Copywriting Is the Voice You Heard Before You Realized You Were Listening
Copywriting is invisible ink.
You don’t always see it for what it is, but you feel it. A phrase that lingers in your mind like a half-remembered lyric. A line that makes you laugh at the grocery store. A whisper that somehow knows what you need, before you’ve admitted it out loud. It’s not just “words that sell.” It’s words that speak to you, for you, and about you.
Copywriting is intentional language, sharpened to the shape of persuasion. It guides, invites, and can shift the energy of the room. It is psychology in a sentence. Emotion in a headline. It is the sign on the storefront, the voice behind the email, the soul stitched into the slogan.
So What Is Copywriting, Really?
Copywriting is the craft of writing words that inspire action. It’s ‘Come Closer’ instead of ‘Click to learn more here.’ It’s the subtle art of crafting brand personality in written form to persuade the reader to move forward to the next step. Copywriting shows up in seductive product descriptions, sarcastic email headlines that actually get opened, social captions that cut through the noise, landing pages that convert with confidence, to name a few.
Good copy doesn’t scream, doesn’t beg. it simply understands. It reads like someone gets it, and more importantly, gets you.
Why Is Copywriting Useful?
Because attention is currency, and trust is gold. Copywriting builds both. It’s what turns a browser into a buyer, a buyer into a brand loyalist, a product into a promise.
Brands That Get It (And Break the Mold)
Here are some real-world rebels doing copywriting their own bold way:
Liquid Death
This brand sells mountain water in a tallboy can, but the words on that can read like punk-rock poetry. "Murder your thirst" isn’t just a tagline—it’s a war cry. Their product descriptions sound more like metal lyrics than marketing copy, and that’s exactly the point. They’ve made water edgy, aggressive, and strangely compelling. The result? A brand that dares you to care about hydration with the same energy you’d bring to a mosh pit.
Oatly
Oatly is oat milk with attitude. Its packaging talks directly to you like a sarcastic, mischievous friend who’s read a few philosophy books and isn’t afraid to get weird. Every carton is filled with awkward confessions, unexpected jokes, and conversational tangents that somehow feel totally on-brand. Their copywriting doesn't just tell you what oat milk is—it builds a personality you can’t ignore.
Dr. Squatch
Dr. Squatch reimagines men’s soap as something wild, rugged, and undeniably primal. Their website copy leans hard into mythic storytelling, evoking campfires, mountains, and manliness with a wink. Think taglines like "soap made with stuff you can pronounce" and product pitches written like modern folklore. It’s grooming rebranded for the modern caveman—with personality that sticks.
Innocent Drinks
This UK smoothie brand turns every label, ad, and online interaction into an exercise in charming absurdity. Their packaging feels like a handwritten note from someone delightfully unhinged in the best way. They write in lowercase, lean into randomness, and manage to be genuinely funny across every touchpoint. Even their FAQs are packed with jokes, proving that no piece of content is too small for a spark of joy.
Cards Against Humanity
Irreverence is the product, and the copywriting is fully committed to the bit. This is the brand that once sold literal bullsh*t as a Black Friday stunt—and made it sell out. Their voice is fearless, satirical, and relentlessly self-aware. Every product page, campaign, and piece of fine print reads like a punchline with teeth. They don’t just sell a card game. They sell chaos, and their copywriting makes it irresistible.
Copywriting Is More Than Selling—It’s Telling
It’s telling your story in a way that matters, lands, and lingers before someone else does. The right words don’t just sell a product, they convey a perspective, they produce a feeling.
Copywriting is the softest kind of power. A smile can be hidden in a subject line, a nudge in the form of a noun, a call to action disguised as charm. It’s not just what you say, it’s how you make someone feel when they read it. And when it’s done right, they don’t remember the words, they remember you.
