Writing eCommerce Product Copy

I've been in the copywriting space for 10 years and have generated $100’s of millions of dollars for clients.  Here are the 9 most profitable copywriting lessons I've learned along the way: 1. Most Copy Follows the Same Pattern: Headline → Lead → Body → Offer → CTA. Use this structure for every piece of copy: sales pages, emails, ads—everything. Try this today: Take an existing sales page and rearrange it to follow this flow. Notice how it improves clarity. 2. Stop Selling to Everyone: A hungry niche is far more valuable than a big, lukewarm audience. Identify your top 2–3 customer personas and speak directly to them. Try this today: Rewrite one of your marketing emails to address a single, specific persona’s biggest pain point. 3. Your Headline is King: 80% of your effort should go into writing a headline that stops the scroll. Without a powerful headline, no one reads the rest. Try this today: Write 10 variations of a headline for the same offer. Pick the strongest one (or split-test them). 4. Write First, Edit Later: Separate the creative process (writing freely) from the critical process (editing). More words during writing; fewer words after editing. Try this today: Draft an email or ad in one sitting without stopping yourself, then cut it down by 30%. 5. Make it a Slippery Slope: Headline sells the subheadline → subheadline sells the lead → lead sells the body → body sells the CTA → CTA sells the click. Each section teases the next. Try this today: Structure each element on your landing page to create curiosity for the next. 6. People Care About Themselves: They want to know: “What’s in it for me?” Focus your copy on how your product solves their problems or satisfies their desires. Try this today: Count how many times you say “you” versus “I/we” in your copy. Aim for at least a 2:1 ratio. 7. Embrace the Rule of One: One product, one big idea, one CTA per piece of copy. Avoid confusing your reader with multiple offers. Try this today: If you have multiple CTAs in an email or ad, eliminate all but one to see if conversions improve. 8. Be a Friend, Not a Salesman: Show your personality: use relatable language, humor, empathy. Give value first, then ask for the sale. Try this today: Add a personal anecdote or inside joke in your next email to build rapport and trust. 9. Never Start from Scratch: Use proven frameworks (PAS, AIDA, FAB, etc.) to save time and improve results. Frameworks guide your thinking and help you hit the emotional triggers your audience needs. Try this today: Pick one framework (e.g., PAS) and outline your next sales email before filling it in with copy.

50% your PDP visitors won't read past 5 lines. Yet brands place long descriptions before the add to cart CTA. This reduces your: – add to cart rate – conversion rate – revenue and profits In this post, I'm sharing 7 simple changes for your PDPs that will increase your conversion rate (and profits). 1. Mention the benefits or the purpose in the product name. Like 'hydrating', 'office chair'. Avoid pronouns. 2. Explain what makes your product superior. Why should one buy this from you. You can't have this answered later on where no one sees it. 3. If your product as won award, accreditations - show them on the product image. This builds confidence in the purchase decision. 4. Use lifestyle or interesting images (not white background images). Create aspiration for the shopper and help them imagine how / where can they use this. 5. Avoid paragraphs that exceed 3 lines. And if you have color options, make sure they are visible in the same fold as the image itself. 6. If true (and actually true), mention how many left in stock. Mention this for an option (e.g. black color has 2 left in stock or S size has 2 left in stock). 7. Show service USPs like guarantee, shipping time below CTA. You want to alleviate any concerns here so the shopper confidently adds this to their cart. Brands that win carefully curate their first folds. The UX, the copy, the images. It's these details that increase conversion rate.  And that increase your profits. 

I've created the ultimate Amazon title optimization guide for 2025. 📒 Titles are huge for amazon CTR and sales. A change can make or break a product.... but how long should they be? How keyword heavy? What is important in what niches? How to measure? 💡 I wrote and researched the ultimate guide for my agency and now.... I'm giving it away for free. This guide covers everything that changed with Amazon's January 2025 policy updates and how the A10/COSMO algorithm actually works now. What you'll find inside: → The new 200-character rules (125 for apparel) and what happens if you violate them → Mobile optimization strategies - why your first 80 characters make or break your CTR → Category-specific breakdowns: Electronics, Apparel, Home Goods, Consumables, Books → When to lead with your brand name vs. leading with keywords → Keyword-stuffing is dead - here's what works instead → Real A/B test examples showing 7-10% CTR improvements → How to optimize titles at different product lifecycle stages → What's coming next - AI personalization and semantic search dominance Every section has DO/DON'T examples you can apply immediately. Whether you're launching new products, fixing underperforming listings, or managing a catalog of 100+ ASINs - this covers it. 👽 Want it? Like the post and 👌 Comment "TITLE" and I'll send it over. #amazon #amazontitles

