A client spent $10,000 on branding. The logo was clean. The colors were tight. The “About” page felt poetic. And yet… nothing converted.
Visitors came. Scrolled. Left.
No emails. No carts. No sales.
It wasn’t the design. It wasn’t the offer. It was the copy – and the fact that it was all about me.
The brutal truth?
People don’t care about your brand story.
They care about their story.
And if your copy doesn’t reflect that, it’s not persuasive – it’s performative.
Your “About” section is not your strongest asset. It’s your biggest distraction.
The About section feels important. It’s where you tell people why you started.
What you believe.
What makes you different.
But when someone lands on your homepage, they’re not thinking, “Wow, I hope this brand has a compelling origin story.” They’re thinking, “Can this help me with my problem – right now?”
Your About page should be there if they want to dig deeper. Not the first thing they see.
Flip the order. Start with what they need to hear. Earn the right to tell your story later. If your homepage leads with “Look at us,” don’t be surprised when no one does.
Buyers don’t want your product – they want the problem to go away.
I used to list features. Then I learned to list benefits. But the real conversion shift came when I started naming the problem first.
Nobody wants “a beautiful Notion template.” They want to stop feeling overwhelmed. They want a system that finally works.
Features describe. Benefits explain. But problems? Problems get clicks. When you lead with the pain they feel, you earn the right to offer relief.
Your product doesn’t need to change. Your message does.
Museum copy is safe. Sales copy is personal.
Most digital brands sound like they’re writing for a display case.
Here’s what it includes.
Here’s how it works.
Here’s why we’re proud of it.
And it lands with the emotional weight of a brochure.
Real sales copy sounds like this:
“Feeling stuck? This gives you clarity in under 5 minutes.”
“Too many tabs open? This replaces 4 tools.”
“You’ll finally stop second-guessing yourself.”
If your product page reads like a description, you’ve already lost. It should read like a conversation. Fast, honest, emotional, real.
You’re not writing for a panel of judges. You’re writing for one person – on the edge of making a decision.
Every line of your copy should pass one brutal test: So what?
I used to be so proud of our product details. Seventeen integrations. Built by two designers. Three colorways.
None of it mattered until I asked:
“So what?”
→ 17 integrations? So you stop wasting hours switching tabs.
→ Built by designers? So it actually feels good to use.
→ Three colorways? So you can choose the vibe that fits your workflow.
“So what?” cuts the fat.
It turns features into value.
It turns info into emotion.
If you can’t answer “so what?” – you’re not writing copy. You’re listing facts.
People remember how you made them feel. Not what you said.
We overestimate the impact of logic. We underestimate the power of emotion.
Your product might be more affordable. More efficient. More elegant. But what makes someone click “buy” is often something more subtle:
It made them feel clear.
It made them feel capable.
It made them feel like they were finally in control.
Most brands describe what their product does. Great brands describe what their buyer becomes.
If your copy makes someone feel like the kind of person they want to be, they’ll find a reason to justify the purchase.
You are not the hero. Your buyer is.
This is the shift that changes everything. When your copy says, “We built this for you,” The reader shrugs. When your copy says, “You’ve been trying to fix this for months. You’re tired. This works.” The reader leans in.
It’s not about “we” or “our.” It’s about you. The buyer. The one with the problem. The one this exists to help.
Want more sales? Get out of the spotlight. You’re not the main character. You’re the guide. And guides don’t make speeches. They solve problems.
Your brand story isn’t converting – because it’s not your buyer’s story.
You don’t need to rewrite your product. You don’t need to rebrand. You don’t need to redesign your website. You just need to refocus the message.
From “Here’s who we are.”
To “Here’s how this helps you.”
From “Look at what we made.”
To “Look at what this makes possible – for you.”
Sales copy is empathy on the page. When people feel like you get them – they don’t just buy.
They tell their friends. They come back. They start to believe you’re different. Because you are.
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.