We’re many familiar with Flo from Progressive, right?
Stephanie Courtney, the actress that performs her, makes Flo memorable by recording Flo’s quirkiness — appearing in many methods from commercials to print ads, and social networking posts.
And do you know who is behind all of that marketing collateral?
Copywriters. The ability to discover the exact right terms to tell your carrier’s story isn’t an easy feat, and it’s even harder to do so consistently.
So when we come across companies that are doing it successfully, we think their copywriters should have a pat within the back (and a raise? ). Take a look at a few of the companies we think have got stellar copywriting, and if you’re looking, maybe get some inspiration for your own brand, too.
1 . Omsom
Why we all like it: Omsom’s copy can be playful and genuine. Company founders, the Pham sisters, can share a bit about their culture, the constituents, and make home cooking accessible and quick for visitors of all skill sets.
I typically enjoy cooking, but Really dont always have the time. Omsom has made me phase my game upward. Their ready-to-use beginner pouches of spices and sauces have got helped me churn out Hard anodized cookware dishes quickly minus the hassle of store-hopping and buying larger amounts than I need. Still, I always end up purchasing more than intended when I’m on their web site because it not only appears delicious, but the duplicate is a huge motivator in order to click add-to-cart.
Right at the start, the particular homepage (pictured above) invites you to “rip, pour, and fire it up” and obtain ready to stuff the face. By focusing on relieve and three simple steps, they’re able to make the value proposition that their product is not just tasty, but period efficient.
There are also plenty of wordplay used. The founders, who have the last name Pham have worked this into various areas on the site, including their note welcoming visitors to their “Phamily. inch
The language is the perfect balance of both playful — even calling out there that the Pham siblings were rowdy youths in their definition of Omsom (above) — with no nonsense when it comes to ingredient quality.
2 . Articulate
Why we enjoy it: Articulate has nailed the pun game. It is cheesy in a good way, and makes them more relatable to job hunters. Most people don’t want to just be a cog in a company’s machinery, so by adding some humor, Articulate units itself apart from some other corporate competitors.
Articulate, a HubSpot Agency Partner located in the U. E., is an inbound advertising agency, and the website copy is full associated with witty, confident duplicate on pages where you wouldn’t think you’d find it. Here’s exhibit ‘A’:
The copy above introduces Articulate’s “Meet the Team” page — not really a page you’d believe can pull off witty copy, right? Nicely, Articulate’s page will go beyond employee photos and their job titles.
In addition to the playful header, “not the usual blah blah, ” the copy above takes on the farm theme, guaranteeing visitors that workers aren’t simply “caged hens. ” Instead, they’re a “free-range, artisanal, cruelty-free team. ” Funny on the surface, but helpful to job seekers who, much like meals, want to know where their particular work comes from and exactly how it’s made.
Why all of us like it: Moosejaw’s use of joy builds an emotional connection with site visitors — delighting them whilst providing information they could use.
Not many brands are courageous enough to touch the items they’re selling with unconventional copy… yet Moosejaw isn’t afraid to have a little enjoyable.
The outdoor apparel outlet shop uses humor as a way to sell their products without having to be overly forward about it. By appealing to individuals emotions, they’re a lot more engaging and memorable.
Here are a few good examples:
Same goes for the call-to-action control keys that show up when you hover your mouse over a product photograph — like this one, which reads, “Look This particular Cool. ”
Does their brand voice carry over to the product descriptions, you ask? See for yourself:
If you think the brilliant copy prevents at their home page, think again. They expand it to their return policy, too. Right here, they do a great job of not sacrificing clarity for laughter. Their copywriters successfully made people have a good laugh while still being helpful.
four. First Round Capital
Exactly why we like it: First Circular Capital uses vocabulary to empathize using their readers. Starting a business is challenging, plus First Round Capital understands that and conveys they are there to assist.
While a sign of great copywriting can be making people smile, another is making people feel grasped. The copywriters at First Round do a extraordinary job at allowing the value of their choices for their customers market themselves.
For example , they hold more than 80 events every year connecting their community together. Instead of just detailing that they have events and after that listing them out there, they begin that section of their website with a simple statement that hits close to home with many entrepreneurs: “Starting a company is lonesome. ”
Making use of words like “imperfect, ” “safety net, ” and “vulnerable” encourages readers to let their guards down and feel understood by the brand and their neighborhood.
