How to Write Messaging That Makes Customers Feel Seen

There’s a difference between a brand that “sounds good” and one that speaks directly to you. The kind of copy that makes someone pause mid-scroll and think, “Wow, it’s like they’re in my head.”

That’s the power of messaging that makes your customers feel seen, and it’s the kind of connection that turns browsers into buyers, and buyers into loyal fans.

Why Generic Messaging Doesn’t Work

We’ve all seen it: “We make products you’ll love” or “Quality you can trust.” While these phrases sound positive, they’re so vague they could apply to any brand. Generic messaging is forgettable. And in e-commerce, forgettable is the fastest way to get ignored.

Founders often default to safe, general statements because they’re afraid of getting too specific. But in trying to appeal to everyone, you end up resonating with no one.

Identify the Emotions That Drive Your Customer’s Decisions

To write messaging that resonates, you have to go deeper than demographics. Ask yourself:

• What is my customer worried about?

• What do they wish someone would finally get about them?

• What are they hoping your product will change in their life?

People don’t just buy products. They buy solutions. They buy identity. They buy feelings. A skincare brand isn’t just selling a serum—they’re selling confidence, hope, and self-worth. Your job is to reflect that transformation in your copy.

A Simple Framework to Use in Your Messaging

Here’s an easy framework that works for websites, emails, product pages, and even Instagram captions:

1. Call out the problem. Show them you understand what they’re going through. Example: “Tired of wasting money on products that don’t work for your skin tone?”

2. Empathize. Let them know you get it—and you’ve been there too. Example: “We were too, until we created our own.”

3. Introduce your product as the solution. Be specific about how it helps. Example: “Our foundation was designed by women of color, for women of color—because shade matching shouldn’t be a guessing game.”

4. Reinforce the benefit. End with a clear promise. Example: “More confidence. Less trial and error.”

This structure creates emotional resonance, clarity, and trust—all key for conversion.

Brands That Make Customers Feel Seen (and What You Can Learn)

Glossier speaks to beauty lovers who don’t want a 12-step routine. Their copy feels like a cool friend giving you tips.

Osea Malibu leans into calm, ritual, and healing with simple, soothing language that matches their clean skincare vibe.

What do they all have in common? They don’t try to be everything to everyone. They’re clear, specific, and deeply connected to the emotional needs of their audience.

Want help refining your brand messaging?

Download our E-commerce Branding Style Guide Template and start writing copy that speaks directly to the people you want to serve.