The Dillard’s department stores’ website wanted fresh storytelling to sell products. Pitching the idea when you have a great product is as vital as its features, and I honed my skill for drawing customers in and helping them act.

Using vibrant language to capture the concept and benefits of your products is only the first half of what I do. My product descriptions build on your company’s story, take the audience’s perspectives into account, and create interest to generate action.

The Problem: There’s only so much you can say about earrings. Dillard’s, a national mall-anchoring department store chain, had to say something different about thousands of earring styles to sell them online. And hundreds of shirts, suitcases, dishware patterns, and pillowcases…you get the idea.

The Solution: After listing product specifications like measurements and materials, I told a two- or three-sentence story that evoked a feeling, based on understanding how my audience thought and made decisions.