20 Amazing Copywriting Examples (and Why They Work)

Updated by Tara Malone

Have you ever written a great piece of copy, sure it was going to bring in a consistent flow of new visitors… only for it to completely bomb?

Maybe it was a Facebook Ad that didn’t convert and cost you a lot of money. Maybe it was a sales page that had a ridiculous bounce rate. Or maybe it was an email that nobody opened, replied to, or cared about.

If this has happened to you, you’re definitely not alone. In many ways, copywriting is an art, one that can take a long time to master.

But did you know that even seasoned copywriters sometimes struggle to create amazing copy? That’s one of the reasons why so many copywriters collect examples of great copy – to inspire them when they hit a creative dry spell.

And this tactic can be a great help to novice copywriters as well. That’s why we’ve compiled this post, which showcases 20 best-in-class copywriting examples, and explains why they work so well.

So if you’re in need of some copywriting inspiration, keep reading!

Copywriting Examples With a Strong Brand Voice

These examples of good copywriting showcase the power of having a unique and strong brand voice. If you have a style, voice, or story that’s unique, it’s important to use it in your copywriting like these brands do:

1: The Dollar Shave Club

The moment The Dollar Shave Club introduced themselves to the world with their in-your-face viral video, they set themselves apart with a unique brand voice. They speak to their audience, who knows how inconvenient and expensive shaving can be.

Through their copy, Dollar Shave get to the point — be it through an ad, their website or videos. 

Take this banner ad…

WHY This is a Great Example of Copywriting

Front and center it reads: “Buying Razors Sucks.” This short statement immediately speaks to the person reading it. They either agree or not. If they do, the line below explains how they solve this pain.

By using “EM” instead of “THEM”, they write as they speak. It aligns with the in-your-face voice they use in their videos, not only creating a consistent message, but appealing to their end user. 

If you have a strong brand voice, use it across all your copy.

Write as you would speak, even if it means breaking a few grammar rules.

2: Mailchimp

Mailchimp has one of the strongest brand voices online. It’s consistent and has always taken a first person perspective approach. It feels like you’re having a one-on-one conversation with them.

Their use of the words “you” and “your” is powerful, creating an informal and natural tone.

WHY This is a Great Example of Copywriting

It may sound simple, but few companies have a conversation with their audience. Most talk at them, often in a bid to become an authority. This turns your reader off. 

Two fundamental rules of good copywriting are to 1) focus on your audience, and 2) write conversationally.

Mailchimp doesn’t make it about them. They focus on their reader. They speak with them, not at them. It’s a subtle difference, but one that can have a huge impact on your results.

3: Cards Against Humanity

Cards Against Humanity has to be one of Kickstarter’s most successful case studies. 

Not only blunt, but at times abusive toward its customers.

“A party game for horrible people.” This may go against the grain of most good copywriting examples, but it also instantly sets it apart from almost any other board game. From the moment they arrived on Kickstarter, Cards Against Humanity have utilized their unique voice to great effect. 

WHY This is a Great Example of Copywriting

There are a few important copywriting rules at play here:

1. Target emotions (in this case, humor)
2. Writing that flows (quick and to the point)
3. Simple language (no jargon)
4. Pattern interrupt (it goes against the grain and stands out)

The above example is quick, witty, and funny. Will it turn some people off? Of course. But those it attracts are hooked in an instant, and nothing gets complicated with an overuse of words or explanation. 

Copywriting Examples That Focus on Benefits

The following examples of copywriting demonstrates the difference between selling features and showing benefits. None of this takes away from the importance of features, but they’re often secondary to the benefits they produce.

4: Ring

When Ring launched their product in 2012, they faced the daunting task of selling doorbells to people who already had them. Why would someone replace their existing doorbell (which worked just fine) with a new, expensive doorbell that had an unnecessary video feature that surely wasn’t needed.

They focused on the benefits!

Not just a doorbell for when you’re at home, but one that works wherever you are… 

WHY This is a Great Example of Copywriting

Ring’s entire approach to marketing opens up your imagination.

“See who’s there with Ring” — I get to see who’s at the door while I’m still in bed?

“Answer the door and check in on your home at anytime from anywhere” — that might be useful the next time I have a parcel delivered.

