# Copy Patterns & Templates

Reusable patterns for product descriptions. Pick and adapt per product — these are starting points, not rigid formulas.

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## Hook formulas

The hook is the first 1–2 sentences the shopper reads. Its only job is to earn the next sentence.

| Pattern | When it works best | Example |
|---------|--------------------|---------|
| Pain → Solution | Product solves an obvious frustration | "Tired of dry, flaky skin by noon? Your morning routine is about to change." |
| Outcome first | Benefit is visual or measurable | "Radiant skin in 14 days — no ten-step routine required." |
| Question | Audience already suspects the answer | "What if your moisturizer actually worked past lunchtime?" |
| Scenario | Product fits a specific moment | "Picture this: you walk into the office and someone asks what's different." |
| Social proof lead | Strong numbers or authority | "Join 50,000+ customers who ditched their old serum for good." |

Use hooks that match the audience's awareness level. Pain → Solution works for problem-aware shoppers; Outcome first works when the benefit is the draw.

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## Bullet-point formula

Lead with what the customer gets, then prove it:

```
**[Benefit]** — [feature / proof that enables it]
```

**Examples:**
- **Absorbs in seconds** — lightweight gel texture; no sticky residue under makeup
- **Clinically proven results** — 87 % of users saw brighter skin in 2 weeks (independent study, n = 120)
- **Safe for sensitive skin** — fragrance-free, dermatologist-tested, pH-balanced
- **45 hours of calm** — slow-burning soy wax fills the room without overpowering
- **Built for 8-hour days** — BIFMA-certified frame supports up to 300 lb

Good bullets cover these bases: core benefit, differentiator, material / ingredient, use case, trust / guarantee.

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## CTA patterns

Match the CTA to the strongest lever for this product:

| Lever | Example |
|-------|---------|
| Benefit | "Get yours and feel the difference." |
| Urgency | "Order today — limited first batch." |
| Risk reversal | "Try it risk-free with our 30-day guarantee." |
| Social proof | "See why 10,000+ customers rated us 5 stars." |

Place the CTA at the end of the description. Reinforce the single most compelling benefit — don't introduce a new idea.

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## Power words by intent

Pull from these when you need to sharpen copy. Overuse dulls the effect, so pick 3–5 per description.

- **Trust**: clinically tested, certified, verified, backed by, transparent, independently tested
- **Sensory**: silky, crisp, velvety, cloud-soft, refreshing, rich, smooth, warm
- **Urgency**: limited, exclusive, while supplies last, first batch, selling fast, seasonal
- **Outcome**: transform, unlock, elevate, effortless, radiant, confident, powerful, restore

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## SEO checklist (per description)

1. Primary keyword in title, first 100 words, and meta description.
2. 2–3 secondary / long-tail keywords sprinkled naturally.
3. Keyword density 2–3 % (occurrences ÷ total words).
4. Alt text suggestion for hero image.
5. Internal link anchor text if related products exist.

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## Mobile formatting checklist

Mobile is where most shoppers read. Formatting that looks fine on desktop can turn into a wall of text on a phone.

1. Paragraphs ≤ 3 lines on a 375 px screen.
2. Bullets visible before the first scroll.
3. Bold the key benefit phrase in each paragraph so skimmers catch it.
4. One image break between long text blocks (if the platform supports rich content).
5. Avoid horizontal tables — use stacked lists instead.