Writing eCommerce Product Copy

Imagine a Disney movie without a story... No one would watch it. Why? The struggle is the FUN ✨ The transformation. The journey. The hard truth for you? Most B2B marketing is exactly like that. It skips the story → right to the "learning" "Our AI-powered product does..." ✋🛑 /Unsubscribe No one's paying $12 /m to stream that. Your marketing needs BETTER stories. Simon Sinek said it best: Marketing is not the stuff you make. Marketing is the stories you tell. So... How should you tell them? 📌 You should try this: 4 Disney 🤝 B2B tips for you 1️⃣ Name your villain Every story needs conflict. What's your customer fighting? Make this HYPER specific for them. Don't call out "ROI" or "Time Saving." Think about their social / emotional pains like 👇 Walking into a board meeting with bad data. That's a scary feeling as a new VP. (Been there before...) 2️⃣ Make your customer the hero Not your product. Not you. Your customer. ❌ Don't say "We..." ✅ Say "You..." You speaks to your audience. You should use more "quotes in headlines." Some of the best homepage copy I've written? Quotes I pulled from customer interviews. With some zesty copywriting twists. 3️⃣ Show the journey to → transformation Paint your customer's starting point here. Use crunchy words → make them feel it. This is your moment to SHOW them... That you understand their pain. Most B2B copy feels stiff. Make yours emotional. Write their pain. 👀 P.S. A great way to do this? Go find your competitors 1 star G2 reviews. Find their pain language. Use those 😡 words. Channel all of their → Frustration → Anger → Pain It makes for great copy. That feels authentic. It converts btw. 4️⃣ Sprinkle in some humor Disney's got sidekicks. You've got... your wit. Use it. One of my fav examples from Splunk? “We take the SH out of IT” What a 😂 headline. I was hooked. (Crowdstrike could have used that btw) Remember... No one wants: ❌ "Aladdin: Now with 20% More Lamp!" What do they want instead? Street rat to → Prince. Tell THAT story 👇 From [your customer's pain] to [their dream outcome] thanks to [your painkiller] that defeats [enemy they relate to] with [unexpected twist] in a way that shows them you know them. But not in this weird mad libs style. But told in a compelling story. Your story needs: → Highs / lows → Contrast → Emotion ✍️ Marketers should study Disney. Why? There is no “B2B” marketing. There is only H2H. Human to human. So study stories. They are 100% universal ✌️ P.S. What Disney character are you? — 👋 Follow Mark P. Jung for more marketing content. Liked this? ♻️ Repost to share!

I just hung up the phone. Two hours and six minutes—that’s how long I spent (mostly listening) with the president of a manufacturing firm. At the end of our call, he paused and said something that’s stuck with me: "Sarah, I’ve got to be honest—this call went very differently than I expected. You asked some heavy-hitting questions… in a good way. You pushed me to think more deeply about my narrative and the true impact of my work." These are the moments that fuel me. Helping high-achieving leaders uncover the story behind the numbers… Reframing their accomplishments through the lens of value… And guiding them to step into their narrative with clarity and confidence. But as any good marketer knows—it’s never just about the metrics. 𝐈𝐭'𝐬 𝐚𝐛𝐨𝐮𝐭 𝐡𝐨𝐰 𝐲𝐨𝐮 𝐮𝐬𝐞 𝐭𝐡𝐞 𝐧𝐮𝐦𝐛𝐞𝐫𝐬 𝐭𝐨 𝐭𝐞𝐥𝐥 𝐲𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐲. I recently had the privilege of diving into this topic with Cisco's Young Professional Employee Resource Group. These were high-potential professionals—coordinators, managers, early directors—already delivering strong results. The challenge wasn’t capability. It was translation. They were sitting on meaningful outcomes: • Driving cross-functional initiatives • Improving processes and efficiency • Influencing stakeholders without formal authority …but describing their work like task lists instead of leadership stories. We spent time unpacking that gap—how easily great work gets diluted when it’s framed as activity instead of impact. One of the things we discussed was my favorite formula for writing compelling, impact-driven resume bullet points: the RAS format — 👉 RAS: Result → Action → Situation Start with the outcome. -->Then explain what you did. And close with the context. It’s a simple shift—but it transforms a list of tasks into a narrative of leadership, influence, and results. Here are some examples of result-rich bullet points using the RAS formula: Saved $2M in potential fines by improving regulatory compliance. Steered multidisciplinary team on corrective action implementation project to transform company into best-in-class. Rescued distressed $1M key account, reversing NPS of -4 to +9 in 1 year, increasing client revenue 20%. Grew trend jewelry business by 75% after implementing a new merchandising strategy and optimizing store presentation. Delivered profitable growth 6 months ahead of 24-month schedule, expanding sales revenue as much as 94% YOY in a new country with limited resources.

