Want to learn how to get new clients with NO experience - in 24 hours or less? I created a $500 course teaching copywriters how. If you enter your primary email address below, I'll send you a popular video from this exclusive course for free. 👇
Want to learn how to get new clients with NO experience - in 24 hours or less? I created a $500 course teaching copywriters how. If you enter your primary email address below, I'll send you a popular video from this exclusive course for free. 👇
Tuesday, January 14, 2025
Let’s face it...
There’s no better way to sharpen your copywriting skills than by studying real-world examples.
The good ones show you what works (and why), while the bad ones are cautionary tales that expose common mistakes. If you’ve ever struggled to figure out how to improve your skills, this is the shortcut you’ve been looking for.
Today, we’re diving into 10 brilliant copywriting examples you can model in 2025—and 10 cringe-worthy mistakes you should avoid at all costs. Whether it’s a website headline, an email subject line, or a direct mail piece, you’ll learn what separates winning copy from words that flop.
By the time you’re done reading, you’ll know exactly what to replicate, what to steer clear of, and how to spot winning patterns in advertising copy examples, email copywriting examples, and more.
Here’s the thing about copywriting...
It’s a skill best learned by doing and observing. That’s why breaking down copywriting examples is so powerful. You see what hooks attention, what falls flat, and what gets people to take action.
Legendary copywriter Gary Halbert famously advised reading and handwriting great ads to absorb the techniques behind them. Think about it: why reinvent the wheel when the blueprint is right in front of you? And it’s not just about the good stuff—studying bad copywriting examples is equally valuable. They’ll teach you what NOT to do (like making your headlines sound like something from a snooze-fest).
Here’s how this works in practice:
1. Analyze Winning Copy: Take a proven ad or website copywriting example and dissect it. Why does it work? What emotion does it tap into? What structure does it follow?
2. Spot the Red Flags: Look at bad copywriting examples and ask, “Where did this go wrong?” Did it lack clarity? Was it stuffed with jargon? Did it miss the target audience?
3. Practice the Patterns: Once you understand the principles behind both good and bad copy, replicate the patterns (with your own spin, of course).
You can apply this method to everything—SEO copywriting examples, email copywriting examples, even creative copywriting examples that lean more toward brand storytelling.
Copywriting Example 1: Apple’s “Think Different” Campaign
"Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes… The ones who see things differently."
---
This legendary ad is a masterclass in branding. It’s not about selling products—it’s about selling a philosophy. Apple uses emotionally charged language to align with its audience’s values of creativity, individuality, and courage. It resonates with those who see themselves as outliers, the ones unafraid to challenge norms. By celebrating the unconventional, Apple positions itself as the brand for those who want to make a mark on the world.
Copywriting Example 2: Nike Email Campaign – "You’re Stronger Than You Think"
Subject Line: “Find Your Next Challenge”
Body Copy:
"Your toughest opponent isn’t out there on the track, field, or court. It’s in your mind. That little voice that says, ‘Not today.’ But you? You’re stronger than that voice. You’ve got what it takes to show up, suit up, and go all in. Discover the gear that gets you moving and the inspiration to keep you going. Let’s make today your next win."
[CTA Button: “Shop Now”]
---
Nike’s email combines inspiration with action. The subject line hooks you by suggesting an opportunity for growth. The body copy doesn’t immediately pitch a product but speaks directly to the emotional struggles athletes face. It’s relatable, empowering, and subtly ties the brand’s products to achieving personal victories. The CTA—“Shop Now”—is strategically placed after an emotional build-up, making it feel like a natural next step.
Copywriting Example 3: Dollar Shave Club’s Video Ad Headline
"Our Blades Are F**ing Great."*
---
Dollar Shave Club disrupts the traditional tone of razor advertising with humor and boldness. This headline grabs attention because it’s unexpected and raw, making the company feel approachable and real. It doesn’t just promise great blades—it does so with swagger. The casual language reflects the no-frills nature of the product and the brand’s personality, resonating with a younger, cost-conscious audience.
Copywriting Example 4: Slack Website Copy
"Slack brings the team together, wherever you are. With all your tools, communication, and files in one place, you’ll stay productive no matter what. When your work flows, your team does too."
---
Slack’s website copy is clear, concise, and benefit-driven. The headline immediately communicates its core promise—team connectivity and productivity. The supporting sentences highlight key features without getting bogged down in technical details. It’s easy to read, and the focus on benefits over features makes it relatable for busy professionals.
Copywriting Example 5: Grammarly’s Retargeting Ad
"Your writing, at its best. Get Grammarly."
---
Grammarly’s ad is an example of effective simplicity. The copy addresses the core benefit—better writing—in a short, memorable way. There’s no fluff, just a clear promise followed by a direct CTA. The repetition of the word “your” makes it feel personal, targeting the audience’s desire for self-improvement. The ad’s minimalist approach reflects the simplicity of using Grammarly itself.
Copywriting Example 6: Amazon Product Page – Echo Dot
Headline: “Meet Echo Dot – Our Most Popular Smart Speaker.”
Body Copy:
"With a sleek, compact design that fits perfectly into small spaces, Echo Dot delivers crisp vocals and balanced bass for a full sound. Voice control your entertainment, connect with others, and control your smart home—all with just your voice. Meet the smart speaker designed to make your life easier."
---
Amazon nails it here by leading with a key selling point: popularity, which implies trustworthiness. The description is clear, benefit-driven, and highlights features that matter to users (like voice control and smart home compatibility). By framing Echo Dot as a tool to "make your life easier," Amazon positions it as indispensable, not just another gadget.
Copywriting Example 7: Basecamp’s Website Copy
"Life’s too short for work to suck."
