The most successful DTC brands don’t write product descriptions. They write what the customer feels but can’t articulate. They write emotions. And those emotions convert strangers into superfans.
Kristin Ess didn’t build a cult following just by making great hair products. She built it by making every shopper feel like her products were made just for them. Every product name, every sentence of copy, every tone choice – it’s all intentional. It speaks the customer’s language. And more importantly, it mirrors the customer’s inner world.
That’s the real secret: The best copy doesn’t describe the product. It describes the person reading it. And the moment they feel recognized, they don’t hesitate.
Because people don’t buy products – they buy reflections of themselves.
Your product is the solution – but your copy has to prove you understand the problem.
Customers aren’t hunting for features. They’re hunting for relief. They want someone to say, “I get it.”
Kristin Ess never just says, “this shampoo works.” She says it helps with “third-day buildup” or that it “brings dry hair back to life in one wash.” That’s not product-speak – that’s personal. It makes the customer feel like the brand has lived their exact frustration. And that creates immediate trust.
When your copy describes the problem better than they can, they’ll assume your product is the best solution. That’s not persuasion – it’s empathy in action.
And empathy is the most underrated conversion strategy on the planet.
Customers don’t want to be sold to – they want to be seen.
Most brands try to close the sale. The best ones try to open a relationship. One makes noise. The other builds trust.
Kristin Ess doesn’t write copy that shouts. Her words speak softly – like a friend who just gets it. “Hey, I know how annoying frizz can be.” Not hype. Not spin. Just honest, emotional resonance. And that’s what turns browsers into buyers.
Connection beats persuasion. Recognition beats pressure. And once they feel seen, they’ll want to buy.
Because people don’t convert when they’re convinced – they convert when they feel safe.
Details build trust – especially the ones your customer didn’t know they cared about.
Forget fluff. Trust lives in the tiny, sharp details. The ones that feel weirdly specific.
Kristin Ess doesn’t write “moisturizing.” She says, “leaves hair feeling like silk – even if you skipped conditioner.” It’s so specific, the customer thinks, “Wait, how did they know?” And that moment? That’s intimacy. That’s when trust becomes emotional, not logical.
Most brands describe features. Great brands describe real, relatable experiences – the kind that make the customer feel known.
Specificity is the signal that says, “We see you.”
Bonus: Voice matters more than vocabulary.
You don’t need better words. You need a better voice. Because tone builds trust faster than explanation ever will.
Kristin Ess doesn’t try to sound clever. She sounds consistent. Every line of her product copy feels like it’s coming from someone you already know – warm, aspirational, slightly intimate. It doesn’t read like marketing. It reads like a conversation you’ve had a hundred times in your head. And when the words feel familiar, the brand becomes safe.
Voice tells the customer: “You belong here.” “This is made for someone like you.” And that unspoken message carries more weight than any headline ever could.
If it sounds like them, they’ll believe it’s for them.
People don’t buy products. They buy reflections of themselves.
That’s why the best DTC brands obsess over how their copy feels – not just what it says. Because when your words sound like your customer’s internal voice, you’re no longer selling. You’re connecting. You’re affirming. You’re becoming part of who they are.
The most persuasive brands don’t try to impress. They make customers feel understood.
Copy doesn’t close the sale – identity does.
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.
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