10 Copywriting lessons from Bridgerton and Lady Whistledown
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29 June 2024
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Discover how to elevate your copy with the Whistledown effect, inspired by Lady Whistledown herself. Here are 10 copywriting lessons from Bridgerton to incorporate into your copy right now.
Dearest gentle reader, as the denizens of London’s high society promenade through the glittering ballrooms and secret gardens of the Ton, one cannot help but marvel upon Lady Whistledown’s ability to glean tidbits of knowledge and craft them into society papers.
Some consider Lady Whistledown to be one of the greatest copywriters of the moment thanks to her failproof content strategy. There is certainly no denying the frenzy her words cause. Direct from Mayfair, these copywriting lessons from Bridgerton have proven invaluable for any copywriter, young and old. And, you can rest assured, that in this post you will find no spoilers when it comes to the true love matches of this season.
Copywriting lessons from Bridgerton
One cannot help but draw parallels between the art of seduction and the craft of copywriting. After all, it can be argued that they are one and the same. However, before we revel in the copywriting secrets yet to be revealed, it is time to focus on the show’s director, Shonda Rhimes. Rhimes didn’t just adapt the Bridgerton novels for television but completely changed the format of a typical period drama by using a technique called ‘colour-conscious casting’. The opposite of colour-blind casting, colour-conscious casting changes the actor’s role and narrative to reflect the actor’s race. This created a true love match, indeed and dramatically expanded Bridgerton’s audience. In fact, according to Netflix, 82 million households watched Bridgerton in the first 28 days.
The Lady Whistledown effect
In short, copywriting can be defined as creating targeted messaging that connects with a chosen audience, placing the brand at the front of the consumer’s mind. In the cutthroat world of the Ton, where reputation is as fragile as a lace fan and twice as easily torn, the power of the written word cannot be overstated. The ever-watchful and ever-eloquent Lady Whistledown knew exactly how to flex her quill, turning cheap town gossip into the most sought-after column in the Ton. The Whistledown effect, a.k.a: how to get all eyes on your words, is based on the missives of Lady Whistledown herself, which encapsulate the power of persuasive copywriting to capture attention, provoke thought and inspire action.
10 Copywriting lessons from Bridgerton to improve your writing
At the heart of the Whistledown Effect is the ability to captivate through intrigue. Mayfair’s high society eagerly awaits each new edition, driven by the tantalising promise of scandal and revelation. In copywriting, this translates to creating a sense of anticipation and curiosity. Whether through a provocative headline or a compelling opening line, the goal is to draw readers in, leaving them eager for more.
1. Make your reader the protagonist
Dear reader, one could say that the success of Lady Whistledown and her society pages is her ability to talk directly to her audience. She knows who she is talking to, what they want to hear and how they want to hear it. The mere gesture of addressing the reader at the beginning of the column helps grant a deep sense of connection. What’s more, if you are a member of the Ton, you never knew when you’d see your name pop up. Her content is current and her ability to detect opportunities is second to none. One may be led to believe that she strategically plans who she will observe before stepping foot inside the grand ballrooms of Regency-era London.
Lady Whistledown has worked her ‘Buyer Persona’ to perfection. In this case, young women, like Daphne Bridgerton, who are being introduced into society and are keen to decipher who is their direct competition as well as their own rank in the proceedings. Younger, middle-class status individuals as well as fans of upper-class gossip also fall into Lady Whistledown’s buyer persona. However, then there are women like Eloise Bridgerton who break the buyer persona mould yet still eagerly await the release of this high-society gossip rag.
Lady Whistledown’s society pages are a classic example of placing the reader at the centre of your writing. The person reading must be able to see themselves, their reality and a solution to their problem in the copy they read. Many service providers overlook this, instead focusing on themselves and their products and services. If you want to engage your target audience, make it personal!
2. The power of storytelling
The town’s anonymous gossip columnist knows how to tell a story. At the slightest whiff of scandal, she feels compared to share it with the Ton. Overall, Bridgerton’s narrative is a masterclass in storytelling, weaving love stories, betrayal and power struggles with aplomb. Copywriting is not about presenting the mere facts, instead, weaving a narrative that takes the readers on a journey that provides resolution to their search.
When crafting copy, do not merely present facts; instead, weave a narrative that resonates. Do this by avoiding adjectives and instead employ the help of action verbs. For example, instead of saying that a fact is ‘interesting’ try ‘will shock you’. Or, a photo that is ‘meaningful’ instead, ‘will make you tear up’. When looked at in the wider sphere, Daphne Bridgerton’s journey and eventual happy ending from debutante to Duchess is not just a sequence of events, but a saga that tugs at the heartstrings. The reader is brought along for the ride, living each twist and turn, up and down with the same emotion and excitement as Daphne herself.
