5 examples of killer copywriting (volume 1)

Here are five sublime copywriting examples worth poking a stick at. Some new, some classic, some divisive (I’m looking at you, #2), from a variety of industries and mediums. Great copy is great copy.

Here we go.

1. The Hustle – email opt-in page

I’ve seen this one on quite a few copywriting example lists from top copywriters today. And for good reason.

The Hustle’s email opt-in page is conversational copywriting at its best.

The Hustle feels like the kind of friend I’d grab a beer with. Maybe even share a plate of chips and aoli. And split the bill. Nice guy.

It’s concise, on brand, and the benefits are clear.

But my favourite part is the call to action, “Sign up today and climb aboard our growing pirate ship.”

Pirates arrrr cool. Here’s my email. Click.

2. Deadpool 2 – Amazon product description

I came across this in a copywriting business group on Facebook not too long ago. It’s a perfect example of a less is more approach.

As you could imagine, there was quite a lively discussion. And it soon became clear who had not seen the first movie…

I love this copy. It’s short, to the point, and 100% on brand.

Obviously, Deadpool 2 is the sequel to the first one… It’s like Deadpool wrote it himself. Maybe he did?

Either way, the copywriter knows the target audience.

Fourth wall smashed in six words. Boom!

Clicks play.

3. VW – Think small (1959)

Now let’s zoom in on Julian Koenig’s beautifully written copy.

VW Think small was the top ad campaign of the 20th century according to Advertising Age. And the start of a new era in creative advertising.

It was the 50s. Volkswagen – a German car company, wanted to break into the American market. A market where huge cars from Detroit were the norm. A market that knew that Volkswagens were driven by Nazis.

Here’s what Advertising Age had to say about Think small:

“By stressing VW’s negatives in the ads, DDB turned them into a witty positive: A car that never changed never grew obsolete. In the 1960s, the Volkswagen Beetle became the best-selling imported car in America, and its advertising became the most influential in the industry.”

This copy holds a special place in my heart. But as influential as it is, I can’t say I’ve owned a VW…

4. KFC – FCK, we’re sorry

February 2018.

Black Panther smashed box office records.

Michael Cohen acknowledged that he paid pornstar Stormy Daniels $130K to keep quiet about her alleged affair with Trump.

And…

Almost 900 KFC stores across UK temporarily closed down due to a chicken shortage.

Naturally, fans of the finger-lickin good chain voiced their disappointment in droves across social media.

It could have spelt certain doom for The Colonel’s restaurants across the pond.

So how did KFC respond? Well, UK agency Mother London knew just how to handle it.

This copy works on multiple levels. It aligns with the brand – not taking itself too seriously. But still feels genuine. It shows that KFC is taking responsibility for the issue (even thought it was DHL’s fault for not delivering the chicken). Most importantly, it makes you smile. It’s much easier to forgive and forget when you’re smiling…

The ad even won a Gold Lyon at Canne! (that’s a pretty big deal in the advertising world)

Claire Beale, global editor-in-chief of Campaign, a UK brand supporting the ad industry, described the ad as: 

“a masterclass in crisis management… a powerful demonstration of the impact that a smart, clean, well-crafted press ad can still have among the cacophony of bland commercial noise.”

Well played, KFC. Well played.

5. Porche 911 – Youth dreaming

I’m not a car guy, but I really get a kick out of high-end car advertising. From the Rolls-Royce ads by David Ogilvy in the late 50s, to modern day Alfa Romeos dancing on ice. There is some beautiful, evocative work.

You see, there’s a lot of wealth and ego in the target market. It’s all about the ultimate experience of status, luxury and power. And a lot of amazing copy taps right into that.

One of my favourite Porche ads is a billboard I drove past last year that said, “the only car faster than a Porche 911 Turbo, is the new Porche 911 Turbo.”

I’ve been trying to find it online, but haven’t had much luck. So I found another that might even top it.

This copywriting example puts Porche in a category all of its own. As if the competition doesn’t exist. That’s bold. But Porche can pull it off.

What’s more, the copy goes a step further to trigger a spot of indulgent nostalgia. A reminisce of dreams from youth. 

And there are few things more enticing than an opportunity to fulfil a life-long dream. Especially when the main objection ($$$) is somewhat alleviated.

“And we’re now making it very affordable for you to drive one. After all, we know how many decades you’ve waited.”

Nice one, Porche.

Final words 

Right, that’s it for this edition. But don’t despair… I’ll be back soon with some more awesome copywriting examples. And there are plenty of other copywriting articles on my blog to keep you engaged.

The really good news is, though, if you’re enjoying these articles, you can book me to write for your business. Happy days!