“How do I set my products apart when there are so many similar ones available?”
It’s a vital skill to learn. Understanding what it takes to position your digital or physical product (that you created or that you sell as an affiliate) in such a way that customers willingly and confidently buy from you is like unlocking a goldmine. (I have some copywriting examples for you below.)
Because simply writing engaging and compelling copy isn’t enough anymore. People are shopping on marketplaces with international reach, including Amazon, Etsy, and your very own website. (Checked your stats lately to see how many countries you get visitors from?)
That’s a lot of competition! Finding ways to lift your products above the noise of the crowd is how you make the most from each piece of copy you write, whether it’s:
The Psychology That Converts Buyers (With Creative Copywriting Examples)
In the Sumo article “5 Proven Psychological Copy Triggers That Compel People to Buy,” they point out how motivators, such as exclusivity, status, intelligence, and so on catch shoppers’ attention. WARNING: The first copywriting example is a little … uh… bold.
Do you see the underlying premise here?
You have to know and understand your audience. Period. Then — and only then — can you communicate with them through your copy in a way that touches them. Then you can differentiate your products in ways that are meaningful to them.
If you have no idea who you are writing to, how can you expect to engage or convert them?
Let’s look at some copywriting examples from videos, web pages, and more. We’ll start with the auto industry. Yes, I know… you’re not in the business of selling cars. But these folks know how to connect with their audience and drill down on an emotional link that makes a difference. (Well, at least most of them do.)
Then we’ll use these strategies for working with other types of products.
Dodge Ram “Tamed Beast” Video Creative Copywriting Example
From the guy they hired to do the voiceover to the images in the video to the amazingly spot-on copy, this video shoots an arrow directly at the men (and women) who built this country and maintain it so the rest of us can enjoy their hard labor.
Even if you couldn’t watch the video, chances are good that you could visualize precisely who this truck was designed and manufactured for. Dodge understands who the majority of their Ram pickups are sold to and they draw a direct line from that customer profile to the ad copy.
Subaru Copywriting Example
Watch a Subaru TV ad, read any of their print ads, or visit their website and you are likely to see:
- Nature settings
- Copy that speaks about going farther, doing more, being different, etc.
Here’s one copywriting example from a print campaign.
What do you see in this copywriting example?
Headline: It is obvious in its message that this SUV will take you where no other can.
Copy: This text references an award this SUV won, that there’s room for adventure, and that it is for those who enjoy pushing limits.
All of that makes this Subaru the obvious choice over other vehicles.
Ford Expedition Copywriting Example: This headline reads, “The First-Ever Ecosport is Here.” What does that even mean?
Honda Copywriting Example: Road Departure Mitigation System (huh?)
Email Copywriting Example
This is a phenomenal email from Amy Porterfield that absolutely nails the differentiation of her course and makes a strong connection with her audience.
Subject Line: You’re not working through dinner again, are you Karon?
Hey there, Karon!
With the busiest quarter of the year squarely in our rearview mirror, what does Team Porterfield do?
If you answered taking time off, sleeping in, and maaaybe an iced latte or two….you’re not wrong.
But as soon as those batteries are recharged and intentions reset, quarter 4 is all about planning, strategizing, and stretching our creativity in order to plan the next year.
The only way we’re able to step out of the day-to-day busyness and make the last quarter of the year our most creative…while working 4 days a week, mind you….is because of the systems we’ve set up in our business.
The same systems that are 100% available to you and your business, Karon.
What will the last 2 months of your year look like, Karon?
Full of space to dream, assess, and plan how your business will grow, earn revenue, and create margin in your life?
Or will it be more of the same? Hustling to keep up. Saying sorry to the people you love for the 1,000th time and swearing you’ll get it all under control next year. Somehow.
Picture this with me, instead.
You log in every day to do exactly what lights you up in your business…the kind of work that puts you in your creative genius-zone and makes the most driving impact to your business’ growth and bottom line.
You’re not bogged down in administrative busyness or inbox mayhem.
Your calendar creates focus and peace, not overwhelm.
Karon, I have good news.
It’s 100% possible for you.
And it all comes down to what systems you have in your business.
A Stronger Connection Means More Conversions
With this easy target audience discovery worksheet & video, you’ll have a handy tool that helps all your copy & marketing efforts hit the mark!
I understand that I will also receive weekly articles & videos plus periodic discounts, product notices & more. I can unsubscribe at any time.
Even more good news?
Adding these systems to what you’re already doing can be suuuuper easy.
Not only can your systems feel easy, but they can act as a huge support to you as you begin to truly lead in your business, spend time working on exactly what you want to work on, and focus on scale and growth (rather than survival and making ends meet.)
At this point in my business, when I think of systems, I think of:
- Getting back 2+ hours or more in my day.
- Knowing how much money I’ll be making this month (and every month after that.)
- More time freedom, creativity, and running a stress less business.
And Karon, I want that for you really badly.
