SALES & MARKETING
6 Insanely Persuasive Examples of Copywriting That Generate Sales
Jeanne San Pascual
11 November 2020
Sales copy can play a defining factor in the success of the product or service you’re selling.
Going by with images or video alone is a missed opportunity for conveying a powerful impact on what your product or service can do.
Say you have developed the first ever sunglasses that doubles as an audio device. A mere photo alone won’t tell you its specs. While a video of it won’t be able to discuss all the details you might want to include.
Adding copy in your sales page is what will compel people to take action.
Unfortunately, many business owner don’t know why sales copy matters or even what it is in the first place.
Worse, a good number publish uninspired copy that turns off consumers and practically gives away business to their competitors.
Although sales copy isn’t something you can ace at first try, there are a lot of ways you can improve your copy so it resonates with your target audience.
You need sales copy because attracting customers isn’t easy.
You need to address your prospects in a way that engages them and speaks to their needs and desires…
Why? Because it’s what will HOLD your target audience’s attention.
And to get to know how to do that, there’s no better way than to look at some examples of amazing sales copy that can help you increase your own bottomline.
Example 1: Jack Daniels Tennessee Fire Ad
Superb copywriting always uses powerful mental images to persuade.
Depending on what emotion you want to evoke, you’ll want to paint a picture that reflects what your prospects need or desire.
Whether you want to create something nostalgic or bold, the key is to fashion such sentiments using your words.
A good example of this is the print ad below by Jack Daniels for their Tennessee Fire variant. They showed how fiery their drink is by comparing it as similar to drinking with the devil.
If that doesn’t give you an idea on how spicy the Tennessee Fire is, I don’t know what would.
“Any business that has employed marketing or advertising strategies that worked knows the value of good copy.”
Example #2: Swanndri
Another great technique to incorporate into your copy is to use stories.
Stories are a perfect way to make your brand more relatable to your prospects.
Often enough, many businesses make the mistake of not letting their audience know what differentiates them to their competitors. This then translates to a missed opportunity of resonating with your audience.
Why? Because people want to know why they should pick you over others.
Since every store is unique, it’s your chance to show your business values, how you started, and more!
Maybe you started your business after seeing the lack of eco-friendly options for laundry care solutions. This will then attract like-minded customers who want to use products that are good to the environment as well.
The benefits of stories are twofold: it helps draw in your ideal prospects while letting them know why they should pick you.
Below, Swanndri does just this by painting a vivid pictures of what the common conditions are like when outdoors. They then incorporate this firsthand knowledge into how they craft their products.
They then zero in on something they know their target audience are adamant about—durability and effectivity…
Crafting a powerful story are all the above things and more.
It’s not just about sharing something interesting but also highlighting the values that your brand particularly upholds.
So go create stories and make it yours by adding your brand’s individuality!
Example #3: BarkBox
One sure way to draw your ideal customer’s attention is to speak their language.
How do they know they’re your target if they can’t relate to it?
In order to know what language your target audience uses, you have to first know what’s in their head.
Do they have any specific lingo they use? What things do they usually concern theirselves with? Such questions will help you find out more about your customers.
Using their language shows that you know them and that you cared enough to get to know them.
This then creates a sense of familiarity and allows you to take part in the conversation going within their head.
The result? A better way to build trust and engagement.
Here’s a superb example from BarkBox letting their audience of dog owners know that their own pack (of dog staff) has their back.
It’s a term that dog owners everywhere know and use so it’s immediately relatable for them because they too, have their own pack.
Example #4: Harry’s Shaving Sets
The product descriptions for Harry’s Shaving sets is a perfect way to get your target audience to say, “That’s a must-have for me!”
It’s brief, catchy, and does a number of things correctly.
First off, they made sure to write the description for the person who would LOVE their shaving sets.
And who’s exactly that? Guys who like primping themselves up and does it regularly.
So what are the things they did right?
First, they painted a picture of how it feels to use their product by using sticky or sensory words (e.g. weighted core, textured rubber grip).
The result? You get a pretty good idea of what it feels like using their shaver.
Taking that up a notch, they also kept their tone consistent with their brand while steering clear from cliches and empty phrases.
Whoa, that’s a tough feat, I tell ya.
This just goes to show that people don’t want long ass descriptions.
They just want to know what they’ll be getting.
So keep your product short and attention-grabbing, to say the least.
Make use of bullet points. Explain the benefits and features to lure your target customers in!
Example #5: AirAsia Ad
AirAsia is known for their budget flight options and is a fun brand that’s not afraid to get cheeky.
This is particularly evident with an ad they ran in 2008 where it says, “Cheap enough to say, Phuket I’ll go.”
It was a funny and clever wordplay on a certain curse word, replaced by a popular destination instead.
The ad was able to successfully grab attention so the readers are likely to read the next line of the ad which contains the call-to-action (Book online at airasia.com).
If you have a fun brand personality, you can frame your messages the same way so your customers stick ’til the end to read it.
Example #6: L’oréal Lipstick Ad
L’oréal does two things well in this ad.
First, they championed a cause where they called for more women to be hired for leadership roles. And then associating that with their famed brand tagline, “We’re all worth it.”
But more than that, they backed up why women are “worth” leadership roles…
Because thee more women in these roles, the higher the profitability of a company.
Now that’s what I call a one-two punch combo!
Copywriting for Ads
The above ads showed us different ways on how you can go about writing your own ads.
Whatever your chosen copywriting technique is, the key is in making sure that it fits the way you want your brand to be seen.
For example, if you want to convey that you have a fun brand, don’t be afraid to get playful or cheeky. Your audience will love you for it if you’ve always been known as that.
I hope the breakdown of these six examples helped and inspired you in the creation of your own ads!
Why, hello there! Thanks for reading this far. 😉 I’m the copywriter behind The Copy Psychologist and I’ve been a full-time copywriter since 2011. Over the years, I’ve worked for more than 90 brands and businesses in creating copy for their emails, websites, and sales pages—to name just a few.
I use my background in psychology to write copy that wins sales, overcomes barriers to purchase, and conveys value without the standard “salesy” spiel that ick people out.