Your traffic numbers look great. Your product photography is stunning. Your Instagram feed? Killing it, but your conversion rate? Still stuck at 2%.

Here’s what’s happening: your copy is killing your sales, and after spending five years auditing health, wellness, lifestyle, and pet brands, I can tell you the #1 copy mistake DTC brands make.

You’re Talking About Your Product When You Should Be Talking About Your Customer

Let me guess. Your product page starts with something like this:

“Introducing our premium, organic, Grass-Fed, mixed in house by ethically sourced snails, formula made with clinically-tested ingredients and sustainable sourcing.”

Great. But the problem is customers don’t care about your blend. They don’t care about your certifications. They don’t really even care about your manufacturing process.

They care about one thing: Will this fix my problem?

And if you’re leading with features instead of benefits, they’ll never stick around long enough to find out.

Why This Mistake Is Costing You Thousands Every Month

Think about the last wellness product you bought online. Did you buy it because of the ingredient list? Or because you imagined how your life would be different with it?

That supplement? You bought better energy and less anxiety. That dog bed? You bought relief for your senior pup’s achy joints. That meal prep service? You bought back your time and your health goals.

Your customers work the same way. They’re not shopping for products. They’re shopping for solutions.

When you lead with “clinically-proven adaptogenic mushroom complex” instead of “finally feel calm and focused without the afternoon crash,” you’re making them work too hard. They have to translate your features into benefits themselves. Most won’t bother. They’ll just leave.

What Solution-Based Copy Actually Looks Like

Let’s break this down with real examples from health and wellness brands.

Feature-First Copy: “Organic ashwagandha supplement with 600mg KSM-66 extract, vegan capsules, and third-party tested for purity.”

Solution-First Copy: “Stop lying awake at 2am with racing thoughts. Fall asleep naturally, wake up refreshed, and actually feel like yourself again, without grogginess or dependency.”

See the difference?

The first one describes a supplement. The second one describes peace of mind and better sleep. Which one speaks to someone who’s exhausted and desperate?

Pet Industry Example

Feature-First Copy: “Orthopedic memory foam dog bed with removable washable cover and non-slip bottom.”

Solution-First Copy: “Watch your senior dog jump up again without whimpering. Give them the joint relief and deep sleep they deserve so they can play like a puppy again.”

One talks about foam and fabric. The other talks about seeing your best friend happy and pain-free.

Why This Works

Your brain doesn’t buy products. It buys outcomes.

Neuroscience shows that when we imagine a positive outcome, our brain releases dopamine. That’s the feeling that drives purchasing decisions. Features don’t trigger this response. Solutions do.

When someone reads “peptides,” their brain stays neutral. When they read “wake up with plump, glowing skin that makes you look five years younger,” their brain lights up. They can see it. Feel it. Want it.

This is why brands like Glossier, Hims, and Ollie dominate their categories. They’re not just selling better products. They’re selling better versions of you (or your pet).

How to Fix Your Copy Right Now

Pull up your website. Look at your homepage headline. Your product descriptions. Your email subject lines.

Ask yourself: Is this about me or about my customer?

If you’re talking about your company, your process, your ingredients, or your features without immediately connecting them to customer outcomes, you’re losing sales.

The 3-Part Formula That Converts

Part 1: Start With Their Problem

Don’t ease into it. Hit them with their pain point immediately.

Instead of: “Welcome to Pure Wellness Co.” Try: “Exhausted from waking up anxious every single morning?”

Instead of: “Premium Pet Nutrition” Try: “Fresh Food That Let’s Your Dog Thrive”

Part 2: Agitate Before You Solve

Make them feel understood. Describe their frustration in detail. This builds trust and makes them think “finally, someone gets it.”

“You’ve tried meditation apps. You’ve cut back on caffeine. You’ve read all the sleep hygiene articles. Nothing sticks. You’re tired of feeling wired, and you’re starting to wonder if you’ll ever feel calm again.”

Part 3: Present Your Product as the Bridge

Now introduce your solution. But don’t just describe it, let your customer imagine it. Show how it getss rid of their specific pain points.

