TPC — product

challenge:

The Pro’s Closet is a recommerce bike company that sells hundreds of different models each month. Before I joined, many of the top sellers had no copy, inconsistent copy, or phrasing that made you question whether you’d actually ridden a bike before. Not quite the rapport TPC was hoping to build with its customers. ;)

SOLUTION:

I partnered with our brand director to build out a new standard for product copy at TPC. We workshopped (a lot) and ran up the flagpole to get the template approved by execs.

Now for the fun part. I tapped 6 writers from freelancers to internal writers and hungry CXers who knew our products front to back. Over 3 months, I guided these writers with briefs, creative direction, edits, and feedback. And thus, the writer’s cohort was born.

Our constant themes? Guide to purchase. Differentiate each model. Pave the way for deep product specs. Oh, and remove that yucky bro speak everyone hates.