Brand, web & content

How do I write copy that explains what my product does clearly?

The short answer

Say what it is in the plain words your customer would use, not corporate abstractions like 'empowering synergies'. Lead with the concrete benefit, make claims specific and visualisable, and cut every word that doesn't help you sell. If a caveman couldn't grunt back what you offer, rewrite it.

Go deeper, your way

2 hand-picked resources, 1 link-checked. Pick how you want to dig in.

📄 Article
✓ Link checked Free Beginner

Why we picked it The single best free walkthrough of what belongs on a landing page, with a real 10-step structure and copy examples for every section.

The step-by-step guide to landing pages that convert

From Marketing Examples by Harry Dry 15 min read

  • Above the fold: title, subtitle, visual, social proof, CTA
  • Below the fold: features vs objections, proof, FAQ, second CTA, founder note
  • Clarity over cleverness, a caveman should grunt back what you offer
Open marketingexamples.com →

People also ask

What are the rules of good marketing copy? Harry Dry's three: make it visual (words people can picture), make it falsifiable (specific claims a competitor couldn't copy-paste), and make it u... Beginner 2 resources → How do I write a headline / value proposition that grabs attention? A great headline states the specific outcome for a specific person, clear beats catchy. Julian Shapiro's advice: make the header fully descriptive ... Intermediate 1 resource → How do I find the exact words my customers use to describe their problem? Mine their language directly, sales calls, support tickets, reviews of competitors, Reddit and community threads. Then feed their phrases back into... Intermediate 2 resources → How do I structure a message so customers care (story / framework)? Make the customer the hero and your product the guide that helps them win, that's the StoryBrand framework in one line. Frame it as: they have a pr... Intermediate 2 resources → How do I learn copywriting quickly without a marketing background? Study before/after rewrites of real landing pages, you learn faster from watching a pro fix bad copy than from theory. Harry Dry's Marketing Exampl... Beginner 2 resources → How do I write the copy for my landing page hero section when I have three different types of customers using my product? Pick one. A hero that talks to three people talks to no one, so lead with the segment that pays fastest or hurts most, and let the rest find themse... Intermediate 3 resources →

Also in D2C

The same ground, over in Build your online store, our D2C track.

Which AI tool should I use to shoot clean product photos without renting a studio? Photoroom is the fastest place to start, shoot on your phone against a plain background, and its AI backdrop/virtual-model tools turn that into a m... 4 resources → Which Shopify theme should I pick for my store, and how much should I customize it? Start free: Dawn is the fastest, cleanest base for a first store and it's tuned for Core Web Vitals out of the box - don't pay for a premium theme ... 3 resources →

Also in How Founders Use AI

How founders actually use AI for this, over in Content Creation.

Why use AI for blogs, newsletters, and social posts, and how do I avoid sounding like AI? AI removes the real reason most founders stop publishing: the time cost of a blank page. Buffer's study of 1.2 million posts found AI-assisted cont... 20 resources → How do top founders build content engines with AI (repurposing one idea into ten formats)? The pattern is always the same: create one dense pillar piece (a podcast, video, or newsletter), then let AI atomize it into clips, threads, Linked... 18 resources →
eChai Partner Brands