If an ad ever compelled you to swipe up, tap, or take any action that led you to a brand’s landing page, you experienced great ad copy in action. Especially since only a small percentage of people ever click through. If the words you read on the landing page convince you to click Order Now, that’s a sign the website copy isn’t just good—it’s great.
Great copywriting persuades the customer to love the brand they’re buying from. That’s why honing copywriting techniques throughout your customer touchpoints is key to turning potential customers into brand advocates.
By studying copywriting examples including TV spots and product detail pages, you’ll see how brands tailor their message to their target audience and tweak it depending on placement. Unlock your inner copywriter with some advice about what makes language effective at persuading, and find inspiration for your brand in this list of excellent copywriting examples.
What goes into effective copywriting?
A headline or ad that catches your attention involves more than clever wording. Marketing strategy, audience insights, and a clear value proposition that offers solutions to your target audience’s pain points—these are the ingredients of great copy.
Maybe you’ve conducted focus groups to shape buyer personas, created a swipe file of your competition’s advertising to draw inspiration from, or scoured the internet to understand how your audience communicates. Whether you’re writing copy for ecommerce websites, billboard ads, digital marketing, a LinkedIn post, or even a brand’s FAQ page, every word serves a purpose in nudging customers through the conversion funnel.
Best practices for great copywriting
- Keep your brand voice consistent
- Consider the design
- Wrap benefits in a story
- Keep it simple
- Convert with clear, specific CTAs
Here are a few key principles to help you build great copywriting skills:
Keep your brand voice consistent
Is your brand voice fun? Professional? Sarcastic? Empathetic? Explore ways to bring that voice to life in all of your copywriting. Even tiny banner ads are opportunities to express your voice.
Consider the design
Think about how your words can complement the overall design or user experience. Find clever ways of cutting down on words by allowing visuals to do the talking. For example, rather than saying a tent is “great for inclement weather,” you could say it’s “ready for anything” and pair that with an image of that tent in a rainstorm.
Wrap benefits in a story
Rather than listing specs, strong copywriting paints a picture of what those features do for the customer. Saying “10-hour battery life” is fine—but saying “stay powered through your entire workday without scrambling for an outlet” paints a picture of the product’s benefits. Contextualize features, specs, and product descriptions so customers don’t have to do the heavy lifting of translating what those details mean for them.
Keep it simple
Every word counts. Strong copy gets to the point quickly, using clear, concise language that respects the reader’s time and energy. Avoid squeezing more than two ideas into one message by prioritizing the most important information.
Convert with clear, specific CTAs
A good call-to-action (CTA) pays off headlines and body copy with specificity and clear next steps for the reader. HubSpot found that specific, personalized CTAs like “Start your fitness journey today” perform 202% better than generic CTAs like “Join today.”
Free Reading List: Copywriting Tactics for Entrepreneurs
Is your website content costing you sales? Learn how to improve your website copy with our free, curated list of high-impact articles.
9 copywriting examples to inspire your strategy
- Recess
- True Classic
- Fashion Brand Company
- Gnarly Nutrition
- Liquid Death
- Fishwife
- Nike
- Frida
- Coors Light
The best copywriting examples bring brand personalities to life, tell a story, and connect with a specific audience. Here are nine such examples:
1. Recess (landing page)
Recess makes mocktails and hemp-infused drinks designed for relaxation, which comes through clearly in its landing page copy. The overall story on its site (“relax & unwind with Recess”) pushes against a common pain point: using alcohol to alleviate stress and overstimulation.
Lines like, “You won’t miss the booze when you’ve got a Recess on hand” and “calm for every occasion” connect back to the brand’s core value proposition without using jargon.
Recess reflects the calming nature of its drinks in more subtle ways, too, from its casual language, all-lowercase sentences, and omission of punctuation marks like periods and commas.
2. True Classic (category page)
Men’s t-shirt company True Classic uses descriptive but simple language to talk about its t-shirt offerings on its New Arrivals category page. Before visitors click on products, the headline reads “New Product. Same Legendary Fit.” The subhead copy reads: “New colors, same unbeatable comfort. Shop the latest colors, styles, and seasonal essentials.”
By strategically choosing words like “legendary,” “unbeatable,” and “essentials,” the writer speaks to both the quality and the style of the shirts—no matter if they’re part of old or new collections. Sometimes, all it takes to elevate a simple sentence is adding a few choice adjectives to align with the feeling your brand or product wants to convey.
3. Fashion Brand Company (product page)
Apparel and accessories brand Fashion Brand Company uses its product pages to capture attention and tell a compelling story. In this example, the product description copy conveys the power of these silver sterling NOOO earrings in a fun and rebellious way:
“You should think of these earrings as your own little tiny personal lawyers that dangle on your earlobe. When a cop asks if they can search your vehicle without a search warrant, you will simply say, no. When a cop asks you to answer questions without an attorney present, you simply say, no. When a cop asks to enter your home without a signed search warrant, you will say, no.”
While the writer could have simply listed the details of the earrings (e.g., they’re sterling silver and hypoallergenic), the product description copy makes the reader feel like the bold and unafraid person who would wear those earrings. It makes clicking Add to Bag that much more enticing.
