Nobody ever said that copywriting was easy. In fact, it really is quite an art form. Crafting words together to form a compelling message and engage users to read further or act is a talent and takes many years of practice to get it right. With that said, the right headline or piece of copy can skillfully attract a potential consumer to your product or service.

Often, we see so much mediocre writing out there that when we come across a well-crafted piece of copy, we’re blown away! The right headline can make you laugh, smile, or think just a little deeper. So what are some great examples of smart copy? We’ve picked a few below:

Jack Daniels

Simple and some play on words makes this headline captivating and interesting.


Image credit Jack Daniels




Image credit REI


Again, very simple but with a personal touch that makes it relatable and comforting.


Kimpton Hotels & Restaurants


Image credit Kimpton


Succinct and snazzy, this headline keeps in line with its target customer seeking a modern, trendy experience.


Talenti Gelato & Sorbetto


Image credit Talenti


Image credit Talenti


This snappy copy on the homepage sets a definite mood in the reader’s mind, and exemplifies the idea that ice cream is a comforting, enjoyable experience that anyone can relate to.


The J. Peterman Company

J Peterman copywriting

Image credit The J. Peterman Company


Colorful storytelling at its best, this apparel company reminds us just how fun escaping for a vacation really is. The illustrations also add a nice dimension to the copy.


While it seems easier than it actually is, there are only a few things to remember when writing succinct, crisp copy that grabs attention:

  • Keep it simple and clear. Remember the acronym KISS (Keep it Simple, Stupid). Simplicity is the goal, and will help your copy stand out for what’s important.
  • Know your customer — this will give you a jumpstart on what messages will resonate.
  • Give the copy a personal touch, and make the reader feel welcome and engaged into whatever offer or information you’re providing.
  • Engage the reader with a compelling or insightful question that makes the reader think.
  • A pun or a play on words always works for getting attention!
  • Get the facts in there. After all, you’re there to inform and educate about your product or service. Don’t put too much fluff or you’ll risk turning off your reader.

With some practice and experimentation, you’ll be on the way to writing sharp copy! If you would like some professional assistance with copywriting for your website or marketing materials, don’t hesitate to give us a call here at EDK or shoot us an email at