Best Copywriting Examples in Advertising
In advertising, words have the power to ignite emotions and drive action.
The best copywriters know how to craft messages that resonate with their audience.
They know how to create a lasting impact and ultimately persuade them to buy.
So here are some of the most memorable ad copies and the lessons we can learn from them:
Timeless Classics That Set the Standard
Volkswagen's "Think Small"
This iconic ad shook the automotive industry using simplicity and irony.
In a market dominated by big cars, Volkswagen dared to be different with their compact Beetle.
The ad's brevity and confidence left a lasting impression, proving that minimal copy could drive maximum results.
💡According to a study by Nielsen, ads with simple messages are 61% more likely to be remembered than those with complex narratives.
As David Ogilvy, the father of advertising, famously said, "The more informative your advertising, the more persuasive it will be.".
Key takeaway
Challenge assumptions and know your audience.
Nike's "Just Do It"
Perhaps one of the most recognizable slogans of all time.
Nike's "Just Do It" is a universal call to action that speaks to everyone.
Its simplicity and emotional appeal have driven mass adoption and brand loyalty for decades.
💡A recent study by the Journal of Consumer Research found that emotional appeals in advertising are twice as effective as rational appeals.
This aligns with Nike's strategy of tapping into consumers' aspirations and emotions.
Key takeaway
Use emotional triggers and create a universality in your message.
Modern Masterpieces That Captivate
Apple's "Get a Mac" Campaign
This witty campaign positioned Mac as the cooler, friendlier alternative to PCs.
Using a conversational tone and clear comparisons helped Apple sell the aspirational value of its products.
💡Research by the Content Marketing Institute shows that 91% of B2B marketers use content marketing to reach customers, with storytelling being a key component.
Apple's campaign exemplifies this approach, using relatable characters to tell a compelling story.
Key takeaway
Understand your competitors and tap into user desires.
The Ordinary's "We are scientists — not celebrities"
This recent campaign from skincare brand The Ordinary shows their commitment to science-based products.
And this set them apart in an industry often driven by celebrity endorsements.
💡A 2023 survey by Edelman found that 61% of consumers trust technical experts over celebrities when it comes to product recommendations.
The Ordinary's approach taps into this trend.
It positions the brand as trustworthy and backed by science.
Key takeaway
Make bold affirmations. Highlight your unique selling proposition.
The Evolution of Copywriting in the Digital Age
Copywriting has evolved to meet new challenges and opportunities.
Here are some key trends shaping modern copywriting:
AI-Assisted Copywriting
AI tools are increasingly being used to generate and optimize copy.
💡A study by Salesforce found that 51% of marketers are already using AI, with another 27% planning to implement it in the next two years.
However, human creativity remains key for crafting the most compelling messages.
Personalization at Scale
Advanced data analytics allow for highly personalized copy tailored to individual user preferences and behaviors.
💡According to Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences.
Voice Search Optimization
With the rise of voice assistants, copywriters need to adapt their style to match natural speech patterns.
💡ComScore predicts that by 2025, 50% of all searches will be voice searches.
Micro-Copy for User Experience
Short, impactful copy on buttons, forms, and error messages can significantly improve user experience and conversion rates.
💡A study by Nielsen Norman Group found that concise, scannable, and objective copywriting on the web can improve usability by 124%.
For more insights on modern marketing trends, check out my article on essential marketing tools and trends.
The Power of Storytelling in Copywriting
Great copywriting often relies on storytelling to create an emotional connection with the audience.
As Maya Angelou once said, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel."
Airbnb's "Belong Anywhere"
This campaign uses customer stories to illustrate the unique experiences and connections made through Airbnb stays.
It shows the brand's core message of belonging.
💡A study by Origin/Hill Holliday found that consumers are willing to pay 11% more for brands that tell a great story.
Dove's "Real Beauty" Campaign
Sharing real women's stories and challenging beauty standards helped Dove create a powerful emotional narrative that resonated with consumers worldwide.
