Marketing Copywriting Series｜Learn how to write good advertising copy from three successful brands

Are you struggling with how to write ad copy? Looking for some examples to inspire you? Come and see how the copywriting of successful big brands is written!

HoliBear - Marketing Ad Copy

Are you worried about how to write a copy? Want some examples to inspire you? You have come to the right place! When you are exhausted, let's take a look at how some other successful copywriting is written!

Plus, while you may not have the same marketing budget as these big brands, there are 20 simple and powerful tips for writing good copy to maximize your copywriting effectiveness.

1. Starbucks

Whether in marketing strategy or social media management, Starbucks has always been loved by fans. why? I would like to give some examples of what Starbucks has done well, which can be used by other brands as a reference.

1. Not just product promotion

In Starbucks' marketing channel, we are not overwhelmed by the dazzling array of Starbucks products, but we can see the side of the brand that is very close to people's hearts. Starbucks not only pays attention to many social issues, but also reveals the brand story behind Starbucks. For example, this article from March 8, 2020 shared the touching story of Shannon, one of Starbucks employees, while celebrating "Women's Day". Let us know that Starbucks is not a cold brand, but it is also supported by people who are kind, loving, family, and full of blood and tears. We can also see that when Starbucks issued this copy, it was also very careful. It did the following:

• In line with festivals, express the brand's concern for festivals and social issues
• Get closer to customers and introduce the story behind the Starbucks brand
• Ask the client to share, leave a message about the one thing they love about the woman in their life

In the copy, Starbucks did not forget to have a clear call to action. For example, at the end of this article, it hopes to increase the interaction rate of customers.

2. Customer experience sharing

According to statistics,

So if you want to write a good copy, you can try to match the real experience of customers. For example, Starbucks is good at using this technique. For example, in this post in March 2020 during the period of the new crown pneumonia, the content of the copy is:

"Good things are still happening. 💚 We see stories of our customers and partners (employees) going the extra mile every day, but during this time these little acts of kindness shine even brighter."

(Translation: “Good things are still happening. We see customers and partners pushing hard every day, and in times like these, small acts of kindness shine brightly.”)

The post uses real customer comments on Twitter, all of which are words of thanks to the brand. Staying close to life and adapting to the times is a very effective strategy.

3. Creative and novel copywriting

Anyone who has read 20 Tips for Marketing Copywriters (pictured) should understand the importance of using "creativity" in copywriting. Now everyone sees more than 5,000 advertisement messages on average every day. How to make your message stand out? First of all, Starbucks' caramel cocoa post is not only ingenious in the use of pictures, but also unique in the text.

"The cloudy season is here, expected to cause a drizzle of caramel and cocoa."

First of all, in the use of color, the background is a bit mysterious blue-purple, which highlights the coffee-colored products. Then, I also used some ingenuity in the text, using the method of "weather forecast" to make an interesting combination of clouds, caramel and cocoa. Isn't it very picturesque and impressive?

2. KFC

KFC is also a brand that has done the most incisive marketing. Currently, it ranks ninth in the number of branches in the United States, with more than 5,055 branches in the United States.

1. Understand what customers want

We know the importance of understanding customer needs, and KFC made a timely and impressive post during Covid-19. What is the most important thing for everyone during the epidemic? That's right, it's "takeaway"! And "zero contact throughout the whole process", how attractive! We can also see that this post uses a carousel format ad, which uses a prominent, same-color illustration style, which is very eye-catching.

2. Use a good sense of humor to turn a contrarian into an opportunity

In brand management, it is inevitable that there will be times of crisis, and when the crisis is overcome, how the brand should deal with it is a very important issue. Sometimes, it can become the last straw to destroy the brand image, and sometimes, On the contrary, it can become an excellent opportunity for the brand to go upstream. This kind of problem happened to KFC in 2018. There were many KFCs in England for changing suppliers, which made it impossible to sell goods to customers immediately, causing dissatisfaction among consumers. Not only did they not get knocked down by adversity, but the public relations team suddenly broke out. Whimsy, made a very interesting ad.

We can see that on the red background, there is a KFC bucket without fried chicken, humorously changing the brand's KFC into FCK (expletive in English), standing in the customer's position, generously admitting his mistakes, apologizing, putting The crisis turned into a knowing smile from customers.

The text is as follows:

"We're sorry. A fried chicken restaurant doesn't have chicken. It's not ideal. Deep apologies to our customers, especially those who came to us and found our doors locked. We would also like to thank KFC The team and our corporate partners, they are working tirelessly to improve the current situation. It's like being in hell week, but things are moving forward. Every day, more and more fresh chicken is reaching our stores. Thank you Be patient. Find out more about restaurants near you on our website kfc.co.uk/crossed-the-road.”

Even Robbie Abed, a digital marketing and brand image expert, praised it as a PR masterpiece: "I really admire this company for coming up with such an impressive visual design and message. A lot of companies at this point probably just want to Put the blame entirely on the supplier."

It can be seen that a good marketing copy should not only express what the brand wants to convey, but also use a sense of humor appropriately. If you want to learn more about humorous advertising words, you can read the five humorous advertising words .

3. Burger King

Next, let's look at Burger King's marketing campaign.

1. Create a topic

The entire event has been ingenious in naming, "The Whopper Sacrifice" (Hua Fort's sacrifice). The main theme of the event was "As long as you delete ten friends, I will give you a Wahburgh." Although such an event really violated Facebook's policy, it still caused an uproar at the time.

Let's take a look at his copy. First of all, the big label on the right reads "Friendship is strong, but Huabao is stronger." The following description is simple and clear "Using this program, when you delete 10 Facebook friends, you will Can win a free Whopper". On the left is written "Choose the friend you want to sacrifice", followed by the pictures of your friends.

The campaign was successful because of the buzz it created, the viral Facebook share, and many people were amused by the Burger King prank.

2. Trigger the emotional side of the customer

We know that there are three important elements to persuade people: "credibility", "emotion" and "logic" . Making good use of the three elements in the copy according to customers at different stages of purchase can be a powerful weapon. The so-called use of emotions is to be able to stimulate the customer's memory, experience, and then generate emotional responses.

In this post, Burger King said, "We are thinking of you and your family, which is why we want you to spend more time with them and less money..." triggering a warm picture of family togetherness After all, family time is priceless. Emotions can be divided into four categories: happy, sad, scared/surprised, and angry. According to a New York Times report in 2010 , when a brand is associated with positive energy such as joy, excitement, joy, laughter, etc., the number of sharing and interaction will increase. So instead of telling the audience, "Hey, we've got a price cut right now!" let's add something emotional.

If you don’t know how to write copy, or don’t know how to write, you can refer to Harry Bear’s other marketing copy series , hoping to inspire you a little and make your brand stand out.