Think about a piece of content that caught your attention. It could probably be described using at least one of the following: evoking emotion, concise, relevant, written for the targeted audience, or solving a problem. At its core, copywriting needs to tell your brand’s story, be memorable, build trust, and help you connect with your audience. And that’s no easy feat, as any writer will tell you.
Part of that is also ensuring your content is well-written: 60 percent of consumers say they won’t purchase from a brand with poorly written content, overly personalized content, or content that isn’t optimized for mobile. Great content is more art than science, but there are still some formulas to help you create your next winning piece.
More from PostFunnel on content marketing:
4 Email Writing Tips to Help You Get More Conversions
Six Tips for Writing Killer Facebook and Google Ads
Measure Your Content Marketing Success
Need inspiration for your next blog post, case study, or campaign to impress and attract customers? You’ll want to check out these six outstanding copywriting examples.
RXBAR
With “No B.S.” listed as an ingredient on the company’s protein bar packaging, you’d be right to expect the same approach with their content. RXBAR is as transparent with their content as they are with their product, which is what makes their copywriting style work so well. It’s a natural extension of the brand. They use a short, almost hurried writing style, getting right to the point in everything they do and say.
In this excerpt from their “Our Story” page, RXBAR hits on everything from whom they’re targeting with their bars to qualities that make their brand and products more relatable. These things can be difficult to achieve without seeming forced, but RXBAR shows how it’s done.
Cultivated Wit
If you brand yourself as a comedy company, you better be funny. And that goes for your content, too. Cultivated Wit doesn’t disappointed with the humor they interject throughout their website content, as with this series on their homepage:
Cultivated Wit employs a good formula of incorporating the brand’s personality into providing useful information about what they do. It can be easy to carry over a theme too far (like humor), but they have found a healthy marriage between their quirky tone and practicality. The brand also shows that every piece of copy can be made interesting, from subscribe CTAs to the page footer.
Dummies
Explaining how to do something can actually be more difficult if you’re an expert at it, because you’ll often talk — or write, in this case — at a higher level than most people can understand. Everyone’s encountered copy with a lot of industry jargon and buzzwords. But all that does is leave the audience with a glazed-over look, searching for another brand to help them.
One company that has positioned itself as the answer to all of consumers’ questions, no matter how stupid they may seem, is Dummies. With a name like that, their content better be easily readable and answer any possible question, no matter someone’s skill or knowledge level.
They have posts and books on a variety of topics, including this one, “How Does the Fire TV Stick Work?”
This content stands out as a good piece of copywriting because it’s concise and serves up exactly what the customer wants to know without being too wordy.
Planet Fitness
As part of its “Stop the Bullfit” campaign, Planet Fitness takes an edgy approach with its copy about why Americans forgo their fitness. They tie together interesting findings from their study (because who doesn’t love a good stat or two) with debunked myths in a short blurb.
The content directly addresses pain points and concerns about exercising. It shows the audience that the brand not only understands their concerns, but that they aren’t alone in how they feel.
UrbanDaddy
Every brand is going to have issues or make a mistake, so why not have fun with it? UrbanDaddy created this lighthearted copy for their page on email issues:
With a message like that, their newsletter must be pretty special — or at least they imply as much with the comical text. The brand also spices up their headline copy, keeping with the same edgy tone.
Medium
Great copywriting isn’t always about coming up with something new. Instead, the best content finds the most interesting way to express it, like this example from Medium. As a site designed to share content, Medium better be able to produce some great copy of its own. Instead of conventionally spelling out what they do, the site makes their About page as visual as it is informative.
Most people are visual learners anyway, which this design plays right into. It also sets Medium apart from the generic stale info pages you’ll see on many sites. There’s no wrong way to convey a message through copy — unless it doesn’t work.
Make it memorable
Writing amazing content that will win people over requires you to know your brand better than anyone else. Once you can articulate the brand’s values, tone, mission and what makes it special, you can begin to create content that organically encapsulates all of that. Then, have fun with it.
As legendary advertising exec Leo Brunett — known for campaigns and characters like Tony the Tiger, the Marlboro Man, and the Maytag Repairman — once said, “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”