For a long time, I assumed the best way for brands to win customers was to beat the competition on price. If your product was just a little cheaper, people would buy from you.
So over time, brands kept trimming margins, adding discounts, and offering bundles – thinking they were “optimizing.”
But the customer didn’t stick around. Why? You become a commodity. A line item. Easy to skip.
Because the truth is, people don’t stay loyal to price points. They stay loyal to how something makes them feel.
And the brands that understand that? They win. Here’s how to understand it yourself.
1. Make the Customer the Hero of the Story
Most brands talk too much about themselves. They highlight product features, company backstory, and awards (thinking it builds trust).
But in the customer’s mind, there’s only one protagonist: them. If your copy doesn’t make them feel like the main character, they’re not staying.
Because people don’t want to be impressed. They want to feel understood.
Great brands aren’t the hero – they’re the guide.
Here’s how I’d position this for a skincare brand:
DON’T: “We launched in 2019 with a vision to revolutionize skincare.”
DO: “Your skin deserves a routine that feels like self-care, not a chore.”
2. Speak to Unspoken Insecurities
Nobody says, “I need this because I feel unworthy.” But that’s exactly what drives most emotional purchases.
Products that tap into hidden insecurities – without shaming the buyer – feel deeply personal. It’s what makes a landing page feel like it’s speaking directly to you.
When the copy mirrors what they can’t say out loud, it builds trust. It doesn’t just persuade – it validates. And validation converts.
If you sell planners, think about it this way:
DON’T: “Our planner helps you stay organized.”
DO: “For anyone who’s ever felt like life is slipping through their fingers – this planner is your anchor.”
3. Frame the Product as a Transformation Tool
People don’t buy a product – they buy the version of themselves that uses it. A clean supplement bottle isn’t what they’re after. They want more energy. More clarity. More control.
Every product is a bridge – from who they are now to who they want to be. If you only describe the product, you’re only selling the bridge.
But if you describe the destination, you sell the dream. And people will pay a premium for that dream.
Sell the shift, not the thing.
For photography brands, think of it this way:
DON’T: “High-res display. 12MP camera. A16 chip.”
DO: “So clear, it feels like real life. So fast, it moves at your speed.”
Most e-commerce brands are stuck in a race to the bottom – cutting prices, adding features, and wondering why customers don’t stick around.
But the ones who come out on top?
They sell emotions, not products.
They position the customer as the hero.
They speak to silent insecurities.
They frame every product as a transformation.
Because people don’t buy what something is.
They buy how it makes them feel.
Master this, and you’ll never fight on price again – because your customers won’t even consider anyone else.
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.