The Word Plan: Dave Harland on writing gooder eCommerce words

Most product descriptions read like technical manuals written by robots for other robots. However, Dave Harland, founder of Copy or Die and self-proclaimed “Word Man,” explains why your eCommerce copywriting isn’t working and what to do about it.

Watch and listen to the episode

The behaviour side: Why features don’t sell: the fundamental eCommerce copywriting mistake

The fundamental mistake: taking manufacturer specs and dumping them on your product pages. Features tell you what something does. Benefits tell you how it improves your life.

Dave’s rule for eCommerce copywriting: every product description should answer three questions:

• How will this solve my problems?
• What’s in it for me?
• So what?

If someone can read your headline and think “so what?” – you’ve lost them.

Real example: Dave transformed boring bike light specs (“LED technology, silicone housing”) into engaging copy that led with the benefit (“takes balls to get on a bike at night, but these balls could actually save your life”). The result? A product description people actually wanted to read.

Research that actually matters for eCommerce copywriting

Stop guessing about your audience. The best eCommerce copywriting comes from listening to how customers actually talk about your products.

Dave’s research process:

1. Get the product in your hands – especially for handmade items
2. Mine customer interviews for emotional language and real phrases
3. Analyze competitor copy to find gaps and avoid sounding like everyone else
4. Check reviews and social media for unfiltered customer opinions

Case study: Bramwell Brown clocks. Instead of “invest in classic design,” Dave wrote “bring the wholesome feelings from childhood back into your life.” The difference? He actually read 150 customer interviews to understand what people really wanted.

Moreover, this research-driven approach to eCommerce copywriting beats assumption-based writing every time.

Psychology that works in eCommerce copywriting

Three psychological principles that boost sales:

1. Primacy effect – Your opening line is 80% of your success
2. Peak-end rule – End with something that makes people smile or feel urgency
3. Von Restorff effect – Distinctive copy gets remembered

In addition, Dave points to Leslie Hooks estate agents making terrible puns about street names. Their eCommerce copywriting approach works because it’s distinctive.

The McDonald’s lesson: Sometimes the best way to sell a horse is to say “horse for sale.” Consequently, don’t get clever when clear will do.

Your practical eCommerce copywriting takeaway

Before publishing any product description, ask yourself: Does this pass the “so what?” test?

If your opening line doesn’t make someone think “that’s for me” or “tell me more,” rewrite it. Instead, lead with the biggest benefit that solves a real problem.

Quick wins for better eCommerce copywriting:

• Replace feature-heavy headlines with benefit-focused ones
• End descriptions with something memorable (humor, urgency, or surprise)
• Use language your customers actually use, not corporate speak

Furthermore, Dave’s closing advice: make yourself laugh first. If you find your copy amusing or engaging, you’ll attract customers who think like you – and they’re usually easier to work with.

Blatant plugs

Follow Dave on LinkedIn.

Sign-up for Dave’s newsletter – The Word.

Join Dave’s Write the Funny course.

Hire Dave’s agency, Copy or Die.