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March 18, 2015 // 8:00 AM

Companie That Totallyail Copy iting

Written by Corey Eridon | @Corey_bos

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MARKETING / 4 days ago10 Companies That TotallyNail Copywriting

MARKETING / 1 day agoThe #1 Productivity InvestmentSales Teams Are Making ThisYear [Research]

MARKETING / 2 days ago

You all know The Old Spice Guy, right? The years-old "The Man Your ManCould Smell Like" campaign was memorable for many reasons, but one ofthem was that it gave Old Spice a voice. A voice that came through in everyvideo, commercial, tagline, Facebook update, tweet -- you name it.

And do you know who is behind all of that marketing collateral?

Copywriters. The ability to find the exact right words to tell your company'sstory isn't an easy feat, and it's even harder to do so consistently. So whenwe come across companies that are doing it successfully, we think theircopywriters deserve a pat on the back (and a raise?). Take a look at someof the companies we think have stellar copywriting, and if you're looking,maybe get some inspiration for your own brand, too.

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Download our free copywriting guide here tolearn how to be a better copywriter yourself.

10 Brands WithStellar Copywriters

1) UrbanDaddy

UrbanDaddy has mastered the art of getting me to open emails. Take a lookat these subject lines:

Let's click into one to see more epic copywriting, shall we?

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This is the copy of the email with the subject line, "Fun." There are a couplethings I notice in this email. First, there's no long preamble; the writers getstraight to the point, a wise choice for something as simple as a rubberband gun lest the reader feel cheated reading sentence after sentence forsomething so common.

Second, take a look at the purposeful sentence structure. This copywritereschews conventional grammar rules by combining run-on sentencesand traditional product promotion copy in sentences like, "Lock and loadwith Elastic Precision, a Kansas City-based workshop that manufactureshigh-powered weaponry except not at all because they actually just shootrubber bands, now available online." Keep reading, and you see aconversational tone that mildly mocks the silliness of the product, but alsoloops the reader in on something kinda fun.

And then, of course, they close with badgers. And how can you go wrongwith badgers?

Best of all, UrbanDaddy's unique tone is found in every single piece of copythey publish -- from emails, to homepage copy, even to their editorial policy:

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This company clearly knows its audience, which jokes to crack, and haskept it consistent across all their assets.

2) EAT24

You may know EAT24 for their brilliant blog posts on Bacon SrirachaUnicorn Diaries, but they deserve credit for their short form copy, too. Takea look at their homepage sliders, for example:

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Yes, it's funny copy -- but it doesn't sacrifice clarity for humor. I wasintroduced to EAT24 via their blog (a co-worker shared it with me), and hadnever heard of them. After reading copy like this on their homepage, it wasall clear in just a few seconds.

If you think the brilliant copy stops at their homepage, think again. Theyextend it to their job descriptions, too:

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And to their email subscription call-to-action:

Even to their meta descriptions:

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3) Velocity Partners

No post from me about excellent copywriting would be complete withoutmentioning the folks at Velocity Partners. A B2B marketing agency out ofthe U.K., we've featured co-founder Doug Kessler's SlideShares time andagain on this blog because he's the master of word economy. And sincewe're talking about word economy I'll shut up and let you check out one of hisSlideShares.

The Search for Meaning in B2B Marketing from Velocity Partners

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4) HipChat

I found this example while downloading HipChat on my work computer.HipChat takes a creative approach to copywriting by figuring out how toembody another popular group of voices: the folks on the American versionof The Office. I like it because it's not a forced analogy for the work HipChatis doing -- it nails the characters' hypothetical behavior and language hadthey ever used software like HipChat and entertains while still explaininghow their software helps employees collaborate.

Take a look at the exchange you'll find on HipChat's software downloadpage:

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5) Intrepid Travel

The copywriters at Intrepid Travel, a Melbourne-based adventure travelcompany, are on this list because they understand where the intersection ofinteresting and informational lies. I love seeing copy that is totally and utterlyfunctional -- that delivers critical information, but is so pleasant to read thatyou actually keep reading. Quite a feat on the internet these days.