Most resume advice tells you bullets must be short and punchy. Starting with an action verb and including a metric. That’s why most resumes sound like they were written by a committee of bored robots. When I started resume coaching, I followed the standard advice. I had learned this in a training on telling success stories in interviews. The structure was simple: • There was a problem worth solving. • I did something difficult and challenging to solve it. • As a result, there was an impact or transformation. That story framework works brilliantly for 200-word interview answers. But in the same training, they said use "<Results> by <solution>" for your bullet points. After trying this for many resumes, I could see that something broke when the problem disappeared. Without the problem, the bullets sounded like every other resume: generic, bloodless, impossible to care about. Functional, but forgettable. So I evolved my methodology. I went the opposite direction from conventional wisdom. I stopped stripping context out. I started writing 45-word mini-stories instead: problem + what you did + the transformation you created. The reaction from clients was immediate and visceral. “Wow.” “This finally sounds like me.” “I guess I’m kind of a badass.” "Stating the problem makes it a lot more clear." And when I ask, “If you were the hiring manager, which bullet makes you want to interview the person?” the vote is about 97% for the story version. Because once you include the problem, the impact becomes unmistakable. The old template capped their value. The story-based approach unlocked it. Example Traditional bullet: Executed schedule optimization project on behalf of Central Operations team within scope, time, budget and regulatory constraints, thus increasing district bottom-line by $100,000 in 2024. Story version: A flawed scheduling rollout led to staff pushback, overtime spikes, and compliance risks. I took over, educated staff, and established a clear, flexible schedule. The result: consistent staffing, improved client care, more than $100,000 savings, and full regulatory compliance across all facilities. The first bullet says, “I completed a task.” The second says, “I rescued a failing initiative and protected the business.” When you show the problem, you show the stakes. When you show the stakes, your work becomes meaningful. When your work is meaningful, you get interviews.

I analysed dozens of top-performing ads recently, and they all followed the same emotional framework... The ads that win today aren’t the ones listing features. They’re the ones tapping into emotion. No product specs. No complex comparisons. No technical jargon. Just one emotional truth that captures attention before logic even enters the room. This is the exact framework we use at Omni Digital when building performance campaigns for brands across different industries: 🎯 Step 1: Lead with the emotional tension Most brands open with: “We offer…” “Our product has…” But the ads that convert open with something far simpler: “You know that feeling when…?” Emotion is the fastest path to attention — far faster than any logical benefit. 🧠 Step 2: Use specific language, not generic statements Emotion only resonates when it feels real. Instead of broad feelings like: “stressed”, “busy”, “frustrated” — High-performing ads focus on the exact moment, thought, or frustration the customer experiences. Specificity creates recognition. Recognition creates trust. 📊 Step 3: Show the transformation, not the product People don’t buy: features, functions, mechanics They buy: progress, relief, identity, possibility Your product is the vehicle — but the transformation is the story. ⚡ Step 4: Let logic justify, not lead Emotion grabs attention. Logic removes doubt. Features become proof points, not the headline. The emotional brain decides. The rational brain justifies. Why this works (psychology): → Emotional responses happen faster than logical ones → Specific experiences activate mirror neurons → Transformation stories stimulate the brain’s reward pathways → Logical details reduce risk perception This isn’t theory — it’s how humans are wired. At Omni Digital, we’ve tested this framework across a wide range of verticals, managing 7-figure budgets across Meta, Google, and TikTok. And the pattern is consistent: Emotion opens the door. Specificity builds connection. Logic closes the gap. Most brands get this backward. 💭 Before writing your next ad, try asking: -What emotion triggers the need for my product? -What specific moment does my customer experience? -What transformation am I actually selling? 👉 What’s one ad you’ve seen that hooked you emotionally? Why do you think it worked?

Your landing page is your best (or worst) salesperson. So here's how to train them WELL: Think of your landing page like a salesperson. Because that’s exactly what it is. When someone visits your page, there’s no human there to explain things. Your layout, copy, and visuals do the talking for you. And just like a salesperson: - Some are amazing - And some talk themselves out of a deal A bad landing page: - Talks nonstop about features - Buries the real problem under buzzwords - Ends with a generic CTA that feels cold A good landing page feels completely different. "It listens first." - It starts by showing you understand the visitor’s pain - It builds trust with relevant proof - And it ends with one simple, confident next step Here’s how I design with that mindset 👇 1️⃣ Identify the problem clearly Start the page with empathy and make the visitor feel seen. I design the flow to highlight the real problem before showing the product. When people recognize their own pain in the first few seconds, they pay attention to everything that follows. 2️⃣ Offer a believable solution Show what’s possible, not just what’s “cool.” Every section has one job: move the visitor closer to clarity. Clean hierarchy, simple visuals, and focused spacing make the copy easier to believe, not just read. 3️⃣ Guide, don’t push Use a single, emotionally clear CTA. A good CTA isn’t just a button; it’s the next logical step in the story. When design and copy work like that... ✅ Together ✅ Empathetic ✅ Intentional Your landing page stops talking at people and starts selling for you.

