Crafting a copywriting masterpiece requires more than just clever words, it’s about weaving together several crucial elements to create compelling narratives that drive action.
In this article, we’ll explore my top three all-time favorite examples of copywriting genius, plus a special mention.
Plus you’ll discover how emotional connection, persuasive messaging, creativity, a scientific approach, and storytelling combine to create unforgettable campaigns.
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These key elements include:
- Emotional connection: Engaging the reader’s emotions builds familiarity and trust, which are essential for engagement and conversion.
- Persuasive and clear messaging: Clear, concise messages that address consumer needs effectively convey the intended message.
- Creativity and innovation: Unique and memorable campaigns capture attention and stand out.
- Scientific approach: Data-driven methods ensure every word serves a purpose and enhances effectiveness.
- Storytelling: Compelling narratives guide readers through the content, making it relatable and impactful.
Classic examples of masterful copywriting
“Think Small" Campaign by Helmut Krone and Julian Koenig for Volkswagen (1960s)
This iconic advertisement transformed car marketing with its simple, minimalist design and clever, straightforward copy. The “Think Small” campaign turned perceived disadvantages into strengths, creating an enduring legacy in advertising.
By highlighting the benefits of owning a small car, Volkswagen distinguished itself from competitors and attracted consumer interest.
The “Think Small” campaign succeeded for three key reasons:
- Embracing criticism: It was the first ad campaign to turn criticism into a positive message, breaking the fourth wall with its audience through self-deprecating humor that became endearing.
- Authenticity: The ad fully embodied its message. By printing in black and white, it contrasted with the industry’s color ads, reinforcing the idea of VW as an honest, straightforward brand despite perceptions of it being cheap and inferior.
- Simplicity: The ad’s clean, simple design stood out amid the clutter of loud, copy-heavy advertisements, making it organized and easy to digest for consumers.
Wonder Woman with words: Caroline R. Jones
Caroline R. Jones began her illustrious advertising career in 1963 at J. Walter Thompson in New York City. Starting as a secretary, she quickly advanced to become the first black copywriter at the firm.
Despite facing little support from colleagues, Jones taught herself advertising intricacies and became one of the firm’s most important creative minds.
Jones’s career flourished as she worked at various agencies, creating campaigns that resonated with black consumers, a market largely ignored at the time.
By 1977, she became the first black female vice president at BBDO, a major international firm.
In 1986, she founded Caroline Jones, Inc., landing contracts with major brands and creating memorable campaigns like L’Oreal’s “Because You’re Worth It” and Kentucky Fried Chicken’s “We Do Chicken Right.”
Her innovative approaches and commitment to diversity in advertising established her as a pioneer in black consumer marketing, inspiring countless individuals with her story of perseverance and success.
Modern masterpieces in copywriting
Ali Abdaal’s Part-Time YouTuber Accelerator
Ali Abdaal’s Part-Time YouTuber Accelerator is a high-ticket course priced at $4,999, and its landing page has successfully generated millions of dollars.
The landing page is a copywriting masterpiece due to its clear value proposition, engaging video content, addressing pain points, and robust social proof.
- Clear value proposition: The landing page immediately communicates the core value—a YouTube growth playbook and exclusive access to Ali and his team.
- Engaging video: Ali’s video explanation helps build trust and personal connection with potential customers.
- Pain points and solutions: The copy addresses the common issue of incomplete courses and presents the accelerator as a solution.
- Visual emphasis: Important words and phrases are highlighted, making the text easy to skim.
- Social proof: Client testimonials and case studies provide robust social proof, enhancing credibility.
Special mention:
Justin Welsh’s AKA social media mastermind
And how could I not mention Justin Welsh?!
He excels at creating short-form content that drives engagement and curiosity.
In just three and a half years, he has attracted over 360,000 followers on LinkedIn and expanded his newsletter subscriber base to over 77,000 people within a year.
- Anticipation and curiosity: His posts start with a hook that creates anticipation.
- Storytelling: Justin uses storytelling to make his points, keeping readers emotionally invested.
- Personal connection: By incorporating his own experiences, Justin makes the content relatable and engaging.
- Interactive elements: The use of questions and incomplete thoughts keeps the audience engaged.
These examples highlight different facets of effective copywriting: clear value propositions, emotional engagement, and compelling storytelling.
Whether it’s a high-ticket landing page, a detailed sales page, or a simple social media post, mastering these elements can help you craft copy that resonates and converts.
Pro tip alert!
We began this blog by highlighting the power of authenticity in copywriting with the “Think Small” masterpiece. Given its significance, I felt it necessary to reinforce this key principle…
Being genuine and transparent with your audience can significantly boost trust and engagement.
When your audience feels they are interacting with a real person, they are more likely to connect and respond positively to the message.
Authenticity, combined with all the previously mentioned elements, truly makes copywriting a masterpiece.
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
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Beth Preston, Copywriter
Beth is a rising star on our copywriting team. She always brings her A-game to the table, delivering a fresh perspective and incredible converting copy for our clients.
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