How to Write Product Copy That Resonates

A corner of my living room featuring Blue Boy by Trevor Novak and a brass object by Nathan Clarke.

You’ve made a product you’re proud of and now it’s time to sell it. How will you describe it so that the people who would appreciate it, buy it?

That’s copywriting.

And if you find it challenging, you’re not alone. Making your work and talking about it are two different skill sets.

Why Your Product Copy Matters

When it comes to writing product copy we tend to focus on the obvious components of a product description (sizing, materials, care instructions, etc), how to be mindful of SEO, and how to create trust through social proof. These basics are important. What we don’t talk about enough is how to write in a way that creates resonance with your audience.

That’s what I’m going to cover here.

In general, when someone looks at your product they’re going to ask themselves two things:

• Is this for me?

• Can I trust this?

First, we scan for immediate resonance. We like the design, the product photography, the way it makes us feel, or what it reminds us of. This attraction is subconscious and identity-based. The product aligns with how we see ourselves and the world.

Then we move to logistics. We read through the features, check the materials and sizing, and verify the shipping policy to confirm it meets our needs. We look for markers of social proof such as reviews or tags on Instagram to tell us people like us buy things like this. We use our conscious minds to confirm our subconscious instincts.

We make our decisions instinctively and justify them rationally.

Product features and social proof don’t drive our buying decisions, they give us confidence in them.

So, how can we create that resonance up top through language?

Here are guiding principles, prompts, and marketing basics to keep in mind while writing.

Ways To Make Your Copy More Engaging

Put it in context.

Tell us all the ways we can use this object. It’s a placemat, but does it also make a beautiful centerpiece on your entryway table? Your customer isn’t creative the same way you are. You may look at a placemat or a stool and see all sorts of non-obvious uses for it. Your customer won’t. Help them imagine what’s possible by giving examples or showing pictures.

Engage the senses.

Think about all five senses—sight, sound, taste, touch, smell—and speak to the ones that are most resonant. Does this mug feel extra satisfying to hold because of the glaze? Say that. Does this shirt feel cool against the skin because it’s linen? Tell us. 

Foster relationship.

What inspired this object? Did you choose to embroider a serpent because they represent something meaningful to you? Is there anything about the physical landscape or seasonal climate that informed your design? So much of what we consume is devoid of relationship. How can you bring your customer into relationship with your work in a way that gives meaning to them and deepens their experience of this object?

Explain your choices.

Tell us why you chose this wood, this glaze, this joinery technique, or this fabric. Because it wears more beautifully over time? Because it’s harvested sustainably? Because it’s easy to repair? Tell us what design choices you made in favour of something that’s important to you or delightful to your customer.

Highlight details.

Does this object have a distinct visual or tactile detail? Explain why it exists or how it will impact our experience. How does the base of the bowl feel while you’re cradling it? What kind of shadow does this vase cast in mid-morning light? Combine the design detail with the sense it activates.

Be specific.

Instead of saying this bowl is perfect to hold your fruit, say it’s perfect to hold your summer peaches. This does two things. Shows you know your audience (people who prefer to eat seasonally) and allows them to imagine this object in their lives. Paint a visceral picture they can emotionally embody.

Create a world around your object.

Use language to build a shared environment between object and audience so they can imagine themselves together.

Writing Prompts To Use When You’re Stuck

If you’re stuck on talking points or feel like your copy could use a refresh, reflect on these prompts. Use them when you’re writing product descriptions for your website, content for your newsletter, captions for social media, or posts for your blog.

What do you love most about this object? What about it is satisfying, joyful, easeful, pleasurable, etc.

What do you notice when you hold this object? What feels good or memorable? Texture, weight, size, sound, etc.

What do you notice when you look at this object? What’s engaging or unmistakable about it? How would you describe it to someone over the phone or through text?

What about this product are you proud of? The joinery technique you mastered, the glaze you developed yourself, the local watercolour artist you hired to illustrate the packaging, etc.

How do you want people to feel when they use your product? Nourished, joyful, inspired, relaxed, comforted, etc. Tell us how this object inspires that feeling state.

What values or practices does this product support? A light catcher encourages presence and sparks joy. A woven placemat brings pleasure to routine activities. A scented face oil invites you into your evening wind-down ritual. Show how this product supports something your audience wants more of in their lives.

What do people comment on when they see your work in real life? At craft markets, when friends come over, etc. What do they love (“wow, so soft!”). And what do they find confusing (”I’m too messy to use this. I don’t know where I’d hang it...”). This feedback reveals what details to emphasize and what details to clarify (it’s machine washable, we love it hung up in our bedroom window as the first thing we see every morning, etc.).

What common or surprising customer feedback do you get? In reviews, emails, etc. Do people consistently tell you this candle smells like their favourite childhood cereal? Did someone discover this healing balm works great on their dog’s paws too? These are unexpected selling points you can speak to.

What do you wish people asked you about your work? Your design process, where your source your dyes, how you come up with product names, etc. Start the conversations you want to have.

Things To Keep In Mind

You are selling an experience.

People are not buying a mug from you, they’re buying the experience that mug gives them. Products are experiences. That’s what you’re selling and that’s what your copy gets to illustrate.

If you ever get into the mindset that you’re selling a commodity or competing on price, that’s a huge opportunity to redirect your focus toward the experience you’re creating.

Your copy is informed by your positioning.

It’s easier to write when you know who you’re talking to. Your positioning will inform both the tone of your writing and the details you choose to include. If you’re not clear on that, writing copy will be harder. Doing focused brand discovery work will help clarify what makes you different, how you want to be known, and who your audience is.

For example, if you want to be known as smart, generous nerds (a real-life client example of mine!) you’ll highlight design details and explain material choices. That supports your positioning and what’s important to your audience.

Don’t compare yourself to more established brands.

Just because someone else can get away with a two-line product description doesn’t mean you can. Some brands don’t say much when they introduce new products because they don’t have to. The brand itself holds such strong positive associations that it sells for them. People line up to buy a t-shirt from Supreme not because of the t-shirt itself, but because of the brand behind it.

Be mindful of who you’re looking to for inspiration. You may not have the same level of trust, credibility, or brand equity. How does their growth stage compare to yours? How does their brand awareness and reputation compare to yours? Work from where you are. Use copy to establish where you want to go.

Understand how your customer makes decisions.

Copywriting is sales. And so much of sales is understanding how your customer makes decisions. Why do they choose to buy from you and not somewhere else? Why are they buying wine from your boutique and not the supermarket? Why are they buying dining chairs from you and not Article?

Knowing this helps you understand what your audience values, how they see you, and what they consider when they buy. The more understanding you have around this the more intentional you can be in your writing.

Words are one form of communication.

Your copy is one piece of the puzzle. Your product photography and visual branding also communicate value to your customer. Strong brands are consistent brands. These elements should work together to affirm each other and create resonance.

It’s all a big experiment.

Make educated guesses, reflect on what’s working and what’s not, and keep iterating. It’s not about getting it right, it’s about getting closer. Everything’s a work in progress. Take it seriously but hold it loosely.

Final Thoughts

Copy is a powerful sales and positioning tool. You’re using language to build a bridge between your work and the people who would be delighted to own it. It’s not about pushing your products on people. It’s about introducing them to each other.

Invite us in. Create a warm connection. Move beyond product features and specifications. Root your work in relationship. Make it an experience.

Give the products you put so much care into making the opportunity to live with people who would appreciate that care.

Your work deserves it.