KARMA’S 5-WORD BANGER

This is Joe's absolute favourite bit of copy ever. And it's not hard to see why. On-brand, on-mission, a shot at their competitors and a 10/10 pun all rolled into 5 words? Nice. Very nice.

This tiny bit of copy is doing an awful lot of hard work. And the big lesson to take from this is just how much mileage you can get out of even the littlest bits of microcopy dotted around your site. (And how valuable they are for building your brand voice.) For starters, it's a pun, a jab at the Pepsis and the Coca Colas of the world and a statement about their product, all in 5 words. That's impressive in and of itself. But it's also a great little beacon calling out to their ideal customer, too. Their ideal customer reads this bit of copy and thinks "oh hell yeah, that's my brand." Which, with research finding that 82% of shoppers want a brand's values to align with their own and three quarters of customers have stopped buying brand over a values mismatch, is huge. Every line that signals who you are and what you believe is quietly sorting your audience into the right people and the wrong ones.

The other thing worth noting is that this isn't hero copy. It's not even this section's h2.

It's a bit of microcopy where most brands would say something like"Karma Drinks are available at 500+ locations around the UK."

But, just like Liquid Death, Karma Drinks treat every word as an opportunity to build their brand.

And while we can't teach you how to write a pun as good as Karma Drinks, we can say this: you can't control the first thing a customer sees. It might be your homepage. It might be a Google ad. It might be a tiny bit of copy at the bottom of a page.

And if you want to be a brand like Karma and Liquid Death or Oatly where everything is on brand, try and get your brand voice into all the little nooks and crannies. It doesn't have to be dialled up to 11, but just make sure it's there.