When you’re considering the type of message you want to get across with your brand, you may hit a roadblock when it comes to actually writing copy. While writing good copy is one of the most important things for businesses to master in their marketing efforts, it is important to dial in what you’re trying to say and how best to say it before getting started. Otherwise, you might end up with disjointed or unclear copy that leaves your customers questioning what they just read!
There are many directions you can go with your copy that remain professional while providing a bit of pizazz—here we’ve looked at examples that lean into humor, storytelling, authenticity, and community to give you a sense of how you can incorporate these same types of ideas for your business.
Humor With Moosejaw
There are plenty of online retailers to choose from when you need gear to appreciate the great outdoors, but with snappy copy at every step of the buyer’s journey, Moosejaw definitely stands out. Their homepage certainly turns heads, but they bring their innovative wording into even the more mundane aspects of a business such as the returns page and their order confirmation emails to truly create a unique customer experience.
Storytelling With Warby Parker
While eyeglass company Warby Parker mainly focuses on visuals to get its branding across (no pun intended), they are also masters of storytelling with the copy that’s on their website. Their About Page encourages users to really get to know their brand’s story instead of just listing out buzzwords and boilerplate copy, and this whimsical element is carried over to the name of each frame style and their product description, too.
Authenticity With Intrepid Travel
Intrepid Travel is a travel company focused on giving users authentic experiences wherever they choose to explore, and this authenticity carries over to their copy as well. They nail a no-nonsense style that’s hard to execute—they’re providing readers with vital information while also writing copy that’s so pleasant you just want to keep reading it.
Community with First Round
Funding company First Round has helped industry giants like Uber and Square get started by emphasizing their community first mindset every step of the way. They hammer home that they’re more than just a funding company, and instead showcase through their copy that they work alongside brands every step of the way. They showcase their community efforts throughout their site so you can know that if you’re searching for funding, they’ve got your back.