A Yorkshire Masterclass in Copywriting
*posted on Yorkshire Day, of course.
Yorkshire. The county of rolling hills, Wuthering Heights, Sean Bean and… great website copy?
As a Yorkshire copywriter, I’m happy to say it. Amongst its various accolades and achievements, Yorkshire has some exceptional brands on side. Brands that have harnessed their heritage, perfected their voice, and channelled it into their written content with aplomb.
We can learn a thing or two from them.
And we will.
Ready for a masterclass in website copywriting from five Yorkshire brands? Eee by gum, let’s get stuck in.
Yorkshire Tea
Well, of course we’re kicking off with Yorkshire Tea. The brand so successful that when you mention Yorkshire, most people will immediately think of popping the kettle on and settling down for a ‘proper brew’.
And let me remind you: tea does not grow in Yorkshire. In fact, it grows nowhere near Yorkshire.
So, how have they achieved this wizardry? What is it about their copy that’s so iconic?
For starters, they’ve essentially trademarked the Yorkshire-ism ‘proper’. Take a quick look on their website and you’ll see what I mean. They invite the audience to have an experience they’ll only get if they do it the proper (ie. the Yorkshire Tea) way.
But there’s nothing condescending there. Yorkshire Tea fully leans into the stereotype of northern friendliness, keeping things conversational and light-hearted.
A big part of this is the colloquial language they use. We love phrases like ‘cracking cup of tea’, ‘chief tea taster’ and ‘dash of love’. They emphasise fairness, kindness and family values across the board. A reet good Yorkshire spirit.
And then you’ve got the unnecessary extras they throw in, because their copy isn’t just about selling, it’s about creating an atmosphere.
For instance, back on the Yorkshire Tea website, if you scroll to the bottom of the page, you’ll see a little congratulations note for having ‘completed’ their website. And when you explore their teas, they point out how lovely their diagram of tea leaves looks.
Totally irrelevant to the selling of teabags, but absolutely bang on for their branding.
At the end of the day, the thing Yorkshire Tea gets right is that they make you feel like you’re not actually a customer – you’re a guest. They’ve invited you into their living room for a natter and a brew, and you don’t feel pressured into making a purchase. All you feel is a warm love for friendly Yorkshire folk… and a sudden desire to drink tea.
This is Yorkshire copywriting at its finest.
Bettys
No surprises that this makes the list, seeing as Yorkshire Tea and Bettys are actually part of the same family (Bettys and Taylors). But while Yorkshire Tea is all cheery, good-natured fun, Bettys takes you back to a Yorkshire of times gone by.
With the help of Bettys baked goods and sweet treats, you’re packing a picnic, dusting off a hand-drawn map, and going for a delightful romp through the countryside – preferably with your mischievous but wily Yorkshire terrier in tow. You are entering the pages of an Enid Blyton novel, so hold on to your best straw hat, okay?
This is fancy Yorkshire.
Bettys is about old-timey wholesome treats, with more than a touch of elegance. They use words like ‘cherished’ and ‘exquisite’ in their copy, suggesting that you deserve the finer things in life (and that Bettys can deliver them).
A big one here is their commitment to quality. But they don’t just say that – they show you through their storytelling. The copy for the Bettys Bread Selection reminds you that Bettys was founded by the son of a mill owner, that they use traditional recipes and natural ingredients, and that they’ve been baking bread for over 100 years.
And although they’re channelling an old-fashioned tone of voice, it’s not stuffy.
In fact, the Bettys product descriptions leave your mouth watering, with larger-than-life sweetness drizzled into their copy. I’m referring to phrases such as ‘scrumptious pockets of lemony loveliness’ and ‘a perfectly formed moment of sweet delight’.
Many a brand has successfully followed the advice, “don’t sell products, sell a lifestyle” – but when it comes to copywriting, Bettys has this down to a tee (and cake).
Harewood House
Now then. I’m a Yorkshire copywriter, yes. But I also happen to be a heritage specialist and history fanatic, and it would be remiss for me not to mention Harewood House.
Like many historic attractions, Harewood House is throwing off the misconception that heritage spaces are dull and dusty. They dive right in with a reminder at the top of their homepage that ‘We welcome everyone’.
Good copywriters get to the nitty-gritty of an organisation’s values and priorities, and it’s clear from the Harewood House website that they’re an inclusive, forward-thinking space addressing a diverse audience. The copywriters are writing for the audience they want.
Allow me a quick tangent.
Copywriters have a superpower. They make organisations’ dreams come true, because they channel them into their copy.
Want to boost sales amongst a younger clientele? Write like you already are. Ready to become an industry leader? Your favourite copywriter will position you as one. Looking to attract A-listers to your swanky new restaurant? You guessed it. There’s a writer out there who’s dying to make it happen – by crafting content that reflects the business you strive to be. We pick up on your values and aspirations and bring them to life in your written content.
