If your copy focuses on selling, you’re already losing.
Most DTC brands obsess over conversion rates, chasing the next sale like it’s the finish line. But customers don’t want to be pitched – they want to feel seen, understood, and safe. The brands that win aren’t louder.
They’re trusted.
That’s where most eCommerce copywriters quietly fail.
When a shopper lands on your page, they’re not calculating discounts or coupon codes. They’re asking: “Do I trust this brand to deliver? Will this make my life better?” Features don’t answer that. Empathy does. As Alex Hormozi (who’s known for breaking down persuasive offers and messaging that drive purchases) puts it: “People buy when they feel understood, not when they understand you.” Donald Miller, author of Building a Storybrand, echoes it: your customer is the hero – you’re just the guide.
And the brands that understand this simple truth dominate the ones that don’t. They create buyers who don’t just purchase – they advocate. They generate word-of-mouth that no ad can replicate. They build businesses that outlast algorithm changes, platform shifts, and ad bans.
Here’s how to make sure your copy builds the kind of trust that scales.
1. Stop Describing Features. Start Describing Their Pain.
If you’re listing specs, you’re probably losing sales.
Most DTC copy opens with product details: materials, dimensions, features. But your customer isn’t thinking about thread count – they’re thinking: “Will this finally fix my problem?” Your job isn’t to describe the product. Your job is to describe the frustration they’re trying to escape.
When you say, “Finally, a moisturizer that won’t leave you waking up with dry, irritated skin,” you meet them where they are. Empathy doesn’t just create connection – it triggers relief.
That’s what earns trust.
Because when someone feels like you understand their struggle, they believe you might have the solution. They’re no longer evaluating specs – they’re hoping you’re the one who finally gets it. And that emotional shift makes the buying decision almost automatic.
Trust is emotional, not logical.
2. If You Sound Smart, You’re Writing It Wrong.
Clarity beats cleverness every time.
You might think using industry terms makes you sound credible. But if your customer has to think to understand your copy, you’re already losing trust.
The best copy sounds like the customer wrote it themselves. Study your reviews, your customer emails, your DMs – steal their exact words. Phrases like “finally fits right” or “feels like it was made for me” are gold because they’re real.
Familiar language builds instant trust.
When your copy mirrors their inner dialogue, you’re no longer a brand – you’re their brand. They feel like you’re speaking directly to them, not performing for the crowd. And that intimacy makes them trust that you “get it” better than anyone else.
When in doubt, write how people talk.
3. Write Like They’ve Already Bought Once.
The second sale is where trust compounds.
Most DTC copy begs for the first sale: discounts, urgency, one-time offers. But brands that scale speak to returning customers – even when they’re selling to new ones. Use language like: “You’ll love how this still feels brand new after 100 washes.” This signals confidence in your product’s long-term value, which instantly builds trust for the first-time buyer too. Because no one talks about longevity unless they know the product can deliver.
Trust is future-focused.
People don’t want to gamble – they want certainty. When you help them imagine being happy with their purchase 6 months from now, you remove the fear. And fear is the biggest conversion killer.
The Business Model Is Trust
Trust isn’t a copywriting trick – it’s your entire business model.
Most eCommerce founders focus on hacking conversion rates. But the brands people obsess over? They obsess over earning trust. They speak to pain before product. They mirror the customer’s own language back to them. And they write for a long-term relationship, not just a first-time transaction.
This is how word-of-mouth is born.
People share brands they trust. They advocate for businesses that deliver on their promises. And they return, again and again, because they feel safe investing in you.
In eCommerce, you don’t just sell products. You sell promises kept.
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.