Greatest of All Time: The Best Copywriting with Examples That Worked

It is not easy to find the right words to tell a company’s story, and it is even harder to do so consistently. So, when you come across a well-written, consistent copy, you can’t help but wonder - how did they do it?

Most professional copywriters maintain a swipe file. A swipe file is basically a collection of good copywriting examples that come in handy when the copywriter feels uninspired or when they are hit by writer’s block.

Traditionally, the swipe file would contain photos of print ads and billboards, and newspaper cutouts. Today, you can fill your swipe file with saved articles and images, or bookmark WebPages that contain the articles and images.

Here are seven great examples of copywriting to inspire you for your next email marketing campaigns. If you have a swipe file, they will make great additions to the ones you already have. If you don’t have one, these action examples can start you off.

1. Rolls Royce

This Rolls Royce ad was created by David Ogilvy in 1958. So, why is it considered a timeless piece? Everything from the title to the details is well-curated for its core audience.

In 1958, the target audience was mostly the upper class and after the war, they craved things such as peace, quiet, and luxury. That is why David Ogilvy focused on making the audience feel the peace and quiet that comes with driving it.

The topic could have just been “Rolls Royce is a very quiet car”. But it’s almost as if David Ogilvy knew that on average, five times as many people read the headline as read the body copy. That is why he picked a headline that gives a sensory experience. “At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock”

If I pointed to a car and told you “this car is quiet”, and pointed to another one and said, “the engineers used a stethoscope to listen for axle-whine on that one”, which would you believe is the quietest? The latter, of course.

This ad placed Rolls-Royce as the pinnacle of the automotive world.

2. UrbanDaddy

UrbanDaddy has a unique, conversational tone that is reflected in all its published content from marketing emails to editorial policy. Here is a sample email and editorial policy.

There are lots of things that can be derived from such email campaigns, but we will focus on the most important. To begin with, UrbanDaddy understands that the product is quite common so it doesn’t have a long preamble. 

Secondly, the copywriter used a purposeful sentence structure. Sentences like “Lock and load with Elastic Precision, a Kansas City-based workshop that manufactures high-powered weaponry except not at all because they actually just shoot rubber bands, now available online” eschews common grammar rules, and are sure to keep you reading. It passes you the message while mocking its silliness.

You can clearly see from the editorial policy that this brand knows who it is talking to and how to keep them hooked. The most important thing is maintaining this consistency across all content.

3. Barkbox

After spending a couple of minutes browsing Barkbox’s website, it is impossible to disagree on how good their content is.

The reason for this is they understand and target the right audience. You will notice that their content is not directed to the buyer, but at the dogs themselves. They use language and phrases directed to the dog, which is a clever marketing ploy on their part.

Most importantly, their content is relatable and makes you feel understood. This articulates their potential customers’ goals, hopes, fears, and desires, that is why their products fly off the shelves.

4. Fizzle

Fizzle is a North American company that targets new entrepreneurs that need support. They pay a membership and in return, get access to these resources and forums where they can talk to and consult other entrepreneurs.

It is well known that the purpose of the topic is to get you to read the first sentence. Once you come across this topic and you have been thinking about quitting your current job and start something for yourself, you are automatically hooked. How did they achieve this?

The copywriter researched the target audience and came up with a persona. With a target persona, they can easily figure out what their desires and concerns are. These will allow you to get them hooked using just the topic, speak directly to them, and convince them that your product or service is the best way to solve their problem or fulfill their need.

This topic also uses some psychology. It appeals to that feeling we get when we are doing something when we would rather be doing something else.

With just a simple, well-curated heading, this copy does what it is supposed to be doing.

5. Jack Daniels

I have never been to the south. But after coming across their content, I feel like I have. Or have I? I can’t be too sure.

Their content is full of personality. It makes readers connect with it on an emotional level, relating its taste or sight to a Deep South rustic, homely vibe. It feels as if you are sitting down with an old Southern guy talking privately to you. Not to anyone else. Just you. It could even be Jack himself.

That is why it is so easy to talk about and buy a bottle or two.

6. US School of Music’s Classic

This is one of the most referenced ads in copywriting. It was published in 1927 by John Caples. What makes this simple ad timeless?

It uses a number of techniques that are common in copywriting today. For example, the headline leaves the reader in a cliff-hanger. “They Laughed When I Sat Down At The Piano - But When I Started to Play!” Who wouldn’t want to know what happened? Did they cheer you on? Did you play it poorly and refused to get off the stage so they had to drag you off? There is only one way to find out!

The calls to action are also very compelling. They appeal to the values of the potential buyers, establishing clear conversion.

7. Basecamp

One of the reasons why Basecamp is known for its sales and website copy is their use of common language - language customers use when talking about their products and services.

Additionally, their copy follows the PAS (Problem, Agitation, and Solution) formula. Under this formula, you start by presenting the problem or pain point. Then you emphasize the problem by agitating the reader, making them want the solution even more. Finally, you offer the light at the end of the tunnel by providing a solution.

To remove any uncertainties, under their call-to-action, they include a short social proof. If 3500 companies signed up last week alone, and you have the same problem, why wouldn’t you?

If you haven’t created one yet, it is important to have a swipe file containing different high-quality copies, ads, and articles. Not only will it inspire you when the need arises, but it will also serve as a reminder that one day, with enough practice, you might be a reference to another aspiring professional copywriter.

Do You Want The Best Business Copy? You Obviously Do. Hire a Professional Copywriter Today!

Anyone can create effective copy content with enough learning from studying those who have done it before you. However, there’s a steep learning curve that takes a lot of time.

The best way to get the best copywriting without sacrificing your precious time is to hire a professional copywriter to produce high-quality copy for you. That is where Zoey Writers comes in.

We are a copywriting agency that focuses on delivering high-quality content writing services for brands with different marketing goals. Whether you want content that will boost your brand’s visibility, attract more potential customers, or convert mere visitors into returning customers, our experienced copywriters will deliver it for you.

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