Write Product Copy Around The Shopper Job

A product feature becomes persuasive only when it is tied to the job the shopper wants done. Jobs To Be Done asks what progress the customer is trying to make in a specific situation. For ecommerce, that means the PDP should not merely list product properties. It should show the outcome, the context, and the tradeoff the shopper is managing. Situation Where is the shopper when this problem shows up? A commute, a guest room, a first apartment, a gifting deadline, a training plan. Progress What will be better after purchase? Less mess, faster prep, better fit, fewer returns, more…

Sign up free — one personalized lesson every day, matched to your role and goals.

Already have an account? Sign in