The DWG blog
Copy, messaging & brand voice
tips for ecomm & FMCG brands.
Weekly breakdowns of how great brands use language to stand out and sell more. All backed by consumer psychology, real-world examples and templates you can steal.
3 ways to make your copy stand out to your customers in 2026
Your customers don’t buy from the best copy, they buy from the brand they remember. Learn how to reframe common category language, add tangibility,…
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3 more bits of copy we loved in December (and why they work)
How’s things? Starting to feel less like you want to work and more like you want to stick on Smooth Christmas and eat a…
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How to nail the bad review trend (and increase ad CTR by 27%)
Learn how to flip 1-star reviews into CTR gold. We break down the study-backed strategy behind ads that own the insult.
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Steal Spacegoods’ PDP messaging & layout trick to make customers say “yes!”
The structure of your PDP matters just as much as the words. Here’s how to organise your copy to match how customers think.
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How copy can save the day when sh*t hits the fan over BFCM & Christmas
Site crashes? Broken discount codes? Here’s how copy can help you handle mess-ups and keep customers coming back for more.
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How to nail the “we’re sorry” trend that’s everywhere at the moment
“We’re sorry.” Why faux-apology ads are taking over your feed—and how to write one that grabs attention without losing trust.
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3 (more) bits of copy we’re loving this month (and why they work)
What do popcorn, deodorant and oat milk have in common? They've all got brilliant copy ideas you can steal for your own brand.
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Steal our three-word trick to massively improve your product descriptions
Struggling to balance feature-rich copy with benefit-led storytelling? Find out how we do it with real examples from brands smashing it.
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How to write emotion-led copy that makes your brand stand out like Magic Spoon
Find out how to pin down the emotion that defines your brand and use it to guide everything from headlines to homepage copy, just…
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Steal Peachie’s clever messaging trick to make your copy resonate better
Peachies beat Pampers by selling sleep, not nappies. Learn their Ladder of Why messaging trick to make your copy resonate.
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How Starface use orthography to build a killer brand voice their customers love
The words you write matter. But so do your full stops, emojis and lowercase letters. Learn how to turn punctuation into a powerful part…
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Why Oatly’s brand voice is so damn good (and how yours can be, too)
We dig into the three layers of brand voice (10,000ft, 1,000ft, ground level), show how Oatly nails each one and how you can do…
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3 bits of brilliant copywriting we’re loving right now (and why they work)
We’re opening up the swipe file to share 3 killer copy moments: a tea brand’s cheeky ad, a dog treat headline, and a humble…
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Steal Huel’s copywriting trick to turn your customers into a community
Turn your customers into a community. Steal Huel’s identity-led copywriting trick to create brand belonging (and boost repeat sales).
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How Patagonia chooses what to say (and how you can steal it)
Learn how Patagonia uses different types of messaging at each stage of the buyer journey and steal their strategy to make your own copy…
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Steal our 6-second before-after-bridge trick for 🔥 social ad copy
Discover how to write scroll-stopping ads that highlight customer problems without feeling icky using the super simple B-A-B copy formula.
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How to flip cliches to write ads and copy like The Economist, VW and Taco Bell
Struggling to write scroll-stopping ads? Here’s how to steal a classic copy trick that’s backed by brain science and proven results.
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How to write FAQs that catch your buyers before they bounce (with examples)
Struggling with abandoned carts? Learn how to turn your FAQs into a high-converting, trust-building sales tool, in just 15 minutes.
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Why we’re here for bringing back bold, imperfect copywriting
What do Marvel movies, French cinema, and rogue punctuation have to do with your copy? More than you think. Let’s get into it.
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Steal Surreal’s Generation Effect copy trick to make your brand un_orgettable
Use this weird-but-effective psychology trick to make your brand stick in people’s brains — just like Surreal, The Economist, and Tesco have.
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Get more repeat orders and fewer returns with this 5-min email fix.
You might be missing a massive opportunity to build brand loyalty and get more orders. Luckily there's an easy fix that takes a few…
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Steal Lucky Saint’s 5-part storytelling framework to make your brand story stick
Lucky Saint’s rise isn’t luck. It’s smart storytelling that follows a proven narrative formula that taps into brain science. Find out how.
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Why “talking like your customer” can backfire (and how we helped Animal avoid it)
Speaking like your audience is a great way to win customers. But it's easy to go a bit OTT and lose your personality. Learn…
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77% of brands don’t use their voice consistently. Here’s how to keep yours on point.
Find out how you can create a brand voice document that's actually useful and helps you and your team write everything in the same…
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How to make your copy stand out in a crowded category (with examples from Botivo)
The messaging that used to make you stand out might be making you blend in. Find out how Botivo have carved out their own…
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Steal our 9 step pre-publish copy checklist to make sure everything you publish is 👌
Writing your copy and auditing your copy are two separate beasts. But the best copy comes from doing them one at a time. Find…
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How Dove, Moment & Bloom & Wild nailed their Father’s Day copy (and how you can too)
Father’s Day ads don’t have to be all grills and golf. See how Dove, Moment & Bloom & Wild are rewriting the narrative
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Want 21% more engagement? Steal Thinx’s strategy of saying the thing other brands won’t.
Swearing, taboos, industry no-nos... turns out, breaking a few conventions is great for business. Here's how to earn attention (and more sales) by doing…
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How to boost your sales by 42% with this quick product page tweak
Your product descriptions might be trying to do too much. Here’s how to make more sales by tying every benefit to one clear idea.
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Go woke, go broke? Nope. Inclusive language is better for the world & your brand.
