Clever copywriting and the more unusual places it can be found.
Posted by James, 14 May 2021 (3-4 minute read)
Last week, I wrote about ingenious examples of billboard advertising – a pretty obvious place to find clever copywriting. But effective copywriting can actually be found in just as many unusual places too.
With more platforms, formats and mediums than ever before, clever copywriting is basically everywhere. So I thought I’d take a look at some of the more bizarre places you can find it. And why these places can quickly become very effective in terms of both branding and advertising.
Brevity is the soul of wit
Probably not the most unusual location – even if it’s certainly an effective example of clever copywriting. In Tesco, ‘Good Times, Tough Times’ has recently been used next to their selection of greetings cards.
I know what you’re thinking! Around a supermarket is hardly the most unusual place to find clever copywriting. But I was really struck by what Tesco used here. Because of the subtle way it keeps you browsing; the gentle tone being as enticing as they want you to think their cards are.
The copy’s brevity is also superbly executed. Rather than ‘New Job’, ‘New Home’, ‘Sorry for your loss’, etc., you just have ‘Good Times, Tough Times’. A fantastic example of clever copywriting.
Credit goes to @Boultini for spotting this!
The subtleties of food packaging
Again, food and drink packaging might not be the most unusual place to find clever copywriting.
Well I happen to think differently. Yes, you can find pretty brazen advertising on packaging. But far less often, you’ll find really clever, properly subtle copy.
Take this example from Innocent Smoothies. It’s a lovely way of keeping on brand, while pushing the all-important sustainability issue at the same time. The use of conversation is a lovely touch too. As is the personification of the bottle itself, providing a powerful connection between product and consumer.
Release notes
Release notes for an app update are surely not the place for clever copywriting. That’s all about matter-of-fact information and descriptions of the new things you can enjoy when you download it – right?
Wrong. Look at this example from Pocket Casts, which cleverly uses the update notes to convey important messages about their branding. It also points to the madness of current events (‘The less we say about 2020 the better…’) – another powerful way of connecting with consumers.
Error Messages
You would think that error messages are basically dead space for copywriters. Those annoying messages that pop up on your computer or phone to tell you that you’ve probably done something wrong. Or worse, that something’s broken.
Well Slack used this to their advantage and came up with an entirely new type of error message. Playful, self-referential and entirely on brand, it really does demonstrate that anywhere can be a good place for clever copywriting!
Cookie Messages
Cookie messages are everywhere these days. Because of GDPR, companies are required to have you consent to them using your data when browsing their websites.
Let’s face it, cookie messages are normally so mind-numbingly dull that most of us never even read them. We tend to just click ‘Accept’ and get on with our lives.
So this example from Nobody’s Child becomes a clever variation on the Cookie Message theme. For one, it’s a fun, playful take – with the quite literal interpretation of ‘cookie’ being most obvious. But ‘completely free from palm oil’ is also a much more subtle nod to their brand mission to be ‘fashion with conscience’.
There you go. It really does seem like clever copywriting can be found in the most unusual of places. And if you know of any other examples, comment below, get in touch via Twitter (@JWCopywriting) or message me on my Facebook page.
If you need affordable, effective copywriting that’s tailored to your business, get in touch and let’s start working together today. Have a look at the services I offer and then contact me here – I aim to respond within 24 hours.
In two weeks, I’ll be looking at the importance of a good blog and how it helps your website’s SEO.
Until then,
JW