If your product isn’t selling, it’s probably your fault – but not for the reason you think.
Neville Medhora has helped turn thousands of forgettable products into bestsellers – not by changing the offer, but by rewriting the words. His copy has powered everything from deodorants to SaaS, and the results are consistent: people don’t buy products. They buy what the words make them feel.
Most store owners assume their product page is “fine.” But “fine” doesn’t sell. “Fine” doesn’t stop the scroll.
In eCommerce, average copy is invisible. That’s why copy isn’t a nice-to-have, it’s a multiplier. Neville once took a boring deodorant page and made it fun, weird, and human. He didn’t touch the formula. Didn’t change the price. He just rewrote the description like he was texting a friend.
Sales didn’t bump – they popped.
Because the words you choose don’t just describe the product. They are the product.
Let’s break down exactly why your product isn’t selling – and how better copy flips the switch.
Your Product Description Reads Like a Tech Manual
Most product descriptions sound like they were written for robots. Accurate, maybe… but cold. Dead. Unreadable.
Nobody gets excited about “lightweight aluminum construction.” They want to know: does this make me look cooler?
Neville calls it the “human test.” If it doesn’t sound like how a friend would talk about it, rewrite it. Don’t open with specs. Lead with the feeling. The story. The emotional hit. Then add your bullet points for the data-driven buyers.
Dry facts support the sale. But emotion drives it. Boring language doesn’t build trust – it kills it.
You’re Talking About the Product, Not the Person
Most copy describes the item. Great copy describes the buyer’s transformation.
“This jacket is water-resistant.” Cool.
“This jacket keeps you warm and dry when the weather turns on you at 3am.” Better.
One is a label. The other makes you feel like a survivalist who’s prepared for anything.
Neville teaches this constantly: don’t just sell the product – sell the version of the buyer that emerges after they use it.
People don’t buy socks. They buy comfort, performance, compliments – and a little confidence boost.
Your copy should reflect who they want to become – not just what’s in the box.
There’s No Hook, Just a Label
“Insulated Steel Tumbler – 32oz” is not a hook. It’s a warehouse tag. But it’s how 90% of eCom headlines read.
You have 2 seconds to make someone care. Neville calls it the “eyeball grab.” You either stop them cold, or you don’t exist.
Something like: “Coffee stays hot. Ice stays frozen. You stay happy.” That’s not a product name. That’s a promise.
Your headline isn’t for SEO. It’s for attention. Think less like a spec sheet – more like a movie trailer.
(Bonus) The Voice Doesn’t Match the Buyer
You wouldn’t sell Crocs the same way you sell Cole Haans. But most product pages sound like they were written in a vacuum.
Voice is your invisible advantage. It’s what makes copy feel like it was written just for me.
Neville teaches: write like you talk – especially if your customer has a tone, culture, or rhythm you can tap into. A Gen Z buyer? Loosen up. A luxury shopper? Tighten up.
When the voice matches the reader, the copy disappears – and connection takes over. When it doesn’t, it feels like a marketing intern trying to sound smart.
Match the vibe – or lose the buyer.
The Words Are the Sale
People don’t buy based on facts. They buy based on feelings – and justify it after. So if your product isn’t selling, it’s not because of what it is. It’s because of how you’re talking about it.
You don’t need a new offer. You need a new voice, a better hook, and a stronger connection.
Neville Medhora has proven this: if you can’t sell it with words, you can’t sell it at all.
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.