About this service

Product copy fails most often because it describes rather than persuades. It lists what the product has, not what the customer gets. A 300-thread-count cotton sheet is described by its thread count. What the customer gets is the feeling of sliding into a bed that costs twice as much as they actually paid. The copy that converts tells the second story, not the first.

We write product descriptions that are specific, believable, and built around the exact desire or problem the product addresses for a particular type of buyer. For e-commerce with large product catalogues, we develop the description framework first - the structure, the hierarchy of information, the voice conventions - and then scale it across the full range. This makes the output consistent and the process faster than writing each product from scratch.

For packaging copy, we also account for the physical constraints - character limits, reading distance, the order in which a customer encounters different surfaces. Copy that works on a website does not automatically work on a box. These are different reading contexts and we write for each specifically.

What is included