Having a flair for creativity is often necessary for writing, especially in marketing and copywriting. As a marketer or copywriter, you're likely aware of the value creative copies can add to your landing pages, social media posts, and advertisements.
By infusing creativity into your copy, you can set your product or service apart from the competition and capture the attention of potential customers. In this blog post, we will cover:
- What is creative copywriting?
- Difference between SEO copywriting and creative copywriting
- Tips for creative copywriters
- 20 best examples of creative copywriting
- How can AI help you?
- Popular FAQs
So, let's get started:
Creative Copywriting: What is It?
Creative copywriting is the art of using words to craft persuasive and engaging marketing messages to capture the attention of the target audience and inspire them to take action. A good copywriter knows how to use language to evoke emotions, build trust, and ultimately drive conversions.
Creative copywriting can take many forms, including product descriptions, website copy, social posts, email newsletters, and advertising campaigns. The goal of creative copywriting is to convey the brand's message in a way that resonates with the reader and motivates them to engage with the brand.
To be successful at creative copywriting, one must have excellent writing skills, a strong understanding of the target audience, and a deep understanding of the brand's values and voice. Copywriters must also be able to think outside the box and come up with innovative ideas that will capture the reader's attention and leave a lasting impression.
What Does a Creative Copywriter Do?
A creative copywriter is responsible for writing various marketing materials, including:
- social media ads (Facebook ads, Insta ads, LinkedIn ads)
- sales pages
- content for brochures
- website content
- and other marketing materials
The main aim of the copywriter is to achieve the commercial goals of a brand.
Creative copywriters help entities that create public-facing content. However, before writing anything, they do proper research to ensure that the messaging aligns with the branding and resonates with the audience.
The research includes a thorough study of the brand's objectives, guidelines, sentiment analysis, demographic information, and current strategies, including digital marketing. Through their copywriting skills, creative copywriters draft compelling and attention-grabbing content that helps raise brand awareness, generate revenue, and shape consumer perspectives.
What’s the difference between SEO copywriting and creative copywriting?
The two main differences between SEO copywriting and creative copywriting are their primary purpose and the target audience.
SEO copywriting primarily focuses on optimizing content for search engines on the internet. It includes relevant keywords and phrases that the target audience is searching for. SEO copywriting is used to increase website traffic and improve search engine rankings.
On the other hand, creative copywriting focuses on crafting compelling and persuasive content that resonates with the target audience and complements overall branding. The ultimate goal of creative copywriting is to engage the reader, build trust, and persuade them to take a specific action. For example, making a purchase or signing up for a newsletter. Creative copywriting is used to build brand awareness, drive sales, and foster customer loyalty.
SEO copywriting is more technical, requiring an understanding of keyword research and search engine algorithms. Creative copywriting requires a more artistic and intuitive approach. A successful copywriter can strike a balance, writing content optimized for search engines while still being creative and engaging with the target audience.
If you want to understand the difference between writing creatively and content writing, check out this blog, "Creative Writing Vs Content Writing: What Is The Difference?"
How Can I Be a Creative Copywriter?
A creative copywriter delivers content that resonates with the target market, aligns with the brand voice, and drives results for the clients or brand. To achieve this, you need to hone your skills as a creative copywriter. Here are a few tips that might help:
1. Do your research
Before you start writing, research your target audience, product or service, and competitors. You can find relevant information on Google and social media platforms. This will help you create engaging content for your audience that stands out from the competition.
2. Write a head-turning headline
Your headline is the first thing people will see, so make it count. Use power words and phrases to create a headline that grabs attention and entices the reader to keep reading. Using a little bit of humor is an interesting way to grab attention.
3. Build credibility
Good copywriting requires the use of statistics, testimonials, and other forms of social proof to build credibility and trust with your audience.
4. Be specific
Avoid vague language, cliches, or jargon, and be specific about the benefits of your product or service. This helps your audience understand exactly what they will get and why they should care.
5. Tell a story
Use storytelling techniques to make your content more engaging and memorable. This helps to create an emotional connection with your audience.
6. Be conversational
Write in a conversational tone that feels natural and easy to read. This makes your content more relatable and approachable.
7. Don’t forget design
Use design elements such as images, infographics, and formatting to make your content visually appealing and easy to scan at first glance.
8. Use emotion
Tap into your audience's emotions by writing copy that creates a sense of urgency, excitement, or empathy.
9. Answer questions in advance
Anticipate and answer any questions or objections your audience may have. This is the best way to understand their needs and overcome any barriers to conversion.
10. Make your CTA work for you
Create a clear and compelling call to action that encourages your audience to take the desired action, such as trying a product or sharing their email address. Use action-oriented language and make it easy for them to follow through.
Want to know the average earnings of a freelance copywriter? Check out this blog, "How Much Do Freelance Writers Make in 2023".
20 creative copywriting examples to inspire you
Here are 20 iconic and best copywriting examples, applauded for their writing techniques, to get your creative cogs moving:
"At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock."
This copy appeared in the 1958 print campaign for The Rolls-Royce Silver Cloud is a timeless classic, and marketers praise it even today. It speaks directly to the targeted audience and addresses one of the major pain points of the customers at the time.
The sign-up page for Netflix is a piece of art for several reasons. Firstly, the headline is exceptional as it is simple yet captivating. It emphasizes something that everyone enjoys - limitless access.
Secondly, the subheading is equally impressive as it addresses the crucial queries that prospective subscribers might have before signing up, such as the possibility of getting locked into a contract. Moreover, the background is filled with an array of movies and TV shows that serve as a reminder of what you would miss if you don't subscribe.
