We’re all conversant in Flo from Progressive, proper?

Stephanie Courtney, the actress that performs her, makes Flo memorable by capturing Flo’s quirkiness — showing in every thing from commercials to print advertisements, and social media posts.

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And have you learnt who’s behind all of that advertising collateral?

Copywriters. The power to search out the precise proper phrases to inform your organization’s story is not a simple feat, and it is even more durable to take action persistently.

So once we come throughout firms which can be doing it efficiently, we predict their copywriters deserve a pat on the again (and a elevate?). Check out among the firms we predict have stellar copywriting, and if you happen to’re trying, possibly get some inspiration on your personal model, too.

1. Omsom

Copywriting example Omsom homepage

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Why we prefer it: Omsom’s copy is playful and genuine. Firm founders, the Pham sisters, are capable of share a bit about their tradition, the substances, and make dwelling cooking accessible and fast for guests of all ability units.

I sometimes take pleasure in cooking, however I don’t at all times have the time. Omsom has made me step my sport up. Their ready-to-use starter pouches of spices and sauces have helped me churn out Asian dishes shortly minus the trouble of store-hopping and shopping for bigger portions than I would like. Nonetheless, I at all times find yourself shopping for greater than meant once I’m on their website as a result of it not solely seems scrumptious, however the copy is a large motivator to click on add-to-cart.

Proper at the beginning, the homepage (pictured above) invitations you to “rip, pour, and fireplace it up” and prepare to stuff your face. By specializing in ease and three easy steps, they’re capable of make the worth proposition that their product will not be solely tasty, however time environment friendly.

copywriting example Omsom meet the founders page

There’s additionally loads of wordplay used. The founders, who’ve the final identify Pham have labored it into numerous spots on the location, together with their be aware welcoming guests to their “Phamily.”

Copywriting example Omsom Meet Us page

The language is the proper stability of each playful — even calling out that the Pham sisters had been rowdy youths of their definition of Omsom (above) — and no nonsense with regards to ingredient high quality.

2. Articulate

Why we prefer it: Articulate has nailed the pun sport. It’s tacky in a great way, and makes them extra relatable to job seekers. Most individuals don’t need to simply be a cog in an organization’s equipment, so by including some humor, Articulate units itself other than different company opponents.

Articulate, a HubSpot Agency Partner primarily based within the U.Ok., is an inbound advertising company, and their web site copy is stuffed with witty, assured copy on pages the place you would not suppose you’d discover it. Here is exhibit ‘A’:

Copywriting on Meet the Team page by Articulate

The copy above introduces Articulate’s “Meet the Workforce” web page — not a web page you’d suppose can pull off witty copy, proper? Nicely, Articulate’s web page goes past worker images and their job titles.

Along with the playful header, “not the same old blah blah,” the copy above takes on a farm theme, assuring guests that workers aren’t merely “caged hens.” Somewhat, they seem to be a “free-range, artisanal, cruelty-free staff.” Humorous on the floor, however useful to job seekers who, very similar to meals, need to know the place their work comes from and the way it’s made.

3. Moosejaw

Why we prefer it: Moosejaw’s use of humor builds an emotional reference to website guests — delighting them whereas offering data they’ll use.

Not many manufacturers are courageous sufficient to the touch the merchandise they’re promoting with unconventional copy … however Moosejaw is not afraid to have just a little enjoyable.

The outside attire outlet retailer makes use of humor as a solution to promote their merchandise with out being overly ahead about it. By interesting to individuals’s feelings, they’re extra participating and memorable.

Listed below are just a few examples:

copywriting example Moosejaw fastpack copywriting example Moosejaw backpack

Similar goes for the call-to-action buttons that present up once you hover your mouse over a product picture — like this one, which reads, “Look This Cool.”

copywriting example Moosejaw look this cool

Does their model voice carry over to the product descriptions, you ask? See for your self:

Copywriting example Moosejaw maverick mandy leggings Copywriting example Moosejaw girlfriend kick you out camping

In case you suppose the good copy stops at their homepage, suppose once more. They lengthen it to their return coverage, too. Right here, they do an amazing job of not sacrificing readability for humor. Their copywriters efficiently made individuals chuckle whereas nonetheless being useful.

Copywriting example Moosejaw return policy

4. First Round Capital

Why we prefer it: First Spherical Capital makes use of language to empathize with their readers. Beginning an organization is difficult, and First Spherical Capital understands that and conveys they’re there to assist.

Whereas an indication of nice copywriting is making individuals smile, one other is making individuals really feel understood. The copywriters at First Spherical do an exceptional job at letting the worth of their choices for his or her prospects promote themselves.

For instance, they maintain over 80 occasions yearly connecting their group collectively. As a substitute of simply explaining that they’ve occasions after which itemizing them out, they start that part of their web site with a easy assertion that hits near dwelling with many entrepreneurs: “Beginning an organization is lonely.”

Copywriting example by First Round Capital starting a company is lonely

Utilizing phrases like “imperfect,” “security web,” and “susceptible” encourages readers to let their guards down and really feel understood by the model and their group.

Plus, you have gotta love that final line about stick-on identify tags. These issues get caught in my hair.