I've been writing copy for 11 years and studying the best performers for even longer. Here’s 18 copywriting principles that actually move the needle: 1) Your headline has one job Get people to read the next line. That's it. Bad: "Revolutionary AI-powered email platform" Good: "Your emails are probably going to spam" 2) Sell the outcome, not the process People don't want a gym membership. They want to look good naked. "Advanced fitness tracking technology" => "See your abs in 90 days" 3) Make it scannable Most people don't read. They scan. So write for scanners. Use short sentences. Like this. And this. Break up long paragraphs. 4) Address the elephant in the room If people are thinking it, say it first. "Yes, another project management tool" beats pretending you're the first one ever made. 5) Use the word "you" more than "we" Count them in your copy. You should win by a landslide. "We help companies scale" => "You can scale without losing your mind" 6) Write like you're texting a friend Forget "professional" copy. Real language wins. "Leverage our solutions to optimize" => "Here's how to fix this mess" 7) Lead with the problem, not the solution People need to feel the pain before they want the cure. "Advanced CRM features" => "Your deals are falling through the cracks" 8) One idea per sentence If you can add "and" to your sentence, it's probably too long. Split it up. 9) Use numbers (but make them believable) "Thousands of customers" sounds made up. "2,847 customers" sounds real. 10) Test your copy on your mom If she doesn't understand what you do, rewrite it. 11) Delete every "very," "really," and "quite" They weaken everything. Your product is either good or it isn't. 12) Start with the biggest benefit Bury the lead in journalism. Lead with it in copywriting. "Save time, reduce costs, improve efficiency" => "Cut your workload in half" 13) Use power words (sparingly) Free, new, proven, guaranteed, instant. But don't sound like a used car salesman. 14) Write buttons that continue the conversation "Submit" tells people to stop talking. "Show me how" keeps them engaged. 15) Create urgency without lying "Limited time offer" is played out. "Price increases next month" is honest urgency. 16) Show, don't tell "User-friendly interface" => Screenshot of the actual interface "Fast results" => "Results in 24 hours" 17) Use "because" to justify anything Harvard study: People will do almost anything if you give them a reason. "Buy now because..." always works better than "Buy now." 18) End with one clear next step Don't give people 5 options. Give them one obvious choice. Multiple CTAs = confused customers = no sales. TAKEAWAY: Good copy isn't about being clever. It's about being clear. Clear wins every time.

You can’t sell what people don’t understand. You might know your offer inside out. But if your audience can’t repeat it back to you in one sentence it’s not clear enough. People don’t take action on confusion. They scroll. They nod. They forget. And it’s not their fault. Clarity doesn’t mean dumbing it down. It means showing depth through simplicity. Here’s how I help clients go from “huh?” to “oh, I get it”: 1.) Essence → One sentence If you can’t describe your offer in a single, sharp sentence, it’s not ready. The best positioning makes you go “of course”, not “let me explain.” 2.) Pain → Real-world impact Talk about the actual shift they’ll experience. Outcomes win over features every time. 3.) Language match → Say it their way Your audience already has a way of describing their problem. Mirror it. Don’t teach, reflect. 4.) Metaphor or analogy → Make it visual If your product were a tool or shortcut, what would it be? One clean metaphor builds trust faster than three paragraphs. 5.) Mini proof snippet → Add weight Show one clear result, stat, or story. Proof turns clarity into credibility. 6.) Clarity test → Say it to a stranger If someone outside your industry can repeat your offer, you’ve nailed it. 7.) Refine and repeat → Simplicity scales Every time you explain your work, simplify. Clarity compounds. Confusion resets. Your offer might be brilliant. But if it’s not clear, it won’t convert. 👉 If this helped clarify your offer: DM “copywriting” and I’ll send the full Copywriting Playbook. Or DM “story” for the storytelling version that builds trust through narrative. Clarity makes both work harder. Choose the one you need most. If you found this post helpful, repost it with your network. Follow Stevo Jokic for more content like this.

Last week a client asked me why their Amazon listing wasn’t selling. They had traffic. But their conversion rate was stuck at 5%. We didn’t touch the price. We didn’t touch the ads. We focused on the listing itself. The first image was cluttered. The title was stuffed with keywords. And the bullets? They were just features. Here’s what we did. We swapped the first image for a clean product shot on a white background with one bold benefit overlay. We rewrote the title to highlight the outcome, not just the specs. We flipped the bullets from “what it is” to “what it does for you.” Example: Instead of “Stainless steel, 500ml capacity” → “Holds a full day’s hydration without leaving a metallic taste.” Small changes. Big impact. The result? Conversion rate lifted from 5% to 11% within two weeks. That’s more than double the sales with the same traffic. The lesson? Most ecomm businesses don’t need more clicks. They need product pages that tell a story and solve a problem. What’s the one thing you’d change first on your own listing?

