We examine how global companies design their English messages.

English copy references for each marketing funnel across all industries

From finance grounded in authority and trust to consumer-friendly media and the recent K-wave, we present and analyze English slogans and corporate messages according to the marketing funnel's sequence, following the potential customer's brand experience journey.
From a basic understanding of each English copywriting style to explanations of its nuances based on cultural background, it provides a rich understanding of the copywriting usage environment.

My Brand Messages, From Consumer Awareness to Purchase Conversion

Building on a basic understanding of English copy for each industry, we explore the potential of "brand messaging in English" through the Marketing Funnel Practices section.
Explore the marketing funnel patterns—awareness, interest, trust, purchase decision, and loyalty—to assess the applicability of English copywriting to your specific job category.

This book covers how language is actually used in marketing and copywriting.
This book is written for anyone who communicates with the public through language, whether through advertising, newsletters, websites, social media, or even in-store promotions.
If your goal is to use language to capture public attention, connect with audiences, and influence their behavior, the tools and examples presented in this book are for you.
The way this book is written is simple but powerful.
We reverse-analyzed the text, using actual marketing language used in outdoor billboards, posters, advertisements, websites, and campaigns across various industries.
In other words, by analyzing how and why the text works, we uncover the strategies hidden beneath the surface.
As this book demonstrates, the findings are both practical and directly applicable to the real world of communication.
Examples range from infant formula to luxury cruises, from household brands to niche products.
Even if you're not a reader working in a specific industry, it's worth exploring other fields.
Often, the best ideas come from a kind of cross-pollination, or when you borrow technology from unexpected sources and adapt it to your own needs.
To illustrate this adjustment process, the case studies selected in this book are organized around the concept of the marketing funnel.
The marketing funnel, which describes the journey a potential customer takes when learning about a brand, evaluating it, and then forming a positive relationship with it, is generally described as having five stages.
Awareness - the moment of first exposure that captures attention
Interest - curiosity begins to grow and a desire to know more is stimulated.
Consideration - weighing the options and comparing them.
Decision - the point at which a purchase or action is taken
Loyalty - a long-term relationship, the goal at this stage is to maintain trust and encourage repeat purchases.
At each stage, carefully selected phrases, slogans and expressions are presented as examples, followed by analysis and explanation.
Additionally, 'Marketing Funnel Practices' provides various examples that readers can immediately use in their own projects with slight modifications.
--- From the preface

When you and the fellas have a tough case to crack.
(Miller Lite - social media)
When you and your friends face a difficult problem to solve.
(Miller Lite - Social Media)

A tough case to crack is a clever double meaning, mixing the concepts of a detective case and a case of beer.
One is 'crack a difficult case'.
Another one means 'crack open a case filled with beer bottles or cans'.
To crack open a beer also means 'to open a beer bottle or can', and brings to mind the refreshing sound or feeling before drinking a new beer.
This double meaning humorously draws attention and connects Miller Lite to camaraderie and relaxation.
This also serves as a message encouraging consumers to think of Miller Lite as an essential part of any gathering.

The phrase "When you and the fellas" is a common one on social media, mimicking the "when you" format, which is the easiest to use when creating a relatable, humorous, or situational scenario.
This format is widely known on platforms like Twitter, Instagram, and TikTok, making it easy to understand.
A sentence that begins with "When you" makes you anticipate a decisive punchline.
The defining phrase in this copy is a humorous pun: a tough case to crack (a case of beer).
The phrase the fellas emphasizes friendship and shared experiences, particularly between male friends.
This phrase is a great example of copywriting that skillfully uses humor while utilizing common social media expressions and comfortable, relatable language.


...(syncopation)...

In 2021, it was normal to consume lots of Butter, guilt-free.
Butter: 648,684,868+ streams in 2021.
(Spotify - billboard)
It's no wonder butter was consumed so heavily in 2021, and there's no need to feel guilty about it.
Butter streams in 2021: 648,684,868+.
(Spotify - Outdoor Billboard)



Spotify's marketing copy is a playful message that cleverly uses wordplay, pop culture, and social proof to grab and hold the attention of potential users.
At this stage, customers are already aware of Spotify's existence, so the purpose of this message is to reinforce relevance and value, making streaming feel like an irresistible temptation. By mentioning BTS's hit song "Butter," Spotify taps into their massive, passionate fan base while also capitalizing on the dual meaning of "Butter"—song and food.
The phrase "consume lots of butter, guilt-free" has a delightful twist, making the act of streaming music feel encouraging.
It's like enjoying your favorite comfort food without worry.
Ultimately, it's a statement that makes Spotify's streaming service accessible, fun, and essential for people who love pop culture.
The second half of the message highlights the streaming count of 648,684,868+, serving as social proof and reaffirming Spotify's market dominance and cultural influence.
By showcasing the immense popularity of the song Butter, Spotify subtly demonstrates that everyone is already streaming on its platform, triggering FOMO (fear of missing out) and urging potential users to sign up as soon as possible.


...(syncopation)...

Someone said working with celebrities would be good for our brand.
But we couldn't find one with a degree in biochemistry.
(The Ordinary - billboard)

Someone said that working with a celebrity would be good for our brand.
However, I couldn't find any famous people with biochemistry degrees.
(The Ordinary - Billboard)

A slogan that cleverly criticizes the beauty industry's reliance on celebrity endorsements to sell products.
The Ordinary's marketing slogan also playfully emphasizes its focus on science and expertise over flash and glamour.
By emphasizing a degree in biochemistry, The Ordinary strives to make its products scientifically sound, emphasizing that the real driving force behind The Ordinary's brand are not celebrities, but scientists and their manufacturing methods.

The billboard's slogan highlights The Ordinary's focus on science and expertise, challenging the beauty industry's reliance on celebrity endorsements.
This contrast immediately grabs customers' attention and appeals to consumers who value transparency and effectiveness over flashy marketing communications.
The humor and self-awareness in the copy are enough to resonate strongly with potential customers who are skeptical of traditional beauty industry advertising.
This approach aligns with "differentiated marketing," positioning The Ordinary as a brand that prioritizes product quality and educational content over superficial recommendations.

--- From the text