Since 2014, the innovative mattress company Casper Sleep has been a leading online retailer of sleep products. The company’s successful growth is due in large part to an effective copywriting strategy across multiple channels, including the company’s website, social media, and advertisements.
Let’s look at a few examples.
Website Copy
Casper’s website copy is clear and simple, concisely explaining the benefits of their products.
Casper makes effective use of two powerful copywriting best practices here:
Action verbs, like “unlock” and “soothe,” which help readers visualize how the product solves their sleep problem; and
The Rule of Three, in this case three supporting bullets that succinctly explain the benefits of the mattress.
Social Media
With a blend of humor, storytelling, and informational visuals, Casper’s social media posts are creative and engaging. For example, a Facebook post features a photo of a dog sleeping on a Casper mattress, with the caption: “Even dogs love the Casper mattress.” (Puppies and babies are always a safe bet in marketing.)
On Instagram, Casper’s copywriting really shines.
The photo of two pillows in ice and the catchy opening line, “What’s cooler than cool?” present hot sleepers with a practical solution to their problem. The early repetition (“cooler” and “cool”) imparts a pleasing sense of rhythm and cadence. The image of ice, words “cooler” and “cool,” and “Snow Technology” branding create a trifecta for Casper’s target audience.
Finally, uniquely expressive words like “refreshing” are all-stars in copywriting. “Refreshing” evokes newness, vitality, and invigoration—the height of positivity. Don’t we all want to feel refreshed when we wake up?
Visual Storytelling
Casper’s visual storytelling successfully elevates its marketing efforts. The company’s YouTube channel is a one-stop sleep resource, going far beyond videos and shorts of its sleep products to provide a variety of helpful, sleep-related content, including the "Casper Sleep Channel" podcast, customer testimonials, sleep music, and a community section. The common theme is getting a good night’s sleep. The solution? Casper!
Short, engaging, and informative, Casper’s product videos are a particularly effective use of visual storytelling. Videos also include soothing, illustrative imagery and graphics (fluffy clouds, people sleeping comfortably, visualizations of the mattress layers) accompanied by calming music—a combination that successfully evokes an atmosphere of peace and relaxation.
If Casper’s examples inspire you to draft engaging copy for your own business, keep these tips in mind as you write:
Focus on your target audience. A solid understanding of the people you are trying to reach—and the problem they need to solve—will allow you to tailor focused, engaging copy.
Use clear, concise language. Short sentences with a minimum of jargon make your copy easy to understand at a glance.
Be persuasive. Strong calls to action and a compelling description of benefits can convince potential customers to act.
Casper's copywriting and visual storytelling are great examples of how businesses of all sizes can apply these powerful techniques to their marketing efforts. If you own a small business, you don’t need expensive graphics and videos to tell your good story—powerful, well-written copy can shine on its own. Start making your written words work for you…and if you need a little help, give me a shout.
I think I now may look into buying a Casper pillow since reading this article.
What's cooler than cool? Love that idea. It makes my marketing and copywriting heart skip a beat. ❤️