Write Copy That Sells

Photos get people in the door, but words close the sale. Product copy is where you explain what you’re selling, why it matters, and why someone should buy it right now. The challenge is doing this efficiently—hitting the key points—without losing your brand’s ethos or story.

Structure of Copy That Works

1. Headline / Hook – A short, punchy phrase that highlights the benefit. (“A Daily Ritual You Can Taste”)
2. Features – The facts: size, ingredients, materials, origin. Keep them clear and scannable.
3. Story – The heart of the copy. Why does this product exist? What tradition, craft, or value does it represent? This is where your brand ethos shines through.
4. Benefits – The payoff for the customer: what problem does it solve, or what joy does it add? (“Lasts longer, feels smoother, crafted to be safe for your skin.”)
5. Call to Action – A simple nudge: “Order yours today.”

Keep It Balanced

Sales copy that ignores the story feels hollow. Story without clarity feels vague. The sweet spot is a mix: facts + story + benefits.

Use AI Tools to Help

You don’t have to write everything from scratch. Tools like ChatGPT, Jasper, and Copy.ai can help you draft headlines, feature lists, or benefit statements quickly. Just remember: AI is a great assistant, but you need to weave in your ethos and story so your brand feels human, not generic.