5. Trello

Why we prefer it: Trello’s textual content is obvious and concise, which is strictly what customers want in an effort to learn to use the product. Switching challenge administration software program is usually a problem. Trello’s copy makes positive new customers don’t get left behind.

Have you learnt what Trello is? If the reply isn’t any, then behold the copywriting on their web site. Their product description — like a lot of the copy on their website — is crystal clear:

What is Trello workflow tool explainer

After which try how clear this explainer content material is:

How to use Trello boards example

A number of the use case readability might be attributed to how sensible the product is, however I believe copywriters deserve some credit score for speaking it clearly, too. They name it like it’s, which finally makes it very easy to understand.

And I could not write in regards to the copywriting expertise at Trello with out together with the intelligent references within the microcopy of their login web page:

Clever copy on login page of Trello ender@battle.edu Clever Trello login microcopy dana.scully@fbi.gov

Every time you refresh the login web page, you see a special, equally intelligent instance e-mail belonging to a fictional character, like Ender from Ender’s Sport and Dana Scully from The X-Information — an amazing instance of nostalgia advertising. This can be a small element, however nonetheless a reminder that there are actual people behind the web site and product’s design. Delightful microcopy like this kinda seems like I simply shared a personal joke with somebody on the firm.

6. Velocity Partners

Why we prefer it: For David Kessler of Velocity Companions, much less is extra. His use of “phrase economic system” delivers participating, highly effective content material in a concise method.

No submit from me about wonderful copywriting could be full with out mentioning the parents at Velocity Companions. A B2B advertising company out of the U.Ok., we have featured co-founder Doug Kessler’s SlideShares (like this one on why entrepreneurs must rise above the deluge of “crappy” content material) repeatedly on this weblog as a result of he is the grasp of phrase economic system.

What’s “phrase economic system”? It is taking care that each phrase you utilize is the proper phrase. It means getting your level throughout concisely and never dwelling on the small print when you do not have to. In a world of shortening attention spans, that is the final word purpose when speaking your message.

And since we’re speaking about phrase economic system, I am going to shut up and allow you to try considered one of Kessler’s SlideShares for your self:

Velocity Partners search for meaning in b2b marketing

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Whereas SlideShares are typically visual, Kessler’s is closely centered on copy: The design stays fixed, and solely the textual content adjustments. However the copy is participating and compelling sufficient for him to tug that off. Why? As a result of he makes use of easy phrases so his readers perceive what he is attempting to say with none effort. He writes like he speaks, and it reads like a narrative, making it straightforward to flip via in SlideShare type.

The copy on Velocity Companions’ homepage stood out to me, too. Take a look at, for instance, how humble they’re when introducing their case research:

Velocity Partners copywriting example

I additionally like how informal and trustworthy they stored their e-mail subscription call-to-action. The header is particularly eye-catching — and it performs off of the favored SlideShare about crappy content material we talked about earlier.

Velocity Partners clever signup form

In truth, Velocity Companions’ Harendra Kapur wrote a weblog submit on what goes into to nice B2B writing — beginning with this disclaimer, after all.

Velocity partners funny blog post disclaimer

7. Scott’s Cheap Flights

Scotts Cheap Flights homepage

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Why we prefer it: The staff at Scott’s Low cost Flights positions themselves as journey trade insiders with their helpful pro-tips and all the way down to earth lingo.

Scott’s Low cost Flights is understood for locating low cost airfare, however they’ve branched out with quite a lot of choices, together with guides. Including a private contact, the staff at Scott’s has additionally provided up some professional ideas of their very own on their “Meet the Workforce” web page.

Scotts Cheap Flights meet the team travel tips

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Members really feel like they’re getting data from seasoned specialists, they usually’re capable of pair the following pointers with images of the worker that gave them. This small, however helpful addition builds reference to website guests and improves the corporate’s credibility.

8. Cultivated Wit

Why we prefer it: Cultivated Wit’s website copy could be very on model — humorous and witty. What higher solution to convey what you’ll be able to provide to guests than by demonstrating it in actual time?

The copywriters over on the “comedy firm” Cultivated Wit do an amazing job of embracing their very own model of quirk all through their website. They have already got considered one of the best “About” pages within the sport, however their pleasant copy is unfold all through their website — typically in essentially the most surprising of locations.

For instance, check out the copy round contact data on the very backside of their homepage:

Cultivated Wit funny newsletter signup

This part of the homepage is an afterthought at finest for many firms. However for these people, it was a possibility to have just a little enjoyable.

In addition they have two, distinctive e-mail subscription calls-to-action on completely different pages of their web site. They’re very completely different, however each equally humorous and pleasant. Here is one from the homepage:

Cultivated Wit subscription copy

And one from the “About” web page:

Cultivated Wit funny CTA

9. Cards Against Humanity

Why we prefer it: Their copy is abrasive and just a little offensive, which completely traces up with their model voice and viewers.

You could or might not be conversant in Playing cards Towards Humanity, the self-declared “occasion sport for horrible individuals.” It is a card sport — one which’s concurrently entertaining and inappropriate. The copywriting on the playing cards themselves are assured to make you chuckle.

