Thoughts:
“People don’t buy your product. They buy the version of themselves they become after using it.”
“Every great ad is a mirror, not a megaphone. Show them their pain. Then show them relief.”
“When your words echo your customer’s pain, they’ll believe you have the cure.”
“If you can describe your customer’s pain better than they can, they’ll trust you to fix it.”
Most people selling online are not marketers… they’re lecturers.
Long write-ups. Bullet points. Fancy “features.”
But the customer doesn’t care.
They just want to know:
“Can this thing help me sleep well again?”
“Will this fix my back pain today or will I still cry tomorrow night?”
That’s what makes people buy.
There’s a very common mistake I see over and over again in Nigerian Ecommerce.
People obsess over what the product does, but completely ignore why customers care.
You’re talking about “advanced posture corrector with 8-point magnetic therapy.”
They’re thinking:
“Will this stop the sharp pain in my waist when I bend to brush my teeth?”
You’re highlighting “durable material, ergonomic handle, foldable design.”
They’re wondering:
“Will this help me carry my baby without crying from back pain?”
It’s not your fault.
We were all taught to list features.
But in Nigeria, people don’t buy features.
They buy pain relief.
They buy status.
They buy ease.
They buy sleep.
They buy respect.
And if your content doesn’t reflect that, you’ll keep running ads with no results.
What makes someone buy is not the features of your product.
It’s the conversation they’re having inside their head.
Let me say that again.
It’s not about you.
It’s about them.
If your content doesn’t speak to their exact pain, desire, or emotion…
You’re just another annoying marketer shouting into the void.
You must translate your product into real-life problems.
You must make your customer say:
“Wow. That’s exactly what I’m going through.”
Then they will buy.
How to Make Customers Say “This Is For Me!”
1. The Power of the Pain Diary
I once saw a student go from 3 sale a week to 10 sales a day…
Not by changing the product…
But by changing how they described it.
What did they do?
They read all the WhatsApp messages from past leads and customers.
And started writing copy that mirrored the exact words people were using.
No exaggeration. Just real, raw human pain.
One customer said,
“My chest feels heavy when I lie down. Like something is pressing it. I can’t breathe properly at night.”
We put that in the ad.
We put it in the sales message.
Sales exploded.
Want to write powerful content?
Go and study the pain diary your customers already gave you.
It’s inside the DMs.
The WhatsApp chats.
The follow-up messages.
Even the complaints.
That’s where the money is hiding.
Let me show you the second trick most people completely ignore when creating Ecommerce content & creatives…
2. Feature-to-Benefit Flip: Speak Human, Not Tech
Here’s a quick challenge:
Take any 3 features of your product.
Then flip them into emotional, human language.
For example:
• “Magnetic lumbar support” → “Soothes that stubborn waist pain and helps you sleep deeply again.”
• “Adjustable straps” → “No more stress trying to fit it – even grandma can wear it easily.”
• “USB rechargeable” → “No need to buy batteries every week. Just charge and go.”
Why does this work?
Because people don’t care about the “thing.”
They care about what the “thing” does for them.
It’s like trying to sell a generator by talking about the coil and voltage.
Or Solar and inverter…
Meanwhile the buyer is thinking, “Abeg, will this one power my freezer and fan all night?”
Speak human.
Not engineer.
There’s one more mistake that can kill your content, even if you’ve nailed the pain points and benefits…
3. Don’t Sell From The Head. Sell From The Heart.
You know how you can watch a 30-second video and feel goosebumps?
Or read one line and suddenly feel exposed?
That’s what powerful content does.
But you can’t get that effect if you’re writing like a robot.
Or copying someone’s copy from Amazon or Aliexpress.
Or worse… using ChatGPT without your brain.
Your customers are human.
They feel stress.
They feel shame.
They feel desire.
They feel fear.
They feel regret.
Your content must reflect that.
You’re not just selling “pain relief cream.”
You’re selling a good night’s sleep.
You’re selling a way for a mother to carry her baby without tears.
You’re selling a chance to walk into the office without limping and embarrassing yourself.
Data shows that emotional content performs 3–5x better than logic-based content.
And guess what? You don’t even need to be a good writer.
Just feel what they feel.
Then write from there.
So… how do you put all this into practice – even if you’re a beginner or you’ve been struggling to get sales?
If this post made your brain light up, good.
Now it’s time to take action.
Inside Ecommerce Success Launchpad, we don’t just give you random product ideas and tell you “go and post.”
We give you the exact tools to write high-converting content that speaks to your customer’s pain.
If you’ve been posting but getting crickets…
If you’ve been running ads but no one’s buying…
If you’re tired of “try your luck” copy and want real results from your content…
Join Ecommerce Success Launchpad today.
Let’s show you how to write like someone who actually wants to sell.
Because in Ecommerce…
The better your words,
The faster your sales.