Take a look at their company description, package names, and packagedescriptions below for some examples of this fantastically functionalcopywriting in action:

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Of course, they do benefit from quite a lovely subject matter, but still -- hatsoff you to, Intrepid Travel.

6) R/GA

With the exception or UrbanDaddy, I've been focusing a lot on site copy sofar, so I wanted to check out some examples of excellent social mediacopywriting. I know you all like to see some more B2B examples in here,too, so I surfaced one of the best examples of the holy grail: Twitter copy,from a B2B company, that's funny. Behold, some recent highlights fromthe R/GA Twitter account:

added "proficiency in Yo" to the skills section of myresume“

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— R/GA (@RGA) March 11, 2015

— R/GA (@RGA) March 4, 2015

Here's the thing: anyone whose time is valuable enoughto order Pizza Hut hands-free from their connected car isnot eating Pizza Hut.

“

— R/GA (@RGA) March 2, 2015

I like it when I happen to see a tweet in the 2-3 seconds itexists before it's deleted. I have no proof but I believethis brings me luck.

“

— R/GA (@RGA) February 27, 2015

The dress is stupid. But the llamas. The llamas wereriveting drama, with a story arc, separation and reunion,moral ambiguity.

“

— R/GA (@RGA) March 3, 2015

Say what you will about Hillary, but she reached inboxzero.“

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7) Trello

Do you know what Trello is? If the answer is no, this copywriter is for you.Check out how clear this product description is, first:

And then check out how clear the use cases are:

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Some of the use case clarity can be attributed to how smart the product is,but I think copywriters deserve some credit for communicating it clearly, too.I mean, when is the last time someone just started a product description with"This is"? Nicely done, Trello. Call it like it is.

8) innocent

Check out U.K.-based drink makers innocent, and you'll see a language,style, and tone that matches their philosophy, product, and even theirbranding and design. It's all just clean, straightforward, and simple. Andbelieve it or not, simple is a really, really hard thing to nail in copywriting.This stands out best on their "Things We Make" page. (Isn't that page nameeven beautifully simple?)

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This same straightforward-but-charming copywriting philosophy extends to

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their site navigation:

And, my personal favorite, to their bananaphone:

9) GymIt

I've always loved the copy at GymIt, and will check back to their site andsocial profiles periodically to see if they've freshened it up. Luckily, they'reno one-trick pony and have continues to keep their site fresh with captivatingcopy. Here are some of my favorites, all of which hit on the pain points ofgym-goers that they try to solve (and actually do solve with their customer-friendly policies).

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I can vouch for that one. As a former GymIt member who moved too far tomake the trek to my facility anymore, it was refreshing to be able to walk inand just ... quit. My former gym? I quite literally had to pretend I moved.

All of this rolls up to their philosophy, espoused eloquently on their "About"page, that gyms should just be about working out:

And how did their copywriters choose to make sure everyone knew what thisnew gym franchise was about if they didn't read that About page? Thistagline:

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Doesn't get much clearer than that.

10) ModCloth

ModCloth is a brand that has always had an excellent grasp of their buyerpersona, and it comes through in their pun-filled copywriting. All of theirproducts are silly plays on words -- check out this screen grab of some oftheir new arrivals, for example:

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Dive into their product description copy, and it's equally joyous, evocative,and clever -- just like their customers. Often, it'll also tell the story of whatyou'll do while wearing their items:

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After reading their descriptions, one can imagine what their life would belike if they owned this product. That's Copywriting 101, but so few brandscan actually pull it off like the folks at ModCloth do.

Editor's Note: This post was originally published in July 2012 and hasbeen updated for freshness, accuracy, and comprehensiveness.

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I don't know about you, but I can only hear buzzwords like "utilize,""leverage," and "streamline" so many times without rolling my eyes.

Every field has its fair share of jargon, and a lot of people slip into the habitof using the same words over and over and over again to describeprocesses, positions, and company goals. No matter how tired of fluffyvocabulary you are, though, it's important to know what they all mean --

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especially if you're an entrepreneur navigating the world of influencing andinvesting.

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How to Learn Social Media Marketing: 41Resources for BeginnersWritten by Ryan Scott

Social media is one of those marketing channels that can be very powerful... or very boring. You'll either have a lot of success interacting with yourcustomers, or you'll see little results. Few do social media really well, andthose who do see great things come from it. But for everyone who doessocial media well, there are hundreds of others seemingly spinning theirsocial wheels with no results.

