What makes someone trust a product they’ve never touched or seen in real life?
It’s not the aesthetic. It’s not the influencer shoutout. And it’s definitely not the five-star reviews people assume are fake.
Trust is built through writing. Every word on your product page is either building credibility – or killing it.
If you run an ecom brand, bookmark this. You’ll come back to it every time you launch a new product.
1. Start with doubt.
Most product copy starts with hype. But customers start with hesitation. Will this fit? Will it break? Is it actually worth $49?
Your first job as a writer isn’t to sell – it’s to reassure. Joanna Wiebe, founder of Copyhackers, calls this “prospect-first copy.” Your words should reflect their fears before you flaunt your features.
Don’t say “Made from Italian leather.” Say: “Won’t crack or fade – even with daily use.”
Build the bridge between where they are (skeptical) and where you want them (confident).
2. Say “you,” not “we.”
Most brands talk about themselves. But trust is built when people feel like you’re talking to them. When you say “we believe,” you sound like a brochure. When you say “you deserve,” you sound like a friend.
The legendary copywriter Neville Medhora uses the “You vs. We” test: if you say “we” more than “you,” you’ve already lost.
Imagine your product page as a 1-on-1 conversation. Would you say, “We offer a curated solution”? No. You’d say, “You’ll finally stop digging through messy drawers.”
“You” is the trust word. Use it relentlessly.
3. Sell the feeling, not the feature.
Features are facts. Feelings are what sell.
No one buys a moisturizer because it contains “hyaluronic acid.” They buy it because they want to glow when they walk into brunch on Sunday.
Email strategist Val Geisler calls this the “specs-to-sensations” shift – translating what something does into how it makes people feel.
Use this formula: “[Feature] so you can [feeling].” Example: “Stainless steel lid – so you never deal with cracked plastic again.”
Features inform. Feelings convert.
Takeaways
If your copy tries to be clever, it’s already lost. Clever doesn’t build trust – clarity does.
Start with the customer’s doubt.
Speak directly to them using “you,” not “we.”
Turn every dry feature into a benefit they can feel.
The most trusted e-commerce brands don’t shout louder – they speak more human.
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.