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Write Marketing Copy
Why This Matters
Your product page gets 200 visitors and 3 sales. Your competitor's product page gets 200 visitors and 12 sales. The difference isn't traffic, design, or price — it's the words on the page. Bad copy lists features. Good copy sells outcomes. Nobody cares that your backpack has 'YKK zippers.' They care that it won't break on a three-week trip through Southeast Asia.
Great e-commerce copy follows a formula: Feature, Benefit, Proof, CTA. "Made from 100% organic cotton (feature) so soft you'll forget you're wearing it (benefit), loved by 2,000+ customers (proof). Try it risk-free with our 30-day guarantee (CTA)." This pattern works on product pages, homepage headlines, email subject lines, and ads. Master it once, use it everywhere.
AI tools like Copy.ai and Jasper generate decent first drafts in seconds, but they produce generic copy without your brand voice. Use AI for speed, then edit for soul. The goal is copy that sounds like a knowledgeable friend recommending something — not a robot listing specs.
What You'll Do
Write (or generate and edit) your homepage copy, product descriptions, about page, and key email templates.
How To Do It
The Product Description Formula: Feature, Benefit, Proof, CTA
Budget 2-3 hours to write copy for your core pages. Great copy is the difference between a visitor and a customer.
1. Master the Feature-Benefit-Proof-CTA formula (5 min)
- Feature: What it is. "Made from 100% organic cotton."
- Benefit: Why they care. "So soft against your skin, you'll forget you're wearing it."
- Proof: Why they believe you. "Over 2,000 five-star reviews from customers who made the switch."
- CTA: What to do next. "Try it risk-free with our 30-day guarantee."
Every piece of product copy follows this structure:
2. Write your product descriptions (60 min)
- A headline stating the primary benefit (not just the product name)
- A 2-3 sentence opening using the FBPC formula
- 3-5 bullet points, each pairing a feature with its benefit
- A closing line with reassurance: "Free shipping. 30-day returns. No questions asked."
For each product, write:
Use Copy.ai or Jasper to generate first drafts, then edit ruthlessly. AI copy is a starting point. Add your brand voice, real customer language (from your persona research), and specific details.
3. Write your homepage copy (30 min)
- Hero headline: One sentence value proposition. "Premium soy candles handmade in small batches for people who actually care what they breathe."
- Subheadline: Expand the promise in under 20 words.
- Social proof bar: "Trusted by 2,000+ customers" or "As featured in..."
- Three value props: Icons + short text blocks explaining why you're different.
Your homepage needs four elements:
4. Write your About page (20 min)
Tell your origin story in 200 words or less. Why did you start this? What do you believe that your competitors don't? People buy from brands they connect with. Be genuine and specific — skip the corporate speak.
5. Run everything through Hemingway Editor (15 min)
Paste all copy into Hemingway Editor (free, browser-based). Aim for Grade 6 readability. Shorten long sentences. Kill adverbs. Replace passive voice with active voice. Simple copy converts better because people scan — they don't read.
Deliverables
- Product descriptions written for every product using the Feature-Benefit-Proof-CTA formula
- Homepage copy with hero headline, subheadline, social proof bar, and 3 value propositions
- An About page origin story in 200 words or less
- All copy tested in Hemingway Editor at Grade 6 readability or better
Recommended Tools
Jasper
AI copywriting tool trained on high-performing marketing copy. Great for product descriptions and ads.
From $49/mo
Try JasperCopy.ai
AI-powered copy generator with templates for product descriptions, ads, emails, and more.
Free tier with 2,000 words/mo
Try Copy.aiHemingway Editor
Makes your writing bold and clear. Highlights complex sentences and passive voice. Free to use in-browser.
Try Hemingway EditorPro Tips
- 1Apply the 'So what?' test to every feature. 'Waterproof fabric' — so what? 'Your gear stays dry in a downpour.' That's your benefit. Products with benefit-focused descriptions see 20-30% higher conversion rates than feature-only listings.
- 2Write at a 6th-grade reading level (check in Hemingway Editor). Amazon, Apple, and Nike all write at this level. Simple copy converts better because 79% of web users scan pages instead of reading them word-by-word.
- 3Steal language from your own customer reviews and use it in your product descriptions. If customers say 'smells amazing' instead of 'superior fragrance profile,' use their words. Customer language in product copy increases relatability and conversion by 12-15%.