It sounds like science fiction, but drone delivery is already taking off among industry giants from Amazon to Alphabet Inc. Forget two-day delivery: this method could mean transporting packages from businesses to customers within minutes.
At Wing, a subsidiary of Alphabet Inc. with its own fleet of lightweight, autonomous drones, launching revolutionary technology begins with using the right language. What matters to logistics executives and their partners? And what is still relatively unknown about drone delivery?
Wing provides answers with aspirational copy, centered around safety, sustainability, and scalability. Discover how they’re soaring to new heights in logistics—with effective copy under their wing.
“Safety first” applies to copywriting too
No matter what audience you’re trying to reach, people want to know they’re in good hands. This is especially true when they’re trusting you to deliver “everything from medicine and library books, to hot coffees and fresh cookies” out of the sky—as is the case with Wing’s on-demand delivery service.
For drone delivery specifically, the idea of packages falling from the sky is slightly unsettling—and warrants some questions about safety. Like any first-of-its-kind idea, getting buy-in begins with education and persuasion. And for Wing, a little humor doesn’t hurt.
In one of their educational blogs, they explain how exactly their drones lower packages from the sky to your doorstep, by appealing to the humor and skepticism you may already have in your head:
How do you get a package from a drone to the ground? That’s a challenge we spent a lot of time trying to tackle. There are different ways you can accomplish this. You can drop it. But eggs and coffee tend to react badly to that. You can attach a parachute to the package. But your neighbor might end up with your roast chicken. You can land the drone and unload it. But dogs and cats can be very curious.
Instead of a highly technical answer about their technology, they go on to answer their own question with: “At Wing, we don’t land or drop the package; we lower it,” reassuring their audience with a simple, confident answer. Taking you through these alternatives, and then providing an answer that seems so straightforward, makes you feel like you’ve been a part of the decision-making process, giving you a hint of satisfaction when you arrive at the solution.
This confidence extends to their web copy: “With intelligent flight planning, a lightweight aircraft design, and a broad range of built in redundancies, we believe we have created the safest mode of delivery in the world.” That’s a bold statement, and while they crouch it with the qualifier “we believe,” they’ve still managed to plant the seed in your head that drone delivery is a safer alternative to traditional methods.
Then they back up a pretty big claim about being “the safest mode of delivery in the world,” with real-world statistics: “Our operational fleet of drones are lightweight, lab-tested, and real-world approved through 300,000+ commercial deliveries across three continents.” Beyond humor, they establish trust with their audience by demonstrating real-world experience and revealing hard numbers.
Understand what your audience cares about
Speaking of the real-world: you can’t attract new business and build loyal customers without understanding who your audience is and what they care about.
While attitudes about sustainability tend to vary between generations, countries, and industries, research from global strategy and pricing consultancy Simon-Kucher & Partners found that 85% of consumers have become ‘greener’ in their purchasing in recent years.
As sustainability becomes increasingly important to consumers—and even politicized—brands are embracing more eco-friendly practices and giving them plenty of attention in their marketing. Wing is no exception.
Among their most important value-propositions, alongside efficiency and cost-effectiveness, is sustainability—boasting “50x more efficienc[y] than the average gasoline-powered vehicle.” “Gasoline-powered vehicle” seems like a technical term—why not just say “car”? But phrasing it like this creates distance, reducing the potential for “car” to evoke positive associations. Instead, we get a reminder of what cars do that we don’t like: spew noxious gasses into the atmosphere.
They take it a step further in their blog, with even more compelling data:
Wing’s drones weigh 400 times less than the average car, and typically make deliveries in less than a third of the time than other modes of delivery. Customers get their products in minutes at a fraction of the cost; local businesses are able to expand their footprint to connect with more customers; and communities benefit with fewer cars on the road, less traffic, fewer accidents and less emissions.
It’s hard to argue with their logic because they have laid it out in a clear, compelling way—buoyed up by facts. Their examples are easy to visualize and understand: even if you don’t know exactly how much the average car weighs, you can easily guess that “400 times less” means something substantially smaller. They then tie it back to customer benefit with evocations of small business and safer streets—not to mention, as the capstone, the environmental savings. All in all, it adds up to a strong argument in favor of drone delivery.
The nation’s largest transportation network got a communications boost
The hands-down largest transportation network in North America, the Metropolitan Transit Authority (MTA) in New York serves over 15 million riders. When the MTA decided to modernize the fare payment system and launch OMNY (One Metro New York)—contactless “tap and go” riding, it encountered an obstacle: how to communicate several options across a ridiculously broad range of languages, reading levels, digital savvy, and more. NY-based web agency Reflexions, on deck to build the new OMNY website, tapped MarketSmiths to write the web copy, introducing New Yorkers to their future of transit: crisply and effectively. As of November, 2019, OMNY rollout has been a massive success, with 6,100 taps on day 1, widespread early adoption, and installation across 472 stations.
Steer your audience to new heights
Last but not least, Wing inspires its audience to keep reaching for more opportunities with copy that centers around scalability—”automation that scales,” “aircrafts that scale,” and “partnerships that scale.” It’s about “taking on-demand delivery to the next level,” with a delivery system that is hard-wired for success.
Their proposal for scalability promises to “lower the cost of delivery for retail, logistics, and healthcare organizations” and easily “integrate with on-demand delivery apps, e-commerce platforms, and parcel carrier services that people are already using today.”
While their idea is revolutionary, their superpower lies in simple, self-assured, and well-substantiated copy—and of course, their delivery.
Ready to set the bar sky-high with copy that elevates your business? Contact our team today.