point, if you agree with me, you should understand that the made in Italy should become a part of the whole, and not be the whole thing anymore. It would become something to (continue to) communicate, but you would do as right is a concept to explode, expand , detailing. Let's take an example. An entrepreneur who sells DOP buffalo mozzarella can continue to say that his product made in Italy but, in my opinion, should not be satisfied with this communication so bare. In his texts he should explain what that value associated with made in should mean Italy, positive but too generic, what quality. Why is its quality buffalo mozzarella? What does quality mean? Only going into details, giving more specific and less abstract information than a simple made in Italy, can make the difference in terms of communication and stand out from other thousand entrepreneurs from Campania who sell their own product. Then I add: the right tone of voice what it takes to define and refine everything.
The use of the Made in Italy phrase
Arrived so far I hope she managed to make me understand. I repeat: I am not demonizing the use of the made in Italy formula, but I remain proud and firm supporter of the substance. Because to say made in Italy, after all, means everything (passion, creativity, luxury and good company), but it doesn't really talk about you and what makes you uniqueTry to put us, in addition to Italy, a little more heart. Try to take care of your texts with that craftsmanship, that love, that passion that are typical of us Italians, but that characterize you differently from anyone else in this country.
*Valentina Falcinelli: creative director ofpennamontata, an agency specialized in copywriting and content marketing, Valentina takes care of writing in all the sauces. Training included. Work with small and large brands to help them find their personality with words. Di s says: I can write without looking at the keyboard, but I can't look at the keyboard without writing.