In the age of media and marketing, almost everything you look at is copywriting in some way. A tweet, an Instagram caption, and of course the advertisement.
Some of this copywriting is ineffective. In fact, a lot of it is. People scroll by quickly, especially if it’s not something they’re looking for.
Some of it is great. There have been times where the copywriting has been so effective I’ve given them my email and signed up for their service within minutes of finding them.
In search of examples of great copywriting, I stumbled across a website that actually sells, conveniently enough, copywriting services.
It’s called Honey Copy and I found the copywriting on the home page very compelling. Let’s go through and nitpick everything about this page.
Right off the bat we’re pulled in.
The top black bar grabs our attention with a “Pssst” by insinuating a whisper as opposed to the usual yell we’re often bombarded with. This also implies that what he has to tell us is a secret not many people are aware of. It uses amusing and vivid language like “caress” as well as the promise for something in return, “to sell like hell.”
The honey bee logo’s meaning I don’t think
The opening line, “Let’s write something human” is unique and intriguing. What does that mean, exactly? We’re not sure, but we know it’s something we want.
Instead of jumping right into a monologue, he shows that he knows your time is valuable, so here is this “(free) super exclusive email list,” which is humorous and still draws people in. We all like to be part of the club. He makes the email list super easy to get to.
Then the author invites us to stay longer and hear his story. He talks about how the computer screen separating us is great and has all kinds of uses, but it is also a double-edged sword.
He tells us there is a problem. But what can be done about it?
And there it is. Cole informs us that his service, Honey Copy, is the one that will fix this problem. He also gives us an idea of how much work he does and who he does it for, making him seem much more reputable.
He even proves his knowledge of his craft by telling us a new word not commonly known or used (which, in my opinion, could also be a drawback. No one wants
Finally, Cole proves his talents by pointing back to this very page. He reminds us that he can do that for you, the person reading this. He asks us the pressing question, “What are you waiting for?” Finally, he establishes a personal connection simply by saying “Let’s chat” as opposed to “Contact me” or “Send me an email.”
So what is Cole’s formula?
Unique and intriguing opening line- Make an offer that’s irresistible
- A “Let me tell you my story” line
- Introduce a problem you didn’t even know was there
- “This is why my product is the answer”
- Introduce the team
- Proof this product is the answer
- Make a bold statement
- Paint a picture of what their lives will look like if they use this product
- A “contact me” or “learn more” button.
This is a lot to pack into one page, or 291 words, as Cole says. While this blog-post format won’t work for a lot of products, the formula itself, or an adaption of it, should be used for all products or services.
What did you find most intriguing or compelling about Cole’s copy?