I was on the hunt for my birthday ‘fit.  

One that says, “I’m turning 32, but I want to look stylish without offending all of Gen Z in the process.”

This birthday wish led me to the clothing brand of my dreams – Reformation. And not just because they had the perfect red dress to fit the bill.

Before I ever hit, “Add to Cart” I was subscribing to their emails, following their socials, and unashamedly looking up their Senior Copywriter on LinkedIn.

All because their brand tone and voice caught my eye. 

As a copywriter myself, I spend my days thinking in short form copy. So when I stumble on a brand with killer copy like Reformation, I’m paying attention.

In my professional opinion, great copywriting comes when a brand doesn’t take themselves too seriously. 

Catching a glimpse of a brand’s personality – whether it’s with a witty caption or engaging ad script – evokes emotion and sparks curiosity. 

David Ogilvy, The Father of Advertising, famously said, ”You cannot bore people into buying your product.”

Great copy is relatable and authentic. It should help foster a connection with your audience above all else. 

So when it comes to copywriting, it’s not what you say, it’s how you say it that matters.

See below for Ref(erence/ormation):

Tagline: Reformation’s tagline communicates who they are and what they’re about using a hint of humor to express the brand’s voice. 🤌

Email: My shipping confirmation email. The copy is relatable and creates a connection with me, the customer. I’m more than a transaction. I’m also a girl eagerly waiting to try on my birthday dress. 💃🏻

Social: The picture isn’t perfect, but the caption does the selling. We love double meaning with a wink to a casual brand endorsement. 👌

Once you start noticing how brands attract engagement with their customers through copywriting, it’s hard to unsee. Especially when they get it wrong…looking at you, Bumble 😬. 

I don’t follow every brand I shop from or love, but when I do? It’s most likely for the copy inspo.