The model voice could be very distinctive, and may appear just a little abrasive, and even just a little offensive. However that is their complete shtick: They don’t seem to be attempting to attraction to everybody, and that is completely okay. What they do do an amazing job of doing is interesting to their audience.

One take a look at their FAQ web page and you will see what I imply:

Cards Against Humanity dumb questions FAQ

Here is a sneak peek into among the solutions to those questions. You will see they make enjoyable of each themselves and the reader — which is strictly what the cardboard sport is about.

Cards Against Humanity UK edition snarky answer Cards Against Humanity snarky shipping FAQ cards against humanity snarky email FAQ

10. R/GA

RGA homepage we humanize technology

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Why we prefer it: B2B firms should not precisely identified for his or her humor. R/GA bucks that pattern with hilarious sizzling takes by way of social media. This mild method makes them extra relatable and helps construct model consciousness.

I have been focusing lots on website copy to this point, so I wished to take a look at some examples of fantastic social media copywriting.

I do know you all wish to see some extra B2B examples in right here, too, so I surfaced the most effective examples of the holy grail: Twitter copy, from a B2B firm, that is humorous. Behold, some current highlights from the R/GA Twitter account:

R/GA funny tweets copywriting example

11. innocent

innocent smoothies copywriting example

Why we prefer it: Like Velocity Companions, harmless’s copy proves that easy language might be simply as efficient as its extra descriptive counterparts. There’s no want for lengthy paragraphs, harmless will get straight to the purpose.

Take a look at U.Ok.-based drink makers harmless, and you will see a language, fashion, and tone that matches their philosophy, product, and even their branding and design. It is all simply clear, easy, and easy. And consider it or not, easy is a very, actually laborious factor to nail in copywriting.

This stands out most on their “Things We Make” web page. (Is not that web page identify even superbly easy?)

innocent ingredients list

This identical straightforward-but-charming copywriting philosophy extends to their website navigation:

innocent simple navigation bar copywriting example

Their meta description is fairly superior, too:


And my private favourite:

innocent funny contact us via banana phone example

12. GymIt

GymIt homepage copywriting example

Why we prefer it: GymIt actually will get their customers and expresses it with humorous promoting about pretending to maneuver to get out of a contract. The corporate is aware of their viewers and is aware of simply what to say to hook them and make them smile.

I’ve at all times cherished the copy at GymIt. In truth, I examine their website and social profiles on a regular basis to see in the event that they’ve freshened something up. Fortunately, they’re no one-trick pony. They proceed to maintain their website contemporary with charming copy.

Listed below are a few of my favorites, all of which hit on the ache factors of gym-goers that they attempt to remedy — and really do remedy with their customer-friendly insurance policies.

I can vouch for that one. I understand how a lot of a problem it’s to maneuver distant out of your gymnasium — and the way refreshing it have to be to have the ability to stroll in and simply … stop.

All of this rolls as much as their philosophy, espoused eloquently on their “About” web page, that gyms ought to simply be about figuring out:

GymIt about page copywriting example

Speak about having an understanding of their core viewers. The copy each in its worth proposition and throughout its advertising supplies displays a deep understanding of their prospects.

And the way did their copywriters select to ensure everybody knew what this new gymnasium franchise was about in the event that they did not learn that “About” web page? This tagline:

GymIt tagline Get in work out

Would not get a lot clearer than that.

13. ModCloth

Why we prefer it: ModCloth is delightfully quirky and whimsy. Their copy speaks on to their purchaser personas with product copy that helps patrons envision their lives with the merchandise.

ModCloth is a model that has at all times had a superb grasp of their purchaser persona, and it comes via of their pun-filled copywriting. All of their merchandise are foolish performs on phrases — try this display seize of a few of their new arrivals, for instance:

ModCloth new arrivals copy

Dive into their product description copy, and it is equally joyous, evocative, and intelligent — similar to their prospects. Usually, it’s going to additionally inform the story of what you will do whereas sporting their gadgets:

ModCloth creative product description copy

After studying their descriptions, one can think about what their life could be like in the event that they owned this product. That is Copywriting 101, however so few manufacturers can truly pull it off like the parents at ModCloth do.

14. Ann Handley

Ann Handley homepage

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Why we prefer it: Regardless of a powerful portfolio and listing of accomplishments, Ann Handley makes her website copy relatable as an alternative of simply studying like a resume. It’s the proper stability of character and professionalism.

With regards to build up your personal private model, it may be straightforward to get just a little too self-promotional. That is the place the copywriting in your website could make an enormous distinction.

On Ann Handley’s private web site, she added bits of microcopy that reveals, regardless of her many accomplishments (like being a best-selling creator and award-winning speaker), that she nonetheless would not take herself too significantly.

Take a look at her e-mail subscription call-to-action, for instance:

Ann Handley clever CTA

Flex Your CopyWriting Muscle groups

Anybody is usually a profitable copywriter with the precise model voice — and just a little editorial steering alongside the best way. Get inspiration from the manufacturers above or begin compiling your favourite examples.

This text was initially printed January 17, 2019 and has been up to date for comprehensiveness.