Inclusive writing isn't just the right thing to do. It sells better too. Find out how to do your words gooder by being more…
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How Patagonia used a 100-year-old technique to cleverly grab customers’ attention
Steal this brilliant technique from Patagonia to grab your customers' eyeballs and make more sales without feeling like you need to shower afterwards.
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This easy 5-min copy tweak can improve your conversions by 56.34%
Unbounce found a 24.3% drop in conversions when language gets too complex. Make your copy easy to read and make more sales.
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How to sell your products without getting the ick (i.e. ethically)
Struggling with that awkward tension when you’re a brand doing good stuff in the world, but you still have to participate in capitalism and…
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3 super-smart copywriting tricks you can steal from Who Gives a Crap
Some products just aren't sexy. But in a forgettable category, your copy doesn't have to be forgettable too. And Who Gives a Crap nail…
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Making this small tweak can make your copy instantly more persuasive
Learn how you can use a mix of tenses in your brand's copy to meet your customers where they are in their journey and…
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How you can flip your copy and messaging to make your customer the hero
Your brand isn't the main character. Your customer is. Learn how to flip your copy and make your customers the hero with this quick…
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3 copywriting lessons you can learn from Die Hard (yep, seriously -ish.)
A completely, 100% serious post about the things Die Hard teaches you about writing for your brand. Yippee-ki yay, Do Words Gooders!
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The sneaky reason your copy might feel a bit flat (hint: it’s not your words)
Sometimes, even when you're writing technically "good" copy, something feels a bit off. But when you get your positioning right, it all falls into…
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How Bold Bean Co’s smart copywriting makes their customers happy to pay more
Getting customers to pay more for your product than cheaper alternatives feels tough but with a few tried and tested copy trick, it's pretty…
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Your customers have already written your best copy (you just have to steal it)
Sometime you don't have to write your own copy, your customers can do it for you. Find out how to mine your reviews for…
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How to write identity-led copy that makes customers say ‘that’s so me’
Did you know people are more likely to act when a behaviour feels like part of who they are? Learn how you can use…
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If your copy feels off but you can’t quite put your finger on why… read this.
Did you know that when something is easy to read, we perceive it as more credible and appealing, even if it has the same…
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Don’t worry, be happy: How feel-good copy can win over more customers
Customers are twice as likely to engage with positive messaging than negative framing. Use that to your advantage when you're writing copy.
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How bad reviews can make the best ads (with examples from Oatly, Collider & more)
Bad reviews are part and parcel of running a brand. Learn how to use copy to flip the script on negative feedback and win…
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No mo’ FOMO: 3 science-backed abandoned cart tactics that work
Feel like your abandoned cart emails aren't quite doing the trick? Here are 3 proven copy tricks you can use to turn on-the-fencers into…
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Your brand only has a voice if you have something worth saying.
There's loads of competition for a distinct brand voice and AI only makes it easier to have a bold style. The answer? Find your…
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5 (and a half) ways to improve your copy without changing a single word
Sometimes the biggest impact you can make to your copy isn’t anything to do with the words you choose. It's about making it easier…
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How you can write copy that turns returns and refunds into repeat customers
Refunds don’t have to feel like throwing revenue away. With the right copy, you can turn them into your brand’s secret weapon for winning…
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The golden rule of writing funny copy: always punch up, never down.
Learn how you can use an Ancient Roman rule of comedy to make your brand's copy funny with good, bad and ugly examples from…
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How to turn your rough first drafts into wallet-opening copy your customers love.
You don't need to be a great writer to write great copy. You just need to know how to edit your rough drafts into…
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5 hero section tips you can steal from brands like Bloom & Wild, Grind and Loop.
Your hero section is supposed to grab your customers' attention. Here are 5 tips you can steal from brands that are killing it to…
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Talk to us about your brand's project
If you're an ambitious ecommerce of FMCG brand and your copy and messaging isn't doing your product justice, let's talk.
Grab a 30-minute slot on our calendar and we'll get clear on what you're trying to achieve, what's not working and suggest the best next step.
If we're a good fit, we'll follow up with a simple plan, timeline and costs. If not, we'll tell you straight up (and point you in the direction of someone who can help).
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FAQs
When will I get the emails?
We send our weekly email newsletter every Tuesday at roughly4pm GMT. Sometimes a bit after if life gets in the way. But we aim to send it so it lands just after you’ve powered through Monday’s admin but before you get the end of week trudge. That way, you can put the tips to work.
What’s in the emails?
If we wanted to sound pretentious, we'd say it's a blend of consumer psychology, brand teardowns and practical takeaways. And it is all that. But mostly it's a note from us to you on the things we do for our clients and things we see other brands doing that are going to help you move the needle with your words. And because we're big believers in copying the strategy and not the execution, we'll always give you a peak under the hood at what those brands are doing and what tricks they're putting to use.
Can I reply to the emails with questions?
Oh yeah, 100%. Hit reply and fire away. We love nothing more than chatting with brands in the trenches.
I’ve only just launched my business, will this help me?
Absolutely. If you’re just getting started, these emails will help you nail your messaging from the get-go. No more staring at a blank screen, second-guessing every word, or wondering why your copy isn’t converting. You’ll learn the key components of good copy and how to speak directly to your potential customers.
How is this different from all the other copywriting newsletters?
Look, there are copywriting newsletters we love. But the vast majority of any newsletter in our inbox is 20% value, 20% waffle and 60% "Work with us". We're not like that. Would we love to work with you? 100%. Do some brands hire us after reading the newsletter? Absolutely. But we're not going to hide the value behind paywalls or "Our 10 Step Trademark Formula". URGH.
Instead, we'll give you all the value. And if you want somebody to write it for you, hit us up. If you want to DIY it, play on!