Brand Messaging

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 […]

AI copy isn’t bad. It’s just boring. It’s clean. It’s correct. And it’s making your brand sound like a chatbot. Scroll through any product page, email, or ad right now. You’ll see the same safe phrases, the same “friendly but forgettable” tone, the same brand voice pretending to be helpful – but saying nothing real.

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

Most Call To Actions (CTAs) are invisible to the human brain. Founders assume people will click if they want the product. But the brain doesn’t work that way. And if your CTA shows up before motivation kicks in, it may as well not exist. This is where Nir Eyal, author of Hooked, changes the game.

Last week, I saw three new DTC skincare brands on my feed. Same muted palette. Same “clean” aesthetic. Same landing page headline promising something “revolutionary.” I couldn’t tell them apart. Why do some DTC brands blow up while others get ignored – even when their products are better? The answer almost never lies in the

Most DTC founders believe their product is enough – and that belief is exactly why they get forgotten. They obsess over CAC, AOV, and LTV – but metrics don’t build movements. They launch paid ads and hope customers remember them. But in a world of infinite options, being remembered is not a hope – it’s

Most DTC brands today sound like they were written by ChatGPT. In 2014, Casper launched with a voice that made the entire mattress industry feel outdated overnight. Suddenly, buying a mattress online didn’t feel risky – it felt cool. The website was minimalist. The copy was cheeky. The tone was confident without trying too hard.

Feastables once sent a four-word SMS that got over 15,000 replies. It didn’t have a CTA. It didn’t even mention a product. All it said was: “Y’all got any beans?” That message performed better than most brands’ fully designed email campaigns. Why? Because it felt human. And in retention, human wins. Customers don’t read emails.

What’s the real reason shoppers abandon your site before hitting ‘Add to Cart’? It’s not your product. It’s not your price. It’s your copy. Peep Laja, founder of CXL, says: “Most conversion problems are clarity problems.” And clarity isn’t just about what’s written – it’s about what’s felt. Val Geisler, one of eCom’s sharpest email

What if the best copy for your e-commerce brand has already been written – by your customers? Every day, new reviews roll in on your product pages. And every day, most brands ignore the gold mine sitting right in front of them. They tweak headlines, play with layouts, and keep A/B testing tiny details –