“Peace of mind is always at your fingertips” — oh, wow, this is a security system too!

A video function is useless, until you’re shown how useful it is to you and your specific life.

5: Everlane

Everlane is a fashion label that targets socially and environmentally conscious people. They know their customers care less about the functionality of their clothes, and more about where their clothes come from:

• How they were sourced…
• The factories used…
• Worker conditions, etc…

Because of this, Everlane focuses much of their copy on the benefits YOU buying from them has on less fortunate people (and the environment as a whole).

Their transparent pricing graphic is a simple yet ingenious way of showing this.

WHY This is a Great Example of Copywriting

First of all, they prove themselves to be good value for money compared to most other brands. More important than this, they show you where your money goes.

“We believe customers have the right to know what their product costs to make.” 

Great copywriting puts the reader first. Another important copywriting rule is to create an emotional attachment. Everlane achieves both of these with few words and an even simpler design.

Copywriting Examples That Know Their Audience

These examples of good copywriting not only place the reader first, but proves the brand behind them know their customers inside and out. They provide a specific message to a specific person, and create immense trust.

6: Kirrin Finch

The wife-and-wife design team at Kirrin Finch know exactly who they’re talking to. Originally launched on Kickstarter, they targeted genderqueer people who dislike “ill-fitting menswear or overly frilly womenswear.”

Beyond this, they focus a lot of their copy around their environmentally-friendly practices and commitment to community.

WHY This is a Great Example of Copywriting

Once more, this comes down to making your message about your audience and creating an emotional bond between them and you. 

“At Kirrin Finch, giving back to the LGBTQ community and empowering women is central to who we are as people, and to the core of our company.”

This shows how committed they are to their grander community (LGBTQ), but within this community they speak to a specific person who’s conscious about how they dress and where their clothes come from.

By referring to their customers as “Dapper Scouts”, Karren Finch have built a strong bond with those they serve. They’ve created a community for their audience to feel a part of, and it all begins with the message they share with them.

7: SPANX

SPANX and its founder Sara Blakley go hand-in-hand. Both have achieved cult status, and a large reason is because both SPANX (the brand) and Sara (the individual) speak to a specific person.

Sara was this person. To an extent, still is.

She knows their pain and the feelings they feel.

It’s not just about the reader, but about “us” — a coming together of unity.

WHY This is a Great Example of Copywriting

SPANX is a case study of great copywriting across the board:

• “SPANX founder Sara Blakely was getting ready for a party when she realized she didn’t have the right undergarment to provide a smooth look under white pants” — Storytelling, Check!
• “In March of 2012, Founder Sara was named the world’s youngest, self-made female billionaire by Forbes Magazine” — Social Proof, Check!
• “In addition to keeping butts covered from Savannah to Singapore,” — Unique Voice, Check!
• “SPANX also shapes the world by focusing on our mission: To help women feel great about themselves and their potential.” — Evoking Emotion and Creating Community, Check!

Above all, SPANX are always down to earth and on the level with their customers. 

They know who they’re speaking to, and they know how to speak with them: informal, on the level, and down to earth.

8: GoPro

If you want the perfect example of a brand who knows their audience like the back of their own hand, spend five minutes on the GoPro website. This is a company that knows its customer intimately. 

They don’t only connect with them through the right words, but the perfect visuals and videos.

Their entire user experience is a storyteller’s dream, and their use of copywriting proves they know who they’re in conversation with.

WHY This is a Great Example of Copywriting

This piece of copy is perfect:

“LiveBurst mode captures 1.5 seconds before and after you hit the shutter—so you can pick the perfect shot from 90 still images.”

GoPro target extreme sport types, which is a varied group. Yet what they all have in common is: speed.

90 images captured 1.5 seconds either side of hitting the shutter is exactly what they want to hear. They don’t need to know how it works, and they don’t need any technical talk. 

All they need to know is that they can do their move confident one of the 90 images is the perfect one.

Copywriting Examples That Are Counterintuitive and Shocking

The following copywriting samples showcase the power of going against the grain and creating a message that divides. Although the initial message is often conflicting, the deeper one is usually layered and helps build immense trust with their audience.