Plus, an individual has gotta love that will last line about stick-on name labels. Those things get trapped in my hair.
Why we like it: Trello’s text is apparent and concise, that is exactly what users need in order to learn how to make use of the product. Switching project management software can be a problem. Trello’s copy ensures new users do not get left behind.
Do you know what Trello is? If the solution is no, then behold the copywriting on their website. Their product description — like most of the copy on the site — is crystal clear:
And check out how crystal clear this explainer articles is:
Some of the use case clearness can be attributed to just how smart the product is, but I think copywriters deserve some credit score for communicating it clearly, too. These people call it like it is definitely, which ultimately makes it really easy to grasp.
And I couldn’t come up with the copywriting talent at Trello without including the clever recommendations in the microcopy of the login page:
Each time you refresh the particular login page, you see a different, equally smart example email owned by a fictional character, like Ender from Ender’s Online game plus Dana Scully from The particular X-Files — a great sort of nostalgia marketing. This can be a small detail, but nonetheless a reminder there are real humans behind the website and product’s design. Delightful microcopy like this kinda seems like I just shared a private joke with somebody at the company.
6. Velocity Companions
Precisely why we like it: For David Kessler of Speed Partners, less is more. His use of “word economy” delivers interesting, powerful content in the concise manner.
No post through me about outstanding copywriting would be comprehensive without mentioning the folks with Velocity Partners. The B2B marketing company out of the U. Nited kingdom., we’ve featured co-founder Doug Kessler’s SlideShares (like this one upon why marketers need to rise above the deluge of “crappy” content) time and again on this weblog because he’s the particular master of term economy.
What is “word economy”? Is actually taking care that every term you use is the right word. It means getting your point across concisely and not dwelling at the details when you don’t have to. In a world associated with shortening attention spans, this is the ultimate goal when communicating your own message.
And since we’re referring to word economy, I will shut up plus let you check out among Kessler’s SlideShares for yourself:
Whereas SlideShares are typically visual, Kessler’s is heavily focused on copy: The design stays constant, and only the written text changes. But the duplicate is engaging plus compelling enough just for him to pull that off. Why? As they uses simple terms so his visitors understand what he’s trying to say without any energy. He writes like he speaks, and yes it reads like a story, making it easy to turn through in SlideShare form.
The particular copy on Velocity Partners’ homepage stood out to me, too. Check out, for example , exactly how humble they are when introducing their case studies:
I also like how casual and honest these people kept their e-mail subscription call-to-action. The header is especially eye-catching — and it plays off of the popular SlideShare about crappy articles we mentioned earlier.
In fact , Velocity Partners’ Harendra Kapur wrote a article on what goes into in order to great B2B creating — starting with this particular disclaimer, of course.
7. Scott’s Inexpensive Flights
Why we like it: The team at Scott’s Cheap Flights opportunities themselves as vacation industry insiders using their handy pro-tips plus down to earth lingo.
Scott’s Cheap Flights is known for finding discount airfare, but they’ve branched out with a variety of offerings, including guides. Incorporating a personal touch, the particular team at Scott’s has also offered up some pro ideas of their own on their “Meet the Team” web page.
Members feel as if they’re getting info from seasoned specialists, and they’re able to pair these tips along with photos of the employee that gave them. This small, yet useful addition creates connection with site visitors plus improves the company’s credibility.
7. Cultivated Wit
Why we all like it: Cultivated Wit’s site copy is very on brand — amusing and witty. Exactly what better way to convey what you can offer in order to visitors than by demonstrating it instantly?
The copywriters over at the “comedy company” Cultivated Humor do a great job of embracing their own make of quirk throughout their site. They curently have one of the best “About” pages in the game, but their delightful copy is spread throughout their web site — sometimes in the most unexpected associated with places.
For instance , take a look at the copy around contact information at the very base of their homepage:
This section of the homepage is an afterthought best case scenario for most companies. But for these folks, it was a chance to have a little fun.
They also have 2, unique email membership calls-to-action on various pages of their web site. They’re very different, yet both equally funny and delightful. Here’s one particular from the homepage:
And another from the “About” page:
9. Cards Against Humanity
Why we all like it: Their copy is definitely abrasive and a small offensive, which completely lines up with their particular brand voice and audience.
