Descriptions, Call Out, & Problem-Aware
3 copywriting examples from around the web.
Hi, I’m Ben Watkins 👋 Thanks for joining La Vie Ben Rose. Every week, I unravel copywriting questions, examples, and conversion tactics from the most recognized brands. I also look at online writing trends and creative ways to solve confusing problems.
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Happy Saturday!
Yesterday, I played some basketball with my 3 older kiddos (ages 4, 6, and 8). It was a blast until they realized how hard it is to make a basket.
I also enjoyed delicious food and pie with my amazing wife (and Valentine) on Valentine’s Day! She’s the absolute best.
Onward and forward!
I.
Descriptive is differentiation.
Patagonia doesn’t sell you a jacket. They sell you coziness. They sell you travel GOATS (greatest of all time) clothing.
I also love how they add playful descriptive language in these emails. It feels natural. It feels sincere. The “warm hug” and “far out time” is also a friendly touch.
II.
Call out what you’re NOT. It’s a technique to show people that you’re not for everyone.
This Facebook ad is about overcoming objections. They aren’t trying to hide the fact that they are expensive.
Showing what you’re not is just as effective as showing what you are.
III.
Show the reader you understand their problem.
Mints are flavorful. They are perfect for a lot of things. But Flintts Mints tells you exactly what problem they solve.
They want the reader to know they solve a problem. It’s not your everyday typical mint. They solve dry mouth.
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