Jim Rohn once stated, “Interested people want to find out if it works.” People who are fascinated by it want to know how it works.
Copywriting is not an exception.
By studying good examples of copywriting, you can quickly become a better copywriter. This is enough for many wordsmiths.
You must be fascinated if you are to master this craft and convert contacts into customers. It is important to take apart your favourite examples and look at them word-by-word.
Today I will show you how.
Here are 10 of my favourite e-commerce copywriting samples. I have focused on brands that are creative, original, and persuasive.
I will also discuss why they convert and the science behind them. Finally, I will show you how to model them so that you can adapt them for your business.
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10 Copywriting Examples That You Must See
1. BarkBox’s Audience Understanding
2. Bellroy’s Corporate Copy
3. Bombas’ catchy copy
4. Brooklinen’s Wordplay
5. The Sense of Humor of Chubbies
6. Death Wish Coffee’s Processing Description
7. Copy of Tuft & Needle’s Landing Page
8. Huckberry’s Storytelling
9. Harry’s About Page
10. PooPourri’s FAQ Page
1. BarkBox’s Audience Understanding
BarkBox has been featured on our blog numerous times in the past (see here and here). After a quick look at their website, you’ll see why. You can see adorable images of dogs and charming wordplay.
BarkBox is not joking. It’s a brand that connects with their target audience. BarkBox is a brand that is frequently copied, but rarely duplicated.
Notice that BarkBox is sold in Step 2 not to the buyer but to the pet of the buyer. BarkBox uses clever marketing tactics to sell BarkBox products because dogs can’t express their dissatisfaction or anything else.
No matter what industry, whether you sell affordable toys for dogs or more expensive products, people want to feel valued by the companies they invest in. This could be about how they feel about their own lives or what they want to be.
Your products will sell faster online if you communicate that in your marketing materials and copy.
Continue reading
17 Secretly Persuasive Copywriting Techniques that Will Increase Your Sales
2. Bellroy’s Corporate Copy
Bellroy, a leather goods manufacturer, burst onto the ecommerce market in 2009 and quickly established their position as an online giant.
Although they are well-known by consumers for their stylish, sleek wallets, marketers know them better for their interesting corporate copy.
Corporate gifting is big business.
A market worth $125 billion, 40% of businesses who received gifts reported higher loyalty and a desire for longer-term business relationships with vendors.
It is not surprising that e-tailers now offer corporate gifting to appeal more to wealthy companies. This can be both upsells to existing products or corporate-exclusive offers.
Bellroy’s corporate gifting page allows them to communicate with their buyers and provide a customized solution that is based on what they are looking for.
They talk about how to thank colleagues, delight clients, and organize work. These are all important values for most corporate businesspeople.
It takes time to understand your ideal buyer, sometimes for years. If Bellroy’s growth proves anything, it was a worthwhile investment.
Editor’s Note
Bellroy’s marketing strategy can be found in my article, Bellroy Marketing: 7 million-dollar growth secrets of an E-Commerce innovator (Case study).
It also includes a section about their corporate gifting strategy. (Plus, I’ve included a section on their corporate gifting strategy when I inquired about it.
Sam Thomas DaviesHead Content
3. Bombas’ catchy copy
“Beanz Meanz Heinz”, one of the most famous and profitable marketing slogans ever created, is a memorable and successful one.
Heinz’ catchy tune, which ran for over three decades, was so memorable that, when the ads were first shown in the United Kingdom it was still being used by a large majority of the public.
Fluency was a key factor in their ads’ popularity. The co-authors of Yes! write that ads that rhyme are more memorable, likable and easy to repeat. On a deeper level, however, rhyming sentences have a higher processing fluency which means that they are processed more quickly.
Rhyming doesn’t have to be limited to ads.
Bombas uses rhyming to grab new visitors’ attention.
“Kids Socks That Pop”, not only does it roll off the tongue, but also includes Bombas’ core offering (which is socks).
It doesn’t end there.
From subject lines such as “Stock Up. The brand is constantly pushing the boundaries when it comes creating catchy marketing copy, from subject lines like “Stock Up.” to products like the “Hex Tec”.
