22 Examples of Great Copywriting in Action
By: Megan Elizabeth Clark
Tags: Writing, Copywriting Tips, Content Marketing, Marketing, Copywriting

Copywriting Swipe File

Copywriting that addresses your customer’s concerns head-on

RX bar: I love the RXbar package because it is copywriting at its simplest. It is addressing a challenge consumers face today: distrust in processed foods that have a paragraph list of ingredients. The call-out to “NO B.S.” and the simple act of listing out the ingredients immediately communicates transparency.

GymIt: What is the biggest reason why someone doesn’t follow through with a purchase of your product or service? GymIt takes this answer and uses it directly in their marketing to address a top concern head-on before it becomes an excuse.

Medium: While Medium no longer has this on their “Our Story” page, I really loved the call out to what they aren’t while sharing what they are. It immediately dispels any fears or hesitations about the platform that you might have been thinking about when considering signing up.

Innocent: Before we can even protest or question the realness of this juice, Innocent is already letting you know that these smoothies are healthy and delicious with a fun play on words.

Copywriting that makes you feel special

Born Fitness: This email opt-in immediately makes you feel like you have the opportunity to join an exclusive health community. Who wouldn’t want special tips that they don’t share with anyone but their email list? We all want to feel special and in-the-know and this kind of copy leans right into that.

AppSumo: With this home page copy you feel like you’ve been added to the exclusive invite list and you don’t want to miss out by passing up this opportunity.

Copywriting that gives you FOMO

Basecamp: No one wants to feel left out and this kind of fear, when used correctly, can be a huge motivator for trying something new or purchasing a product. Their well-timed, “Join the 4,088 businesses that signed up last week” does just that. Well if everyone else is using it, I guess I should too?

Spotify: Nothing quite gives you FOMO as much as a deadline to make a decision on a discount. You wouldn’t think that stress sells, but sometimes the right amount of pressure can mean the difference between a purchase and “well, maybe later.”

Campaign Monitor: This email makes you feel like you missed out, but then uses that FOMO to include you in the fun with content you can click through and dive into.

Copywriting that is fun and conversational

The Hustle: Sometimes all it takes for successful copywriting is a certain ease of writing that sounds like a friend is talking to you. The Hustle added in some humor, wit, and fun with their opt-in that makes the decision to let them into your inbox an easy one because they are a friend and not a sale.

Metro Trains (Dumb Ways to Die): One of my favorite advertisements of all time is the “Dumb Ways to Die” public service announcement made by Metro Trains to promote railway safety. What could have easily been another boring video telling you to stay away from train tracks was creatively made into a song that still manages to get stuck in my head today.

Articulate: The “About Us” page is a great opportunity to showcase your company’s personality and can benefit from some thoughtful copywriting. What I love about Articulate’s “About Us” page is that they stray away from the boring norm and in the process, they come across as fun, authentic, and trustworthy.

Netflix: Sometimes the best copywriting involves little writing prowess and just timely execution. This Netflix Twitter thread makes people smile, it’s fun to retweet and share, and also simultaneously communicates what shows they have on their platform.

Copywriting that knows their audience

Snowbird Ski Resort: I love this creative use of a critique. By leaning into what they aren’t, they simultaneously tell you what they are and who they are for. It makes those advanced or die-hard skiers excited about coming to this mountain and experiencing the difficult slopes.

Cards Against Humanity: If you know of this not-for-kids card game then you know that the use of “your dumb questions” and their sassy answers instead of the usual “Q&A” is the perfect wording for the target audience of this game.

Copywriting that tells you exactly what you are going to get

Sometimes it’s all about answering the question of who, what, when, and where.

BarkBox: This is such a simple yet effective “how we work” section of BarkBox’s home page. It communicates what value you will receive (“spoil your pup”, “month-long dog party”, “Valued at over $40”) while also giving the necessary details (“your first box ships immediately”, “monthly dog toy”, “free shipping”, etc.).

Skillshare: Instead of saying “take classes and learn new things,” Skillshare’s home page begins with this idea of curiosity and wonder. From there, once you scroll down you are invited to take a look into the platform and see exactly what a membership might offer. It’s copywriting that knows its offer and how to share it effectively.

Mailchimp: Simplicity is usually best when it comes to copywriting and Mailchimp is successful at the simple explanation. “Mailchimp helps small businesses do big things, with the right tools and guidance”. BAM!

Copywriting that shares your anguish or frustration

This is where customer research comes into play and where you can put your business on the same side as your customer. Hey, you know that annoying thing? We hate it too.

Harry’s: Instead of saying, “our razors are affordable” they are sharing a story about their business that you can relate to as a potential customer.

Asana: Instead of describing what Asana is (a project management tool) they describe the end result (less busywork) while touching on a pain point many people feel at work. They even have an easy-to-understand video that accompanies their copy that provides even more detail and understanding of how it can make your life easier.

Copywriting that tells a story

Aubrey Marcus: So many product descriptions feel like a long list of “blah, blah, blah” and don’t spend any time inviting you in or compelling you to purchase. When a person is reading your product description they are quite literally making the decision at that moment if they want to purchase. That’s what I love about this Aubrey Marcus shoe description because it tells a story while simultaneously selling you on what kind of person wears these shoes.

Everlane: Sometimes the art of telling a story doesn’t just exist in a cute advertisement, but across your entire brand. Everlane has built its brand around ethical factories and transparency in their products. Throughout their entire website, they share the story of their factories, how they make their products, where the supplies come from, etc. All of this creates a story for their brand that you believe and buy into.