How can you write copy that resonates with the LGBTQ+ community?
Writing copy that resonates with the LGBTQ+ community is not only a matter of being inclusive and respectful, but also of understanding their needs, challenges, and aspirations. As a copywriter, you want to connect with your audience on an emotional level, and show them how your product or service can solve their problems or enhance their lives. In this article, you will learn some tips and best practices to write copy that appeals to the LGBTQ+ community, without falling into stereotypes, clichés, or tokenism.
The first step to write copy that resonates with the LGBTQ+ community is to know who you are writing for. The LGBTQ+ community is not a monolithic group, but a diverse and dynamic one, with different identities, experiences, and preferences. You need to do your research and understand the specific segment of the LGBTQ+ community that you are targeting, and what are their pain points, goals, and values. You can use surveys, interviews, social media, or online forums to gather insights and feedback from your potential customers.
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“Know your audience.” Yes. As in, actually know them. It’s very hard to effectively target your writing, especially to people with a marginalized identity, if you don’t have authentic relationships and empathy for the experience of people in that group. If you don’t genuinely know LGBTQ+ people — as in love them, listen to them, hear about their problems, see their lives, deeply care — perhaps you should reconsider being the one to write copy for them. (There are plenty of very talented LGBTQ+ copywriters out there.) Start by listening. Start by caring. Start by being clear and humble with your intentions. From there, get second opinions before releasing things. Be genuinely loving. That’s probably the most important thing.
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The LGBTQ community is a diverse one, and what appeals to some people wont appeal to others. However, avoiding the big red flags is a good first step when planning your content - using heteronormative assumptions (e.g. 'Mum & Dad' throughout parents-focused content) and gender binaries (e.g. 'both genders') are immediate signals to the LGBTQ community that this work is not for them!
The second step to write copy that resonates with the LGBTQ+ community is to use language that is inclusive and affirming of their identities and expressions. You want to avoid terms that are outdated, offensive, or insensitive, and use terms that are preferred and accepted by the LGBTQ+ community. For example, you can use gender-neutral pronouns, such as they/them, or ask for your customers' pronouns, instead of assuming them. You can also use terms that reflect the diversity and fluidity of the LGBTQ+ community, such as queer, non-binary, or pansexual, but make sure you explain what they mean and use them appropriately.
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Using inclusive language that resonates with the LGBTQ+ community isn't possible without first understanding your own biases. Heteronormative language is engrained in all of us, whether we recognize it or not; and until we begin to understand that, we can't correct it. An easy start is to remove more obviously gendered language, simply replacing "his or her" and similar pronoun-centric phrases with "their" — but you can't stop there! In advertising, policy, or other text that refers to a family structure, using words like parent, child, and relative allows anyone to see themselves in that text, regardless of whether they're part of a more traditional family structure or not.
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I’ve switched most of the brands I write for to the gender-neutral pronouns usage. We do it in all cases, except for when we know explicitly the person’s gender (i.e. Angela is a marketing director, and here’s what she says…) It works like a charm, making brand communication sound fresh and modern, and applicable to LGBTQ as well as to all other groups.
The third step to write copy that resonates with the LGBTQ+ community is to show empathy and understanding of their struggles and achievements. You want to acknowledge the challenges and discrimination that they face, and how your product or service can help them overcome them or cope with them. You also want to celebrate their successes and milestones, and how your product or service can support them or reward them. You can use stories, testimonials, or case studies to illustrate how your product or service has made a positive impact on the lives of LGBTQ+ customers.
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As well as using inclusive language and terminology that the LGBTQ+ community prefers, I think it's helpful to visit forums and see how people in the community express themselves online. This can provide insight into other terms or phrases used specifically within the LGBTQ+ community. Not only that, but visiting forums is a chance to learn and understand issues people in the community face, and then write copy that illustrates this and how your product or service can help them.
The fourth step to write copy that resonates with the LGBTQ+ community is to avoid stereotypes and clichés that are harmful or inaccurate. You don't want to rely on assumptions or generalizations that are based on outdated or biased views of the LGBTQ+ community, such as their appearance, behavior, or interests. You also don't want to use clichés or tropes that are overused or irrelevant, such as rainbows, unicorns, or pride flags. You want to be original and authentic, and use elements that are relevant and meaningful to your audience and your offer.
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You may want to follow the LGBTQ+ influencers and channels to see an hear what lingo to use. Some trops become outdated real quick, while other staples remain for decades (cue “Wizard of Oz”, Stonewall, and “it’s okay to be gay”) I personally enjoy following RuPaulDragRace universe with all its spin-offs, and makeup influencers on TikTok, but it’s me. You can find gay content of all kinds out there.
The fifth step to write copy that resonates with the LGBTQ+ community is to be respectful and supportive of their choices and rights. You don't want to judge, criticize, or invalidate their identities or expressions, or imply that they need to change or conform to fit in. You also don't want to exploit, appropriate, or tokenize their culture or history, or use them as a marketing gimmick or a trend. You want to be genuine and sincere, and show that you care about them as human beings, and that you value their contributions and perspectives.
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The LGBTQ+ community is right to be suspicious of “inclusive copy”. Not because it comes from a bad place, but because countless brands only started supporting their lifestyle once it became socially acceptable and thus profitable for them. And especially for a group that has faced so much oppression and judgement, that feels disingenuous. So it's important to not just use them as a marketing ploy, but to actually communicate what you are doing to improve their situation. Just saying “We stand with the LGBTQ+ community” is not enough. You need to do better. Because otherwise, you're just exploiting their struggles in another way.
The sixth and final step to write copy that resonates with the LGBTQ+ community is to test and optimize your copy based on the results and feedback that you get. You want to measure the performance of your copy, such as the click-through rates, conversions, or sales, and see how it compares to your goals and expectations. You also want to listen to the feedback and opinions of your audience, and see how they respond to your copy, and what they like or dislike about it. You can use tools, such as A/B testing, analytics, or surveys, to collect and analyze data and feedback, and use them to improve and refine your copy.
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