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All of us benefit from standing on the shoulder of giants and you can become a better copywriter by simply looking at good copywriting examples.

I’ve listed 27 examples of brilliant business copy below and clearly explained why the copy works.

I've also placed an alternative version alongside it that's designed to highlight the value of copywriting, so this piece of copy is supposed to be credible and comparable... but intentionally worse.

A close-up of the word 'focus' in a dictionary

1. Dollar Shave Club

Their copy:

Get a personalised, top-shelf grooming routine as unique as you are.

Imagine this:

Get premium razors, oils and skin care products to help you look your best.

Dollar Shave Club's homepage copy is much more emotional and plays on the fact that you won't be purchasing generic products - you'll be getting an experience that's tailored to you.

2. Apple

Their copy:

1,000 songs in your pocket

Imagine this:

Listen to your music on the go

Apple's famous slogan tells you everything you need to know about the iPod. Basically, it screams aspirational convenience.

3. Innocent Drinks

Their copy

We're here to make it easy for people to do themselves some good [whilst making it taste nice too].

Imagine this:

We offer healthy drinks that taste amazing.

The second variation is simpler, but it's too dry. The original copy feels less corporate and also subtly includes a USP - that the whole experience is going to be "easy".

4. Basecamp

Their copy

The all-in-one toolkit for working remotely.

Imagine this:

Manage your projects and communicate easier than ever.

Basecamp's homepage copy is a great example of a catch-all line. It tells you everything about their business. With their product, it would have been easy to have thrown in some technical jargon but, instead, they've kept things simple and effective.

5. Red Bull

Their copy

Red Bull gives you wings.

Imagine this:

Get a daily boost.

Both pieces of copy essentially convey the same message, but one is far more memorable. The word "wings" also makes you feel and imagine the kind of effect you're going to enjoy.

6. Airbnb

Their copy

Wherever you go, we have a place for you.

Imagine this:

Choose from 1,000s of places to stay all over the UK.

The interesting thing about Airbnb's tagline is that they take ownership of the arrangement. The properties listed on their site come from the public, but they say "we have a place for you". That gives the reader a more connected feeling.

7. KFC

Their copy

It's finger licking' good

Imagine this:

Tasty chicken you'll love

Just like the Red Bull line, KFC's effort goes beyond merely words. The copy actually makes you think about food and feel something.

8. Shopify

Their copy

Anyone, anywhere, can start a business.

Imagine this:

We make it easier than ever to start your own business.

Shopify's message is simple, but effective. Importantly, it also removes all barriers to entry.

9. Ikea

Their copy

Our coated fabric chaise longue is durable and easy to care for, great for families with children.

Imagine this:

With a luxurious, yet durable fabric, our classy chaise longue will give you long-lasting and comfortable opulence.

Ikea really knows what it's doing with this product description. Not only does it bring the piece of furniture to life, but it's also laser-focused on a particular audience.  

10. Colgate

This piece of copy exists on one of Colgate's product pages

Their copy

Help grow healthy smiles

Imagine this:

The perfect toothpaste and brushes for your kids

Colgate's copy is more emotional, with the word 'healthy' playing a particularly important role in appealing to a parent's sense of responsibility. The other version doesn't give us a reason to do anything else. In fact, we're required to do more digging.

11. Carlsberg

Their copy

Probably the best beer in the world.

Imagine this:

Clean, light and refreshing beer... every time.

This is another example of a clever tagline that's taken on a life of it's own over the years. It's bold, but subtle. Confident, yet soft. The alternative version is fine, but the tone of voice and style is like every other commerce description.

12. Oreo

Their copy

These cookies are always grabbable and always dunkable, with or without a glass of ice-cold milk.

Imagine this:

Our cookies are always fresh, tasty and here to give you a smile whenever you most need one.

Oreo's copy hits our senses hard. We read their copy and imagine the picture that's being painted for us. In short, it makes us want to buy some cookies.

13. Slack

Their copy

Speed up communication and work more securely with your partners by inviting them to a channel in Slack.

Imagine this:

Work more effectively in every way with Slack.

Slack's copy works because it specifically addresses a couple of pain points. Their target audience wants to communicate quickly and securely, so that's exactly what they call out. People could infer the same from the alternative copy, but it's more vague.

14. Tesla

Their copy

Like every Tesla, Model Y is designed to be the safest vehicle in its class. The low center of gravity, rigid body structure and large crumple zones provide unparalleled protection.

Imagine this:

Strong, stylish, safe and packed with modern features, Model Y is everything you need from a car.

Again, Tesla decides to address one issue: that of safety. It could have described the car in a broader fashion, but they've chosen to zone in on a certain aspect. It shows that specificity requires braveness, but it's the right play.

