Writing Memorable Content for Brand Identity

A year ago, I was that guy—writing copy that sounded like a university thesis. Buzzwords, jargon, and enough fluff to fill a pillow factory. My readers? Confused. My conversions? Nonexistent. Then I stumbled upon brands like Moosejaw and BarkBox. Their copy felt like a friend texting me, not a robot pitching me. That’s when I realized: conversational copy isn’t just “casual.” It’s strategic. It builds trust, makes you memorable, and (most importantly) gets results. Here’s how brands like these taught me to write copy that clicks with people: Conversational copywriting is all about writing like you're talking—no jargon, no sales-y pitch. But how do you nail it? Here’s a guide based on brands that get it right. Thread 🧵 1/ Moosejaw Fun and quirky copy that hooks you instantly. Examples: ✔️ “We love NFTs (Nacho Fun Times).” ✔️ “Remember to season your concrete after shoveling snow.” ✔️ “No, our website isn’t powered by hamsters in wheels… yet.” Takeaway: Don't be afraid to let your personality shine—it’s what makes people remember you. 2/ BarkBox What do they sell? Adorable joy for dogs. ✔️ They use relatable humor + 100% satisfaction guarantees. ✔️ They speak their audience's language—dog parents, not just dog owners. Takeaway: Know your audience. Write for them, not at them. 3/ Innocent Drinks Natural products, natural tone. ✔️ They use ultra-specific details like “botanical” to emphasize quality. ✔️ They lean on transparency to eliminate buyer anxiety. Takeaway: Be real, and get specific—your audience will trust you more. 4/ OkCupid DTF? They redefine it. ✔️ Their copy flips expectations. ✔️ They invite users to define their version of dating. Takeaway: Play with cultural norms to create an emotional connection. 5/ Gymit Copy that feels like a casual gym chat. ✔️ They make gyms approachable—not intimidating. ✔️ The honesty in their tone makes them relatable to everyone, not just fitness buffs. Takeaway: Use language that removes barriers for your audience. 6/ Lego Timeless yet relevant. ✔️ Nostalgia meets values. ✔️ One ad paired a retro toy with a modern message about equality. Takeaway: Tie your brand’s history with current values to create powerful storytelling. Conversational copy isn’t magic—it’s empathy. Think: What would your audience actually want to hear? Then say that.

Your ads are forgettable because they engage only one sense... The Memory Palace Method easily fixes this problem. If you study neuroscience (even at a basic level) then you know that memories stick much more effectively when multiple senses are engaged. So create ads that trigger senses like: 👀 Visual: Unique, pattern-breaking imagery. 🎧 Auditory: Distinctive sounds or music. 🥶 Kinesthetic: Describe physical sensations. 😍 Emotional: Tell stories that create feelings. Here’s a quick example: Instead of writing or saying: “Our coffee is premium” Try: “That first sip hits different at 5am. The warmth spreading through your chest as you watch the sunrise, knowing you're up before your competition...” You're not selling coffee. You're installing a memory. When they're at the store or see any future marketing from you, that memory fires. They buy your brand without knowing why. This is why Coke sells happiness…not soda. And why Nike sells victory…not shoes. ❌ Features fade. ❌ Benefits blur. ✅ Memories stick. Create ads that don't just communicate. Create ads that install experiences.

Trends are cool, but timeless principles don't fade. Want to make your ads unforgettable? Learn from the masters who transformed the industry by tapping into human psychology. A quick guide to get you started: 1️⃣ David Ogilvy: Use Data to Drive Emotion  ↳ Research what your audience cares about. Craft messages that speak to their desires, fears, and dreams. Data fuels effective emotion.  ↳ Who he was: The "Father of Advertising," known for pioneering research-driven campaigns. 2️⃣ Claude C. Hopkins: Speak to the Individual  ↳ Treat every ad like a personal conversation. Address your audience's needs directly and offer a clear benefit that appeals to them.  ↳ Who he was: A pioneer of modern advertising, famous for direct response marketing. 3️⃣ William Bernbach: Tell a Story  ↳ People remember stories, not stats. Create ads that evoke emotions and connect on a human level—just like Bernbach's iconic "Think Small" campaign.  ↳ Who he was: Revolutionized advertising with creative storytelling at DDB. 4️⃣ Rosser Reeves: Focus on One Big Idea  ↳ Find your Unique Selling Proposition (USP) and hammer it home. A single, powerful idea sticks in the mind, just like M&M's melting in your mouth, not in your hands.  ↳ Who he was: Creator of the USP concept, known for hard-hitting campaigns. 5️⃣ Leo Burnett: Create Brand Archetypes  ↳ Develop characters or symbols that embody your brand. These resonate deeply with consumers and make your brand instantly recognizable.  ↳ Who he was: Founder of Leo Burnett, known for iconic brand mascots. 6️⃣ John E. Kennedy: Persuade, Don’t Just Promote  ↳ Your ad should be a persuasive argument, not just a flashy promotion. Understand your audience's psychology and craft copy that convinces.     ↳ Who he was: Introduced "salesmanship in print," focusing on persuasive advertising. 7️⃣ George Lois: Be Bold and Memorable  ↳ Don’t be afraid to shock or surprise your audience. Bold ideas grab attention and leave a lasting impression.  ↳ Who he was: A creative powerhouse, known for provocative and bold campaigns. Found this useful? Like, follow, and repost ♻️ so others can level up their advertising game too!

Good ads get noticed. Great ads stick. Here are 8 reasons why. These 8 creative secrets can take your campaigns from forgettable to iconic. In today’s crowded market, standing out is tough. Research by Orlando Wood at System1 proves that creative elements don’t just grab attention—they also drive long-term brand growth. Here’s how the best brands make their ads unforgettable, with examples to inspire you. 1️⃣ Make Them Laugh: Humor Why It Works: Laughter creates instant connection, making ads fun and memorable. Example: Old Spice’s “The Man Your Man Could Smell Like” used absurd humor that stuck with everyone. 2️⃣ Speak Through Metaphors Why It Works: Metaphors simplify big ideas, making them relatable and easy to remember. Example: Apple’s “Think Different” used powerful imagery to link their brand to innovation. 3️⃣ Tell a Story Why It Works: Stories captivate audiences and forge emotional bonds that last. Example: John Lewis’ Christmas ads take you on a heartfelt journey every single time. 4️⃣ Use Music That Stirs Emotion Why It Works: The right soundtrack can amplify feelings and cement your brand in people’s minds. Example: Cadbury’s “Gorilla” ad paired Phil Collins’ iconic “In the Air Tonight” with a drumming gorilla for unforgettable impact. 5️⃣ Bring Characters to Life Why It Works: Memorable characters make your brand relatable and human. Example: The Geico Gecko has charmed audiences for years with humor and wit. 6️⃣ Be Visually Unmistakable Why It Works: Bold, unique visuals make your brand stand out from the noise. Example: Coca-Cola’s red, the iconic script font, and its contour bottle are recognized instantly worldwide. 7️⃣ Tap Into Emotions Why It Works: Emotional ads are shared, remembered, and acted on. Example: Guinness’ “Made of More” series delivers powerful, moving stories that connect deeply with viewers. 8️⃣ Surprise and Delight Why It Works: Unexpected moments grab attention and leave lasting impressions. Example: Snickers’ “You’re Not You When You’re Hungry” campaign kept audiences engaged with its hilarious transformations. Which creative element speaks to you the most? Drop a comment below! ⬇️ ♻️If these tips gave you ideas, share this post with someone who’s working on their next big ad. ✅ Follow Tom Wanek for more strategies to make your ads impossible to ignore.