Clever copywriting is the corporate version of insecurity.
It talks in circles. It overcompensates. And worst of all – it hides the product behind a wall of ego.
If you’ve ever reread your homepage and thought, “Why doesn’t this feel right?” – this article is for you. Because the more clever your copy sounds, the worse it probably performs.
Ecommerce brands often write to impress – not to connect. They forget that the customer doesn’t care how smart you sound – they just want to know what they’re buying.
Clarity builds trust. Trust drives conversions. And the best-performing copy is so simple, it feels obvious.
Let’s unpack the 5 psychological traps causing this – and how to fix each one.
1. Trying to Impress Instead of Communicate
Everyone wants to sound like the smartest brand in the room. But in e-commerce, “sounding smart” usually means “I have no idea what this product actually does.” Customers don’t reward cleverness – they reward clarity.
This is rooted in insecurity. When we’re not sure our product is strong enough on its own, we wrap it in fancy language. We overuse buzzwords, inflate value, and hope a clever line will distract from weak messaging. But the second a customer doesn’t get it, they scroll away.
Your copy shouldn’t make people think – it should make them say “I need this.” Clear writing builds confidence. Confident writing sells more products. And confident writing is simple.
Because the strongest copy doesn’t try to prove anything – it just tells the truth.
2. Mistaking Voice for Value
Your brand voice might be clever. It might be cool, quirky, and super “on-brand.” But if it confuses people, it’s costing you sales.
Too many brands use tone to mask poor messaging. They prioritize sounding “different” over sounding useful. And in doing so, they lose the customer in a sea of personality. Voice should support the message – not distract from it. If it takes 3 sentences to explain what the product is, the voice isn’t helping – it’s hurting.
Value is clarity. Value is usefulness. And value is the only reason people click “Buy.” Because if they don’t understand the offer, they don’t trust the brand – no matter how cute the copy is.
3. Assuming the Customer Already Knows
You live and breathe your product every day. Your customer doesn’t. And when your copy skips steps, they get confused – fast.
This is the Curse of Knowledge. You know what makes your offer great, but you forget to explain it to someone seeing it for the first time. That’s why sites with tons of traffic can still have terrible conversion rates. They’re speaking to experts – but selling to first-timers.
You have to start where the customer is, not where you are. Assume nothing. Break things down. Guide them through. The best copy isn’t written for insiders – it’s written for the people who’ve never heard of you before today.
4. Selling Features, Not Outcomes
“100% organic bamboo.” “Integrated compression layers.” “Patented multi-zone cushioning.” Cool. But what does that actually do for me?
Most brands write feature-first copy. But features don’t create desire – outcomes do. Customers want better sleep, smoother skin, less pain, more confidence. If your feature doesn’t translate into a benefit, it’s just noise.
Every line of copy should answer: How does this improve my life?
Write with empathy. Lead with transformation. And let features play a supporting role. And remember: people don’t buy products – they buy better versions of themselves.
5. Writing Like a Marketer, Not a Human
Scarcity. Urgency. Power words. Capital letters.
You’ve seen the formulas. You’ve probably used them. But there’s a line between persuasion and manipulation – and customers can feel it.
Overused sales language triggers defense mechanisms. Instead of building desire, it breeds skepticism. Trust drops. Resistance rises. Conversions fall.
Real people want real conversations – not pressure tactics. Talk to your customer like a human. Solve their problem. Show them a better future.
Empathy converts better than hype. Simplicity earns more trust than spin. And authenticity always beats a funnel.
Bonus Trap: Ignoring the Real Questions Customers Are Asking
You’re talking about features. You’re talking about awards. But they’re wondering, “Will this actually work for me?”
Most e-commerce copy is written at the customer. But the best copy answers what’s already in their head. It addresses objections, fears, dreams, doubts. And it does it before they even realize they had the question.
That’s what builds trust – and trust drives action.
You’re Not Losing Sales Because of Your Product
E-com brands don’t lose sales because of bad products. They lose sales because their copy is trying to sound smart instead of being understood.
You don’t need more words – you need clearer ones. You don’t need clever – you need connection. And your customer doesn’t want to be impressed – they want to feel seen.
These traps aren’t obvious until you know where to look. But once you see them, you can’t unsee them.
Clear copy converts. Clever copy flatters your ego – but flatlines your sales.
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.