3. The art of wit and humour
Just like the power of storytelling, dear reader, the way you narrate can turn the mundane into scintillating copy. A clever turn of phrase or a well-placed witticism can make content more engaging and enjoyable. This is one of the copywriting lessons from Bridgerton that we see time and time again throughout the hit tv show. Lady Danbury, or Lady Violet as she is known amongst her inner circle makes sharp observations that cut through the noise and chit-chat of Regency London and add sparkle to the season. Likewise, the repartee between the Duke of Hastings and Daphne leaves the onlooker hanging on their every word. If an engaged audience is what you are looking for, a touch of wit and humour goes a long way.
4. Intrigue and suspense
Likewise, don’t underestimate the power of intrigue and suspense for keeping your audience on tenterhooks. Just as Lady Whistledown’s gossip columns keep the ton in a perpetual state of anticipation, a hint of mystery can make your copy irresistible. Incorporate cliffhangers into your copy, teasing your readers with what is to come to create a sense of urgency and desire. A well-placed ellipsis or a tantalising promise can leave readers yearning for more.
5. Consistency and reliability
In a society that is used to getting their wishes granted at the snap of the fingers, waiting for their weekly instalment of Lady Whistledown is enough to drive the Ton crazy.
This technique is a great way to tackle a large topic by breaking it into smaller content pieces to create a series. If you find yourself in the growth period of your business, this is one of the keys to copywriting that will help to unlock your success. This could be in the form of a newsletter series or a collection of blog posts.
Just make sure to choose a topic that interests the reader and is large enough to be broken into a long-running series. Pre-publishing tidbits and spoilers is also a fantastic way to engage readers and get them hooked on your content, turning them into loyal readers.
6. Don’t beat around the bush
One thing that delights ambitious mamas and brazen matchmakers across the fair land more than their offspring being selected as the diamond of the season is Lady Whistledown’s direct narrative. There is no beating around the bush for this writer. This only feeds the reader’s thirst for scandal and gossip. Her journalistic approach presents the juicy details and the context within a space of a few lines. Combining phrases of alternating lengths adds a sense of musicality to the text, ensuring that it maintains a pacy rhythm without ever getting boring.
7. Hone your tone of voice
The distinctive, slightly sarcastic tone of voice adopted by Lady Whistledown makes her the omnipresent, trusted narrator of the Bridgerton series. Despite her real identity remaining an enigma for the majority of the series, she talks in a friendly, approachable tone as if she is close friends with the reader. This builds trust and allows Lady Whistledown to grow into the most respected voice when it comes to town gossip. How do you want your brand to sound? Fun? Authoritative? Serious? Soulful? Anyone can write copy. But, understanding how your audience wants to be spoken to, then creating content to fit that tone is where most brands fail. The result? Bland, lacklustre content that doesn’t resonate with their buyer persona and doesn’t convert readers into customers.
8. Emotional engagement
Building a bond with your audience is your lifeline for success. From the heat of a stolen kiss, the anguish of unrequited love or the joy of a long-sought union that creates the happy ending for the Bridgerton season, your copy should evoke emotion, creating a visceral connection. Whether it is through the promise of happiness, the fear of missing out, or the aspiration of a better life, tap into the emotional currents that drive human behaviour.
9. Use compelling headlines
Lady Whistledown’s main copywriting tactic was mystery. Despite many of the events mentioned in her writing being punctuated by question marks, she is always able to insinuate what could happen next in her writing. How? Through snappy, sharp titles that arouse curiosity. Peppered strategically throughout a text, titles act like spoilers offering the reader a glimpse of what is to come. If the reader likes what he sees, he will remain reading. Use titles as your secret weapon when crafting copy to engage and inspire.
10. The 4 Cs of Copywriting
Finally, Lady Whisleton’s success would be nothing if it were not for the 4Cs of copywriting. While many copywriting techniques exist, there is nothing as classic and time-tested as the 4C formula. Clear, concise, convincing and credible, the core ingredients needed to craft compelling copy. In short, use short, clear sentences. Edit your copy down to reduce superfluous words or jargon that your reader may not fully understand. Critically observe and question your topic to be able to produce convincing copy that builds trust and places you as a credible source of information.
Yours in perpetual observation,
Lady Whistledown
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