I've written copy for dozens of e-commerce brands. The same mistakes show up every time.

1. Leading with features instead of outcomes

Nobody buys a "600-thread-count Egyptian cotton sheet." They buy the best sleep of their life. Flip every feature into a benefit.

2. Writing for everyone

"Great for all ages!" means great for nobody. The more specific your audience, the more it resonates. A candle that "helps you unwind after a 12-hour nursing shift" outsells "relaxing scented candle" every time.

3. Ignoring objections

Your customer has doubts. Size? Quality? Return policy? If your description doesn't address them, they bounce. Weave answers into the copy naturally.

4. Walls of text with no structure

Shoppers scan. Use bullet points, bold key phrases, and break paragraphs into 1-2 sentences max. If they can't skim it in 5 seconds, you've lost them.

5. No urgency or CTA

Every description should end with a reason to act now. Limited stock, seasonal drops, launch pricing — give them a nudge.

Fix these five things and watch your add-to-cart rate climb. I've seen brands double conversion rates with copy changes alone.

I write high-converting copy for e-commerce brands — product descriptions, emails, ads, and landing pages. If your words aren't selling, they're costing you.