“That’s exactly why we created our _____ formula. No jitters from stimulants. No grogginess from sedatives. Just clean, plant-based adaptogens that help your body handle stress naturally, so you can finally feel centered, focused, and like yourself again.”

Where This Framework Goes…hint, everywhere!

This isn’t just for your homepage. Solution-focused copy needs to be everywhere:

Email Subject Lines

• Instead of: “New Supplement Launch”
• Try: “The Morning Routine That Ended My Anxiety”

Product Descriptions

• Instead of: Lists of ingredients and certifications
• Try: Paint the picture of their life after using this product

Ad Copy

• Instead of: “Shop Our Wellness Collection”
• Try: “Finally Feel Like Yourself Again”

Cart Page

• Instead of: Generic shipping info
• Try: Reinforce their smart decision and address last-minute objections

Post-Purchase Emails

• Instead of: “Thanks for your order”
• Try: “You Just Invested in Better Sleep. Here’s What Happens Next…”

The Real Reason Founders Get This Wrong

You’re passionate about your product. I get it. You spent months creating it. You obsessed over small detaiils. You truly believe it’s better than anything else out there.

But your customer doesn’t know your product yet. They only know their problem.

Your job isn’t to educate them about ingredients, features, etc. first. Your job is to show them you understand their problem better than anyone else. Then position your product as the obvious solution.

👉🏻 Let’s make you the obvious solution. Book a call.

Let’s Do The Math

Say you get 30,000 visitors monthly and convert at 1.8%. That’s 540 customers.

If transformation-focused copy bumps your conversion to 2.5%, you’re at 750 customers. With a $65 average order value, that’s an extra $13,650 per month.

That’s $163,800 per year you’re leaving on the table because your copy focuses on features instead of outcomes.

And that’s conservative.

The Warning Signs Your Copy Is Costing You Sales

Look for these red flags:

• Strong traffic but weak sales
• High bounce rates on product pages
• People viewing multiple products but not buying
• Cart abandonment above 70%
• Customer emails asking “what makes you different?”
• Low email capture rates despite offering discounts

These aren’t product problems. They’re copy problems.

Why Your Competitors Are Making the Same Mistake (And Why That’s Good News)

Here’s the opportunity: most brands struggle with copywriting.

They’re run designers, engineers, and scientists, But they don’t know how to sell transformation.

Which means fixing your copy is the fastest way to gain a competitive edge. You don’t need a better product. You need better messaging.

While they’re listing botanical names you can’t pronnounce, you’ll be speaking directly to desires, fears, and dreams. You’ll connect on a deeper level. You’ll win.

The Specific Copy Mistakes I See Especially In Wellness Brands

Let me get specific about what I see health, wellness, lifestyle, and pet brands doing wrong:

Mistake #1: Leading with certifications instead of results “USDA Organic, Non-GMO, Gluten-Free, Third-Party Tested” means nothing if they don’t first understand what it’s going to do for them.

Mistake #2: Using clinical language that alienates “Supports healthy cortisol response” doesn’t hit as hard as “stops the 3pm energy crash that makes you reach for another coffee.”

Mistake #3: Assuming pet parents understand ingredient benefits “Glucosamine and chondroitin” doesn’t connect like “help your dog climb stairs without pain again.”

Mistake #4: Burying the emotional benefit Wellness is deeply emotional. Someone buying your anxiety supplement isn’t just buying stress relief, they’re buying back their life, their dreams, their joy.

Stop Losing Sales to Ineffective Copy

Every visitor who bounces from your site is money walking out the door. Every email that doesn’t get opened is a missed opportunity. Every product view that doesn’t turn into a sale is revenue left on the table.

The encouraging part? It’s completely fixable.

You don’t need to redesign your website. You don’t need new products. You don’t need more traffic.

You just need copy that actually converts.

👉🏻 Let’s fix that. Book a call.

Your conversion rate won’t fix itself. But your copy? That’s something you can change today.

Stop talking about your product. Start talking about your customer’s benefits.

That’s where the money is.

-Ry