The email goes on the pitch her course. Did you see yourself in all the highly specific connections she made? All those specifics help set Amy’s course apart from all the others.
Applying These Copywriting Examples to Digital or Physical Products
The underlying idea here is that — before you write any copy — you know:
- Why your customers would want this product.
- What problem or need they have that this product would solve/fill.
- What they will use your product for.
- What they need to feel like their purchase was a success.
By recognizing each of these, you can tailor some creative copywriting that is highly effective.
#1 – Why Your Customers Would Want This Product
Are you selling a printable planner? A new course that teaches how to easily grow your social following? Maybe you’re selling hand-drawn wedding invitations on Etsy or Amazon Handmade, or promoting a pack of useful tools for entrepreneurs as an affiliate.
Whatever the product is, you need to know why your customers will be drawn to it. Go back and watch the Dodge Ram video again. Do you see how it goes beyond the mere features of the truck and right down to the heart of why the customer relates to the product?
They can see themselves in the images and relate to the gruff voice that is talking to “The ones who dirty their hands.” “We see guts and we see glory.” All the while, the images aren’t showing stock photos of someone in a suit walking through a paved parking lot to his/her truck. They show images that relate to the customer while highlighting the benefits of the product.
How do you develop that kind of creative copywriting for a printable planner, a course, or hand-drawn invitations?
Here’s an excellent copywriting example from a seller on Etsy
Before going into the details of her invitation service, this seller begins with:
For those couples who are book lovers, librarians or want a unique approach on the theme of the wedding, these library inspired invitations are a lovely idea. It has a matching save the date, seating card, table number, menu, thank you cards and wishing well cards.
Even that quick connection goes a long way to making brides stop and think, “Hey! That suits us to a T!” Suddenly, you have another sale.
This web page from Cindy Bidar’s Six-Figure Systems is one of the best pieces of copy I’ve read that lays it all out … every gnawing irritation, every profit-stopping roadblock. Then she provides solutions to get her visitors from “How am I ever going to make my business a success without suffocating in all there is to do?” to “Holy cow! I’m profitable and I still have time to spend with my family and friends!”
#2 – What Problem/Need They Have That This Product Would Solve/Fill
In the invitation example above, customers are looking for truly unique wedding invitations (and other materials) that highlight their personality / style / hobbies / passions. With so many generic invitations available, these are the perfect option for those who want to stand out.
In the Six-Figure Systems copywriting example, Cindy clearly keys in on the stresses her customers struggle with. They are obvious to see.
#3 – What They Will Use Your Product For
The invitation copywriting example is clear cut. There’s only one way to use wedding invitations.
For online entrepreneurs who are looking to improve sales for their businesses, they might use their membership for several purposes. Sure, they want to earn more, but they also want to decrease the amount of time they work, automate as much of the work as possible, systematize their work so it happens seamlessly, and so on.
If you’re selling a POD journal, you might address in your copywriting the various uses, such as:
- Tracking the progress of a project/goal
- Recording thoughts/feelings
- Adding daily diary entries
- Giving it as a gift for various occasions (birthday, graduation, retirement, wedding…)
- And others
#4 – What They Need To Feel Like Their Purchase Was A Success
After they use your journal, complete the planner, finish the course, buy the invitations, or other action, what should your customers be feeling? What will make them be glad about the end result? The trick here is to be as specific as possible.
That copywriting for that journal, course, or invitation might require the mention of:
- Accomplishing a goal that was hanging over their heads for years
- Paying off their credit card balance / car loan / mortgage
- Feeling an overwhelming sense of relief at the reduction of stress
- Being able to chaperone their child’s school field trip
- Hearing compliments about the invitations they chose
- Feeling confident every time they sit down to work on their biz
Two More Way To Differentiate Your Products From Others
In addition to making a connection with your customers, you can choose your words carefully and with a lot of thought to standing out.
Here’s a list of words and phrases to use:
- Unlike other ______
- Unlike ordinary _____
- Unlike typical _______
- Other brands don’t _____________
- The only [product] to ____________
- With distinctive ________________
- With unique ___________________
Images Make a Huge Difference
While they don’t count as copywriting, images are a great example of communicating visually. Choosing images that look like your audience allows them a way to connect with you and build trust.
When you choose images that are specific to your niche and depict what your customers are going through, each person feels more at home as they read your copy.
Choose images that:
- Show the types of people in your audience
- Highlight variety of ethnic backgrounds (if applicable)
- Depict settings where your customers would likely use your products
- Show people in photos wearing clothing similar to those your customers might wear
In summary, if you are trying to attract prospects who are in their mid-30s, work in the landscaping industry, and come from international backgrounds, don’t include photos of all white people in suits sitting at a desk.
Setting products apart through creative copywriting that focuses intimately on your customers is an excellent way to show customers why they should buy from you instead of your competitors.
Have questions about creative copywriting? Talk to me below!
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