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A copywriter walks into a Nigerian fashion store…
The clothes are beautiful.
The prices are fair.
The owner has hundreds of photos on Instagram.
But people are looking—not buying.
I check the captions.
Almost every post says:
«“Beautiful quality outfit available. DM to order.”»
Technically, nothing is wrong with it.
But it creates two problems.
First, it tells me what you have—not why I should want it.
Second, “DM to order” adds friction.
Now I have to ask for the price, ask about my size, wait for a reply, and then decide.
Every extra step is another chance to lose the sale.
But here's the bigger issue:
Your customer isn't thinking,
«“I need a beautiful quality outfit.”»
She's thinking,
«“I have an event next Saturday. What am I wearing?”»
That's what your copy should speak to.
And no, you don't need a 500-word caption.
Even two lines can shift the focus from the product to the person buying it.
Instead of:
«“Beautiful quality outfit available. DM to order.”»
Try
Got an event coming up? Here's the outfit that makes you stop asking, ‘Does this look good on me?’ Available in sizes 8–16. ₦XX,XXX. Order here.”»
Same clothes.
Same seller
Different words. Less friction. More reason to care.
Don't just tell people what you're selling.
Give them a reason to see themselves buying it.
The network for creativity
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AI Fashion Shopping & Outfit Recommendation Platform
Designed a modern AI-powered fashion shopping platform that helps users discover personalized outfits and shop smarter.
The concept combines AI-driven outfit recommendations, style matching, virtual outfit previews, and a personalized wardrobe experience in a clean, premium interface.
Nice work
Two different approaches to the same Shopify product page.
Option A: Editorial layout. Large imagery, generous spacing, and a stronger focus on brand storytelling.
Option B: Product-first layout. Clear pricing, visible product options, and a prominent Add to Cart button.
Both can look great, but they create very different shopping experiences.
If you were building a premium DTC brand, which direction would you choose?
A or B? And why?
1 voted
11%
8 voted
89%
9 votes
Closed
Meet Mae Cole 📝
Mae Cole is a Brooklyn copywriter who helps women founders say what they actually mean. Her world includes Fifth Draft, her Substack, and The Say It Club, small writing gatherings in New York.
The goal was a launch-ready brand that already feels lived in. Intellectual, analog romantic, warm under the cool, and effortlessly put together, like a New York magazine left open on a well-loved desk.
Scope: brand strategy, mood board, logo suite, typography, color palette, and brand assets across her studio, Substack, and The Say It Club.
