Is Marketing Copy Just Fluff?

Is Marketing Copy Just Pretty Words? It's a Revenue Engine

My Dear Readers,

Can I be vulnerable for a moment? When I let people know that I've been writing content - that is product focused (in other words content marketing writing) most people's eyes just gloss over. They think about products, and they're focused on the details - size, color, shape, fit etc. The thought that so much more effort goes into writing product descriptions than just the basics, or that marketing writing is just "fluff"—the pretty layer slathered on top of a solid product.

If my time managing e-commerce storefronts taught me anything, it's that this couldn't be further from the truth. Marketing copy writing is less about poetry and more about plumbing. If the pipe is leaky, the product won’t sell.

Consider the difference between a product listing that says, "Durable, lightweight cup for hot drinks," versus one that reads, "Your coffee stays hot for six hours, meaning you can finally enjoy that commute without a lukewarm sip. Plus, it fits perfectly in your car’s cup holder." The first is a description; the second is a solution and a promise.

Effective copy reduces friction in the customer journey. It answers unspoken questions, overcomes objections, and makes the path to the "Add to Cart" button frictionless. When I optimize content for Amazon or Shopify, I'm not just rearranging adjectives; I’m driving conversions and improving the product’s search visibility. Good marketing writing isn't important—it's critical. It’s the difference between a browsing visitor and a paying customer, and ultimately, the engine of revenue growth.

But wait, there's more! We can't forget scoping out the competition, SEO optimization, and even supporting images and graphics. But....I'll get to that another time!

So drink that delicious coffee, and savor each zip!

Lisa