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People talk a lot about finding your “why.” It’s a little harder to figure out when you work in marketing. After all, I’m not a doctor saving lives or a teacher shaping young minds. I write copy that helps companies sell things. But I’ve spent a lot of time on personal development in recent years—courses, books, workshops, all of it. And one thing that came up again and again was this: My number one core need is emotional connection . Which is funny, because on the surface, c

One time, when I was working at a global ecommerce brand, we ran what felt like a very “creative” test. The question: Should we keep using SHOP NOW everywhere… or try something more unique? We tested variations. More descriptive CTAs. More benefit-led language. More personality. The result? Overwhelmingly, customers preferred SHOP NOW. Even when it appeared over and over again. It wasn’t because it was clever. It wasn’t because it was benefit-driven. It was because it was cle

There’s a big difference between writing for a brand and writing inside a retail machine. In retail, nothing lives in isolation. The email has to complement the homepage (or landing page). The homepage has to support the promo. The promo has to get the click into the PDP. The PDP has to convert. There’s no writing in a vacuum. You’re balancing: Revenue goals Merch priorities Informational accuracy Team resources Design constraints Legal compliance Last-minute changes It’s les

Sometimes, who you’re writing for matters more than what you’re writing about. The manufacturer’s positioning for this anti-chafing stick was for use during intense physical activity. Running // Swimming // Cycling // Walking // Hiking But our target audience was women 55+. A group whose routines, needs, and relationship with movement can look very different. According to Johns Hopkins, “Of women in their 50s and 60s, only 30% meet aerobic training recommendations—and just 6%

Why your “bestseller” copy probably isn’t working as hard as it could be. Saying something is popular isn’t the same as proving it. “Bestseller” “Customer favorite” “Top pick” Customers see those claims everywhere. After a while, they start to lose their impact. What does land is evidence: How many people bought it. How often it’s reordered. How quickly it sells out. What people keep mentioning in reviews. Most shoppers are looking for reassurance. They want to know they’re m

Writing for a high-volume ecommerce brand will break you if you’re precious about your work. At that scale, every word gets pressure-tested. By legal. By brand. By performance. And most of all, by time. Approvals stack up fast. Claims get scrutinized. Timelines compress. You learn to write in a way that doesn’t get your copy kicked back from Legal or QA. Instead of pushing back about your “fun play on words,” it’s “That makes sense. Here’s updated copy.” Writing for a massive

If your product descriptions aren’t converting, this is what you’re missing. Hi, I’m Molly, a senior copywriter who has been working in ecommerce for over 10 years and has written product descriptions that converted at an average of 18%. You’ve seen this kind of copy: It leads with features. It’s jam-packed with keywords. It lists specs like the customer is comparison-shopping in a spreadsheet. But that’s not how people buy... A copywriter I once worked with joked that there

It’s giving…outdated. Trendy language in copy is fun. It’s punchy. It creates connection. It gives the reader a sense of “we’re in on this moment together.” But it also comes with a shelf life. What sounds clever today can feel reeaally cringey, confusing, or off-brand a year from now.  This is especially true if your copy is meant to live on a website, in an email lifecycle, or inside a brand that values longevity. A few things to ask before you jump on a trend: Does this ac

Time to talk about the least sexy part of copywriting. LEGAL. Not the fun stuff. But the stuff that keeps your brand out of trouble. Here are a few real-world examples: “Get rid of grays for good.” Sounds great. Also, not true. Hair grows. A safer, smarter option:  “Say goodbye to grays.” Subtle shift. Big difference. “Eliminate wrinkles.” If a cream could actually do that, so many plastic surgeons would be out of a job. What is accurate?  “Helps reduce the appearance of wrin

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You’re looking at your plan for the quarter and realizing it doesn’t match the reality anymore. The work increased, but the team didn’t. Suddenly there’s more copy to write and you’re not sure how you’re going to get it all done. You can see the pressure building. You want to protect your people, keep the bar high, and still deliver on what leadership expects. I’ve been in that seat. Sometimes what helps most is a bridge. Someone who can step in quickly, understand the contex

Everything you’ve been taught about writing is wrong when it comes to subject lines. In school, we learned to build up to the point. Set the scene. Add context. Then reveal the payoff. Marketing doesn’t work that way. If I write: Give yourself the gift of 50% OFF [Product or Service] It’s… fine. But I’m willing to bet I’ve already lost a good portion of the audience. But if I write: 50% OFF [Product or Service]? Yes, please. NOW you’re paying attention. Why? The reason to buy

None of us wanted to get an F in school. Now? Be kinda cool if you did. Because when it comes to websites, emails, and landing pages, people read in an F-pattern. They scan the top. Skim down the left side. And rarely look at every word. Which means this matters more than ever: Your most important information can’t be buried in the middle of a paragraph.  It needs to go FIRST. Lead with the hook. Front-load the value. If someone is skimming (and they are), the left side / beg

Write accordingly.

A subject line I wrote recently pulled in a 70.93% open rate, not because I got lucky, but because I tapped into something the customer actually cared about. And it wasn’t a one-off. In 2025, the open rates on my email campaigns have performed at 3X the national average.  Why? Because more often than not, I don’t sell a product or feature. I sell an outcome. A transformation. A copywriter who understands how to do this is crucial to your business. Without them, you’re settin

How I saved hours of copy revisions with one simple Photoshop hack: Today, a last-minute product swap came through for an email I was working on. The design was already done. The layout was locked and the space for copy was limited. Instead of guessing how much copy I could fit (and risk a round or two of back-and-forth messages), I took a screenshot of the layout, dropped it into Photoshop, and used the exact same font to test the new copy. It took less than a minute and sav

Hook Reach out and grab your reader immediately. Throw something at them! Figuratively speaking, of course. Your very first line should be able to interrupt someone on auto-pilot.  Use emotion, surprise, intrigue.  Make them feel something. Action Verb Start strong. Don’t ease in... jump. The passive voice is for term papers and novels. Not sales copy. You want to inspire action? Use an action verb. Action signals confidence, and confidence converts. Emotion What is the emoti

Meaning, if a customer skimmed your marketing email, would they still understand what it’s about and what you want them to do? Most people will only read: *Your headline *Your subhead *Your CTA If they can’t “get it” in 3 seconds… they’re out. It’s not that people are reading less because they don’t care. They’re just overloaded. They’re scrolling between meetings, juggling kids, and half-listening to the TV. The job of a copywriter is to make it effortless for them to get it

Let’s be real. Clients don’t hire me because I know what PAS stands for. They hire me because my copy brings in results. They don’t care about the framework. They care about the outcome. ✅ Millions in revenue ✅ 69% open rates ✅ Industry-leading click-through rates And how do I do that? By thinking about the person reading it. What do they want? What’s holding them back? What will make them say yes? Clients don’t need a rundown of copywriting acronyms. They need clear, compell

Over the years, I’ve had the chance to write for some incredible brands, each one with a specific audience, challenge to solve, and story to tell. What I’ve learned (and what is now embedded in my DNA) is that great copy isn’t just about describing a product. It’s about connecting with people—understanding what they need, what they value, and how seizing that kernel can help them discover a product that makes their day a little easier or brighter. This video is a quick look a