In this post, I will be looking over the copywriting for RXBAR’s products and website, breaking it down with a formula, and then applying that formula to create similar copywriting for Soliom.

Copy:

“No B.S.”

A

“This is our Product”

A

Considering there are only about 5-6 words here, this is well-written copy. RXBAR noticed that most protein bars have all sorts of colors and pictures all over them, with very little focus on what the bar actually is. They also took into account how many products people have pushed on them daily. To differentiate, they decided to be as honest and transparent as possible in all forms of marketing. Their packaging, website, and advertisements all resonate the idea of the simple creative line “No B.S.”

Formula:

On all touch points, RXBAR follows the 4 C’s of effective copywriting.

Clear – The copy on the product espouses its value without the reader having to parse a significant amount of information. The reason why a customer might buy your product could be lost in the midst of emotional appeals, stories, or muddled mission statements.

Concise – The value of the product is clear even before reading the small amount of text describing the ingredients. This reduces the amount of time the customer has to pay attention to an ad, and therefore raises the chances that the copywriting will be effective.

Compelling – It is not enough to be easy to read. Your copy has to be interesting enough to get the reader to understand the key points that you are proposing about the product. Considering the cluttered packaging of the competition, the minimalist choices made here will help the message be compelling to potential customers.

Credible – None of the previous points matter if your copy is not supported by the product’s actual characteristics. This is a point where this copy shines. The entire design and message on the packaging/website is about transparency and credibility. This is backed by the ingredient list on the back, which echoes the exact same list of ingredients, sans “No B.S.”

Re-Mix:

Let’s apply this formula to another product Soliom, which is a solar powered video doorbell. This is a complex product, but that doesn’t mean its value can’t be broken down into simple phrases.

“Safe Home.
Safe Environment.
Safe Family.
Soliom.”