4. Gnarly Nutrition (email)
Gnarly Nutrition, a sports supplement company, masters email copywriting that clearly speaks to hardcore gym-goers and athletes. This particular email from Gnarly is a good example of engaging its audience with a subject very important to them: building muscle.
Subject line: The Science of Muscle Growth
Body copy: BCAAs start muscle protein synthesis, but without all nine EAAs, your body can’t fully repair or grow muscle. Gnarly Essential Aminos provide complete support for growth, recovery, and less soreness… Take before or during workouts, then follow up with protein for maximum gains.
The overall flow of this email effectively positions Gnarly as a credible, science-backed brand that makes quality products. The subject line hooks the audience with a topic they’re most likely researching on their own, and while the language talks about complex subjects, like BCAA and EAAs, Gnarly explains why you need its products versus what they are. All of this information makes a compelling argument to buy its supplement that has all of the necessary ingredients for muscle growth.
5. Liquid Death (website pop-up)
Even though Liquid Death sells water, its bold, copy-driven branding has generated millions of dollars in revenue. One aspect of the branding that stands out is the consistency with which the brand tone comes to life in all interactions—even including pop-ups on its website.
As you peruse, a pop-up appears that reads: “Wanna cheat on your other beverage company?” The body copy takes the pretend-flirty tone further: “Let us hit you up sometime to make you laugh and shower you with special deals. We’ll even gift you 2 FREE Liquid Death Can Coolers to keep your beverages ice-cold.”
The call to action—HELL YES—is just as fun. Even in the fine print of the legal language at the bottom, the brand still found a way to weave in comedy: “By submitting this form you agree to be brainwashed by Liquid Death marketing through hilarious emails.”
Liquid Death knows its audience and isn’t afraid to push boundaries when talking to them, which makes for compelling marketing copy throughout all of its customer touchpoints.
6. Fishwife (social media post)
Tinned fish company Fishwife was born out of a personal story of its founder, which plays a role in the company’s social media presence. This Instagram post, for example, tells the story of the CEO visiting a Costco to see customers buy Fishwife’s newly stocked products: “ICYMI: FISHWIFE IS NOW IN SELECT COSTCO STORES IN THE MIDWEST.”
The caption copy does a great job of being casual, excited, and relatable. It’s also actionable—the consumer gets an explicit set of instructions to request for their local Costco to start stocking this product.
7. Nike (Google ad)
Skilled copywriters can find ways to inject some brand personality even in the most unassuming ad placements. Google ads’ brevity doesn’t leave much room for creativity, but this one from Nike still finds a way to blend a product description with the aspirational nature of Nike: “Gear up like the pros — Browse men’s accessories. Shop exclusive new styles crafted with the latest Nike technology & innovations now.”
The phrase "Gear up like the pros" reminds readers of the many pro athletes Nike works with and speaks to the elite-performance-level quality of its products.
8. Frida (TV)
Frida makes products for pregnancy, recovery, and fertility. It doesn’t shy away from the realities of these emotional stages of life. Instead, it leans into the sometimes messy truth of motherhood to form an emotional connection with its audience. For example, the brand created a powerful TV spot with a script showing common hurdles new moms face when breastfeeding.
The inner monologue of different women in each scene spelled out several relatable scenarios: “Good moms should know how to do this. Am I a bad mom if I stop now? Do I love my baby?”
Lines like this worked well with scenes of new moms struggling to get their newborns to breastfeed, having issues pumping breast milk, and even unexpectedly squirting milk on the bathroom mirror. All of this sets up Frida’s promise that its line of Frida Mom products is there to care for breasts as much as moms care for their babies.
This is a great example of a script that embraces the human truth of being a new mom—honest, unfiltered, and deeply relatable—offering a refreshing contrast to the more polished narratives we often see in this space.
9. Coors Light (out of home)
Normally, you want to make sure your copywriting adheres to the rules of grammar and avoids errors—unless it’s on purpose. That’s exactly what Coors Light did in a PR-worthy ad placement where, on the surface, it made an epic typo by spelling "mountain cold refreshment" as "mountain cold refershment.”
Coors Light later revealed in an Instagram post it made the mistake because it "had a Case of the Mondays"—and to promote special cases of “Mondays Light” after the Super Bowl. This is a great example of clever copy that got everyone talking, from people weighing in on LinkedIn to news outlets like USA Today.
Copywriting examples FAQ
What does a copywriter do?
A copywriter is a professional writer who crafts persuasive, engaging text to inspire action—whether that’s making a purchase, signing up, clicking a link, or building brand loyalty. They create content for websites, ads, emails, product pages, social media, and more, always with a strategic goal in mind.
How to improve your brand’s copywriting?
Start by understanding your audience on a deep level—their needs, desires, and how they speak. Focus on telling a story about your product benefits over listing features, and keep your messaging clear, concise, and emotionally connected. Develop a consistent brand voice that reflects your brand identity across all platforms, and make sure your calls to action are specific and value-driven. Test different versions of your copy to see what truly connects.
What are the three common mistakes beginner copywriters make?
Three common mistakes copywriters often make include focusing on what a product does instead of why it matters to the customer, trying to appeal to too broad of an audience, and using overly complex language, corporate buzzwords, or vague, feel-good phrases that dilute the message. Clear, simple writing builds trust. If your reader has to pause and reread, you’ve likely lost them.
