Marketing 10 Copywriting Sources When You’re Dying for Inspiration Jenna Monney-Lupert Marketing 10 mins read Aug 18, 2021 For copywriters, inspiration can be a fickle creature. It’s never there when you need it most (read: when you’re on deadline), but then conveniently decides to give you the dose of inspiration you’ve been wracking your brain for at the most inopportune time—usually when you’re away from your phone or notepad (hello, shower thoughts). While inspiration can be difficult to tame, there are a few places I like to check out to help feed my brain with the creativity it needs to pump out killer content on a regular basis. Whether you’re chasing after a big campaign idea, working your way towards the next “Just do it” tagline, or just want to take a break from the task at hand, here are the 10 resources and brands I have bookmarked for some much-needed copy inspiration. 1. Ann Handley’s “Everybody Writes” In her Wall Street Journal best-selling book “Everybody Writes,” digital marketing trailblazer and prolific writer, Ann Handley, gives us her secret sauce to creating strategic, readable content your users will lap up. Discover tricks of the trade on how to communicate clearly through the written word, along with fun grammar hacks you’ll actually remember, tips on how to persuade audiences through storytelling, and inspiration on how to become a stronger writer. As a copywriter, this book has become my go-to for learning new ways to create content that truly resonates with readers. But it can also serve as an essential resource for anyone writing or publishing any type of digital content. Get your copy now. 2. Growth.Design What happens when case studies meet comic books? You get Growth.Design.This Montreal-based business develops and publishes unique case studies that are as much a feast for the eyes as they are for your inner word nerd. Growth.Design has a real gift when it comes to turning complex business case studies into engaging stories, which they achieve by combining interactive layouts and illustrations with UX-friendly copy that is human, personable and concise. The result is a captivating and intuitive user experience that’ll have your imagination running wild with ideas.Check out Growth.Design’s case studies page and thank me later! 3. Facebook Ad Library Facebook’s ad library is a wordsmith’s paradise where you can search and see Facebook’s currently active ads from virtually any brand or business you want. An ad typically will appear in the library within 24 hours from the time it gets its first impression and will be stored there for the next 7 years. This platform is a holy grail for copywriters looking to get some wording inspiration and an insider look at the messaging their competitors are using. It also serves as a powerful learning tool for new copywriters who are on the hunt for examples that’ll help them write punchy ads that get the clicks. 4. Oatly Imagine copy that’s so relatable, it feels like they read your mind? That’s the power of Oatly, a Swedish drink company that makes plant-based milk alternatives from oats. Let’s be honest, no one really reads what’s on the carton—unless it’s the fat percentage. That’s because most brands don’t make the effort to speak directly to their consumers. Oatly noticed and decided to turn this into a marketing opportunity. The brand’s voice is so smart, self-aware and tongue-in-cheek, you won’t even realize you’re reading through what they call “the boring (but very important) side” of their packaging. If you’re faced with the dreaded blank page, then take a break to check out Oatly’s website and social media for ideas on how to make your product stand out with words that grab your consumer’s attention. 5. WGSN WGSN is a product trend forecasting company owned by global information tech giant Ascential. They use data science to deliver daily trend intelligence, retail analytics and consumer insights so that brands can make better decisions. Although this is a paid platform, it’s become an invaluable resource for retailers in the fashion, beauty, food & drink, and lifestyle industries who want to get a leg up on the competition (imagine being able to know about the 2018 rosé trend 1.5 years earlier?) I’ve used WGSN for a couple of years and it’s been an incredibly useful tool for product marketing. Get ideas, content inspo and data-backed advice that can help you plan original content around your product launches and campaigns months in advance. If you show this to your manager, don’t be surprised if the next words out of their mouth is, “We need to get this for the whole team ASAP!” 5. The Daily Carnage newsletter The Daily Carnage newsletter is swimming with content ideas that’ll get your neurons firing on all cylinders. It’s got an interactive layout that includes quizzes, recommendations of different tools they’ve come across, and some of the best and most interesting content from the web. And don’t get me started on Friday’s happy hour recipe (watermelon basil martini? Yes, please!)They’re also brilliant storytellers and know how to convey dry marketing concepts in a lighthearted and cheeky way. Another thing they do well? Analogies. They’re an effective way to teach complex or unfamiliar ideas to your target audience. So if you’re looking for a way to improve your analogies, the writers at The Daily Carnage are real pros. You can subscribe to their newsletter here. 7. Ben & Jerry’s “Netflix & Chill’d,” “Half Baked,” “Chocolate Therapy”… Perhaps the only thing more smile-inducing than a spoonful of Ben & Jerry’s ice cream is the creative wordplay behind the company’s product names and flavour descriptions. They’re funny, playful and incredibly witty, with a serious knack for coming up with ice cream puns you can’t help but love. Another reason to check them out? While most retailers retire products because they’re either seasonal, sold out or limited edition, Ben & Jerry’s found a way to let their products live beyond the grave—literally. They have a physical Flavour Graveyard and a digital one on their website to commemorate past flavours where they give each one a clever little epitaph. Take Holy Cannoli, for example: “Now in front of the pearly gates, Holy Cannoli sits and waits. What brought its ruin no one knows. Must have been the pistachios.” How cute is that? On another note, if you’re looking for a fresh and inclusive way to express your brand’s social responsibility commitment to a specific community (be it BLM, LGBTQ+, Indigenous groups, etc.), B&J is a beacon of light in a crowded room of virtue signalers. 8. Book Riot Podcast It goes without saying that many writers also happen to be big readers. The Book Riot Podcast has been delighting my inner bookworm for over 10 years now and is one of my favourite sources for copy inspiration. Perhaps the only thing better than learning about what’s “cool, new and worth talking about in the world of books” is listening to show hosts Jeff O’Neal and Rebecca Schinsky riff off of each other in true book nerd fashion. Highly opinionated and unapologetically funny—if you’re looking to build your vocabulary, learn new expressions or simply want to add more books to your growing TBR (To Be Read) pile, I highly recommend you give them a go. 9. Marketing Dive While some copywriters get inspired by observing brands they find interesting, others prefer to kick-start the brainstorming process by reading more educational content. When I’m on the hunt for content or campaign ideas, I like to head to Marketing Dive. They publish compelling business journalism and provide in-depth insight into the latest news shaping the marketing and advertising industries. Social media, marketing tech, influencer marketing, ad creative, video—they’ve got it all. It’s also an excellent resource to help you expand your marketing knowledge. Here are a few noteworthy articles I found particularly interesting from a creative standpoint: Oreo turns cookie packs into extraterrestrial peace offering ahead of congressional UFO report Campaign Trail: Oscar Mayer’s off-kilter ads accentuate unusual uses for meat Skittles launches ‘QueerR codes’ to spotlight LGBTQ creators during Pride’ 10. Good ol’ brick-and-mortars When it comes to copy inspiration, nothing beats browsing the beautiful shelves and product-stacked tables of your traditional brick-and-mortar stores. In-store signage can spark new ideas of how to market products in unique and effective ways. So the next time you decide to do a little window shopping, pay close attention to product packaging, promotional signage and storefront window decals.You never know when the next great idea will strike! Share This Article Facebook Twitter LinkedIn Email