Copy Bits: 18 examples found in the wild
My daily delight started when I bought a new concealer on a playful whim and popped open their packaging for the first time.
Here’s the tiny concealer container that had me grinning 😁
The message was irreverent and unexpected, playful and bossy. This box has attitude.
What’s extra insightful is that I don’t even consider myself a high maintenance kinda gal—proof being my crusty hiking books & swimsuit stuffed in my trunk all summer for the inevitable and impromptu sweaty outdoor adventure—
But this message nailed it in how I typically feel (or want to feel) - a little extra and not afraid to own it.
Soon, I started seeing great copy everywhere.
Read on for my favorite places to find great copy, how to dissect it so it works for you, and my favorite photos from the last few months.
When you start to bring awareness to the copy surrounding you, you’ll start to notice where companies and causes have been brave enough to share their personality, versus letting templates speak for them.
This gem was found on the bottom of a Q Tonic Water package. Most purchasers will never come across this, but the surprise endears those who do to the brand.
Where to find your own copy inspiration (in the wild):
Product packaging - shipping packaging too!
Grocery stores - I personally love Texas-based Central Market’s messaging—hilarious video below
Signs - billboards & marquees
Websites - in related and unrelated industries
Invites & Event announcements
Email subject lines (notice which ones make you want to open them)
8 more examples of great copy:
Why does the copy you’ve stumbled upon work?
Use these questions to dissect what makes copy you’ve discovered in the wild work:
What type of person does this message aim to connect with?
How do *I* feel when I read this? Why do *I* like this? This will give you insight into the type of voice that resonates with you.
What’s the tempo and pacing? Short and snappy or longer storytelling? Is the message funny or alarmist? Educational or sensational?
What elements evoke a personality? - think emojis, punctuation, sentence breaks, rhyming, jargon use, and vocabulary
Here’s that hilarious Central Market video I promised:
Is there a store, brand, company, or cause you connect with because of their copy and messaging?
I’d love to know which companies or causes spark your imagination and grab your attention. Leave a comment below sharing your favorites!
