The Crazy Story Lens
The Helpful Lens
Bellroy Wallets USP-Focused Hero Homepage
Bellroy Wallets unique selling proposition is they are slimmer, but with the same capacity as bulky wallets. In their hero...
The No-Brainer Lens
The Case Study Lens
The 5 Levels of Awareness
One of the first steps of writing effective copy is understanding the "awareness level" of your market. If they are...
Solar energy home page mockup before and after
This before and after image is from a redesign tutorial in the Kopywriting Kourse. It takes a sub-par hero section...
5 Stages of Market Sophistication
In order to write effective copy, you need to match your message to your market. How skeptical are they? How...
MoonClerk home page
MoonClerk's home page is really strong, from top to bottom. It starts off with a great headline that explains exactly...
Panasonic Nose Hair Trimmers Billboard
Not only does this creative billboard capture attention, but it has a double meaning. Cutting nose hairs, just like electrical...
Starwax Super-Targeted Ad
This ad campaign is a great example of lasering in on one tiny audience and making them feel understood. Most...
The No Blame Lens
The Durability Lens
Restaurant Tunnel Billboard
Most billboards are easy to tune out. Not this one. You literally drive into it. Let's be honest—If you're hungry,...
Features vs. Benefits (Diet Coke)
People don't want to buy a nail. They want to buy a sturdy place to hang their family picture on...
The Missing Ingredient Lens
The Prevention Lens
The Analogy Lens
The Comparison Lens
The Personalized Lens
Concise vs Wordy Writing
This intro to a piece on "Precision Writing" is great because it shows the difference between being concise vs being...
The Sniper Lens
Disney's business strategy infographic (1957)
This isn't the *neatest* diagram, but it's a pretty cool one. It's a breakdown of Disney's business strategy from 1957....
The 4 C's Copywriting Formula
The 4 C's Formula is a checklist you can use to edit any piece of copy. Clear: Is it direct...