9: KLM

In June 2019, KLM launched an advertising campaign that encourages its customers to fly less. For an airline, this is a rather risky strategy to take. Yet when you consider the greater dialogue happening around the environment, it’s an ingenious angle that introduces new people to KLM.

Their ‘Fly Responsibly’ campaign goes way beyond copywriting, largely centering around video and television advertisements (an overall great marketing copy example). 

Yet it’s clear to see in their copy that they have a simple, powerful message.

WHY This is a Great Example of Copywriting

There’s a lot to like about this copywriting sample.

• “Fly Responsibly is KLMs commitment to taking a leading role in creating a more sustainable future for aviation” — This infers that other airlines aren’t doing enough, and that KLM strives to be innovators in their industry moving forward
• “We’re making the world aware of our shared responsibility.”  and “We can only succeed if we work together.” — This creates unity, and evokes emotions amongst their readers. Do they wish to be part of the problem or become the solution?

In reality, they aren’t asking their customers to fly less. 

They are asking them to be more conscious about flying and to make responsible decisions. 

It distances them from other airlines, and shines a positive light on KLM — especially amongst a younger, more socially responsible generation set to become the leaders of tomorrow.

10: Alec Brownstein

The following copywriting example proves you don’t need to be a big brand to get it right. In 2010, with unemployment high and the demand for new workers low, job seekers had to get creative.

Alec Brownstein knew this, and he decided to do something unique to get on the radar of his ideal employers. 

As someone who would often Google his own name, he wondered if his ideal employers did the same. 

So, he began to run sponsored ads to catch their attention.

WHY This is a Great Example of Copywriting

Simply put, this is genius.

Would it work for you and your business? Maybe not. 

But it sure showcases the value in creative thinking, and doing something that nobody else would think to do. One of the most important copywriting rules is to BE COMPELLING! 

Stand out. Catch your reader’s attention. 

Show up where they wouldn’t expect with a relevant and timely message. 

11: Gillette

For decades, Gillette has stated that they offer the ‘best a man can get.’

All the while they’ve targeted and appealed to the alpha male, spending vast budgets on endorsement deals with the likes of Tiger Woods, Ray Rice, and Dave Chappelle.

In early 2019, Gillette went against the grain by updating their tagline from the ‘best a man can get’ to the ‘best a man can be.’

WHY This is a Great Example of Copywriting

In recent times, the world opened its eyes to Toxic Masculinity and the impact it has on both men and women. Gillette recognizes its role in this, and wishes to make a positive difference moving forward.

Will this alienate part of its audience? Yes.

Will it open them up to a new breed of man who had flocked to the likes of Harry’s and Dollar Shave, and are now more conscious of the brands they use? Also yes!

One of the most important rules of copywriting is to create an emotional connection. Gillette achieved this with their “We Believe” video, and continue to do so with their copy today.

Copywriting Examples That Are Memorable and ‘Sticky’

These copywriting samples highlight what happens when you have a memorable, powerful, and meaningful message that stands out. Whatever industry you’re in, your first task is to be seen, heard, and remembered.

12: TOMS

Whether you own a pair of TOMS or not, chances are you know about them because of their One-for-One policy. This is what happens when you create a memorable message. 

Yet this goes beyond having a catchy slogan, as these days it needs to have meaning behind it.

“With every product you purchase, TOMS will help a person in need. One for One.”

WHY This is a Great Example of Copywriting

This is a simple message, and the ‘One for One’ premise is easy to remember and associate with. 

Yet the meaning behind this is layered.

It connects three bodies with one another: You + TOMS + A Person in Need.

By forming a relationship with TOMS, you can help someone less fortunate. 

It’s a ridiculously simple message, yet one with a huge, powerful impact.

13: Hiut Denim

Hiut Denim sell jeans. That’s it. No hats or shirts. Just jeans. But they do it really well.

Their slogan says as much: Do One Thing Well

“We make jeans. That’s it. Nothing else.” 

A simple message that tells you everything you need to know.

WHY This is a Great Example of Copywriting

To begin with, this is simple. Less is more.

Beyond this, it delivers a contrasting message to most other fashion labels that offer a variety of options.

