Copywriting is the art of using words to persuade, inspire, and drive action. The best copywriters blend psychology, storytelling, and clarity to create messages that stick. Below, we dissect 10 world-class copywriting examples from iconic brands and campaigns, revealing the strategies behind their success and how you can apply these lessons to your own work.
1. Apple: “Think Different”
The Copy:
“Here’s to the crazy ones. The misfits. The rebels. The troublemakers… Because the people who are crazy enough to think they can change the world are the ones who do.”
Why It Works:
- Emotional storytelling: Apple positioned itself as a brand for innovators, not just tech users.
- Inclusive rebellion: It flattered customers by associating them with visionary figures like Einstein and MLK Jr.
- Simplicity: Short sentences and repetition of “the” create rhythm and memorability.
Key Takeaway:
Align your brand with a higher purpose or identity. Make customers feel like they’re part of something bigger.
2. Nike: “Just Do It”
The Copy:
“Just Do It.”
Why It Works:
- Universality: Three words apply to athletes, entrepreneurs, and everyday people.
- Action-oriented: Instills urgency and eliminates excuses.
- Brand legacy: Repeated across decades, it’s become synonymous with determination.
Key Takeaway:
The best slogans are short, motivational, and adaptable to countless contexts.
3. Dollar Shave Club: Launch Video Script
The Copy:
“Are the blades any good? No. Our blades are f**ing great.”*
Why It Works:
- Humor: Founder Michael Dubin’s deadpan delivery disarms viewers.
- Clarity: Immediately addresses skepticism about quality and price.
- Relatability: Mocks the absurdity of overpriced razors.
Key Takeaway:
Don’t be afraid to break conventions. Humor + honesty can make your message viral.
4. Charity: Water: “Donate Your Birthday”
The Copy:
“Instead of gifts, give clean water. Your friends and family will get a video showing the impact they made.”
Why It Works:
- Specific ask: Taps into a personal milestone (birthdays) to drive donations.
- Tangible impact: Donors see exactly where their money goes.
- Social proof: The video incentivizes sharing, turning donors into advocates.
Key Takeaway:
Make your call-to-action (CTA) personal and outcome-focused.
5. Airbnb: “Belong Anywhere”
The Copy:
“Don’t go there. Live there.”
Why It Works:
- Aspirational: Shifts focus from “vacation” to “living like a local.”
- Emotional appeal: Promotes connection and belonging, not just lodging.
- Visual storytelling: Paired with photos of real homes and hosts.
Key Takeaway:
Sell an experience, not a product.
6. Old Spice: “The Man Your Man Could Smell Like”
The Copy:
“Look 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.”
Why It Works:
- Absurd humor: The over-the-top ad (starring Isaiah Mustafa) went viral.
- Audience targeting: Playfully addressed both men and women.
- Memorable repetition: “Look at your man. Now back to me.”
Key Takeaway:
Know your audience’s sense of humor—and don’t take yourself too seriously.
7. Slack: “Where Work Happens”
The Copy:
“Slack replaces email inside your company… Be less busy.”
Why It Works:
- Problem/solution framing: Identifies a universal pain point (email overload).
- Brevity: Explains a complex tool in plain language.
- Benefit-driven: Focuses on outcomes (“Be less busy”).
Key Takeaway:
Lead with the problem your product solves, not its features.
8. Spotify: “Thanks 2016, It’s Been Weird”
The Copy:
“2016, you really outdid yourself. Thanks for the airtime. Let’s do this again next year?”
Why It Works:
- Cultural relevance: Referenced memes, news, and user-specific listening habits.
- Personalization: Used data to create individualized year-end summaries.
- Shareability: Users posted their “Year in Review” on social media.
Key Takeaway:
Leverage data and trends to create personalized, timely content.
9. Tesla: “The Mission of Tesla”
The Copy:
“To accelerate the world’s transition to sustainable energy.”
Why It Works:
- Visionary language: Positions Tesla as a leader in global change.
- Simplicity: One sentence explains the “why” behind the brand.
- Aspiration: Appeals to environmentally conscious consumers.
Key Takeaway:
Define your mission clearly. People support why you do something, not just what you do.
10. HubSpot: “Stop Interrupting. Start Attracting.”
The Copy:
“Buyers are in control. They block ads, skip commercials, and delete spam. So stop interrupting strangers, and start attracting customers.”
Why It Works:
- Challenge the status quo: Criticizes outdated marketing tactics.
- Educational angle: Introduces “inbound marketing” as the solution.
- Empowering: Positions HubSpot as a guide, not a salesperson.
Key Takeaway:
Position your product as the answer to an industry-wide problem.
How to Write World-Class Copy: Lessons from the Pros
- Know your audience: Nike and Airbnb speak to identities, not demographics.
- Lead with emotion: Apple and Charity: Water tap into pride, hope, or belonging.
- Be specific: Dollar Shave Club and Slack cut through noise with clarity.
- Use humor wisely: Old Spice and Spotify balance wit with purpose.
- Simplify your message: Tesla and HubSpot prove less is more.
Final Thoughts
Great copywriting isn’t about clever wordplay—it’s about understanding human psychology and delivering value. Whether you’re selling razors, software, or a social mission, these examples show that the best messages are clear, confident, and customer-centric. Study them, steal their strategies (ethically!), and watch your conversions grow.
Dinesh K Verma is an experienced SEO strategist and WordPress expert with over 12 years of industry experience. He specializes in creating optimized, user-friendly websites that drive traffic and conversions. As the founder of SEOBallia.com, Dinesh shares his expertise through insightful articles and practical guides. His mission is to empower businesses and individuals to achieve online success.