Here's how to write your bullet points for your resume: First, let's talk about how NOT to write bullet points. The bullet points are NOT about your tasks, role, and responsibilities. The bullet points ARE about your results, outcomes, and achievements. Second, bullet points reflect the keywords of the job description. You're writing about your experience THROUGH THE LENS OF THE JOB YOU WANT NEXT by using the keywords from the job descriptions that interest you. Two takeaway points so far: 1) Bullet points are about results, outcomes, and achievements. 2) Bullet points showcase the keywords from the job descriptions that interest you. Now let's talk about how to write it. Here's the formula I use with my clients: RESULT by ACTION in order to achieve this GOAL. "Got this result by doing this action in order to achieve this goal." The RESULT includes numbers and metrics whenever possible. Quantify your achievements to measure your success. Here are some samples taken from my clients' resumes: CUSTOMER SUCCESS: "Increased Net Revenue Retention from ~50% to 80% by developing a personalized onboarding process tailored to each customer segment's unique needs, leading to faster time-to-value and stronger initial relationships, preserving ~$150M in revenue. COMPLIANCE: "Managed a comprehensive data tracker for over 5,000 new students annually, maintaining real-time updates for 40 locations and a district-wide overview, ensuring data accuracy and accessibility." COMMUNICATIONS: "Secured 50+ interviews with top media markets and approximately 5.4 million impressions through satellite media tours and broadcast media interviews to educate and raise awareness about a life-threatening disease awareness campaign". I'm rooting for you. 👊 ♻ Please repost if you think this advice will help others. ***** Hi, have we met? I'm Emily and I'm on a mission to get the #greenbannergang back to work, one actionable step at a time. #jobsearch #jobhunt #jobseekers

People don’t buy your product. They buy the story it tells about them. You think you’re pitching your product. But they’re not buying your tool, your tech, or your time. Here’s what they’re actually paying for and why your copy, funnel, and content need to reflect it: 1. Solutions → People are not looking for another tool. They want the pain to stop: slow growth, unclear messaging, or no inbound leads. → Your offer should say one thing clearly: “This solves a real problem you feel right now.” 2. Transformations → They’re not buying slight improvement. They want to see the version of themselves after the change. → If they can’t relate to the before, they’ll never believe in your after. 3. Connections → People buy when they feel seen, understood, and safe. → No conversion happens without emotional alignment first. 4. Experiences → They are not just buying access. They’re buying a feeling: clarity, momentum, control. → If your product adds stress or confusion, it becomes just another task. 5. Not your product → No one cares how it works until they believe what it can do for them. → Your message must answer: “Why does this matter to me, today?” You’re not being ignored. You’re being too abstract. When the message stays vague, the impact disappears. Buyers need to recognize themselves in what you write and not guess what you mean. Look at Coca-Cola. They don’t sell soda. They sell moments: family dinners, summer joy, childhood nostalgia. The emotion comes first. The product just follows. When your message starts with what people feel, they start listening. When it leads with outcomes they actually want, they move. Want to write offers that do that? DM me “SYSTEM” and I’ll send you the full breakdown. Or subscribe here to get the weekly version: https://lnkd.in/dcKj9svP Follow Stevo Jokic for content that turns strategy into demand.

A mistake found in most student resumes: A skills section packed with soft skills — but no proof you've actually used them. Here are some of the usual suspects: • Teamwork • Leadership • Communication All good skills, and many roles ask for them. But here’s the problem: anyone can claim them. Without clear evidence of how you’ve applied them (and the impact they had) they won’t help you stand out. Generally speaking, your skills section should focus on hard, verifiable skills: • Technical tools (e.g., Python, Adobe Illustrator) • Certifications (e.g., Excel Certification) • Languages (e.g., Spanish Fluency) And even then, those skills should appear in your bullet points — with context and outcomes. If the skills section is the only place where they’re mentioned, you’re expecting the recruiter to blindly believe you actually have them. Don’t do that. Give them proof. Here’s how: • Choose the skill(s) you want to highlight • Identify the experience(s) where you've used them • Show how you used the skill to create positive results Let's give you a couple of examples: Instead of simply listing "Teamwork" in your skills section, craft a bullet that showcases how you've used that skill: • Revised the chapter’s student engagement plan in partnership with the chapter president, faculty advisor, and events chair, resulting in... Instead of simply listing "Excel" in your skills section, craft a bullet that showcases how you've used that skill: • Conducted investment analysis using Excel by compiling data on historical returns and risk metrics, creating charts and pivot tables to compare asset performance to... And so on. Bottom line: If these skills only appear in your skills section, you leave the recruiter guessing if you actually have the skills or if you've simply included them for keyword alignment. You don't want to leave them guessing. You want to show exactly how and where you've used your skills and to what end. Skills without context create doubt. Skills with context build credibility.

