COPYWRITING FOR STARTUPS: HOW TO CREATE A STRONG BRAND THROUGH WORDS

The study is devoted to the issues of forming a strong verbal brand of startups, their ethical principles and social responsibility, the influence of cross-cultural features on the promotion of a startup to international markets. The relevance of the topic of this study is due to the rapid development of the startup culture, which requires innovative approaches to creating brands. In today's increasingly competitive world, the success of new businesses largely depends on their ability to effectively communicate their value through word of mouth. The purpose of the study is to identify the key aspects of copywriting that contribute to the formation of a strong verbal brand, as well as to study their impact on consumer perception. The research methodology included the analysis of existing theoretical approaches to branding and copywriting, as well as conducting empirical research aimed at studying practical cases of successful startups. The methods of content analysis, focus groups and surveys were used, which allowed to gain a deeper understanding of which elements of the verbal brand resonate most with different cultural groups. The obtained scientific results confirm that effective copywriting is based on a deep understanding of the target audience and its needs. Important aspects are not only the attractiveness of the text, but also its ethics, as modern consumers are increasingly focused on the social responsibility of brands. It was found that startups that emphasize ethical principles in their communication are able to create more stable and positive images in the minds of consumers. Prospects for further research include studying the impact of new media and technologies on the formation of a verbal brand, as well as studying the specifics of copywriting in different regions of the world. The analysis of the impact of social networks on the promotion strategies of startups is especially relevant, since these platforms provide new opportunities for interaction with consumers and the formation of brand identity. Thus, the results of the study can become the basis for developing practical recommendations for startups that seek to create a recognizable and strong brand through powerful verbal content.