In today’s rapidly evolving business world, inclusion is not only a socially moral activity but has emerged as a key driver for success. As a copywriter,  you play a crucial role in shaping the narrative of brands and connecting with them with diverse audiences. By embracing inclusion in your work, you create a positive impact while also unlocking tremendous benefits for your business and your clients. Let me share with you how inclusion can help elevate your craft, enhance client satisfaction, and drive business growth.

Embracing Inclusive Language:

As a copywriter, you know language holds immense power and influence. You also know that the type of language you use, speaks volumes about your client’s business, brand, and values. Does your client value inclusion and want their copy to be inclusive? If the answer is yes, it’s essential to embrace inclusive language that respects and acknowledges the diversity of your client’s audience. By using inclusive language, you create an inclusive environment where everyone feels seen, heard, and valued. It builds on the “Know. Like. Trust” factors that attract people to your client’s business. What inclusive language does is demonstrates a commitment to inclusivity, helping your clients connect with a wider range of clients and customers themselves. It creates trust, strengthens relationships, and positions both your business and your client’s business as advocates for inclusion, diversity, and acceptance.

Three ways you can embrace inclusive language is by:

1. using gender-neutral language. Instead, you can opt for gender-neutral terms and pronouns whenever possible. This allows your copy to be inclusive of individuals who may identify outside of the binary gender system.
2. avoiding assumptions about relationships. Instead of assuming a person’s relationship status or using gender-specific terms like “husband” or “wife,” use more inclusive language like “partner” or “spouse” to be inclusive of diverse relationship structures.
3. avoiding terms like “If I can do it, you can do it!”. It overlooks the diverse experiences and challenges faced by individuals with disabilities, assuming that success is solely determined by personal effort rather than considering physical and mental challenges, systemic barriers and discrimination.

Avoiding Cultural Language Appropriation:

Cultural diversity is a rich tapestry that adds depth and vibrancy to our world. As a copywriter, you must be mindful of the cultural appropriation of language and avoid exploiting cultural words, phrases, or vernacular for business gain. Cultural appropriation can lead to misinterpretation, insensitivity, and harm to margianlised communities as well as causing damage to your and your client’s professional reputation. By educating yourselves about different cultures, engaging in respectful research, and seeking permission and guidance when necessary, you can ensure your copy celebrates cultural diversity authentically and respectfully.

Here are a few examples of culturally appropriated words:

• Tribe – is a term that carries deep cultural and historical significance for Indigenous communities, representing their collective identity and connection to land and ancestry. Appropriating this term for business purposes can be seen as disrespectful and trivializing to Indigenous cultures.
• Namaste – This Sanskrit greeting has spiritual and religious significance in Hinduism and Buddhism. Using it casually or without understanding its cultural context can be seen as appropriative.
• Guru – is a Sanskrit term traditionally used in Hindu and Buddhist contexts to refer to a spiritual teacher or guide with deep wisdom and expertise. Its appropriation in a commercial context can diminish its sacred meaning and cultural significance, and may come across as superficial or exploitative.
• Slay – A term originating from AAVE that means to impress or excel, it has been appropriated in marketing and advertising to convey a sense of dominance or success without acknowledging its cultural roots.
• On fleek – This phrase, popularized by AAVE, refers to something that is perfect or flawless. It has been appropriated and used in marketing campaigns without proper credit or understanding of its origins.
• Zen – Often used to describe a state of calm or peacefulness, it appropriates the spiritual practices and philosophy of Zen Buddhism without respecting its cultural origins and teachings.
• Yas Queen – is a phrase originating from LGBTQIA+ culture that expresses support and admiration. Its appropriation by businesses without actively promoting inclusivity can come across as insincere or exploitative.

Tone and Perspective Awareness:

Copywriting requires a deep understanding of tone and perspective to effectively connect with diverse audiences. By being aware of your biases and perspectives of which you write, you can craft copy that acknowledges and respects different experiences and identities. Developing tone and perspective awareness allows you to adapt your writing style to express your client’s business authentically while resonating with various target markets. It ensures messages are received positively (without red flags) and with an inclusive feel to them. It helps you avoid inadvertently excluding or alienating certain groups of people. That exclusion can cause pain marginalise communities and can also mean decreased sales, and tainted reputations for your client.

Here are some ways that express a lack of inclusion in the tone and perspective of copy:

• Using language that assumes a universal or default perspective, without acknowledging or respecting diverse identities, backgrounds, or cultures.
• Lacking awareness of unconscious biases and privileges, resulting in unintentional microaggressions or insensitive messaging that alienates or offends certain audiences.
• Positioning marginalised people as helpless or incapable, perpetuates stereotypes and undermining their agency and abilities.

Choosing Inclusion

Inclusion is a game-changer for copywriters, offering a multitude of benefits for your business, your client’s business, and the world. By embracing inclusive language, avoiding cultural appropriation, and cultivating tone and perspective awareness, you can create copy that resonates deeply with diverse audiences, builds trust, and builds authentic connections. As copywriters, it is your choice whether to promote inclusivity and respect through your words. Is that something you want to do? By doing so, you not only contribute to positive social change but also position yourself as a leader in the industry. Harness the power of inclusion in your copywriting and create a more inclusive world, one word at a time.

If you loved this blog and would like support to ensure your copywriting services are inclusive, I invite you to join the Inclusion Creators Collective Membership waitlist. The ICC is a place where I’ll give you inclusion & cultural awareness training as well as customised guidance to make sure your copywriting is inclusive, culturally appropriate, and respectful. You can join the waitlist here, the Inclusion Creators Collective Membership opens as soon as 100 business owners join the waitlist.