Although it’s uncertain if Ernest Hemingway actually triumphed in a wager using the renowned six-word story, “For sale: Baby shoes. Never worn,” it undeniably exemplifies exceptional writing.

James Watkins, digital marketing manager at PHS Group, a hygiene services company, attributes its brilliance to its ability to “evoke strong emotions [and] convey a complete narrative with all the necessary context within a single sentence.”

Realize the impact achievable with just one sentence? Similar to this succinct tale, effective writing prioritizes conciseness. However, truly remarkable writing possesses memorability, often achieved by referencing current affairs, sparking controversy, or exploring uncharted territories. It reflects the writer’s deep understanding of their intended readership. Moreover, its effectiveness is evident in its influence on metrics such as sales figures or impressions.

Seeking inspiration to craft your own incredibly impactful content? Explore these 21 prime examples of exceptional writing across emails, packaging, billboards, PPC, and beyond.

Enduring Examples of Excellent Writing

This list commences with enduring examples—brand messaging that maintains its relevance and, undeniably, its impressiveness years after the campaigns might have concluded.

1. Morton Salt

In 1911, Morton Salt introduced an anti-caking agent to its product to prevent clumping, resulting in what the company touts as the “first free-flowing salt.” Three years later, the slogan “When It Rains It Pours” emerged alongside the iconic Morton Salt Girl. On its website, Morton highlights that “numerous branding enthusiasts and experts” regard this pairing as “one of the most successful branding achievements ever.”

Alex Vale of Attio, a SaaS startup, lauds the concise and enduring reference to the salt itself, which also cleverly plays on a proverb, as “phenomenal.”

2. Rolls-Royce

Advertising executive David Ogilvy’s 1958 print campaign for luxury car manufacturer Rolls-Royce famously proclaimed, boasted, “At 60 miles an hour the loudest noise … comes from the electric clock.”

Without intending any wordplay, Joe Swinn, digital marketing lead at managed services provider Yell IT, hails it as a “timeless classic” for its ability to “[distinguish] Rolls-Royce from all other vehicles.”

“Beyond the exceptional headline, the body copy, though extensive, is replete with detail and emotion, conveying not just the car’s specifications, but also the craftsmanship behind it and an aura of prestige and tradition,” Swinn elaborates. “It truly speaks for itself—and established Rolls-Royce as the epitome of automotive excellence.”

3. Avis

Swinn also highlighted car rental company Avis’ “We Try Harder” print messaging, which originated from a copywriter at ad agency DDB in 1962 to tackle the challenge of positioning a brand as superior when it’s not the market leader.

“The wording is impactful—and effectively positions Avis as providing superior service, quality, and attention to detail,” he remarked.

4. Heinz

The tagline “Pass the Heinz” was the brainchild of fictional ad man Don Draper from AMC’s Mad Men. Although rejected in the show, agency David Miami persuaded Heinz to embrace the copy in 2017, accompanied by images of ketchup-less fries, burgers, and steak, naturally.

In a video about the campaign, David Miami dubbed this the “first-ever reverse product placement” and revealed that the print and out-of-home campaign yielded 2.6 billion media impressions and $55 million in earned media.

Timely Examples of Excellent Writing

While copywriting that withstands the test of time is admirable, references to current events can be equally potent. Here are a few successful illustrations.

5. Nike

Athletic and footwear giant Nike commemorated the 30th anniversary of its iconic tagline—“Just Do It”—with another impactful message. This time, the brand addressed a prevalent issue with an ad featuring a close-up of former NFL quarterback Colin Kaepernick accompanied by the copy, “Believe in something. Even if it means sacrificing everything.”

The ad sparked debate but resonated with the right audience. Analysts estimate the company gained $6 billion in market value as a result.

6. Norwegian Airlines

When Brangelina split in 2016, budget airline Norwegian Air swiftly capitalized on the news, advertising low fares to Los Angeles with the straightforward copy, “Brad is single.”

Swinn praised this as “A prime example of timely copywriting in response to a major news event,” adding, “Given its prominence at the time, minimal context was required.”

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7. KFC UK

KFC UK transformed a PR nightmare into a win with its apology for the brand’s 2018 chicken shortage. The message? Just three letters: FCK.

Polly Kay, senior digital marketing manager at window treatment retailer English Blinds, acknowledged the risk but asserted its effectiveness, partly because the brand took responsibility, apologized, and poked fun at itself.

“KFC’s copywriters absolutely nailed it and salvaged the brand’s reputation in one fell swoop with a witty, edgy, and highly audience-appropriate response that generated significant goodwill and positive publicity,” she added.

8. Specsavers Optical Group

Days after England’s controversial World Cup defeat to Germany in 2010—partly due to a disputed call—optical retailer Specsavers ran print ads in UK newspapers promoting its glasses with the copy, “Goal line technology … from £25.”

“The controversial match was the talk of the town, with goal-line technology [cameras to detect goals] at the center of the debate,” Swinn explained. “Many in England were outraged by the referee’s decision, so Specsavers capitalized on the sentiment with this brilliant ad—perfectly aligning themselves with the conversation.”

9. L’Oreal Paris

Makeup brand L’Oreal Paris collaborated with ad agency McCann on a print campaign focusing on workplace gender equality. The outcome: Powerful copy that declared, “This is an ad for men. Hire more women in leadership roles. We’re all worth it.”

“It’s bold and impactful,” Panchal remarked. “It keeps the message concise, allowing readers to grasp the facts without unnecessary arguments.”

Email Examples of Excellent Writing

By the end of this year, the daily volume of emails sent will surpass 293 billion. That’s fierce competition, making impeccable email copywriting all the more critical.

10. Revolut

Financial technology company Revolut adopted a slightly longer approach in an email marketing campaign centered around Brexit.