“No distractions. Nothing to steal our focus. No kidding ourselves that we can be good at everything. No trying to conquer the whole world. We just do our best to conquer our bit of it. So each day we come in and make the best jeans we know how. Use the best quality denims. Cut them with an expert eye. And then let our ‘Grand Masters’ behind the sewing machines do the rest.“

When you think of Hiut Denim, they want you to think of one thing: jeans.

It’s simple, memorable, and sticks in your mind. It worked for me, that is for sure.

I don’t own a pair of jeans, and I have never liked them. Yet when I first came across their story four years ago, I took notice and often tell other people about it (after reading this… yourself included).

14: William Painter

When William Painter sells you a pair of sunglasses, they make you a promise: 

These are the most durable pair of sunglasses you’ll ever own.

If you look on their site, most of their messaging centers around this:

• Don’t like them for any reason? Send them back for a full refund. No questions asked.
• William Painters are covered with a Lifetime Guarantee. 
• We’ll even give you a discount if you lose your pair so you can pick out some new ones.

WHY This is a Great Example of Copywriting

They have a simple, core message (Quality) and they build all their other messaging around this.

It’s consistent, aligned, clear, and memorable.

An important copywriting goal is to overcome your audience’s objections before they arise. Most people have owned flimsy sunglasses that break. They don’t believe owning a pair for more than a few years is possible.

William Painter says it is, and they assure you of this with a series of guarantees and a lifetime service.

Copywriting Examples That Focus on Storytelling

The following examples of copywriting center around storytelling, and how to form trust and rapport through powerful narratives. Storytelling is built into our DNA, and is one of the most powerful tools you can use in your copywriting.

15: J. Peterman

J. Peterman is one of the best examples of copywriting and storytelling coming together as one.

“This is the jacket Fitz was wearing after he got back from summiting Piz Bernina in the Eastern Alps. Conditions were apparently quite hairy—a recent heatwave had caused considerable melting. 

“Then of course there was the storm,” he says, in that very Fitz way. 

He’s smiling, but it’s no laughing matter. I haven’t quite figured out this particular smile yet; I just know it alludes to something ominous. 

Fitz has lost many friends to the Alps. It’s a life I don’t fully understand, but then again, I don’t have to. 

It’s his journey. The risks, too. He accepts them. I’m the first to admit that not all risk is created equal. 

Neither are all men.”

WHY This is a Great Example of Copywriting

Every item of clothing they sell comes with a story like this. It’s fun, compelling and unique. 

Is it necessary to sell clothes? No. 

Could they write a standard description like all other fashion outlets? Yes.

Yet it’s their stories that sets J. Peterman apart. It’s what they’re renowned for. 

Stories connect people; they build trust. 

16: Pavlok

Not all stories have to include an element of fiction like J. Peterman does. Good storytelling often focuses around how you (as a company) help your audience overcome their problem.

Pavlok provides a great example of this, centering most of their copy around the journey their customers take with them.

WHY This is a Great Example of Copywriting

There’s a few pieces of copywriting gold at play here:

1. Social Proof (and a customer testimonial — both written and video)
2. Focus on the end result and outcome (showing you the benefits of using Pavlok)
3. Focus on the reader (most people wish they had a better relationship with sugar)

All this comes together (as most of the copy on Pavlok’s site does) to form a story that has its customer as the hero. They had a problem, used Pavlok, and overcame that problem to live a better, healthier and happier life.

This is the hero’s journey in action. When used in your copywriting, it’s powerful.

17: Kiwi Shoe Polish

Kiwi Shoe Polish sells shoe polish, but in 2017 it committed to an ambitious ad campaign that centered around long, in-depth copy retelling stories of “famous” shoes.

From Mohamad Ali to Amelia Earhart, and Ernest Hemingway to Abraham Lincoln… Kiwi shared stories about the shoes they wore. It had little to do with shoe polish, yet it provided a greater impact than talking about shoe polish ever could.

WHY This is a Great Example of Copywriting

Associating your brand with some of history’s most famous characters could be deemed risky. Yet Kiwi navigated this by providing value to their readers in the form of interesting stories.

“All the greatest moments in history started with a first step. Kiwi is celebrating those moments by telling the iconic stories from the original shoes that took the first steps,”

A relevant link to Kiwi and the product they sell, but an execution that places no focus on their brand. 

