Marketing

Copywriting

April 27, 2022

Randy Ginsburg

Copywriting is one of the most important investments for a thriving DTC brand. Great copywriting is a combination of art and psychology and is a key driver for customer acquisition, conversion, and retention.

Unfortunately, most DTC companies still treat copywriting as an afterthought. If this is you, have no fear…


In this article, we’ll highlight five examples of effective copywriting and break down why they work, so you can apply them directly to your own business. 


Ready? Let’s dive in. 


1️⃣ Create contrast 

Creating contrast lets you showcase your product against a less favorable alternative. By using a common complaint to draw a distinction between their product and other healthy, but bland sugar-free cereals, Magic Spoon created a clever piece of copy for their cardboard shipping cartons. 



2️⃣ Get specific 

Being specific in your copywriting is crucial, especially when measuring benefits and impact. 

Qualitative descriptors like “a lot, tons, more, and faster” should always be replaced with concrete quantitative statistics. Specifics pull readers in, enhance credibility, and ensure that your company walks the walk or you’re a liar.  

This is why Bite Toothpaste uses a single, specific line of eye-catching copy to tell you exactly the problem they’re working to solve. It’s impossible to read this statistic without taking a moment to acknowledge how alarming it is… and that’s exactly the point. 



Imagine if it read, “A lot of toothpaste tubes are thrown out each year.” It wouldn’t hit nearly the same. 



To get even more specific, Bite’s sustainability page features a real-time counter to amplify the severity of the issue and create a sense of urgency among shoppers to find a solution: doing away with their traditional toothpaste tubes and switching to a more sustainable alternative like Bite.


3️⃣ Let your customers write your copy

With 31% of shoppers willing to spend more on a business with excellent reviews, it’s second nature for companies to use customer reviews to increase product page conversion.

While most DTC brands use reviews as a final push to get shoppers over the finish line, Jambys uses them as their primary sales tactic. 

Their site is covered in compelling, lighthearted, and authentic customer testimonials, many of which read (and likely convert) better than any meticulously engineered site copy ever could. 



Even their in-house copy uses a review-related hook. 



To bring it all together, Jambys dedicates the first option in their nav bar to a page solely for customer reviews. That’s prime real estate.


4️⃣ Make it relatable

When selling a premium product, your copy should always educate customers on why you’re better than the cheaper alternative. 

Well aware that the average Open Spaces site visitor will balk at the $50 price tag for a wire basket, their site copy follows these three steps: spark curiosity, emphasize the benefit, and give the consumer a relatable “aha!” moment. 



🤯 Spark curiosity 

Asking questions is a great way to grab readers’ attention and pique their interest.

“The great thing about our baskets?” Boom, tell me more. 


✅ Emphasize the benefits 

Next, Open Spaces tells you exactly why their baskets are helpful and better than the alternative.

“Their design. They keep things organized, but you can still see them.” 

 Aesthetically pleasing and functional? Sign me up. 


💡 The “Aha!” moment

“Track how much TP you have. Never get caught in the shower sans towel (again).” 

This triggers the funny and relatable “aha!” moment, where the customer can see exactly why having a see-through basket is helpful and how it could save them from future embarrassment (i.e., solving a pain point).


5️⃣ Wordplay

Witty wordplay makes your copy fun and memorable. While ultimately dependent on brand voice and product category, a playful copy style works perfectly for brands like Bombas.  

Take this March Madness-themed email, for example. 



It’s filled with puns, wordplay, and alliteration that immediately grabs readers’ attention and invites them to interact with graphics filled with more wordplay. 



Some readers may chuckle, others may say, “why didn’t I think of that!” and most importantly, many will engage. 


Some key things to remember:

  • Brevity always wins.
  • Keep it simple and write with your eraser. 
  • The more you test and iterate on new ideas, the faster you’ll find what works. 


There’s no one “right” way to approach copywriting, as long as you give it the attention it deserves. We’re excited to see what you come up with. 

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