Direct-to-consumer ecommerce · United Kingdom and Ireland
Personal Purchase-Confidence Officer
standard research
01
Copy Opportunities
13 surfaces| Surface | Angle | Example copy | Dimension | Addresses |
|---|---|---|---|---|
| Homepage hero | Risk removal | "Know it's right before it ships." | Emotional | Anxiety |
| Homepage supporting copy | Evidence of honesty | "We publish return rates on every category. Including the bad ones." | Functional | Trust |
| Product description | Suitability, not features | "Best if you… / Skip this if you…" | Functional | Desired outcome |
| Feature explanation | Fit engine | "Sizing guidance built from what customers who returned this actually told us." | Functional | Pain |
| Pricing page | No late costs | "Shipping and duties shown on the first screen, not the last." | Emotional | Trust |
| Landing page | Occasion deadline | "Ordered by Thursday, worn on Saturday." | Functional | Trigger |
| Ads | Anti-gamble | "Tired of ordering three sizes and returning two?" | Emotional | Pain |
| Post-purchase reassurance | "It's on the way — here's exactly how it should fit when it lands." | Emotional | Anxiety | |
| Sales pitch (chat) | Honest disqualification | "Based on what you've described, this one won't work for you. This will." | Functional | Trust |
| FAQ | Returns clarity | "What happens if it doesn't fit?" | Emotional | Anxiety |
| Objection handling | Price vs marketplace | "Why it costs more here than on a marketplace — and what you get for it." | Social | Switching motivation |
| Testimonials | Comparable buyer | "Reviews tagged by body type, use case and climate." | Social | Identity |
| Case studies | Gift outcome | "The gift that got asked about at the table." | Social | Desired outcome |