A cheeky copy breakdown

Great marketing comes down to great copy.?

In this brand breakdown, we take a peek at how Culprit Underwear leverages cheeky (get it?) copy to reel their customers in.

Homepage

I mean come on. Does that not make you chuckle? You have my attention and I want to see more.

Newsletter pop-up form

Cute monkey + great copy = take all my information. Need my social insurance number too? You can have it all. And that call to action— why say "subscribe now" *yawn* when you can say BOOM!

Product page

Setting the vibes right with lyrics from a trendy song folks know and love. This is a fun product, it doesn't need to take itself seriously at all. It can and should be as fun and irreverent as possible. Suddenly I need a pair of booty shorts.

Product description

Who knew underwear could be so fun? I need this energy in my life. *adds to cart*

Our verdict

What we like:

Fun copy keeps the user engaged and entertained throughout their journey on the website. The call-to-action buttons are creative and continue the irreverent tone throughout. The use of puns and emojis feel fresh and casual, like you're talking to your funniest friend about undies. Remember, visitors who feel seen spoken to, and delighted by copy are more likely to buy.

What we’d improve:

Their H1 copy may not be helping the brand in the SEO department. We’d make the H1 something that folks will be searching for online like “Women’s booty shorts”, it can be small so it doesn't take up too much thought. Then we can make the H2 large, and fun, while still eating our SEO cake.

Looking for more? We do copy breakdowns in our bi-weekly newsletter The Grow Op, come hang!