Feet Unique | When Copywriting Leans into the Absurd
Let's face it, shoelaces aren't the most exciting subject in the world.
Or are they? Feet Unique gave me a deceptively tricky brief: create original, entertaining product descriptions for an extensive range of everyday footwear accessories. Rather than settling for the usual functional descriptions, I leaned into the absurdity of the assignment, mixing humour, creative storytelling and practical product information to make even the most ordinary pair of laces worth reading about.
Sometimes great copy isn't about selling an exciting product. It's about finding an exciting way to sell an ordinary one.
Smile While You’re Shopping.
Feet Unique was open to something a little unconventional. Rather than filling its product pages with repetitive descriptions of colours, lengths and materials, we wanted to create copy that customers might actually enjoy reading.
That gave me the freedom to experiment with humour, wordplay and storytelling, finding unexpected angles for something as seemingly mundane as a pair of shoelaces.
Of course, there's a fine line between entertaining copy and nonsense. The challenge wasn't simply to be funny. Every description still needed to make sense, communicate something useful about the product and give customers a reason to buy.
Achieving that balance took plenty of brainstorming, experimentation and careful editing. Some ideas came easily. Others required a surprising amount of thought for a few lines about shoelaces.
A lesson here: Distinctive product copy can do more than describe what's for sale. It can reinforce a brand's personality, make the shopping experience more engaging and help products stand out in an otherwise crowded marketplace.
And if you can make someone smile while they're shopping for shoelaces, you're probably doing something right.
Why be boring?
Whether you're selling shoelaces, homeware or highly technical equipment, your product descriptions don't have to sound like everyone else's.
I can create e-commerce copy that balances useful information, brand personality and persuasive storytelling, giving customers something worth reading - not just a reason to buy.