HUEL’S CRYSTAL CLEAR USP

It's a bit weird to include a bit of copy in this swipe file that is, objectively, not that special. And that's not to say this isn't a good bit of copywriting. (It is.) But it's not flashy or immediately inspiring in the way that a lot of the other bits of copy we've included are. However, we're massive believers in the fact that good copy doesn't have to be flashy. Sometimes the best copy is the copy that just gets out of its own way. And this does that and then some.

It might seem simple, but there's 7 or 8 techniques packed into small ad. They're listing USPs that deal to different demographic (vegan, free bottle, 27 vitamins & minerals...). They're being super specific, not broad. They've got a nice contrast headline that's super easy to understand. They're reframing the pricing from per month to per day. And they've done it all while making an ad that's super easy to skim and take in. Which lines up really nicely the research on processing fluency too. The easier something is to understand, the more we like and trust it. But doing that is so much harder than it looks. Really, really smart stuff. So next time you run an ad or write an email, ask yourself this: what's the absolute simplest way we can say this? Forget about the things you want the customer to know and just focus on the one thing they need to know to click the ad. Start with that.