Although you might not want to ask strangers on the street for your homepage value proposition or any marketing copy, rhyming and reason may be a good option if your goal is to make your marketing messages stick.
4. Brooklinen’s Wordplay
Brooklinen, a bedding company, made the marketing rounds a few years back when Mark, one their marketing interns sent an email promoting Black Friday to his colleagues, for approval.
Source: Ben Kessler
It went viral.
The enthusiasm of marketers was infectious, and customers rushed to capitalize on the error. Brooklinen made a profit from one of the busiest days in the year, a week before the rest.
Brooklinen later confirmed that Mark’s error was not accidental. Brooklinen used it as a brilliant marketing strategy to gain an advantage over the competition.
A representative confirmed that Black Friday would be available for one week to “surprise our customers” and those who had supported us throughout the years. “We also wanted pay tribute to Mark, who we all have sent countless accidental emails over the years!”
Email copywriting aside, Brooklinen has turned a boring marketplace–bedsheets–into a brand worth schmoozing about.
Brooklinen’s provocative, wordplay-based subject line “zero bull sheets” and “holy sheets” are a great way to entertain new prospects while also keeping loyal supporters happy.
Brooklinen’s homepage headline keeps on playing, ahem. A word few people want to associate with bedding.
It might be worth using some wordplay if you are the Brooklinen in your industry, which is a brand that stands out in a market many consider boring. It will make buyers laugh and maybe even get the Mark in them.
5. The Sense of Humor of Chubbies
Chubbies would be a strong contender in any contest for the funniest marketing.
Chubbies are a household name. They have made a name for their self-deprecating jokes and meme-sharing through emails.
Although I could write a whole article on marketing at Chubbies, I will be focusing here on their approach to email copywriting.
A recent example of a product launch campaign that included multiple references to Star Wars.
One observation emerges after reading a few emails: Chubbies don’t hesitate to question the best practices.
The brand is a unique exception to many of the rules that marketers are expected to follow.
One of the many things Chubbies could make with bananas was to sell a pair shorts featuring a banana motif.
How can they get away with such a large amount?
Apart from being able to understand their buyer personas better than most brands’, their emails reflect who their frat brothers are, which is fun and bro-branded, as well as who they’re writing for.
“It’s almost as if [Chief Market Officer] Tom [Montgomery] wrote that email to a friend when you read it,” Rainer Castillo, Chubbies co-founder, told Yotpo CEO Tomer Tagrin. It is still consistent, I believe it is that way today.
Humor is not for everyone. If you are writing for a specific audience, such as wine connoisseurs or wealthy wine lovers, it might be a good idea to get rid of your huge collection of jokes. If you are writing for Generation Y like Chubbies, Dan Kennedy might suggest that you “make ’em laugh” and then take their money.
6. Death Wish Coffee’s Processing Description
In the 1900s, Claude Hopkins, a copywriter, saved Schlitz from bankruptcy. He approached their advertising from a new angle and brought the brewery back from the brink.
Breweries spent millions of dollars advertising their beer’s purity, believing it would give them an edge over their competitors.
Hopkins, on one hand, distinguished Schlitz by highlighting the amount of work that went into brewing their beer.
He described how beer was chilled in a plate-glass room with filtered air, how it was sealed after being bottled, and how the bottles were washed by machinery four times.
Hopkins’ campaign ad. Source: Swiped.co
Hopkins’ ads resonated with the public. To the delight of many, possibly including Schlitz, the brewery rose to first place in the market from eighth.
These lessons show that sometimes the process can be a benefit all by itself.
Death Wish Coffee is one example of this.
Here is a sample of one of their product descriptions.
It’s captivating to add specificity to a product’s process – the process’ originality and the use of descriptive adjectives. This is the journey from the initial idea to the final product.
An old saying says, “No one wants the sausage to be made.” As we have seen, this is not true. Your buyers might be aficionados who want to learn something new.
7. Copy of Tuft & Needle’s Landing Page
Many direct-to-consumer copycats have emerged in the wake of Casper’s meteoric rise to prominence. They hope to grab a share of the market. It’s becoming harder for established brands like Casper to stand out from their competition.