Jakub Kliszczak, marketing specialist at call center platform CrazyCall, hailed it as “one of the most creative pieces I’ve encountered” due in part to its focus on “Brexit’s impact on the company and, consequently, its customers.”

However, he highlighted its packed with Brexit references nature, making it “incredibly engaging to read.”

Out-of-Home Examples of Excellent Writing

Billboards, digital screens, posters, and more offer countless opportunities to implement exceptional copywriting techniques in out-of-home advertising.

11. OkCupid

Demonstrating the power of brevity once again, dating site OkCupid turned the acronym DTF on its head in an outdoor campaign from W+K New York.

“Our goal is to redefine DTF,” OkCupid announced in a blog post. “Ultimately, shouldn’t the person it describes decide its meaning? The F should be yours to define, whatever the F you want it to be.”

OkCupid’s campaign reimagined the term in numerous ways, such as “Down to Fall Head Over Heels” or “Down to Fight About the President.” The result? Reportedly, a 50% surge in social mentions.

12. Oatly

When the 20-something-year-old Swedish oat milk company Oatly entered the U.S. market, it infused its outdoor campaign with personality.

Their irreverent ads featured copy like “Look! A poster desperately trying to grab the attention of someone potentially interested in barista edition oat milk,” alongside “Look! A poster attempting the exact same thing as the previous one,” and “Look! A poster providing additional support to the preceding two posters.”

“I’m particularly fond of self-referential humor in writing,” shared Patrick Ward, editor in chief at broadband connectivity search engine High Speed Experts. “Ads, by their very nature, are trying to sell us something, so when a company ditches pretense and embraces honesty through humor, it definitely breaks through the noise.”

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13. Lexus

In 2015, luxury car manufacturer Lexus employed cameras and image recognition technology to personalize billboard copy for drivers of competitor crossover vehicles like Audi, Range Rover, and Mercedes.

Upon identifying an approaching car that fit the criteria, the billboard displayed tailored copy like, “Hey, white Evoque, it’s never too late to cross over.”

“What I find compelling about this marketing approach is its customization for each audience,” remarked Jaykishan Panchal, content marketing manager at digital agency E2M Solutions.

14. British Airways

Similarly, British Airways incorporated “a touch of digital magic” into a London billboard for its Look Up campaign. It identified overhead planes—including flight number and origin—in real time to showcase the breadth of its routes and, of course, encourage onlookers to glance skyward.

Digital Examples of Excellent Writing

Much like out-of-home advertising, digital marketing provides numerous opportunities for copywriting triumphs—with the added benefit of directly reaching your target audience. Let’s delve in.

15. Alec Brownstein

Back in 2010, copywriter Alec Brownstein was on the hunt for a new job and astutely noticed the absence of sponsored links in Google searches for his favorite creative directors. Seizing the opportunity, he launched his own PPC campaign featuring the copy, “Hey, [name]: Googling yourself is incredibly enjoyable. Hiring me is fun, too.”

And because he was the sole bidder on their names, it cost a mere $0.15 per click—a grand total of $6.

“This example is brilliant in its laser focus on the audience,” Swinn commented. “The wording isn’t particularly fancy, but it underscores the power of simplicity and user-centricity.”

16. Geico

Insurance giant Geico turned YouTube pre-roll ads on their head in its 2015 Unskippable campaign. This series of video ads began with a voiceover declaring, “You can’t skip this ad; it’s already over.” Then, the actors froze, but the camera continued rolling, capturing the ensuing chaos and humor.

17. LinkedIn

Shakun Bansal, head of marketing at HR technology company Mettl, pointed out that LinkedIn Marketing Solutions uses metrics effectively in its ad copy to entice clicks for guides or research, such as “B2B brands experience 3.5x higher conversion rates on LinkedIn.”

“The in-depth market data presented entices you to click and discover LinkedIn’s latest offering,” he explained. “And their PPC ads never disappoint; the content delivered after clicking justifies the click. It dawned on me that the effectiveness of your ad copy hinges on what you offer on the other side.”

Long-Form Examples of Excellent Writing

While concise copywriting is valuable, it doesn’t always have to be brief. Long-form copywriting can be equally effective when executed well (i.e., by avoiding common copywriting pitfalls). Here are a few successful instances.

18. Kiwi Shoe Polish

Long-form copy can be challenging in advertising, but shoe polish brand Kiwi and Ogilvy Chicago nailed it in this 2018 print campaign featuring the actual shoes of prominent historical figures—including Muhammad Ali’s boxing shoes, Ernest Hemingway’s loafers, and Amelia Earhart’s dress shoes—alongside a detailed narrative about their first steps.

19. Matthew Howells-Barby

According to Ryan Jones, digital marketing executive at web design agency Imaginaire Digital, Barby’s blog post on acquisition strategies remains “to this day, one of the most well-written and informative pieces I’ve read.”

Despite its length, the layout “ensures readability and comprehension,” Jones added.

20. The Hustle

This news aggregation service delivers a newsletter characterized by “a strong voice that is both professional and relatable/engaging,” noted Ciara Hautau, digital marketing strategist at app development company Fueled. By making the copy accessible, they transform potentially dry information into an engaging and entertaining learning experience.

21. Recess

Evan Alexander, copywriter at digital agency Union, highlighted the website copy for CBD-infused seltzer Recess, which effectively educates consumers about the brand and product in its own distinctive way.

“In today’s world, consumers are bombarded with messages outlining what a service or product is or does, so it’s refreshing to see Recess tell people what their product isn’t: ’not wired, not tired,’” he added.

For additional insights, head over to our post on How to Write Copy That Sells (102 Tips and Real Examples). You won’t be disappointed!