Write Copy That Actually Sells
Practical tips for your ads, emails, and product pages.
Prefer to read? Everything covered in the video is broken down below.
Try It Now: Write Copy
in Under 5 Minutes
Put everything from this lesson to work immediately. Paste in your product details and get headlines, body copy, value props, and CTAs grounded in real facts — not AI fluff.
Stop Trying to Sound Like an Ad
Shoppers in 2026 have a finely tuned BS detector. Aggressive claims, fake countdown timers, and over-the-top promises don't just fail to convert — they actively destroy trust.
The brands winning right now are the ones being refreshingly honest. They explain what their product can't do alongside what it can — and that honesty makes everything else they say believable.
🦴 The "Shake the Skeleton" Trick
Proactively mention one real limitation of your product. This counterintuitive move makes your positive claims far more credible. Example: "Our soap lathers less than commercial brands — because we don't add sulfates. Your skin will thank you."
The 4 Things Every Piece of Copy Needs
Whether it's an ad, email, or product page — great ecommerce copy checks four boxes:
Relevance
Speak to a specific person with a specific problem. "For runners with flat feet" beats "for everyone."
Confidence
Remove doubt. Clear return policies, real reviews, and transparent shipping info all do this.
Low Effort
Short paragraphs. Bullet points. Bold the key stuff. If it feels like work to read, they'll leave.
Emotion
Help them picture owning it. Sensory details and lifestyle language create emotional investment.
Writing Ads That Don't Get Scrolled Past
- Lead with a relatable problem
- Tell a mini story, don't just sell
- Use real customer quotes
- Avoid "Buy Now" as a headline
- Hook in the first 2 seconds
- Write like you're texting a friend
- Use "How-to" or reaction angles
- Test 3+ hooks per product
- Write like people actually speak
- Answer questions, don't list features
- "Shoes for flat feet & road running"
- vs. "Best Running Shoes"
The PAS Formula (Steal This)
Problem: "Tired of dry skin that flakes by noon?"
Agitate: "Most moisturizers just sit on the surface and wear off in hours."
Solution: "Our ceramide formula absorbs in 60 seconds and lasts all day."
Simple. Specific. Converts.
Email Copy That Gets Opened (and Clicked)
Subject Lines: Keep It Under 50 Characters
Clarity wins over cleverness. Here's what actually works:
- Curiosity gaps: "Is your skincare missing this one step?" — makes them need to know
- Specific numbers: "Boost sales by 23%" feels more credible than "Boost sales"
- Real urgency only: "Only 12 left in stock" beats a fake countdown timer every time
- Short & direct: "Your cart misses you" outperforms a paragraph-long subject
The Abandoned Cart Sequence That Recovers Revenue
Don't just send one email and give up. A simple 4-step flow can dramatically recover lost sales:
-
1–2
HRSThe Gentle Nudge Assume they got distracted. Remind them, no pressure. "Did something come up? Your bag is still here." -
24
HRSCreate FOMO Mention low stock or high demand. "These are selling fast — only 4 left." -
3
DAYSSweeten the Deal Offer a small discount or free shipping. "Here's 10% off — just for you." -
5
DAYSLet Your Customers Sell It Share real reviews about the exact product they left behind. Let social proof do the talking.
Product Pages: Your #1 Conversion Tool
Your product page is where browsers become buyers. Here's the before/after on what that transformation looks like in practice:
Headline: "Best Face Moisturizer for All Skin Types"
Body: Dense 500-word paragraph of ingredient names
CTA: "Buy Now"
Images: Single white-background product shot
Headline: "Wake Up to Glowing Skin: The 5-Minute Morning Refresh for Busy Professionals"
Body: Scannable bullet benefits ("Non-greasy, won't smudge makeup")
CTA: "Start Your Glow Journey"
Images: Lifestyle video + real customer photos
🔑 The Product Page Formula
- Lead with WHO this is for, not just what it is
- Translate specs into outcomes ("IP67 rated" → "Safe on kayaking trips in any weather")
- Put shipping info, returns, and guarantees near the buy button
- Show real customer photos and pull review quotes into the page itself
- Your CTA should state the benefit, not just "Add to Cart"
Using AI Without Sounding Like a Robot
AI tools are genuinely useful for writing first drafts, generating headline variations, and scaling product descriptions. But the brands that stand out are using AI as a starting point — not the final word.
The 4-Step AI Workflow
- Draft: Use AI to generate initial copy based on your product details and brand voice
- Refine: Ask AI to adjust for a specific audience segment or platform
- Human edit: Add a real story, a customer anecdote, or a specific detail that only you know
- Test: Run two versions and let your actual customers tell you what works
The part AI can't do: Your brand's story. Your "why." A specific memory a customer shared. Those details are what turn a decent product page into one people bookmark and share.
Go Deeper: Copywriting Principles from Henry Dry
Before you dive into the quick-win checklist, this in-depth video from copywriting expert Henry Dry is worth your time. It reinforces the core principles behind everything you've read here.
Your Quick-Win Checklist
Pick one of these today and test it on your store this week:
Rewrite One CTA
Change "Buy Now" to something benefit-driven like "Get the Glow" or "Start Sleeping Better."
Add a 3rd Cart Email
If your abandoned cart sequence stops at 2 emails, add a discount email on day 3.
Add One UGC Photo
A real customer photo on your product page beats any studio shot for building trust.
Break Up Your Description
Turn your product description paragraph into 4–6 short bullet points. Instantly more readable.
Show Shipping Near the CTA
Add your return policy or shipping timeframe directly below your Add to Cart button.
Shake the Skeleton
Add one honest "this product isn't for you if…" line. Watch your conversions go up, not down.
Ready to generate
Fill in your product details on the left, choose what to generate, then hit the button.