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 confuse. And in e-commerce, every extra word is a reason to bounce. Pros don’t write more. They write what moves.
Most copywriters write to prove how much they know. Pros write to prove how little the customer needs to know.
If you want to become the kind of copywriter brands fight to hire, here’s the mindset shift:
Fewer words. Sharper decisions. Bigger conversions.
Every extra word competes for your customer’s attention.
Rookie writers think long copy means more value. But attention isn’t earned – it’s stolen, second by second. Each word that doesn’t drive momentum is a liability.
Great copy is a series of green lights. Each line should make the next one impossible not to read. If they pause to think, you’ve already lost them.
And if they bounce, your words failed their one job. In eCommerce, every sentence should push them one inch closer to checkout.
The tighter the message, the faster they convert. Fast beats clever. Clarity wins the cart.
Attention is a currency – spend it like it’s yours.
Clarity beats cleverness – especially at checkout.
You’re not writing poetry. You’re writing to move product. Which means the clever stuff? It’s just in the way.
Clever sounds smart. Clear sounds trustworthy. Cutting fluff forces you to say the thing that actually matters. No metaphors. No jargon. No burying the headline. Just one sentence that makes someone say, “I need this.”
Customers don’t buy because they’re impressed. They buy because they understand. And understanding is instant – or it’s nothing.
Confused readers don’t pause. They leave.
3. If your copy needs an explanation, it’s already failed.
I used to send drafts to clients with long side notes: “Here’s what I meant with this line…” Now I know – if I have to explain it, it’s wrong.
The customer doesn’t get a post-it note. They get 7 seconds to decide if your product solves their problem. And if your words aren’t doing that clearly and fast? You lose. Every phrase must stand on its own. Every line must be undeniable.
Pros don’t write with ambiguity. They write with intent. And they write like they won’t be there to explain anything.
If your words can’t close the sale alone, they shouldn’t be on the page.
Bonus: Words don’t sell. Belief does.
You can write 10 paragraphs and still not get the sale. Because people don’t buy when they’re informed. They buy when they’re convinced. And belief is what flips that switch.
Great copy builds belief, fast. It gives the reader emotional clarity. It reassures their fear and strengthens their confidence. It speaks directly to what they want most – and removes what they fear most. And it does all of that in as few words as possible.
When you write less, you’re forced to be exact. You’re forced to answer the only question that matters: “Why should I trust you?” Every word either builds belief – or breaks it.
Belief is the lever. The sale is the result. Your words are just the hand on the lever.
If your copy isn’t building belief, it’s just noise.
Fewer Words, Bigger Wins
Saying more doesn’t make your copy better – it makes it busier. In eCommerce, simplicity doesn’t just sell – it scales. The best copywriters? They win with less.
If you want to become the kind of copywriter brands fight to hire – don’t write more. Write what matters.
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.