Brand Messaging

When I first started writing copy, I thought more meant better. I packed every feature, benefit, and buzzword onto the page. I thought I was being helpful. I was really just making it harder to buy. No one reads everything. The more you say, the less they remember. The more you explain, the more you […]

Most e-commerce brands think they have a customer problem. They don’t. They have a discount addiction. They’re chasing conversions and calling it loyalty. Running sale after sale and wondering why nobody buys at full price. They think they’re driving revenue – but what they’re really doing is eroding trust. Kristen LaFrance, former Head of Resilient

Your homepage has 3 seconds to tell someone what you sell – or they’re gone. It doesn’t matter how beautiful your branding is. It doesn’t matter how much you’re spending on ads. If your message is vague, you’re paying for people to bounce. Traffic without clarity is just noise. Every second a customer is confused,

A year ago, I opened one of my own brand’s abandoned cart emails – and cringed. It sounded like a robot begging for money. And I had written it. It was stiff. Salesy. Desperate. That’s when I realized: the problem wasn’t our product – it was how we were showing up in someone’s inbox. Because

I clicked 27 eCommerce ads last month. 25 of them lost me before the page even loaded. Some had stunning design. Others offered 50% off. But almost all failed the only test that matters: Do I instantly understand what they sell – and why I should care? If your landing page doesn’t pass that test

I thought selling great products was enough. I was wrong. I believed better materials would mean more sales. I believed shoppers cared about specs and features. I believed people were rational. But the deeper I dove into eCommerce psychology, the more obvious it became: people don’t buy products – they buy how a product makes

Cold traffic doesn’t convert because trust hasn’t been earned yet. And trust isn’t built with flashy CTAs or “10% off” popups. It’s built one step at a time – through subtle cues, story-driven copy, and a consistent narrative. Joanna Wiebe, founder of Copyhackers and the godmother of conversion copywriting, calls this “building belief before asking

If you removed your logo from your website, would anyone know it was your brand? Every e-commerce site has the same clean fonts. The same muted color palette. The same generic phrases like “elevated essentials” and “designed for modern life.” And then they wonder why no one remembers them. Customers don’t leave because your product

Most DTC brands write copy for themselves, not their buyers. They lead with their story instead of the buyer’s desire. They obsess over “brand voice” and forget buyer psychology. They spend more time sounding clever than being clear. Joanna Wiebe, founder of Copyhackers, has spent two decades helping brands break this habit. E-commerce strategist Alex

What do your visitors think in the first 5 seconds of landing on your homepage? They’re not reading – they’re scanning. They’re not patient – they’re skeptical. They’re not wondering how great your product is – they’re wondering if they’re in the right place. Your homepage doesn’t have time to convince. It has time to