Tuft & Needle is undoubtedly one of Casper’s largest competitors. It’s easy to see why, when you look at the copy I’m about sharing.
The homepage of Tuft & Needle is not something to be admired at first glance. You’ll be amazed at their landing page.
I was researching the growth guide for Casper’s marketing when I came across their competitor, Tuft & Needle. I visited their website.
They greeted me at my arrival with an email popup, which redirected me on to a landing page entitled “The 12 Reasons Why You Haven’t Bought From Us… Yet.”
It contained twelve objections disguised as questions. You can see an example at the top of this page.
Each question had a rebuttal, a well-placed risk-reversal or customer review. This was designed to calm the buyer’s mind.
If you are selling high-end products in a competitive market and know that prospects have questions, don’t hesitate to create landing pages to address them.
Continue reading
Casper Marketing: How a Mattress Company went from Zero to $750 million in four years (Case study)
8. Huckberry’s Storytelling
Email promotions are plentiful.
I bet there are endless promotional emails sitting in your inbox.
One way to “blast yourself” into the buyers’ minds, according to Al Ries, is by writing subject lines that interest, motivate, and inspire recipients. However, a more realistic and long-term strategy is to become memorable. To make yourself unmistakable so that your subject line isn’t even read by the buyer, they see your name and click through.
Huckberry is one retailer that has made an impact on my life. Huckberry isn’t because I love their brand. I love their promotional emails.
Here is an example. This email starts with a story and then transitions into a benefit-driven introduction of a new product or returning product. Finally, it ends with a clear call to action.
Stories, whether they are about you, your customers or your products, don’t just invite readers to read more. They draw you in, reminding you that behind every brand are people, just like you.
Continue reading
How we increased our email engagement by telling stories (Case study)
9. Harry’s About Page
This post has many good examples of copywriting, including email marketing campaigns and product pages.
One page is often forgotten, however: the site’s About page. We tend to feel a connection to brands that share our values, as I have mentioned. A brand’s about page can often be the best place to share what is important to them.
Harry’s recognizes that many of their customers are familiar with the problem of overpriced razors.
In my growth guide for the retailer worth $1.37 billion, I stated that “Good marketing is about confirming and reaffirming what your ideal customer already believes.”
Your about page should communicate what is important to your life and what you are willing to accept. Buyers will be drawn to you in large numbers.
10. PooPourri’s FAQ Page
Rikke, our Head for Email Marketing, wouldn’t forgive me if one of her favourite brands was overlooked, so I am going to give them an honorable mention.
I could go on and on about their humor and puntific copy, but I’d rather focus on the FAQ page.
There are a few reasons.
We can learn a lot from Tuft & Needle’s landing page. Answering frequently asked questions is a smart way to overcome objections.
PooPourri takes their FAQ page to a new level by using their trademark brand of toilet humor. PooPourri are a master at selling humor through humor, and have a proven track record of success, from naming the page to “Frequently Asked Qs About Poo” to reiterating the satisfaction guarantee.
This is an example of how PooPourri playsfully discourages buyers from returning their order.
Here’s a key point: buying does not happen only in emails and product pages. Your site is constantly selling to buyers throughout their journey.
It is easy to dismiss a FAQ page as unimportant, but it is necessary. We’ve found that pages like these can help a brand rise above its competitors when they are well-written.
Free Downloadable Bonus
Need more copywriting examples?
Access our swipe file with call-to action examples, email templates, high performing e-commerce pages and more.
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Conclusion
Here are 10 of my favourite copywriting examples. This is just a small sample. You need to look for examples that inspire you.
I highly recommend keeping a swipe file of quality marketing materials if you don’t have one. It will not only inspire you when you are in search of new marketing ideas but it will also remind you that you can be a reference one day with enough practice.
Which copywriting example is your favorite? Leave a comment below.
Sleeknote’s original article, 10 World-Class Copywriting Examples to Add to Your Swipe File, appeared first on Sleeknote.
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By: Sam Thomas Davies
Title: 10 World-Class Copywriting Examples You Need to Add to Your Swipe File
Sourced From: sleeknote.com/blog/copywriting-examples
Published Date: Tue, 25 Jan 2022 13:16:53 +0000
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