Most online stores lead with logic. But if your product page doesn’t make people feel something in the first 5 seconds, they’re gone.
Last week, I paid twice as much for a product I didn’t need. Same function. Same delivery time. Same 3-star reviews.
So why did I buy it?
Because the first five words on the page spoke to me.
I didn’t care about the specs.
I didn’t even read the reviews.
I bought because of a feeling.
And 9 out of 10 ecommerce stores never trigger it.
People don’t buy features. They buy how your product makes them feel. But here’s the problem: Most small brands try to win with features. Big mistake.
Amazon already beat you there. If you want to sell more – you need to sell the feeling behind the feature.
Double insulation doesn’t sell. Relief on a summer hike does.
“Double insulated” doesn’t make anyone click Buy Now. But “Ice cold water at mile 6” does.
Most product pages list features. They leave it up to the shopper to do the emotional translation.
But that’s not how the human brain works. Your job is to paint the moment – the relief, the pride, the joy – of owning the product.
Want conversions? Don’t describe the thing. Describe the life with the thing.
If your headline starts with “We,” you’ve already lost
“Introducing our new heated jacket”? No one cares.
But:
“Finally, stay warm without bulky layers.”
Now you’re speaking their language.
Katelyn Bourgoin, buyer psychology expert and founder of Customer Camp, calls this the “Company-First Copy” trap.
Most brands fall into it. They brag. They list. They explain. But buyers don’t want to hear about you. They want to feel seen.
Talk like you’re inside their head. Not like you’re presenting in a boardroom.
Hyaluronic acid doesn’t sell. Confidence on Zoom does.
You’ve probably listed all your product’s best features. That’s not enough. Every feature must answer one question:
“So what?”
- Fast charging? → So you’re never stranded.
- Lightweight fabric? → So you stop sweating through your commute.
- Non-toxic ingredients? → So you feel safe using it on your kids.
Do this for every feature. Ask “So what?” until you hit an emotion.
When people feel something, they act. When they don’t, they bounce.
Bonus: Your first 5 words decide everything
Shoppers don’t read – they scan. You’ve got maybe 3 seconds. That’s it.
If your first five words don’t hook them emotionally, you’ve already lost the sale.
- “Shoes that don’t hurt.”
- “Finally, jeans that fit.”
- “Sleep like a baby again.”
Short. Specific. Emotional. Then, and only then, can you explain the features.
Attention is the price of admission. Your first line buys it.
So, why isn’t everyone doing this?
Because they’re too close to their product. They see what it does. They forget what it means.
Katelyn Bourgoin calls this the “Curse of Knowledge.” You know your product so well, you’ve stopped thinking like your customer.
But your customer isn’t buying specs.
They’re buying identity.
Emotion.
Relief.
Belonging.
Sell that – and they won’t just buy. They’ll come back.
You’ll never out-Amazon Amazon. But you can make people feel something. And that’s the one thing big brands can’t fake.
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.