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Write Marketing Copy
Why This Matters
Words sell. Your product descriptions, homepage headline, about page, and email sequences all need to do one job: make people want to buy.
Great e-commerce copy focuses on benefits, not features. Nobody cares that your backpack has 'YKK zippers' — they care that it won't break on a three-week trip through Southeast Asia.
AI writing tools can give you a solid first draft, but always edit for your brand voice. 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 should care. "So soft against your skin, you'll forget you're wearing it."
- Proof: Why they should 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 should follow this structure:
Apply this formula to every product description, and your copy will sell.
2. Write your product descriptions (60 min)
- A headline that states the primary benefit (not the product name)
- A 2-3 sentence opening paragraph using the formula above
- 3-5 bullet points covering key features, each paired with a benefit
- A closing line with urgency or 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, not a finish line. Add your brand voice, real details, and specificity.
3. Write your homepage copy (30 min)
- Hero headline: One sentence that captures your value proposition. "Premium soy candles handmade in small batches for people who actually care what they breathe."
- Subheadline: Expand on the promise. Keep it 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 are different.
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, be specific, skip the corporate speak.
5. Run everything through Hemingway Editor (15 min)
Paste all your 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 do not read.
By the end of this step, you should have:
- Product descriptions written for every product using the Feature-Benefit-Proof-CTA formula
- Homepage copy including hero headline, subheadline, social proof bar, and value propositions
- An About page telling your brand origin story in 200 words or less
- All copy tested in Hemingway Editor with 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
- 1Use the 'So what?' test on every feature you write. 'Waterproof fabric' → So what? → 'Your gear stays dry in a downpour.' That's your benefit.
- 2Write at a 6th-grade reading level. Seriously. Simple copy converts better because people scan, they don't read.
- 3Include social proof in your copy — 'Loved by 2,000+ customers' or 'As seen in...' builds instant credibility.