You might or may not be familiar with Cards Against Humanity, the self-declared “party game for terrible people. ” From the card game — one that’s simultaneously entertaining and unacceptable. The copywriting in the cards themselves are going to make you laugh.
The brand tone of voice is very distinctive, and may seem a little harsh, and even a little unpleasant. But that’s their own whole shtick: These people not trying to attract everyone, and that’s perfectly okay. What they do do a best wishes of doing is appealing to their target audience.
One look at their FAQ page and you will see what I mean:
Here’s a sneak look into some of the solutions to these questions. You will see they make fun of both themselves and the reader — that is exactly what the card online game is about.
Why we like it: B2B companies are not specifically known for their laughter. R/GA bucks that trend with amusing hot takes through social media. This lighting approach makes them a lot more relatable and assists build brand recognition.
I’ve been concentrating a lot on site copy so far, and so i wanted to check out a few examples of excellent social networking copywriting.
I am aware you all love to see some more B2B examples in here, as well, so I surfaced among the best examples of the holy grail: Twitter copy, from a B2B company, which is funny. See, some recent illustrates from the R/GA Tweets account:
Why all of us like it: Like Velocity Companions, innocent’s copy shows that simple language can be just as effective as its more descriptive counterparts. There’s no need intended for long paragraphs, innocent gets straight to the purpose.
Check out Oughout. K. -based consume makers innocent, and you should see a language, design, and tone that will matches their viewpoint, product, and even their branding and style. It’s all just clean, straightforward, and simple. And believe it or not, simple is a actually, really hard thing to nail in copywriting.
This stands apart most on their “Things We Make” web page. (Isn’t that page name even beautifully simple? )
This same straightforward-but-charming copywriting philosophy extends to their site navigation:
Their meta description is pretty amazing, too:
Plus my personal favorite:
Why we enjoy it: GymIt truly gets their particular users and expresses it with humorous advertising about pretending to move to get away from a contract. The company knows their audience and knows just what to say to hook them and make them grin.
I’ve generally loved the duplicate at GymIt. In fact , I check their own site and interpersonal profiles all the time to see if they’ve freshened anything up. Luckily, they’re no one-trick pony. They continue to keep their site refreshing with captivating copy.
Here are some associated with my favorites, all of which strike on the pain factors of gym-goers that they try to solve — and actually do solve with their that give policies.
I can vouch for that one. I realize how much of a hassle it is to move far away from your gym — and how refreshing it must be to be able to walk within and just… quit.
All of this rolls up to their philosophy, espoused eloquently on their “About” page, that gyms should just be about working out:
Talk about having an understanding of their core audience. The particular copy both in its value proposition and across its advertising materials reflects the deep understanding of their customers.
And exactly how did their copywriters choose to make sure everyone knew what this particular new gym business was about if they did not read that “About” page? This tagline:
Doesn’t obtain much clearer than that.
Why we like it: ModCloth is delightfully nice and whimsy. Their copy speaks directly to their buyer gentes with product duplicate that helps buyers imagine their lives with the item.
ModCloth is a brand that has always had an exceptional grasp of their purchaser persona, and it comes through in their pun-filled copywriting. All of their products are silly plays upon words — check out this screen grab of some of their new arrivals, for example:
Dive into their product description copy, and it is equally joyous, evocative, and clever — just like their customers. Often , it’ll furthermore tell the story associated with what you’ll do while wearing their items:
After reading their explanations, one can imagine exactly what their life will be like if they owned this product. That’s Copywriting 101, but so few brands can in fact pull it away from like the folks at ModCloth do.
14. Ann Handley
Why we like it: Despite an impressive portfolio and list of accomplishments, Ann Handley makes her site copy relatable instead of just reading like a resume. It’s the perfect balance of personality plus professionalism.
When it comes to building up your own personal brand name, it can be easy to get a little too self-promotional. That’s where the copywriting on your site can produce a big difference.
Upon Ann Handley’s private website, she additional bits of microcopy that shows, despite the girl many accomplishments (such being a best-selling author and award-winning speaker), that she still doesn’t take himself too seriously.
Check out her email subscription call-to-action, for example:
Flex Your CopyWriting Muscles
Anyone can be a successful copywriter with the right brand name voice — plus a little editorial guidance along the way. Get inspiration from the brands above or start obtaining your favorite examples.
This short article was originally released January 17, 2019 and has been updated for comprehensiveness.