---
Basecamp’s headline is refreshingly blunt and speaks directly to a pain point—bad workplace tools and experiences. It doesn’t waste time on jargon or fluff, instead connecting emotionally with its audience. The copy below the headline emphasizes how Basecamp simplifies team collaboration and eliminates chaos. The boldness of “suck” grabs attention and aligns with Basecamp’s no-nonsense brand voice.
Copywriting Example 8: Mailchimp’s Retargeting Ad
Headline: “Big business tools. Small business prices.”
Body Copy:
"Get the marketing tools you need to grow your business without breaking the bank. From email campaigns to automations, Mailchimp helps you market smarter, not harder."
---
This ad works because it highlights a clear value proposition: affordability paired with powerful tools. The headline contrasts "big" and "small" to drive home the idea of getting premium features at a budget-friendly price. The body copy then reinforces the headline while subtly introducing features like email campaigns and automation.
Copywriting Example 9: Airbnb’s Email Campaign – “Welcome Home”
Subject Line: “Ready for your next getaway?”
Body Copy:
"Home is more than a place—it’s a feeling. Whether you’re looking for a cozy cabin in the woods, a beachfront villa, or a city escape, Airbnb makes it easy to find the perfect space for your next adventure. Your journey starts here."
[CTA Button: “Book Your Stay”]
---
Airbnb blends emotion and practicality here. The opening line appeals to a universal sentiment—home as a feeling, not just a location. The email is aspirational yet grounded, highlighting the platform’s ease of use. By using inclusive language like “your journey,” Airbnb personalizes the experience for the reader, making them feel like the hero of their travel story.
Copywriting Example 10: BarkBox Social Media Ad
Headline: “Your Dog Deserves This.”
Body Copy:
"Get a monthly box of tail-wagging joy delivered to your door. Each BarkBox is packed with toys and treats tailored to your pup’s size, preferences, and personality. Because they’re not just pets—they’re family."
[CTA Button: “Subscribe Now”]
---
This ad works because it speaks directly to dog owners’ emotions. The headline is simple yet powerful, evoking a sense of care and love for their pets. The body copy emphasizes personalization (“tailored to your pup”) and positions BarkBox as a way to bring happiness to both pets and their owners. The CTA feels natural and action-oriented, closing the loop perfectly.
Example 1: Pepsi’s “Live for Now” Kendall Jenner Ad Campaign
Pepsi’s ad featuring Kendall Jenner became a textbook example of tone-deaf marketing. The ad depicted Jenner handing a Pepsi to a police officer during a protest, attempting to portray the brand as a symbol of unity. Instead, it trivialized serious social issues and sparked widespread backlash.
This failed because it tried to force an emotional connection in a way that felt disingenuous and exploitative. The message didn’t align with Pepsi’s brand identity, leaving the audience feeling confused and offended. It’s a reminder that authenticity and cultural sensitivity are non-negotiable in copywriting.
Example 2: Spirit Airlines’ Email – “Enjoy the Beach Before the Wave Hits!”
Spirit Airlines sent out an email campaign with this subject line during the early stages of the COVID-19 pandemic. While intended to promote last-minute travel, it came across as incredibly insensitive and oblivious to the growing fears about the virus.
This is a prime example of failing to read the room. Instead of acknowledging the global crisis, Spirit’s email came off as tone-deaf, damaging trust with their audience. Timing and empathy are critical in copywriting, especially during sensitive periods.
Example 3: McDonald’s “Dead Dad” UK Ad
In this 2017 campaign, McDonald’s used a storyline about a boy grieving his deceased father. The boy finds solace in discovering that he and his dad shared a love for McDonald’s Filet-O-Fish sandwiches.
The backlash was immediate. Using such a deeply emotional and personal experience to sell a fast-food item was seen as manipulative and exploitative. It’s a perfect example of overstepping emotional boundaries. While storytelling is powerful, it must feel appropriate and genuine, not forced or tasteless.
Example 4: Instagram Influencer’s Sponsored Post – “This Post Saved My Life”
A fitness influencer once posted an ad with a dramatic hook—claiming that the product in the ad had “saved their life.” The product? A water bottle.
This is a glaring example of hyperbole gone wrong. The exaggeration didn’t match the product’s actual value, and the audience saw through it immediately. Authenticity is key in copywriting, and overpromising (especially in an unbelievable way) can destroy credibility in an instant.
Example 5: Sunny D’s Depressed Tweet – “I Can’t Do This Anymore”
Sunny D, a brand synonymous with childhood nostalgia, shocked followers with a tweet that read, “I can’t do this anymore.” While it generated buzz, many criticized the brand for seemingly trivializing mental health issues.
This attempt at edgy, relatable content misfired because it felt disconnected from the brand’s voice and purpose. It’s a reminder that staying true to your brand identity is critical, and trying to jump on trends without thought can easily backfire.
Great copywriting inspires, engages, and motivates action, while bad copywriting alienates, confuses, or offends. By studying these copywriting examples—both the successes and failures—you can sharpen your skills, avoid common pitfalls, and craft messages that resonate with your audience. Remember, every word counts, so focus on clarity, connection, and delivering value.
Now it’s your turn to put these lessons into practice and create copy that leaves a lasting impact!
Want daily copywriting tips to take your career to the next level? Click the yellow "SUBSCRIBE!" button below 👇
20 Portsmouth Avenue, Stratham NH 03885, US | jeremy@jeremymac.com | (207) 517-9957
Jeremy Mac © Copyright 2024. All Rights Reserved.
Privacy Policy | Refund | Terms of Service
20 Portsmouth Avenue, Stratham NH 03885, US | jeremy@jeremymac.com | (207) 517-9957
Jeremy Mac © Copyright 2025. All Rights Reserved.
Privacy Policy | Refund | Terms of Service