In a world where countless brands compete for attention, standing out from the crowd can seem like an impossible task. However, there’s a powerful tool that can elevate your brand above the competition: copywriting.
Exceptional copywriting can transform a company’s narrative, capture the hearts of customers, and create an indelible brand identity. Let’s explore how three iconic brands—Dollar Shave Club, Apple, and Mailchimp used copywriting as the ultimate differentiator for their success.
Dollar Shave Club: Disrupting an Industry with Irreverent Humor
Once upon a time, a young entrepreneur named Michael Dubin was frustrated with the expensive and complicated process of purchasing razors. He believed there had to be a better, more affordable way to maintain a clean shave. Thus, the idea for Dollar Shave Club (DSC) was born. Little did he know, their witty and engaging copywriting would catapult them to fame.
The story began in 2011 when DSC was just a tiny startup with a simple idea: to provide affordable, high-quality razors delivered directly to customers through a subscription service. They needed to stand out from their giant competitors to get their message across. This is where their clever copywriting came into play.
DSC’s big break came in the form of a cheeky and memorable video ad, which went viral in 2012. The ad featured Mr. Dubin humorously addressing the frustrations of buying razors while walking through the company’s warehouse. The script was filled with witty one-liners and clever puns, making it entertaining and relatable.
One of the most memorable lines from the ad, “Our blades are f***ing great,” was a simple yet powerful statement that resonated with viewers. It was bold, direct, and a refreshing departure from most advertisements’ typical, sanitized language. This irreverent tone allowed DSC to connect with its target audience on a deeper level, presenting itself as a relatable and authentic brand.
The ad’s success can be attributed to its brilliant storytelling framework. It highlighted the problem (overpriced razors), introduced a solution (DSC’s subscription service), and provided social proof (satisfied customers). Moreover, it was infused with humor and personality, making it informative and entertaining. This combination of elements made the ad highly shareable, resulting in millions of views and generating massive brand awareness.
Following the success of their viral ad, Dollar Shave Club continued to use witty and engaging copywriting throughout their marketing efforts. Their website, social media posts, and email campaigns consistently showcased their signature tongue-in-cheek humor. They even went the extra mile by providing personalized, humorous notes with each razor shipment, further strengthening their connection with customers.
As a result of their creative and engaging copywriting, the company quickly gained a loyal following and grew exponentially. In just a few short years, they transformed from a small startup into a major player in the shaving industry. Their success caught the attention of Unilever, which acquired the company for a staggering $1 billion in 2016 (making it a unicorn).
Apple: Humanizing Technology with Minimalistic Copywriting
Steve Jobs once said, “Simple can be harder than complex.” Apple has long been known for its sleek design and innovative technology, but its copywriting also reflects a commitment to simplicity and humanizing technology. With concise, powerful language and evocative imagery, Apple’s copywriting turns product descriptions into poetry.
For instance, Apple’s “Think Different” campaign celebrated the rebels and visionaries who dared to challenge the status quo. The campaign’s copywriting captured the essence of Apple’s ethos while simultaneously elevating the brand beyond a mere technology company. Today, Apple continues to dominate the market, thanks in part to its distinctive copywriting style that sets them apart. If you want to see what we mean, take a minute to check apple’s copy for all the products listed on their site apple.com
Mailchimp’s Quirky Copy: Won Audiences Over and Drove Growth
Once upon a time, in email marketing, a friendly, furry chimp decided to challenge the status quo. This chimp, affectionately known as Freddie, was the mascot of a young company called Mailchimp. The company’s founders, Ben Chestnut and Dan Kurzius believed that small businesses deserved better email marketing tools. And it was their quirky, unique copywriting style that made Mailchimp a household name in the marketing world.
The story started in 2001 when Mailchimp was founded as a small startup with a simple yet ambitious goal: to create an email marketing platform that was easy to use and accessible to everyone. But the marketing industry was already saturated with competitors. Mailchimp knew they had to stand out and be different. This is where their offbeat and personable copywriting came into play.
One notable example of Mailchimp’s quirky copywriting is its error messages. Instead of displaying the standard “404 Error” message when a user encounters a broken link or missing page, Mailchimp crafted humorous and lighthearted messages like “Oops! Looks like we misplaced that URL like a set of car keys” or “Oh dear, we can’t find that page. Time to put on our detective hats!” By infusing personality into every aspect of its user experience, Mailchimp was able to foster a strong connection with its audience and humanize its brand.
Mailchimp’s copywriting prowess extended beyond its website and into its marketing campaigns. Their promotional materials consistently utilized witty, engaging, and sometimes even self-deprecating humor. For example, their tagline “Send better email” was a clear and concise message that also managed to convey a sense of humility and self-awareness.
The company’s approach to storytelling was refreshingly different. They focused on their users’ needs, highlighting the simplicity and effectiveness of their platform while maintaining their playful, conversational tone. This unique storytelling framework made their content enjoyable to read and resonated with their target audience – small business owners who were often overwhelmed by complex marketing tools.
As a result of their distinctive copywriting style, Mailchimp quickly gained traction and proliferated. Their user-friendly platform and engaging and personable brand persona helped them stand out in a competitive industry. Today, Mailchimp is a leading email marketing platform, boasting millions of users worldwide and consistently expanding its services to cater to their evolving needs.
In the end, the stories of Dollar Shave Club, Apple, and Mailchimp demonstrate the transformative power of copywriting. Exceptional copywriting can turn an unknown company into a disruptive force, humanize technology, and create a robust and approachable brand identity. These brands have shown that investing in copywriting is crucial for brand differentiation and fostering customer loyalty and engagement.
If you want your company to be the next success story, take a page from these iconic brands and let copywriting be your differentiator. Embrace a unique brand voice, create compelling narratives, and watch your business thrive in today’s competitive landscape.
