Your brand is clean. Your mission is ethical. Your packaging is recyclable. But your sales? Still stuck. Here’s why. Your copy isn’t showing proof. Buyers want to know what changed for someone like them. Not what the product claims to do—but what it actually did. That’s the gap between a nice brand and one that moves product.
You’re Talking, Not Showing
Saying your serum “hydrates and brightens” doesn’t build trust. What does? “I stopped wearing concealer after 6 days. My skin tone evened out and I haven’t looked back.” That’s a result. That’s proof. That’s what your copy needs more of.
What to Do Now
Start by making these changes to your content strategy: Stop hiding reviews. Add customer quotes directly under product names and between benefit sections. Use real language. Ditch the “bioactive technology” phrasing. Use your customers’ exact words. Turn reviews into sales tools. Use them in emails, ads, landing pages, and social posts. Ask for before-and-after photos. Even subtle ones build confidence. Highlight skepticism. The strongest testimonials start with, “I wasn’t sure about this, but…”
Stop Sounding Like a Brand
Your copy might look polished, but if no one talks like that, it won’t convert. Pull phrases from real reviews: “Didn’t think it would work—but my redness faded in 3 days.” “I replaced my three-step routine with this one product.” Use those. They’re better than anything you’ll write from scratch.
Results Matter More Than Intentions
Sustainability is a value. But results are the sale. It’s not enough to be clean. Or ethical. Or recyclable. You need to prove your product actually works. That’s how you build trust. That’s how you earn conversions. That’s how you stop losing the sale.
Need help turning customer feedback into high-converting copy? This is what I do. Send me a message and let’s make your proof work harder.
