There has been much discussion around the consequences and repercussions of the GDPR, such as opt-ins and banning the exchange of access of consent, however there is also an important role for copywriting…
The tone, language and content around implementing the rules of the GDPR needs to be carefully considered. Each section of a business, from product to marketing, is affected by the act, and the content is no different.
Content should be written in plain English – GDPR demands that you clearly set out your intentions, so you should avoid using complicated sentences and jargon. Content should also be written in an active voice as this improves clarity – for example, ‘Customer data is used by the marketing department’ should be made active, which looks more like this, ‘The marketing department use customer data’.
It has also been suggested that using personal pronouns should be avoided in data privacy content, as people feel more concerned by the use of ‘we’ instead of the company name. Using ‘we’ suggests a human element to the system, which implies that there is someone overlooking the personal information and preferences. To avoid this discomfort, use your company name when talking about how it uses customer data.
GDPR provides an opportunity for you to explain how your company uses customer data for their benefit, so make sure to include a clear exchange of value in your copy. If using their customer data improves their customer experience, saves them time or money then make that clear to them.
When requesting consent for your customer’s data, make it clear that this is a reversible decision. Customers are far more likely to give consent if they know that it is not permanent. It is not advisable to mention that you are making changes to your data consent because GDPR are enforcing it – instead talk about what you need and why without shying away from the responsibility.
Asking for information in stages or staggered steps is another way to comfort the customer, as this doesn’t overwhelm them or put them off – if this is part of your strategy, then do not forget to prioritise the information that you most need or want.
Customers are wary of companies knowing too much about them, or predicting their actions too accurately. To avoid this adopt a more humble tone of voice when sending personalised or targeted content. For example, ‘Here’s something you might like’, rather than, ‘Here’s something you’ll like”.
Finally, be aware of your customer base’s attitude to personal information. The age and location of your customers will affect the type and amount of content that you need to produce in order to reassure them. Residents of the former East Germany are, understandably, more wary of the idea of people having a huge amount of information on them, whereas those in China have been seen to be more willing to exchange their data for a better digital experience. Produce content that suits your customers views – for those who put a high value on their data then it may be necessary to produce more educational content.