The campaign led to a 700% increase in product sales within its first year.
To learn more about effective storytelling in marketing, read my guide on B2B marketing strategies that work.
Copywriting for Social Media
Social media platforms present unique challenges and opportunities for copywriters.
💡According to Sprout Social, 80% of consumers expect brands to be present and active on social media.
Here are some tips:
Keep it concise
Attention spans are short on social media.
Get your message across quickly and clearly.
💡X/Twitter found that posts with 71-100 characters get 17% more engagement.
Use platform-specific features
Adapt your copy to take advantage of each platform's unique features, like hashtags on Instagram or TikTok.
Posts with at least one hashtag average 12.6% more engagement.
Encourage engagement
Write copy that prompts likes, comments, and shares to increase visibility and reach.
Posts that ask questions get 100% more comments.
For more social media marketing tips, check out my article on maximizing marketing ROI on a tight budget (🔒Premium members only)
Measuring Copywriting Success
It's fundamental to measure how effective your copy is.
Key metrics to track include:
Click-through rates (CTR)
This shows how many people clicked on your ad or link.
If your CTR is low, try making your headline more eye-catching or your offer more appealing.
Conversion rates
This tells you how many people took the desired action (like buying a product).
Low conversion rates might mean your landing page needs work or your offer isn't clear enough.
Time on page
This indicates how long people spend reading your content.
If people aren't staying long, your content might not be engaging enough. Try breaking up text with subheadings or adding images.
Social media engagement
This includes likes, comments, and shares on social platforms.
Low engagement could mean you're not posting at the right times or your content isn't resonating with your audience.
A/B test results
This compares two versions of your copy to see which performs better.
Always go with the version that performs better, and try to understand why it worked so you can apply those lessons to future copy.
💡A study by Wordstream found that the average CTR for Google Ads across all industries is 3.17% for search and 0.46% for display.
These numbers are just guides.
What's most important is that your metrics are improving over time.
Keep testing and tweaking your copy to see what works best for your audience.
Learn more about measuring marketing success in my B2B marketing attribution guide (🔒Premium members only)
Learning from the Masters
To improve your copywriting skills, study these classic books:
Ogilvy On Advertising by David Ogilvy
Breakthrough Advertising by Eugene Schwartz
Scientific Advertising by Claude Hopkins
The Copywriter's Handbook by Robert Bly
These are timeless resources and offer invaluable insights into the art and science of persuasive writing.
For more book recommendations, check out my list of best marketing books beyond Seth Godin.
The Power of Simplicity
Some of the most effective ad copies are remarkably simple.
See these examples:
Coca-Cola's "Share a Coke" campaign, which personalized bottles with names:
Coca-Cola's "Share a Coke" campaign personalized bottles to encourage sharing, creating a simple yet powerful emotional connection. The movie tagline for "Alien": "In space, no one can hear you scream":
The iconic "Alien" movie poster: A masterclass in building suspense with minimal copy.
These examples show that sometimes, less is more when it comes to powerful copywriting.
Distilling complex ideas into simple, memorable phrases helped these campaigns create lasting impressions on their audiences.
And That’s It
Great copywriting is an art form that combines creativity, psychology, and a deep understanding of the target audience.
As Ann Handley, a digital marketing pioneer, puts it, "Good content is not about good storytelling. It's about telling a true story well."
So, study these examples and apply the principles behind them.
They will help you create compelling ad copy that resonates with your audience and drives results.
The best ad copy isn't just about what you say—it's about what the audience takes away from it.
Successful copywriters need to adapt to new technologies and platforms while keeping the core principles of effective communication.
So stay informed about the latest industry trends and keep honing your craft.
It’s the only way to create copy that not only sells products but also builds lasting connections with your audience.
For more insights on marketing careers and strategies, check out these marketing superpower tips and career tips for marketing leaders (🔒Premium members only)
-Hakan
Founder, MarketersRemote.com
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