Crafting Copy for High-end Products

You’ve Been Doing It All Wrong A while back, my friend Lisa reached out to me with a challenge. At Olympurse, a luxury bag brand, they were pouring tons of effort into creating content. But the results? Disappointing. Website traffic was low, engagement was non-existent, and their high-end audience just wasn’t connecting with their message. “People aren’t responding to our posts,” Lisa admitted, frustrated. I asked a few questions, took a closer look, and quickly spotted some areas for improvement. Here’s what I suggested: 💡 Step 1: Get Crystal Clear on Your Audience Olympurse’s content was stylish and well-designed, but too generic. Luxury buyers expect exclusivity and elegance, and the messaging wasn’t reflecting that. I suggested they create detailed audience personas, women who value sophistication, quality, and self-expression and tailor their content to speak directly to those desires. Instead of bland promotions, we crafted posts that made their audience feel the lifestyle Olympurse represents. 💡 Step 2: Add More Storytelling Luxury isn’t about the product; it’s about the story behind it. I helped Lisa reframe their content to include the craftsmanship behind each bag, the artisans who create them, and stories of customers who feel empowered by owning an Olympurse bag. For example, we turned a product launch into a story about a CEO gifting herself an Olympurse as a symbol of her success. 💡 Step 3: Repurpose Everything Lisa’s team was exhausted, trying to create fresh content weekly. I suggested repurposing: turning a blog post about “The Art of Craftsmanship” into Instagram reels, LinkedIn articles, and behind-the-scenes videos. This maximized their content while reducing the workload. 🎯 The Outcome? Engagement on Instagram tripled as followers connected with behind-the-scenes stories and customer journeys. Website traffic increased by 50% in just three months, thanks to more personalized, targeted messaging. Lisa’s team felt excited again, confident in their content strategy, and no longer overwhelmed. Sometimes, all it takes is a fresh perspective and a return to the basics to create a big impact. If your brand’s message isn’t connecting, maybe it’s time to rethink your strategy. Let’s connect, I’d love to help you turn your content into a story your audience can’t resist.

You're losing millions of $ because you sound just like everyone else. High quality and premium materials do nothing to push your product. • Your product is solid. • Your media buying is dialed. • Your creative looks good… But the copy? Generic. Replaceable. Forgettable. And forgettable doesn’t convert. Here’s the 3-rule framework that changed how we think about every headline, ad, landing page, and product description: 📌 Rule #1 – Can I visualize it? Concrete beats clever every time. If your sentence isn’t instantly visual, it won’t stick. 🤷 “Built for movement” = Nothing 🎯 “Feels like leggings. Looks like trousers.” = I can see it Customers don’t remember “quality,” “innovation,” or “better way.” They remember images that hit them in the gut. ❌ “Elevated basics for everyday life” ✅ “The hoodie you’ll reach for 3 days in a row (and still look sharp)” 📌 Rule #2 – Can I falsify it? Vague claims = immediate distrust. The copy needs to say something a customer could prove right or wrong. ❌ “Best in class.” ✅ “Rated 4.9 by 2,300 verified runners.” People trust what they can verify or disprove. If you can point to it, you can prove it. 📌 Rule #3 – Can nobody else say this? If your headline could go on any other brand’s site or ad, it’s not doing its job. Your copy should feel like it could only come from you. ❌ “Ethical, durable, designed to last.” ✅ “Work pants made from salvaged fire hoses and built for 10-year wear.” Great copy is a strategic asset—not just a description. It’s positioning in sentence form. Here's a simple 3-step test you can use when writing copy, to see if it is bound to convert: 1. Can a first-time visitor “get” what my product does in 3 seconds or less? 2. Could my best-performing ad headline work for another brand? 3. Do my product descriptions feel like someone could actually say them out loud? If the answer is no, your copy is costing you a boatload of cash. Copy is not a nice-to-have. It’s performance infrastructure. If you're treating copywriting like a last step.. You're not going to get far. Happy Scaling.

How I write copy that actually converts (without sounding like a douche). Most writers make one crucial mistake: They write to impress, not to sell. Here’s the truth — fancy words don’t make sales. Clarity does. Here’s my 3-step process for writing copy that stops the scroll, holds attention, and drives action: 1️⃣ Hook fast, or lose them forever. Your first sentence needs to punch readers in the face (metaphorically). The goal? Trigger curiosity or emotion. ❌ “Our software helps businesses scale efficiently.” (Boring.) ✅ “You’re burning money on marketing, and you don’t even know it.” (Intriguing.) 2️⃣ Make it about them, not you. Nobody cares about your product—they care about how it helps them. Speak directly to their problems, fears, and desires. ❌ “We have 24/7 customer support.” ✅ “Frustrated with tech issues at 2 AM? We’ve got you.” 3️⃣ Use short, punchy sentences. Big walls of text kill conversions. Write like you talk. Break up the flow. Keep it snappy. Like this. The best copy doesn’t sound like “copy.” It sounds like a conversation. What’s your #1 rule for writing high-converting copy? Drop it in the comments. 👇