Amazon is rolling out new product title requirements starting January 21, 2025. That means it’s time to audit your titles and optimize for the new year (and, of course, stay compliant). Here’s what’s changing: ➤ Titles must be 200 characters or less (including spaces). ➤ No special characters like !, $, {}, or ?—unless they’re part of a brand name. ➤ No excessive repetition—you can’t use the same word more than twice (exceptions for prepositions, conjunctions, and articles). If your title doesn’t meet these rules, Amazon will suggest changes in the Review Listing Updates tab inside Seller Central. You’ll have 14 days to take action before Amazon enforces the updates automatically. I've also attached details on category-specific requirements. Check those out to make sure your titles are in top shape. And since we’re kicking off Q1, now’s the perfect time to re-optimize your listings (especially if it’s been more than three months). Here’s an example of an optimized title: 👉 BrandName SeriesX Wireless Headphones, Noise-Cancelling, Bluetooth 5.0, Over-Ear, 30-Hour Battery, Black Why this works: → BrandName: Establishes brand identity. → SeriesX: Specifies the product line. → Wireless Headphones: Clearly states the product type. → Noise-Cancelling, Bluetooth 5.0: Key features that drive conversions. → Over-Ear: Defines the style. → 30-Hour Battery: Highlights battery life. → Black: Specifies the color option. Got questions? Need help optimizing? DM me.

After processing $6B+ in digital product sales, here are the 7 copywriting rules we see the top sellers follow: 1. WRITE FOR THE BUYER, NOT FOR YOURSELF Most sellers describe what their product IS. The top sellers describe what their product DOES. Nobody cares that your course has 30+ modules, but they care about having a working funnel in 30 days. Lead with the outcome instead. 2. ONE PRODUCT, ONE CLEAR PROMISE The biggest conversion killer we see across our platform is sellers trying to do too much on one page. They list: > 5 benefits > 8 bonuses > 4 guarantees > 3 different audiences the product is “perfect for” Instead, pick ONE clear promise, make it specific, and make it believable. Then build your entire page around proving that one thing is true. 3. KILL THE GENERIC LANGUAGE “High quality” means nothing. “Premium content” means nothing. “Comprehensive guide” means nothing. Sellers who convert use specific, concrete language. So instead of “high-quality templates,” write “36 plug and play email sequences that generated $2.3M for our clients last year.” Specificity is credibility. 4. MAKE THEM FEEL WHAT IT'S LIKE TO OWN IT The buyer can't touch your product. They can't flip through it or try it on, so your copy has to do that work for them. Paint a picture of what life looks like AFTER they buy. Try writing “wake up tomorrow morning, open your ads manager, and launch your first profitable campaign before lunch.” 5. PUT THE MOST IMPORTANT INFORMATION FIRST People spend less than 15 seconds on your sales page before they decide to stay or leave. Your headline and the first two lines of copy do 80% of the work. If you bury the transformation at the bottom of the page, nobody will ever see it. 6. USE YOUR CUSTOMER'S ACTUAL WORDS The best copy comes from your customers. Go read your reviews, your DMs, and your support tickets. Find the exact language people use to describe their problem and put those words on your sales page. When a buyer reads their own thoughts in your copy, they trust you instantly. 7. STOP COPYING MANUFACTURER DESCRIPTIONS If you're reselling or white-labeling a digital product and you're using the same description as everyone else, you've already lost. Search engines penalize duplicate content, and buyers can tell when copy feels generic. So write your own description in your own voice (even if it's shorter). Your perspective is what makes it different. If you're driving traffic and not converting, the problem is almost always on the page, not in the ad. Fix the words first.

I have analyzed 5,000+ Amazon titles while managing $1.2Bn in GMV. Most sellers are bleeding money in the first five words. Like chess, your opening move controls the game. Blow your title and you are playing defense for the next 200 characters. Most sellers lead with features because they think Amazon rewards "30ml hyaluronic serum with dropper applicator." Wrong strategy. Dead listing. Nobody wakes up hunting for containers. They want plump skin, fewer wrinkles, confidence when their ex sees their profile photo. Keywords get you found. Benefits get you clicked. Most brands have this backwards. Product names before outcomes. Keyword graveyards nobody reads. Writing for bots instead of buyers with credit cards. At MAG, we assign 7-8 specialists per client versus competitors 2. One person misses this. Seven catch it before you waste a quarter million impressions. Audit your top 10 SKUs this week. If titles start with what it IS instead of what it DOES, fix it. You will see CTR climb 6%+ in 30 days.