15. Wynn

Their copy

Private access to your own entrance and the exclusive pool: just two perks of the Wynn Tower Suite King.

Imagine this:

Want to spoil yourself? Then the Wynn Tower Suite King is the room for you.

This is another example of how it's better to be specific than general with copy. Wynn could have gone with something like the alternative version, which is nice enough, but lacks a hook. We don't know why this room is so amazing. Instead, Wynn chooses to mention 2 of the USPs.

16. Lego

Their copy

Gift a really cool world.

Imagine this:

Lego makes the best gift.

The word "world" is really powerful here. It implies something deep, that Lego isn't just a toy - it's a chance for kids to get creative and lose themselves.

17. Lyft

Their copy

Want to be your own boss? Start today.

Imagine this:

It's time to drive and earn on your own terms.

Notice how Lyft doesn't even mention driving. This one-liner is appealing to people's desire to start their own business and enjoy some freedom.

18. FedEx

Their copy

We're here to help your business deliver when you and your customers need it most.

Imagine this:

Cost-effective delivery that you can rely on every time

Both versions kind of say the same thing, but FedEx do a couple of important things. First of all, the use of "we're here" implies that it takes responsibility for the service. That's important. Also, it calls out "your customers", which leverages emotion.

19. Dove

Their copy

For over a decade, we've been working to make beauty a source of confidence, not anxiety.

Imagine this:

Get the top quality beauty products you've always wanted at fair prices.

Dove uses powerful position to make an important point - that most people use beauty products to increase their self esteem and confidence levels. We sometimes forget that. Dove's copy makes us feel more understood.

20. Kia

Their copy

The Kia Picanto is full of comfort features, smart ways to stay connected, and advanced technologies to keep you safe.

Imagine this:

Put copy here

The clever part about Kia's product description is that is talks about the 3 key things that consumers are interested in when it comes to cars: features, connectivity and tech.

21. Starbucks

Their copy

The perfect mix of a creamy chocolatey body, mocha whipped cream and chocolate flavour truffle topping, made just for you.

Imagine this:

If chocolate is your thing, you'll love our latest concoction. It's pure heaven in a mug.

Talk about bringing a product to life through words. The description is mouth watering, but the sign-off is nice. They don't just talk about the product and leave it there, they end by saying that the drink is "made just for you".

22. Amazon

Their copy

Buy now with 1-Click

Imagine this:

Order easily today

Amazon is one of the most powerful companies of all time and much of its success is built on serving customers. Their mission is simple: to enable people to purchase whatever they want quickly. With that in mind, this line calls out the USP very clearly.

23. Nike

Their copy

Nothing as fly, nothing as comfortable, nothing as proven - the Nike Air Max 90 Premium. 

Imagine this:

You'll look good and feed good with the Nike Air Max 90 Premium. Ready to get people talking?

Nike's copy just sounds cool, doesn't it? You get a real feel for the trainer without even seeing a picture. You know you're going to look good and get a high-quality product.

24. MailChimp

Their copy

MailChimp helps small businesses do big things.

Imagine this:

Send emails, connect with customers and sell products.

The alternative copy is fine, since it describes exactly what email marketing can help you achieve. The trouble is, there's no point of differentiation. If you were comparing MailChimp with other service providers, the copy on the left is more impactful.

25. Trello

Their copy

Trello helps teams work more collaboratively and get more done.

Imagine this:

Find out what's being worked on, who's working on it and where a job is in a process.

Again, Trello draws out a couple of crucial points with its copy. Trello makes people collaborate more effectively, but it ultimately helps achieve a massive goal - to help teams "get more done". As a business owner, this is the Holy Grail.

26. Coca-Cola

Their copy

Coca-Cola Zero Sugar is the perfect drink for people who want all the taste of our original drive, without the sugar or calories.

Imagine this:

With Coca-Cola Zero Sugar, you can enjoy a lush, sparkling drink without the guilt. 

The tone of the second version is nice, but the real copy deals with a couple of issues. Firstly, it alludes to the fact that this isn't an alternative drink - it's a version of the popular original. And secondly, it calls out the sugar and calories thing... which is important to people.

27. gruum

Their copy

Our essential collection is here to rescue your daily routine.

Imagine this:

The best razors and skin-care for your daily routine.

The original copy here is really clever, since it implies that there's a problem with our daily routines. Unless our grooming routine is perfect [which is unlikely], we're going to identify with this.

So, there are 27 unique copywriting examples, all of which have been explained. Hopefully these examples have highlighted the importance of copywriting in business.

If you're a new or aspiring copywriter, why not check out these copywriting tips and see if you can make these brands shine even brighter? Who knows, you could pick up a client or two...

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