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Product & E-commerce Copy
A repeatable system for the long tail, real craft for the products that carry the catalogue.
For e-commerce managers and DTC founders with a catalogue large enough that every listing has started to read the same.
Q: We have hundreds of SKUs — can you actually scale?
A: The hybrid system is built for exactly that — a framework that scales the long tail, and hand-crafted attention spent where it’s seen.
The problem
At scale, product copy collapses into templates because there’s no time to make 200 SKUs sound distinct. Category pages read like nobody wrote them at all — spec dumps with the persuasion edited out somewhere between the spreadsheet and the CMS.
We work a hybrid model: a structured framework for the long tail — fast, consistent, still genuinely readable — paired with hand-crafted copy for flagship and hero products, spent where shoppers actually linger and where the persuasion earns the most attention.
Q: We have hundreds of SKUs — can you actually scale?
A: The hybrid system is built for exactly that — a framework that scales the long tail, and hand-crafted attention spent where it’s seen.
What's included
- A reusable copy framework for long-tail listings — structure, tone rules, attribute mapping
- Hand-crafted, distinct copy for flagship/hero products (not framework-generated)
- Category and collection-page copy, written to sell the group, not just list what’s in it
- SEO-aware titles and meta descriptions per listing
- A style sheet so future SKUs can be written in-house, consistently, after delivery
- A proof pass on the framework itself — tested against a sample batch before full rollout
How it works
Brief.
Catalogue size, flagship products, existing listings, attribute data available.
Manuscript.
Framework built and tested on a sample batch; flagship copy drafted by hand.
Proof.
Framework checked against the sample batch before full rollout.
Set.
Delivered as CMS-ready copy plus a reusable style sheet.
Packages & pricing
Starter
Up to 15 SKUs, one shared copy framework, 1 revision round, turnaround 6 working days.
- Up to 15 SKUs
- One shared copy framework
- 1 revision round
- CMS-ready delivery
- Turnaround: 6 working days
Testing the framework on a category before a full-catalogue rollout.
Standard
Up to 60 SKUs + 2 hand-crafted flagship listings + one category page, style sheet included, 2 revision rounds, turnaround 12 working days.
- Up to 60 SKUs
- 2 hand-crafted flagship listings + one category page
- Style sheet included
- 2 revision rounds
- Turnaround: 12 working days
A mid-size catalogue refresh.
Premium
Up to 150 SKUs + 5 hand-crafted flagship listings + up to 3 category pages, full style sheet + attribute-mapping guide, 2 revision rounds, turnaround 20 working days.
- Up to 150 SKUs
- 5 hand-crafted flagship listings + up to 3 category pages
- Full style sheet + attribute-mapping guide
- 2 revision rounds
- Turnaround: 20 working days
A full catalogue rebuild ahead of a season or relaunch.
In practice
“Sixty listings rewritten with the framework, five flagship products written by hand. The flagship pages alone lifted add-to-cart rate by a bit over a quarter.”
— Sophie, E-commerce Manager, DTC Retail, ~30 staff
Frequently asked
Yes, that’s what the framework is for. We build and test it on a sample batch first, so you see the pattern working before it’s applied catalogue-wide.
No — a good framework varies by attribute, not just fills a template. Flagship products get fully hand-crafted copy specifically because that sameness risk is highest where it’s seen most.
Yes — the style sheet exists precisely so you can extend the catalogue in-house, consistently, without commissioning us for every new product.
Spec sheets, attribute data, and existing listings are enough to start; photography helps but isn’t required.
Whatever earns the most traffic or margin in your catalogue — we help you shortlist them at the Brief stage.