Most DTC brands write copy for themselves, not their buyers.
They lead with their story instead of the buyer’s desire. They obsess over “brand voice” and forget buyer psychology. They spend more time sounding clever than being clear.
Joanna Wiebe, founder of Copyhackers, has spent two decades helping brands break this habit. E-commerce strategist Alex Greifeld calls most DTC copy “internal praise disguised as value props.” And email expert Val Geisler rewrites email flows for brands who are shouting “Look at us!” – when they should be asking, “What do you need?”
These are the people DTC brands pay thousands to fix what’s not obvious on the surface. But the truth? Cold traffic isn’t bouncing because your product sucks. It’s bouncing because your messaging does.
You’re leading with your brand, not your buyer.
You think your story builds trust. But strangers aren’t here for your story. They’re here to solve a problem – and fast.
The more you talk about yourself, the faster they bounce. Joanna Wiebe calls this “brand-first blindness.” A visitor doesn’t care that you “founded this brand after a trip to Bali.” They want to know: Will this solve my problem?
Swap “We started…” for “You’ll get…” Open with the outcome – then, if they stick, you can tell your story.
Instead of: “We created this to reimagine daily routines.”
Try: “Get ready in 60 seconds and still feel put-together.”
Buyers don’t care where you came from. They care where you can take them.
You’re obsessed with clever, not clear.
Being witty feels good. Being understood converts.
Your copy might sound smart – but if it confuses, it loses. Cold traffic has zero patience for decoding your brand voice. Joanna Wiebe puts it simply: “If Grandma doesn’t get it, rewrite it.”
Cleverness is fine – but clarity has to come first. If someone can’t explain your offer after reading your page, it’s not working.
Instead of: “Timeless. Intentional. Curated.”
Try: “Wrinkle-resistant. Washer-safe. Feels like luxury.”
Clarity is the most underrated copy superpower.
Your headlines are about you, not about the transformation.
“Welcome to our store” is not a hook – it’s an exit sign.
Your headline is the most valuable real estate on your site. If it doesn’t show the buyer what they’ll gain, you’ve already lost them.
Alex Greifeld calls weak headlines “the silent killers of DTC.” You need to lead with a benefit, not a brag. Make the transformation front and center.
Instead of: “Luxury basics for everyday life.”
Try: “Our sheets make your 6 hours feel like 8.”
If your headline doesn’t stop the scroll, nothing else gets read.
Your product page reads like a spec sheet, not a solution.
Specs don’t sell. Solutions do. Cold traffic doesn’t care that your mug is “double-walled ceramic.” They care that it keeps coffee hot for 6 hours while they work from anywhere.
Val Geisler teaches: every feature should become a benefit, then an emotion. “100% cotton” becomes “So soft you’ll cancel laundry day.” “Leak-proof” becomes “Peace of mind on your heaviest day.”
Instead of: “OEKO-TEX certified. 300 thread count.”
Try: “Tested safe for sensitive skin. Comfy enough to skip pants.”
Your product is great. Now sell the outcome – not the specs.
You assume your customer knows too much.
You’ve lived with your product for months. Your buyer met it 12 seconds ago. When you assume they know what you know, you lose them.
Alex Greifeld calls this “the curse of knowledge.” You speak in industry terms while they’re still trying to figure out what you sell. Start with zero assumptions. Spell it out. Define it. Translate it.
Instead of: “Effortless versatility.”
Try: “One shirt. Five outfits. No ironing.”
The best copy doesn’t sound smart – it makes them feel smart.
Bonus: You’re using brand buzzwords no one understands.
A client once showed me their homepage: “Elevated pieces for intentional living.” I asked what that meant. They didn’t know.
Meanwhile, their best-performing ad said: “Our jacket? Spill wine on it. Still looks new.” That ad crushed it. Why? It was concrete. Real. Instantly visual.
Joanna Wiebe says, “If they can’t picture it, it’s not copy.” Fluff words like “elevated” and “curated” aren’t impressive. They’re invisible.
Instead of: “Elevated comfort for the modern minimalist.”
Try: “So cozy, your old hoodie will get jealous.”
People don’t buy poetry. They buy what they can picture.
Why Cold Traffic Isn’t the Problem
If your product pages aren’t converting, don’t blame your ad spend. Blame the message they land on.
You’re leading with you, when you should lead with them. You’re being clever, not clear. You’re listing specs, not showing outcomes. You’re assuming too much, and saying too little.
Fix that – and the same traffic starts converting.
So the next time you write, forget your founder story. Step into the buyer’s mind. Speak their language.
Brands talk. Buyers bounce. Speak to their world—or lose them.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.