Okay, tangent over.
All that to say, Harewood House has transformed its image through exceptional copywriting and is, I’m sure, welcoming a more diverse visitor community than it has done in the past as a result.
They’re making heritage and art exciting. Look out for phrases such as ‘reimagining the country house’ and ‘one of Yorkshire’s most vibrant country houses’, as well as a nice smattering of the word ‘magic’. The copy talks about making memories and unforgettable experiences. What’s not to love?
And it does all of this without losing its heritage appeal.
The website is full of opportunities to learn about Harewood’s past, and is upfront and sensitive about the estate’s involvement in the Transatlantic trade in enslaved people in the 17th to 19th centuries. They use it as a chance to educate visitors, setting a great example within the sector.
All in all, I’m fangirling over Harewood House’s copy, and you should too. It’s a prime example of a team harnessing the power of copywriters to show their values as an organisation.
The Yorkshire Soap Company
This shop is one of my favourites to wander into. It always smells divine. Afternoons have been spent wafting past every shelf and devouring each scent. It’s a huge selling point for the company.
But you can’t send smells down a Wi-Fi connection.
So, what does a business that relies on scent to sell its products do on its website? It brings customers into their whimsical world of beautiful smells through the magic of words.
The Yorkshire Soap Company has harnessed a special copywriting trick. They’ve chosen a tone of voice for their copy that mirrors their product. In case it wasn’t clear, this is soap. And all manner of candles, perfumes, lotions and potions.
The word that springs to mind on reading their copy is ‘bubbly’. Another is ‘fresh’. Coincidence? I think not. The Yorkshire Soap Company is conjuring up a sparkling breeze of delightful fragrances through their copy.
We have phrases such as ‘bring a slice of summer to every morning’ and ‘capturing the essence of a bracing walk along a seashore’. It’s all ‘bursts of energy’, ‘awaken your senses’ and ‘revitalise your spirit’.
And that’s another thing to notice. A lot of the copy on The Yorkshire Soap Company’s website is in the imperative tense. It’s active, it’s energetic, it’s calling you to action. Their soap will make you feel like a fresh, confident, clear-headed version of yourself.
It also feels very personable. This isn’t a stand-off-ish, giant soap corporation – it’s a local Yorkshire business, that you feel you could have a nice chat with if you wanted. Probably about soap. They talk about using the best ingredients ‘we could find’ and how their products are ‘delicately handmade’.
In my mind, the team at The Yorkshire Soap Company is out there foraging for lavender and rosemary and then spending a lovely afternoon in the soap kitchen mixing up fresh scents and scrubs.
That makes me like the company even more. And want to buy their soap.
Black Sheep Brewery
Last one for now. But it’s a good’un.
Back at Harewood House, the team were harnessing their copy to welcome the visitors they wanted (but may not have traditionally had). At Black Sheep Brewery, on the other hand, the copy reflects the customers they know they have.
Now, lots of different people drink Black Sheep beer.
But the Black Sheep Brewery team write in the voice of one of their original, and possibly largest, demographics: men aged around 30-plus, who live in Yorkshire and enjoy old-fashioned pubs, friendly conversation and, of course, good-quality cask ale.
That’s not to say they don’t want other demographics to drink their beer. It’s more that their copywriting approach is to sound like a person rather than a company. And so they’ve had to choose which person that is.
Going for their most sustainable demographic makes sense.
The copy here is intelligent, yet humble. It’s conversational and it’s current (see phrases like ‘a stone-cold mainstay’ when describing their beer), wrapped up in a healthy dose of Yorkshire pride and heritage.
It’s got a good sprinkling of light-hearted humour and quirkiness, too. You’ll spot more than a few sheep puns, showing the brand is up for a bit of a laugh and doesn’t take itself too seriously – again, it doesn’t want to sound like a business, it wants to sound like the people most likely to be reading its copy.
There’s also a hint of nerdy enthusiasm in there. This isn’t just ale – it’s something a bit different, a bit special (a black sheep, if you will). And Black Sheep Brewery knows its audience will appreciate that.
They also know that if you’re visiting their website, it could be because you want to stock their beers at your pub or event, or book onto a brewery tour. So, you probably know a thing or two about ales yourself. Hence the nerdy enthusiasm.
The copy on the Black Sheep Brewery website embodies its main audience. It’s showing readers that they have things in common – and humans love that. The message is ‘you should back our brand because we’re like you’.
We’re part of your flock.
So, from one Yorkshire copywriter to another: big round of applause to the teams behind these brands.
They’ve taught us five ways to write smashing copy:
Make your readers feel more like a guest than a customer
Sell a lifestyle, rather than a product
Write for the audience you want
Let your copy reflect the product or service you’re selling
Show your main audience that you get them
If you’d like to work with a Yorkshire copywriter who can do these things for your own local business, I’m just a hike across the moors away.
Or send me a message – it’s up to you.