Just the stories and the inspiring people behind them. The result is an association between brand and historical figure, and because the reader isn’t ‘sold to’ they build greater trust and rapport.

**BONUS EXAMPLE**

The Real Reason Facebook Ads Have Stopped Working by Amanda Bond, The Ad Strategist

A great example of storytelling in long form copywriting can be found in this content-fueled funnel by Amanda Bond. It’s an incredible example of building a narrative around a significant pain, and then bit-by-bit exposing the solution.

As a complete piece, it ticks almost every copywriting rule there is. 

It’s a great case study, and a copywriting example to take note of…

Copywriting Examples That Focus on the Customer

These examples of good copywriting focuses on the customer and their testimonials, producing a form of organic social proof that can prove very powerful in your marketing and copy.

18: Slack

Slack is very user centric as a company, and that shows in much of their copy. Throughout their site, you’ll spot positive reviews and testimonials from real business owners, managers and leaders.

Many companies do this, yet Slack go deeper than most.

As well as dedicating an entire series of valuable content to their ‘Customer Stories’, they have a separate Twitter handle that focuses on their ever-growing army of advocates: Slack Love… 

WHY This is a Great Example of Copywriting

Again, it comes down to placing your customer at the center of your copy; to make them the hero.

It’s the best form of social proof there is, as potential customers will believe what an existing customer says before they believe what you say about yourself. It also builds great community and trust with their existing customers, and is a simple approach to copywriting almost any business can take.

19: CoSchedule

Whereas Slack place their customers at the center of all their messaging, CoSchedule shows how easy this is through a single ad.

“20,000+ marketers and bloggers use the CoSchedule editorial calendar to plan ahead and save time.” 

This says a lot, with very little (and is one of the best ad copy examples that demonstrates social proof).

WHY This is a Great Example of Copywriting

Let’s break this down:

• 20,000+ -— this is a large number, and provides immediate social proof
• Marketers and bloggers — this explains who uses this tool, and who benefits
• Plan ahead and save time — this demonstrates why someone would value this tool

This entire message centers around the WHO: who uses it, and why they do.

20: Frey

When it comes to social proof and incorporating customer reviews into their copywriting, Frey are up there with the best. What I admire about their approach is they don’t just share reviews, but highlight humorous and shocking ones (and generally those that go against the grain).

Here’s a selection of reviews they share with pride on their site:

• “Frey makes it so your clothes will disappear. It’s awful. My girlfriend keeps stealing my clothing.”

• “Everywhere I go, my friends and colleagues wives and girlfriends are talking about how nice I smell… then their friends break the ice uttering, ‘sorry, but I’ve heard you smell like Pangean forests,’ as they sniff around my shoulders.”

• “If a nomad lumberjack wizard rescued you from a logging accident in an enchanted oak forest – that’s the smell of Frey…. I don’t think I’ll use another detergent ever again.”

WHY This is a Great Example of Copywriting

This approach to copywriting is powerful for two reasons:

1. It connects you with potential customers, and because you’re not the one selling the product, you build greater trust.
2. They evoke emotions (humor), and create a call to action for existing customers to join in the fun and leave a funny review of their own.

In a form of gamification, utilizing customer reviews in your copy like this encourages everyone to take part. This is how a commodity product like detergent becomes so much more…

Like the twenty examples that came before, Frey use unique copywriting to stand out from their competitors (many of whom have much greater budgets and market share that they do).

Let These Copywriting Examples Inspire Your Own Efforts

These 20 examples of copywriting demonstrate what’s possible when you build your copy around proven rules and techniques that work.

Although copywriting is an art form, creating compelling copy like these is possible for anyone.

Here’s how:

• Focus on benefits over features…
• Keep your language simple, natural and quick…
• Place your customer at the center …
• Keep it conversational…
• Target their emotions and make them feel something…
• Don’t be afraid to go against the grain…
• Implement testimonials, reviews and customer stories…
• Use storytelling in your copy whenever you can…
• Be unique, and stay true to your style, voice and brand…

Follow these rules, and before you know it, you too will be creating compelling copy that attracts and engages your audience!