Hello! I'm Samuel Chapman. 

I'm on a mission to show you that every product based business can flourish and grow, no matter the challenges. Regardless what you sell, or whether you have a physical or online location.

With the right knowledge, tools, and a bit of inspiration, you can achieve amazing results.

How to Fix Your Copy and Boost Conversions

If you're a small business owner struggling to convert visitors into buyers, your words might be the problem. Unengaging product descriptions, dull social media posts, and ineffective email marketing can all cause potential customers to lose interest before they ever hit "buy now."

The good news? You don’t need a massive ad budget or an expensive marketing team to turn things around. You just need the right messaging strategy.

In this episode of The Abundant Business Podcast, host Samuel Chapman shares powerful copywriting tips for small business owners to help transform your words into a sales-generating machine. Whether you run an e-commerce store, handmade business, or online boutique, the way you communicate your offers can make or break your success.

How to Write Product Descriptions That Sell

Your product descriptions should do more than just describe the item. They need to connect with your customers’ emotions, highlight the benefits, and inspire action. Here’s how:

Use Emotion-Driven Copywriting

People buy based on emotions and justify with logic. Instead of just listing product features, tap into how your product solves a problem or enhances their life.

Example: Instead of saying "Soft, high-quality cotton sweater," try: "Wrap yourself in cloud-like softness with our premium cotton sweater, your go-to comfort piece for chilly evenings."

Turn Your Customer Into the Hero

Your customers don’t just want to buy a product, they want to buy a solution. Frame your messaging so they see how your product fits into their story.

Example: Instead of saying "Handmade vegan leather tote," try: "Designed for busy women on the go, this cruelty-free tote keeps you stylish while carrying everything you need—without the guilt."

Use Power Words That Sell

Certain words instantly trigger engagement and action. Sprinkle them throughout your product descriptions, emails, and social media captions to increase conversions.

Power words to use in your copy:

• Imagine: Helps customers visualise themselves using the product
• Exclusive: Creates urgency and makes them feel special
• Instantly: Appeals to the desire for quick results
• Limited Edition: Triggers FOMO (fear of missing out)

Example: "Imagine stepping out with an exclusive, handcrafted bag that turns heads instantly—available in limited quantities!"

How to Improve Your Social Media Copy for More Engagement

Social media is a powerful sales tool, but only if your messaging is clear, engaging, and customer-focused. If your posts aren’t getting traction, here’s what to fix:

Make Your Captions Conversational

Instead of just announcing your products, talk to your audience like a friend. Ask questions, share a behind-the-scenes story, or use humour.

Example: Instead of saying "New candle collection now available!", try:
"Tough day? Light this lavender-scented candle, grab a cup of tea, and let the stress melt away. What’s your go-to way to unwind?"

Use Hooks to Stop the Scroll

Your first line should grab attention immediately. Try these formats:

• A bold statement: "Your product descriptions are costing you sales—here’s why!"
• A question: "Struggling to write Instagram captions that actually sell? Try this…"
• A relatable pain point: "Tired of hearing crickets every time you post about your products?"

Add a Strong Call to Action (CTA)

Your posts should tell people exactly what to do next—whether it's shopping, commenting, or visiting your website.

Example: Instead of saying "Check out our website," say: "Tap the link in bio to grab yours before it’s gone!"

How to Write Sales Emails That Actually Convert

Struggling with low email open rates and click-throughs? Here’s how to fix it:

Write Subject Lines That Get Opened

Your subject line should be clear, intriguing, and benefit-driven. Try:

• “🔥 Last Chance: 24 Hours to Save on Your Faves!”
• “3 Reasons You’ll Love Our Best-Selling Tote (P.S. It’s Back in Stock!)”
• “You Deserve This, An Exclusive VIP Offer Inside”

Make Your Emails Feel Personal

Use first names, storytelling, and a casual tone to make emails feel like they’re from a friend—not a faceless company.

Example: Instead of "Our new jewellery collection is now available," try:
"Hey [First Name], we just released something special—jewellery designed to make you feel effortlessly elegant. Take a peek before it sells out!"

Focus on One Clear Action Per Email

Every email should have one main goal, whether it’s getting them to buy, book a call, or engage with content.

Example: Instead of listing multiple products, feature just one and say: "Click below to grab yours before they’re gone!"

Got questions or want to chat?

If this post resonated with you, please share it with someone who could benefit from hitting reset and setting intentional goals for their business.

I’m on a mission this year to help as many small business owners as possible have their brightest year yet, and I can only do that with your support.

Drop me a message on Instagram @productcoachsam. I’m here to help you succeed!

Samuel Chapman