When you think of some of your favorite brands, chances are, they have a strong personality that’s reflected in their marketing and advertising content. Good copywriting is essential to brand marketing, as it allows you to effectively communicate with your audience and reinforce your brand. When a product or service has a prominent personality, it builds brand loyalty and makes it more likely that your audience will fall in love with your brand. There are some companies that truly understand the importance of this quality and have some of the best content. Use some of it as inspiration when building your own.
1. Planet Fitness
A gym with a self-proclaimed reputation for being the “judgment-free zone,” Planet Fitness offers members pizza on the first Monday of every month and bagels the following Tuesday. Upon signing up, each member receives an XL T-shirt regardless of their size to reinforce the brand. While these offerings are enough to stress its personality as the gym for ordinary people, the brand’s content also reinforces this message. A recent post on the brand’s Facebook page referenced the popular “tbt” hashtag and said “For years, the 2nd Tuesday of every month was just the 2nd Tuesday of every month. People had to find their own bagels. It was a sad time but Bagel Tuesday changed everything.” The laidback tone, in addition to the reminder of free food at a gym, supports the company’s mission and entertains its audience in the process, which are important goals in all creative careers.
If you’ve ever signed up to receive emails from local deal website Groupon, you’re familiar with their eccentric tone and creative philosophy. One of their recent offers is an extreme discount on statement socks, and the description on Groupon’s website starts with, “If your socks are visible, you’re either a middle-schooler going through a growth spurt, or a trendspotter.” While this opening line could be too bold for any other company, it works with the brand’s defined personality that’s been reinforced throughout its marketing.
Another example of great copywriting from Groupon can be found in their process to unsubscribe from emails. Although most companies’ approach to unsubscribing is typically standard – after all, that audience is often former customers who are choosing to remove themselves from the prospect list – Groupon didn’t fail to put their own spin on it. After clicking the unsubscribe link, users are taken to a landing page that gives the opportunity to “Punish Derrick,” the supposed man behind all of the emails. When you click the punish button, a video plays and shows hot coffee being thrown on him as a way of getting revenge. While unusual, it works well with Groupon’s out-there brand.
3. Old Spice
A deodorant that’s been around for generations, Old Spice currently has more than 2.6 million fans on Facebook, and its strong copywriting could have something to do with it. The brand’s infamous “man your man could smell like” campaign used a debonair actor who personified the brand with his extreme gentleman-like qualities. One of the advertisement’s scripts starts off with, “Hello, ladies, look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me, but if he stopped using ladies scented body wash and switched to Old Spice, he could smell like he’s me.” The snappy, bold statements stay in line with the campaign and reflect the brand’s confident personality. Regardless of the type of marketing job you have, copywriting is an important skill that can make or break a brand.
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