Selling Isn’t Hard. You’re Just Overthinking It. 2.5 years ago, I watched a friend’s startup flop. He had a great product, solid pricing, even ads running on every platform. But here’s the thing—his website? It was absolutely boring… His copy sounded like it was written by a robot. It was all “We’re the leading solution for…” and “Our product offers unparalleled features…” You know what happened? People scrolled right past. No one cared. So, I stepped in. I rewrote his copy to actually speak to people. Instead of “leading solution,” I wrote, “Imagine never stressing over this again.” Instead of listing features, I told a story about how his product solved a real problem for someone like them. And guess what? His sales shot up. Same product, same ads—different words. That’s the power of copywriting. Are You Using Words the Right Way? Do they hit an emotional nerve? Do they make people want to act? If not, here’s how you fix it. ✅ Use words that nudge, not shove. ✅ Speak with people, not at them. ✅ Share stories that make them think, “That’s me!” Let’s break it down. 1️⃣ Words That Trigger Action A client of mine was selling online workshops. Her emails? Crickets. She kept saying things like, “Register today” or “Sign up now.” Meh. So, we added this: “Spots are filling fast—grab yours before it’s gone.” Suddenly, people started clicking. Why? FOMO. Fear of Missing Out. “Buy Now” isn’t just a phrase. It’s a gentle nudge that taps into urgency and scarcity. 2️⃣ Speak Like You’re in Their Head Ever read something and thought, “That’s exactly how I feel”? That’s the goal. One time, I worked with a fitness coach whose copy was all “We’ll help you reach your fitness goals.” Blah. Everyone says that. I changed it to: “Tired of feeling stuck every Monday? Let’s fix that—for good.” It worked because it felt personal, like a friend who gets it. That’s the secret. 3️⃣ Facts Don’t Sell. Stories Do. One of my favorite campaigns was for a skincare brand. Instead of shouting, “We have 5-star reviews!” we shared a customer story: “Emma had tried everything for her acne. Nothing worked—until she found this. Three weeks later, her confidence came back. She even stopped wearing foundation.” That’s what made people buy. Stories make products relatable. Stats don’t. 4️⃣ Scarcity Without the Sleaze Remember when concert tickets would sell out in minutes? That’s scarcity at work. For a small e-commerce brand, I wrote: “Only 5 left in stock. We don’t restock often.” Sales spiked. Why? Because people don’t want to miss out. But here’s the trick: Be honest. Fake scarcity smells like desperation. Whether it’s benefits, features, or steps—stick to three. Anything else is overkill. So, if your copy isn’t selling, maybe it’s not the product. Maybe your words just aren’t doing their job. Fix that, and you’ll see the magic. P.S. Need a hand? I’m right here. DM me if you need help with content writing or copywriting. #copywriting #marketing

I’ve been in the eCommerce game for 10+ Q4 cycles. And every year, there will be brands who treat “Get 25% Off” as the best line in their creative (it’s not). Every high-performing ad I’ve ever tested follows this 1 simple rule on top of the discount: Emotion FIRST. Action second. Because people don’t click because you said “Shop Now.” They click because the copy above that CTA made them feel something they wanted. AKA: - Relief - Confidence - Ease - Momentum Etc. When I write creative, the CTA starts BEFORE the button. The framework I use: 1 - Lead with emotional desire. This is the “why” before the click. - Get the comfort you’ve been dreaming of. - Finally feel confident in your own skin. - Make mornings actually feel easy. 2 - Then layer in the action. - Shop Now. - Start Free Trial. - Schedule Pickup. That emotional framing sets the tone. The CTA just gives them the permission to follow through. TL;DR: Your buyer NEEDS to be ready for the CTA. And a lot of brands don’t earn that intent before slapping a 30% discount in their face. You haven’t told them what’s in it for them… yet. When you lead with emotional outcome, clicks become a natural extension of the narrative. So if your creative feels flat… Ask yourself: Does this ad make someone want something? Or am I just whispering a discount into the void?