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25 Simple Ways to Grow Your Email ListWritten by Andy Pitre

I have some bad news: Your email marketing database degrades by about22.5% every year. Your contacts' email addresses change as they movefrom one company to another, opt-out of your email communication, orabandon that old AOL address they only use to fill out forms on websites.

As a marketer, it's your job to make sure you're constantly adding freshcontacts to your email marketing campaigns so you can keep your numbersmoving up and to the right.

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Four Strategies for Matching Gift Successfor Your School or NonprofitWritten by

Everyone notices that ill-advised tattoo you got in high school for yournonprofit-obsessed girlfriend. You know, the Latin quote on your left forearm,written in fancy cursive, that translates to, “She who matches gifts wins.” Or

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is that just me? Either way, marketing matching gifts online is just like aconspicuous tattoo: the ink only takes up a small portion of your skin, but itgrabs everyone’s attention.

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What Happens After You Get a Bid on SharkTank?Written by Lindsay Kolowich

Whether you're a budding entrepreneur or just interested in the startup world,you've probably heard of the reality TV show Shark Tank.

For those of you who need a refresher, here's the premise: Each episodefeatures four promising entrepreneurs from all walks of life who pitch theirvarious businesses to a panel of five, cutthroat "sharks" -- self-mademultimillionaire and billionaire investors who've achieved enormous successin their respective industries.

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A Simple Guide to Keyboard Shortcuts forFacebook, Twitter & More [Infographic]Written by Lindsay Kolowich

We're all aware that we spend a lot of time on social media these days.Many would even say we're spending too much time -- not stopping to smellthe roses, so to speak. After all, the average 18- to 34-year-old Americanknocks around on social media sites like Twitter and Facebook for up to 3.8hours per day.

But when browsing and posting on social is your job, it's not like we canresolve to block Facebook during working hours.

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Dove, Clinique & L'Oréal: 7 Brands ThatChanged the Face of Beauty MarketingWritten by Jami Oetting

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This post originally appeared on Agency Post. To read more content likethis, subscribe to Agency Post.

The beauty industry was built by women and men from modestbackgrounds. They were door-to-door sales people, wig makers, andchemists who grew their empires during a period of changing attitudes onbeauty and women's role in public.

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7 Hilarious Twitter Brand Hashtag FailsWritten by Seth Fendley

We all know that Twitter offers you the ability to create a trackable, brandedhashtag. But have we really thought about the implications of this? You asthe company choose the words, letters, and caps on the hashtag. This is agreat opportunity to create a name for your company, but it is also a greatopportunity to show that you have not planned at all for the branding monsteryou have just created.

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10 User Generated Content Campaigns ThatActually WorkedWritten by Eric Siu

Tired of struggling to crank out the endless streams of content needed toappease today’s consumers? You’re in luck! There is an option for burnedout business owners, and that’s user generated content. This technique, inconjunction with the growth of popular social media websites, allows modernbusinesses to delegate some of these brand-building responsibilities to anunlikely voice -- their customer.

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The Ultimate Guide to Throwback Thursday:How to Use #TBT in Your MarketingWritten by Laura @Pistachio Fitton

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While you've probably seen the hashtags #throwbackthursday and #TBTthrown around, you might not have tried using them much. Used primarilyon Instagram, Twitter, Facebook, and Pinterest, Throwback Thursday postscan liven your marketing campaigns up and generate real results -- that is, ifyou know how to use them right.

To help you figure out how to navigate this trend, we pulled togethereverything you need to know about using #TBT in your marketing.

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The Growth Show: How One Woman Built aFashion Business That Gives BackWritten by Dave Gerhardt

After spending years in the fashion industry and witnessing environmental

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As an entrepreneur, failure is an everyday activity. It’show you manage it that determines your success. [ClickTo Tweet]

“

- Beth Doane, Raintees Founder

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After spending years in the fashion industry and witnessing environmentalpollution and human rights violations, Beth Doane had finally seen enough.But instead of leaving the industry behind, she wanted to try and change it.

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