Who is This Product Copywriter? And How Does She Make Kitchen Tongs and Extrusion Beams Sound So Good?
I’ve been a product copywriter since I was 17. It was an ad for our local pharmacy, for one of their products, and part of an English project. The brand was Easiyo. Back in those days we didn’t have school computers for those sorts of things, and so I drew everything painstakingly by hand. The headline read - Healthy Food Every Day, The Fresh Easiyo Way. It seemed without any training whatsoever I intuitively knew how to focus on benefits, and communicate that with copy that was kinda cute. The teacher gave me an easy A for the project and the pharmacy ran it numerous times in the local paper.
This is my brother Mike. He’s a graphic designer and Head of Department at a High School, he’s one of my best friends.
Fast forward to the end of the 90’s, and I earned a 6 month work placement with More FM and Channel Z as part of my degree. Then, within a few weeks of my placement ending, one of their creatives left and they immediately called me to fill his shoes. I’m forever grateful to Tracey Barton, Creative Director (RIP) for the opportunity. I stayed there for a few years and then moved to Christchurch, writing radio ads for More FM down there. During my time in radio I was proud to be awarded special commendations for my creative titled “Stash Isn’t”
But then I became restless. I needed to be back in the copy game. So I worked for a few agencies, writing website copy, landing pages and Facebook ads amongst other things. I was then hired by an Amazon Seller who had a number of supplement brands. With my health and copy background I was PERFECT for the job! I was to rewrite 35 supplement listings and boost the conversions. You can see the results on my testimonial page from Vladimir. I completely nailed it. This is a picture of me in my old house, when I first started out as an Amazon Product Copywriter. I’ve upgraded my computer since then - now Amazon Listing Optimization happens on a giant monitor instead of squinting into the abyss of a laptop.
How do I manage to make things like extrusion beams or kitchen tongs sound so good? I’ve had 29 years experience working with hundreds (if not thousands) of different products. My partner Scott and my Dad both love tinkering in their sheds, so when it comes to manly products, I know exactly what’s what. I ADORE TV! I’ve been addicted to it since I was a kid - you won’t change that. I watch Home Reno shows, chainsaw videos with my partner and other things that I don’t care about, but am able to absorb the information so that one day if I need to write about it, I can. But that’s not the only reason. I LOVE to shop. I’ve been browsing Amazon for longer than many of you have been alive! I know what shoppers want to know about products and why they want to know it. I write about it and it works.
And finally, I research till my eyes bleed. My product brief asks you who your top competitors are so there’s no guesswork at my end. You’ve done your product research and you already know who to benchmark against. So I use that intel and find out what they’re doing so we can do it better. And yes, we ALWAYS do it better. There’s not a single competitor I’m scared to go up against. I study their copy, Q&A and Reviews. I reconcile everything with the brief and then all that’s left to do is to drop into flow and write.
Sometimes I feel like the words are downloaded from some higher source, making it an effortless task for me to write amazing things. And I look forward to being your Amazon Product Copywriter one day.
Hi! I’m Stacey. I’m from New Zealand, but that’s me getting the once-over from a couple of Luchadores in Mexico in 2019. I travelled South America (and Mexico) for 4 months, living and working remotely doing the laptop lifestyle thing. It was pretty cool, I met heaps of great people and went on a ton of amazing adventures. I love travel and I love being able to work remotely from anywhere. It’s also what makes me useful to so many Amazon Sellers in the United States.
When I’m not optimizing listings you’ll find me gardening or sewing. I even made a crumb quilt sewing together thousands of postage stamp sized pieces! I’m no quilter, but damn it was a nice job.
I didn’t have a digital camera in the 90’s, so we’ll use this pic. Before my 18th birthday I had been accepted as an intern at the Student Radio Station - Contact 89FM and quickly became a creative asset to the team. Big thanks to Rohan Marx and Aaron Watkinson for taking me under their wing. I started my business degree that year, and the following year I moved to Auckland to continue my studies - A Bachelor of Business, with a Major in Advertising. During that time I interned at 95bFM writing copy and enjoying being in the presence of on air geniuses such as Mikey Havoc and Jeremy Wells - Newsboy.
After I finished up at More FM I took on the role of Marketing Manager for a number of bars, filling them to capacity with every event I created, using my advertising skill to design compelling reasons for them to attend. One event oversold and deemed a fire risk! Oops. I managed a band called the Cooltones and put on my own event, bringing in 300 people. Not bad for a noob. I spent a few years in sales, cold calling, earning the Sales Manager role. I tried my hand at bodybuilding, winning a Silver medal in my second year of competition. I studied Personal Training and Nutrition, and started a business in 2007, using only blog content and Facebook ads to fill programs, events and bootcamps. My bootcamp was called BodyFit. Now that I’m out of that game, someone has taken that original name for their own. I was one of only a handful of trainers making 6 figures. I credit that to my ad skill.
And then, I went solo! I studied more about how Amazon Product Descriptions work, and branded myself as The Amazon Copy Warrior. I started out on Upwork, until one day Tim Sanders from Private Label Masters found me. I wrote about 30+ listings for him. As he says in his testimonial, he ran through 4 copywriters before me, even paying one Amazon copywriter $2500! But it was me who he settled on. Very soon, I was writing all the copy for his students in his course. You can read how well they did on the testimonials page. And if you’re in his group, you’ll see he posts his top 10 students. Approximately 50% of those students were my clients. My creative and Amazon Listing Optimization creates winning brands.
By the way, this is my partner, Scott. Yes, his hat is inside out.
The other reason I can make extrusion beams and tongs sound like gold is my Product Brief. Just like an agency, it’s a mainstay in my business. When you fill that form out, you’ve given me all the facts I need about your product. But not only that, you’ve given me MORE facts than you would have given any other writer. I know, because no other writer uses the brief I use. Well, except for one pesky girl who stole my IP and is currently using my product brief as if it were own. This document is so powerful, my clients also send it to their photographer so that everything is on point and on brand. This is where all Amazon Listing Optimization and Copywriting begins.