In 2017, the tagline “Pass the Heinz” was almost everywhere. As simple as it is, the copy (coupled with appropriate design) proved to be highly impactful. However, it is worth noting that the idea for the design and copy was actually shared 50 years ago by the creator of a fictional series called Mad Men.
4. Norwegian Airlines
In 2016, when Brangelina went their separate ways, the budget airline Norwegian Air took it as an opportunity to reveal its great copywriting skills. It immediately advertised low fares to Los Angeles with the catchy copy, "Brad is single."
5. KFC UK
During the 2018 chicken shortage, KFC had to apologize. It came up with a brilliant copy idea that changed sentiments with just three letters: FCK.
6. L'Oreal Paris
L'Oreal Paris collaborated with the ad agency McCann to create a print campaign that emphasized gender equality in the workplace. The copy mentioned: “This is an ad for men. Hire more women in leadership roles. We’re all worth it.”
This print ad by Volkswagen employs subtle humor to point out two key benefits:
- Firstly, it is so smooth that the user will love to drive it.
- Secondly, it is a lightweight vehicle.
8. Hyposwiss Private Bank
The Hyposwiss Private Bank chose the bold route and shared an honest copy that reads: "We like our clients because of their money. They like us because of our honesty."
It is not just witty but also gives the bank a unique personality while pointing out that its USP is honesty.
Ricola launched a smart ad campaign pointing out that coughs in between sentences can change the whole meaning. This is one of the most unique examples of conversion copywriting.
10. Air Asia
This cheeky ad from Air Asia easily grabs attention and highlights the main USP of the airline: affordability. The smart wordplay further adds to the fact that the audience will remember it.
Creative copywriting at its best! It is quite simple, a bit cheeky, yet highly effective in conveying the message. The readers can instantly understand that they will get the best deal at Dixons.
12. Scott’s Cheap Flights
Scott’s Cheap Flights has done a great job with this copy. The copy on this webpage is simple yet effective. Note that the number further builds trust.
Highlighting its major USP, this copy speaks directly to web app developers who struggle with coding. Bold yet simple, this copy has the desired effect on its target audience.
One key aspect of copywriting is to understand the audience. GymIt does that pretty well.
15. Saatchi & Saatchi
This ad was launched to trigger an emotional response in Germany when a lot of people started abandoning their dogs. It is not only effective but also goes a long way to act as an eye-opener for dog owners and people looking for a dog.
This banner on Bombas web page is among the best examples of witty web copywriting. Its design grabs attention while the copy shares the details with a bit of humor.
This short web copy is quite simple yet it is effective enough to make the audience click on the "Start reading" button.
18. Neil Patel
This is a simple yet targeted copy that addresses the pain point of website owners, which is the number of visitors. The copy then drives the readers to take action for a free report.
Nike, the athletic and footwear brand, marked the 30th anniversary of its memorable tagline "Just Do It." They launched a new advertisement that resonated with the target audience well enough for the company to gain $6 billion in market value. The ad showcased a close-up of former NFL quarterback Colin Kaepernick, along with the message, “Believe in something. Even if it means sacrificing everything.”
This Heineken ad copy directly addresses the pain point of new parents. It points out that the product has 0.0% alcohol but still offers the same taste as the original drink.
Want to read about notable copywriters? Read "7 Best Copywriters Of All Time".
Use AI to do copywriting for you. Sign up with Scalenut
Copywriting is a crucial aspect of marketing, but it can also be time-consuming and challenging. That's where AI-powered copywriting tools like Scalenut come in. Scalenut is an AI-powered SEO and content marketing platform. It uses AI to help content writers and businesses create high-quality, engaging copy quickly and easily.
With Scalenut, you can access a wide range of copywriting tools, including ad copy generators, product description generators, and social media post generators. The platform uses machine learning algorithms to analyze your brand's voice and style, and then generates a copy that fits your brand perfectly.
One of the key benefits of using Scalenut is that it can save you time and effort while writing copy. Instead of spending hours writing a copy, you can simply input some basic information about the product or brand, and let Scalenut do the rest. The platform can generate copy in a matter of minutes, allowing you to focus on other aspects of your work.
Another benefit of using Scalenut is that it can help you create more effective copy. The AI algorithms are designed to analyze data on consumer behavior, preferences, and trends. It uses that information to create a copy that resonates with your target audience. This can help improve your conversion rates and drive more sales. Sign up today to get started!
Frequently Asked Questions About Creative Copywriting
Here are 3 FAQs regarding creative copywriting:
Creative Writing vs. Copywriting: What’s the Difference?
Writing creatively relates to storytelling and creating works of art, such as novels, poems, and screenplays. It is more focused on self-expression, emotions, and creativity. Creative writers are often more concerned with literary techniques and literary merit.
On the other hand, copywriting is focused on writing persuasive and engaging content that promotes a product, service, or brand. Copywriters are often more focused on the audience's needs, desires, and motivations. They use language, tone, and structure to drive a specific action, such as making a purchase, signing up for a newsletter, joining the email list, or attending an event.
Where Can I Find Copywriting Courses?
There are many places where you can find copywriting courses, both online and offline. Some of the best places to look for copywriting courses include:
- Online learning platforms like Udemy, Coursera, YouTube, and Skillshare
- Copywriting associations like the American Writers & Artists Institute (AWAI) and the Professional Writers' Alliance
- Colleges and universities
- Freelance platforms like Fiverr and Upwork
Can Creative Copywriting Be Funny?
Yes, creative copywriting can be funny. In fact, humor is often used as a technique in creative copywriting to capture the audience's attention and create a memorable impression. However, it's important to strike the right balance between humor and the message you want to convey.
The humor should be appropriate and not overshadow the main message. Additionally, humor should be used selectively, as not all products or brands will benefit from a humorous approach.