Alright, before we dive in, I have a little backstory to tell.
Around 2 years ago, I decided that I needed to get myself a new phone. Coincidentally, I needed a very good camera, and the Pixel 7 at that time was the phone to have for that kind of stuff. At least according to MKBHD.
So, I go out there, get the phone, and now I am presented with a lifelong dilemma that every smartphone user has.
Do I get the case for the phone and live a peaceful life, or do I not get the case and live life on the edge?
Now, here is the thing about me. I HAVE NEVER in my life before gotten a case for my phone. Literally, never.
Of course, that has resulted in me breaking multiple phones, screens, etc., but that’s not the point.
One of my close friends sees that we have the same phone, and he is like:
“Duude, you gotta get this case from Dbrand, it's literally the best thing ever, you can drop your phone from outer space and nothing is gonna happen to it, bla bla”.
So, I am like: “Yeah, yeah, I’ll check it out," knowing damn well I was not gonna check it out.
But curiosity got the better of me, and I went to the website and scrolled a little bit.
Fast forward 2 years later, I am now a brand advocate for Dbrand cases, and all my phones and devices have one.
Wait, what the fuck? How did we make this time jump, and what happened in between, Luka?
2 words.
Great copywriting.
Basically, I went on the website, I scrolled a little bit, and got so amazed with the copy approach they had, I instantly became a customer.
I got connected with the brand right away.
Now, take into consideration that I am a writer. And I am extremely critical and passionate about good copywriting. That being said, when they managed to wow me, you know that’s gotta be some good shit.
So why is it so good?
First of all, they are not corporate lingo slaves.
Look at this Prism 2.0 copy here.
For how many companies can you say that they can freely write this copy and put it on their website without the fear of backlash? Not many, I would say.
Also, it's definitely going places. I imagine there is a copywriter at Apple who would definitely love to describe one of the future Macs as an "idiot-proof" computer. Because it is.
They are not afraid to use “offensive” copy.
I'mma be honest here. Today we live in a snowflake world. People get offended by the slightest things.
That is why this kind of copy works. It's bold. It hits right in the feels.
Now, they probably lost a small number of customers for this, but I bet they gained a lot more.
There is 100% a person who read this, realized it was an awesome roast of themselves, and got the case because fuck it, its amazing!
It’s like having a roast session with your best friend, except it's with a company instead. Awesome.
Personally, “Thin. Unlike you.” got me rolling the day I was reading this.
IT'S FUNNY BECAUSE IT'S TRUE. DEAL WITH IT.
Their copy is funny. A lot.
Do I need to say something here?
“Moo” as a CTA button?
“A masonic megacorp renowned for their robotic precision?”
Don’t get me wrong here, this is a very niche style of comedy/jokes, but still, it can definitely hook an ordinary person here and there who will stand and be like: “Wtf did I just read?" and chuckle at least.
Great use of referencing and "call-outs."
First of all, the Rabbit R1 joke is just wild. This is what I mean by saying they are not afraid one single bit. This is what people like to see. A little jab here and there between different companies and individuals.
I mean, the last time we were actively seeing this is when Pepsi and Coca-Cola were exchanging blows through ads.
Then the Elon joke? First of all, Elon is trending 24/7. He is basically a virality vehicle. Just mentioning him here is funny and might trigger some sort of re-share on social media.
But then to wrap the call out with a jab at X’s monthly sub for verification? Now that’s funny.
And finally, the Carnage one. Once again, targeted at a niche audience, with a twist.
We all know the famous saying: “With great power comes great responsibility.” — RIP Uncle Ben 😞
But this actually has more than a reference to it.
First of all, Carnage has the power, but he is an evil character, so he does not give a fuck. Hence, the zero responsibility.
And second of all, this implies that with the great power this case has, you are not responsible for what happens to your phone.
Aka the case does all the work, which is an amazing way to communicate that Dbrand is taking care of your phone, so you can chill.
Finally, communicating the quality of the product with ego-ish copy.
Throwing a jab at the US military budget and saying that for a fraction of that you can do the same? For the end consumer, this screams quality while maintaining that funny tone of voice.
What about their team of “button scientists"?
I bet Google would kill for a team of those. 😂
All of this gives you belief in the product's quality while still keeping the good vibes only policy.
Conclusion
This was a long one. But I hope you can tolerate it since it’s Sunday.
All in all, this is one of my favorite examples of how good copy, catered to modern times and audiences, can create astonishing results for a company.
It just shows you that you don’t always have to use professional, corporate, tuxedo-style marketing and writing to make a buttload of $.
Sometimes, often more than usual, the “I wanna be myself” approach works equally as well.
I mean, Dbrand is making about $65M annually according to ECDB.
Try this style of writing for yourself, it might do you wonders.
See you in the next issue, folks.
The Unfiltrd Writer
P.S. If you want to check out Dbrand and their products, you can do so at this link.
(I am not affiliated in any way with Dbrand, but if anyone knows how I can be or can connect me with them, would appreciate it ❤️)
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