If I were you, the first thing I would do is gather every single customer review, support ticket, social media comment, and post-purchase survey response I could find. I'd put them all into one place and just read. This is where your best sales copy is hiding.
I’d start here because the highest-converting copy isn’t written, it’s assembled. It comes directly from the “voice of the customer,” a point the team on the Shopify1Percent podcast makes powerfully. In the first week, my only job would be to become an expert on how customers describe the problem, the product, and the results. I would look for their exact phrasing, their hesitations, and the benefits they highlight. Your sales page needs to become a mirror that reflects your customer's own thoughts back to them.
In the first month, I’d turn that research into actual writing. I'd use it to answer the six fundamental questions Kevin Monell and Jason Caruso from eCommerce Uncensored say every shopper has on a product page. Questions like “What is this?” and “Why is it for me?” Then I would structure the whole page using the classic AIDA formula that Emma Tamir Schermer mentions on The Smartest Amazon Seller: grab their Attention with a powerful headline, build Interest with compelling bullet points, create Desire by connecting features to benefits, and finally, drive Action with a clear call to action. Ecommerce copywriting is about the entire page, not just one section.
Something I would consciously ignore is the obsession with “sneaky” psychological triggers. While understanding concepts like scarcity and social proof is useful, as Steve Chou discusses, a focus on
