In sports, there are winners and there are losers. The same can be said for sports brands. Some products are huge hits while others get knocked out in the first round.

Like all new brands and products, marketing is essential to be seen and heard.

But you need more than a herculean Instagram model fiercely pouting and posing with your new product. You need to build an honest connection with your audience by answering their problems, you need to be a motivational and memorable voice, and you need to be there with them along their fitness journey.

And what better way to do all these things than with powerful, persuasive writing?

Here are some creative writing tips to help you build a strong brand identity and a strong connection with your customers.

Just like your brand, your customers are on a journey of growth and self-improvement

Remember when you took the leap of faith and started your sports brand? Well, that’s what a lot of your customers will be feeling when they start their fitness transformation. With that in mind, you need stir their emotions, appease their worries and help them realise their goals.

When you’re in the content creation process, whether it’s for your website, social media channels or product packaging, use language that will make your customers excited, inspired and determined.

Everyone knows exercise is good for them, so there’s no need to lecture. Instead, focus on the end goal – the feeling of completing a marathon or the buzz from setting a new PB – and motivate your customers to be the best they can be.

After all, they aren’t just buying your product, they’re buying into your brand. You share the same mission: to be bigger, stronger, faster, better.

If you don’t motivate them to be the best, somebody else will.

Set the tone and be active

As mentioned above, your content needs to be exciting and inspiring, so exciting and inspiring words need to be weaved in wherever possible. Your tone of voice indicates how your customers will listen and react to you. You control the conversation, so say things your customers want/expect to hear.

Use strong adjectives and phrases that paint a picture and force action:

Power on and on… and on.

Better today. Even better tomorrow.

Do not yield.

Go further, go faster, go beyond.

Cheesy? When out of context, maybe. Effective? Definitely.

One of the key differences when people ask what copywriting is is the use of the second person and active voice. Most of your content should be written in second person, focussed on one customer. ‘You’ and its possessive pronouns, are the most persuasive words in copywriting.

With that in mind, the active voice should come naturally.

You’ll feel like you’re running on air when you try the new Adidas Boosts.

is a much more powerful sentence than:

Users will feel like they’re running on air when they try the new Adidas Boosts.

Copywriting is a one-way conversation, so speak to your customers like you’d actually speak to them in person. Keep it personal by using ‘you’, ‘your’ and ‘you’ll’, and they’ll be more likely to read on.

SE[X]O sells

An effective SEO strategy gets you free advertising, and a website that follows SEO best practice is more likely to sell more products. SEO is a mix of complex algorithms and common sense. We’ll focus on common sense for now, but you can learn all about SEO algorithms and best practices here.

Say you’re selling a pull-up bar that attaches to your door. You may be tempted to give it a cool name like Gravity Bar – which sounds more like a swanky rooftop bar – but no one is searching for that on Google. Instead, call it something that people are searching for, like Doorway Pull-up Bar or Home Pull-up Bar.

Now you have all your keywords in your product title, which means when people type those words in a search engine, your website is more likely to be shown as a top result.

Long-form content writing or blogging is a great way to boost your SEO score, too. Use each blog post as an opportunity to answer your customers’ questions/searches organically in your content: ‘How to squat properly’, ‘best back workouts’, ‘comfy gym trainers’, etc. Then when you mention a product name, hyperlink the text or add a CTA to the product page so customers can click and buy in an instant.

This will boost your search results organically, and by making things easier for your customers – such as linking text to product pages – they’re more likely to find what they’re looking for and make a purchase.

Create a community

Your social media followers are your community, so engage in conversation with them. Use it as a platform to promote your brand, but make sure your customers have a voice too. Reply to their mentions, hold competitions and set challenges to induce the spirit of competition. Do this and you’ll turn followers into fans.

The Tough Mudder brand held its first event in 2010 solely promoting through Facebook. Now, over 700,000 people participate in the brutal obstacle course every year. Tough Mudder turned an event into a movement through social media, and you can do the same with your sports brand.

Consistency creates memory

Brand identity is everything, and it needs to be instantly recognisable across all customer touchpoints. You wouldn’t change your logo for different channels, so why change your tone of voice? Keep your content consistent and your brand will become more memorable.

Tie in all these simple but effective copywriting techniques and create a winning brand that your customers will buy into. Maximise free advertising with SEO, create an engaging social media presence to start a movement, and inspire, encourage and push your customers with persuasive writing. And if you can, think of a memorable, powerful slogan. So go on then, Just Do It.

Need a hand getting your sport brand copy to soar? Give us a shout at to see how we can support you with scalable, affordable copywriting.