PRODUCT PLAYBOOK
POSITION YOUR PRODUCTS TO SELL CONSISTENTLY AND EFFECTIVELY EVERYWHERE
Your custom Product Playbook defines the strongest messaging and marketing strategy for each of your signature products.
WITH SO MANY PEOPLE AND PLAYERS INVOLVED IN YOUR BRAND, THE RIGHT WORDS CAN GET LOST
You’ve got marketers, strategists, ad agencies, content creators, in-house teams, influencers and trusted contractors. While your brand is spoken about across platforms, and content is executed in creative ways — how can you be sure everyone keeps their words on-brand?
PRODUCT PLAYBOOK DEFINES YOUR MESSAGING AND POSITIONING STRATEGY ON A PRODUCT-BY-PRODUCT BASIS.
With your brand’s voice creatively defined, our focus shifts to the products: where messages and storytelling become increasingly specific to meet the customer where they are, speak to their level of product awareness, and position your product as the best solution — on both an emotional and logical level.
Product Playbook defines the most effective and on-brand messaging strategy on a product-by-product basis, keeping every marketer and creator’s words in line across platforms — while positioning your products to sell consistently and effectively to the right audience, with every word perfectly representing your brand.
WE DEFINE PRODUCT LANGUAGE, EXPAND WITH EXTRA CONTENT, THEN LAY OUT THE RULES.
The power of Product Playbook is twofold. We craft strategic copywriter- and brand-approved content to use everywhere, then show everyone how to execute it effectively.
- We craft the main product description to be placed everywhere, including the product web page
- We note the essential factual details, from fit and fabrication to ingredients, formula and other must-knows
- We develop attention-grabbing taglines and phrases to be shared as headlines, subject lines and on social spaces
- We write versatile longer-form snippets and stories to be used across captions, emails, ads and web
- We define a detailed on-brand word bank to describe your product in dozens of ways
- We list the ‘do-nots’ to keep every word, sentence and brand asset aligned, then lock it in as a shareable brief
“I'm obsessed with what Lovenote has been able to do for my business. Taryn has listened and clearly immersed herself into my brand, coming back with everything I wanted, needed, and more.”
– LAH Hair
WE CHOOSE AND CRAFT THE MOST COMPELLING STORY TO PAIR YOUR PRODUCTS WITH THE RIGHT PEOPLE.
From market analysis to audience awareness, we craft the message to be distributed in every piece of copy, content and creative. Pairing strategy and analysis with copywriting execution, we define the foundations of your messaging and product positioning — then expand into ready-to-use content for all consumer touchpoints.
With every word expanding on your brand’s previously defined voice, your custom Product Playbook defines the strongest messaging and marketing strategy for each of your signature products — then locks it in through a shareable branded briefing document that enables your marketers and creators to do what they do best.
PRODUCT PLAYBOOK LOCKS IN THE TYPE OF CONSISTENCY THAT BUILDS A RECOGNISABLE BRAND.
Ad placements are expensive, and organic social attention can be difficult to achieve — what should you do once you have it? When potential customers are exposed to your product, it’s essential to share the message that moves them towards purchasing — and repeat recognisable words so they remember your brand. We use our strategic copywriting process to:
- Execute a strong and attention-grabbing verbal identity for your brand
- Get your brand known and recognised for what makes it distinct
- Connect with the ideal audience using words that resonate
- Attract loyal brand fans through conversation and connection
- Keep your communications effective and consistent across every touchpoint
“We wanted to make the words more punchy to match where our vision of the future was going. Lovenote has done a fantastic job of understanding the brand and the vision, and producing great copy for us. The deliverables have been fantastic — the copy is emotive and rings true to our target audience. We’ve got some exciting things in the pipeline, and now, when eyes are on us, the brand will shine.”
– Naturalath
WORDS FOR EVERY PLATFORM
WITH EVERY TOUCHPOINT SELLING CONSISTENTLY, SALES BECOME A BREEZE.
Product Playbook includes copy and content for:
- WEBSITE: The product description to lock in conversions when eyes are on your product page
- SOCIALS: Conversational phrases and creative headlines to intrigue fans and attract new ones
- ADS: Strategic copy that spends ad dollars wisely while building recognisability for your brand
- EMAILS + MORE: Ready-to-use content for emails, announcements and product-based content
“LOVENOTE HAS ONE HUNDRED PERCENT NAILED MY BRAND TONE OF VOICE. TRAFFIC NOW CONVERTS A LOT QUICKER THAN BEFORE. WE WENT FROM 1% CONVERSION RATE TO ABOVE 2%, AND OUR HIGHER PRICED ITEMS HAVE INCREASED IN SALES.”
– Box’d Night In
PRODUCT PLAYBOOK • BY LOVENOTE
FOR BRANDS THAT VALUE CONNECTION
We strengthen your brand’s identity through recognisable language and tone — crafting distinct language that gets your products prioritised, chosen and known. From best-practice copywriting methods to never-done-before execution, we develop industry-leading language for modern brands that value customer loyalty and connection over fast, fleeting clicks. Here’s what to expect from Product Playbook.
WE IMMERSE OURSELVES IN YOUR BRAND
We pair our signature Brand Brief with competitor and audience research, analysing what your target audience both knows and regularly hears.
LEARN EVERYTHING ABOUT YOUR PRODUCT
From formulation to the finest fabrication details, we prompt you to provide every detail we need to know, so we can develop the right message and keep every marketer in line.
CRAFT A SIGNATURE DESCRIPTION
Beginning with the signature product description that lands the add-to-cart, we craft website-ready content — both emotionally persuasive and detail-oriented.
TURN IT INTO CONTENT FOR EVERYWHERE
Expanding your product description in a variety of creative, conversational ways, we craft versatile content to use everywhere, from ads to emails and beyond.
THEN LOCK IT IN AS A READY-TO-SHARE BRIEF
Branded and beautiful, your Product Playbook is delivered as a ready-to-share brief in PDF form — with a Word document attached for easy copy-pasting.
Inclusions and investment • Inclusions and investment • Inclusions and investment
Inclusions and investment
BRAND BRIEF & CREATIVE RESEARCH
- Beginning with our signature Brand Brief process, then carefully analysing the market you play inside, you can rely on us to request, research and gather every detail we need
WEBSITE-READY PRODUCT DESCRIPTION
- From conversational language to logical details, we compel the right people to understand your product deserves the buy, culminating in one full-length website product description
TAGLINES, HEADLINES & SUBJECT LINES
- We craft up to 10 sweet and snappy product-related headlines, taglines and phrases designed to attract the right people and get followers talking
SOCIALS, SNIPPETS & STORIES
- Expanding on the product description to tell stories in new ways, we craft up to 5 sentences, paragraphs and snippets to be shared and spread everywhere
AD COPY & EMAIL MARKETING
- We write one product-based email and two ad copy variations, providing ready-to-use content crafted specifically for each platform
WORD BANK & DO-NOTS
- With an expansive selection of words and phrases to play with, plus a strict list of do-nots and please-avoids, we keep your marketers’ words perfectly on-brand and in line
Product Playbook contains three-thousand-dollars in strategic copywriting inclusions, plus two versions of a shareable brief.
Get your Product Playbook for:
$3000
$1800 (AUD)
CONSISTENCY BUILDS RECOGNISABILITY
With access to every audience on demand, brands are competing for attention. Building a recognisable brand calls for consistent language paired with creative cut-throughs — it’s how your brand will attract lasting customer connection over fast, fleeting clicks.