Writing product pages that sell: lessons from StoryBrand
Many product pages talk about the product. Better ones talk about the customer's problem and how the product solves it.
The core idea
In Building a StoryBrand 2.0, Donald Miller argues that the customer is the hero and your brand is the guide. Your copy should make clear what the customer wants, what's in the way, and how you help.
Applying it to a product page
- Headline: the outcome, not the feature list.
- First lines: the problem the shopper has.
- Body: how the product solves it, then the details (size, materials, care).
- Call to action: one clear next step.
Read your page aloud. If a stranger couldn't say what it does for them in one sentence, rewrite the top.