3. Framing your product

Ok, we now understand our customers and their problems. Let’s now frame our product with all this juicy information in mind.

I know you’re itching to get your product page designed. That’s coming in the next session. Trust me, it’s a really good one. But first, let’s make sure we frame our product so that when we audit our product page we can do some real damage (in a good way).

People don’t realise that their product isn’t just the product. It’s the whole buying experience. As soon as they click your ad or find you on Google, or hear about you from a friend, they’ve started consuming your product. Your whole brand plays a key role in the buying process and getting that sale. Understanding this, and using all the info you gained in the past section, allows you to create an incredible experience for your customers that wows them and stacks up more cash in your bank account.

Two stores can have the same product but one will sell 10x more than the other. Why? Because it’s about how you FRAME the product.

Let’s go deeper.

Your website is an automatic salesman

You walk into a camera store at the mall. The salesperson approaches you and before you can say “I’m just looking” and he starts with “You’re looking for the Sony a6000 camera, right? We have them right over here”

This catches you off guard and you stop, stunned.

“How the heck does this guy know what I’m looking for before I’ve even opened my mouth?”

“Here it is right here. Hold it.” He hands you a working camera right into your hands, ready to demo. “Go on, take a few pictures with it.”



You place your finger over the shutter button and start pointing it around the room.

He begins running through the specs of the camera, adding tidbits of information that seemingly answer every single question you had before you walked in.

“How the heck does this guy know I was going to ask that?”

It’s almost like he can read your mind.

He then calls out to a group of 5 random people hanging out nearby.

“Hey barry, come over here for a moment”

A young guy that looks suspiciously similar to you waltzes over.

“Hey! I see you’re looking at the Sony a6000. I bought that same camera last week and used it for my 3 year old kids birthday this morning. It was fantastic and I’d recommend it to anyone looking to take some easy snaps.”

You stand with your mouth on the floor.. “What?… I am buying a camera to take photos of my 5 year old’s birthday tomorrow.. This is surreal”.

You turn to the salesman.

“Who are you and who are all these people?”

“Oh, they've all bought that exact camera and they're just here to tell the camera store about it.”

The group of 4 other customers turn towards you. As if on queue, they all smile and wave in your direction.

This probably sounds like a scene from a horror movie and would freak you the hell out if it happened in person, but this is marketing crack on Ecommerce. If you had this experience as a ‘virtual experience' when you went to a website, it would be quite incredible and would help you convert, significantly.

This is why you need to think about your website as an ‘automatic salesman'. It's there, on your website, selling 24 hours a day, 7 days a week. It's making money while you sleep and doing it better than you could ever do.

The secret to doing this well is to deeply understand your customers on a level that they don’t even understand themselves.

Ok let's look at our camera seller example again. 

How does he represent an expert salesman?

He knew the product before the customer even asked.

(You can do this with search keywords and a well-seasoned Facebook pixel.)

He gave the product to the customer to demo in a real situation.

(You can do this, the best you can, with several high-quality photos and product videos showing all aspects of the product and its use in multiple situations.)

He knew the answers to all your questions and provided answers before you even asked.

(FAQ and description on your product page.)

He knows exactly what you’re going to ask because it’s all been asked before, hundreds of times.

He then called over a customer in the same demographic that had used the product in the exact same way you wanted to use it.

This is just like having reviews on your website! Having fantastic reviews that also include UGC (User Generated Content) allows your customers to see people, just like them, having used and experienced the product for themselves.

Watch this video where I go deeper into this concept of the Automatic Salesman here: 

How is all of this possible?

This whole process of crafting your product page directly to your customers is what I call “Framing Your Product Page”.

2 stores can sell the exact same product but the product is presented on their website in totally different ways and with totally different results.

You want to understand your customers and craft a product page to directly answer their questions. Doing so builds trust. You help them experience the product and you bring them closer and closer to purchasing. 

Maybe you’ve had a similar experience where you’ve found yourself on an Ecommerce website and everything just MADE SENSE. It flowed, the website answered all your questions and before you knew it, you had paid and received an order confirmed email. What the heck just happened? That was a seamless process. They had framed their product page well and YOU were the perfect customer.

How do we do this?

First, know that it’s an iterative process. 

We can do a lot of great work overnight. But framing your product page requires feedback and iterations. You’ll be improving your product page, consistently, forever. It never stops.

We want to get all the data we gathered in the previous section and connect that with the product that we’ve sourced or created. We want to take that product and tell our customers the story using all of their language, their fears, their desires. You want to craft the whole page so it’s as if we know them better than they know themselves.

For example:

  • The description will answer every question they ever had about the product
  • The images show it from the exact angles they want to see
  • The product videos show someone JUST LIKE THEM using/explaining/unboxing the product
  • The reviews are from their demographic, using it just like they would
  • The list goes on…

Copywriting is the lubricant between your product and your customers desires.

Maybe you’ve heard of copywriting before. Maybe you’ve steered clear because it sounds like some voodoo black magic that manipulates people into doing crazy things. Maybe you think it’s a magical gift that only those born with it can use.

Well, be happy to know that you’re wrong all fronts here. Copywriting is just the words you use to communicate with customers. It’s a learnable skill, and with the right resources you can learn a lot within the next week to be able to craft your product page on steroids.

Here are my recommended books. These books are the best ones to start with and are the gold-standard and most well-regarded amongst copywriters.

The first copywriting book I read was CA$HVERTISING. It's a great intro to copywriting and if you were to read just one book on the list, read that one. It's good overall book that gets your feet wet and gets you 80% of the way there.

Step into your customers shoes

Think about it from their perspective. This is a crucial part of copywriting and why you should spend a lot of time with the buyer persona worksheet from the previous lesson. If you skipped over that, go back, go through it properly. Not only will you discover a lot of new information, it will FORCE you to get inside the minds of your customers. It will FORCE you to write, even subconsciously, directly to these people. The people you are trying to help.

Later we’ll be doing traffic and testing and when you start getting eye-balls on your product page, you'll get a better idea of whether or not you hit the mark with your copywriting. But, initially, you can even go back to the people you spoke to in the past section and tell them about your product with this new framing in mind. See how they respond, listen to what questions they ask. This will tell you if you’re on the right track.




Making the process seamless

Before we get into the next page where I take you through the product page secrets, I want to teach you one last crucial lesson about creating your page. 

Here it is:

Don’t make your customers think.

Remember how I talked about the Ecommerce experience where you barely thought about the website until you had already paid and your products were on their way? It was like you were perfectly guided through the buying process and never realised you were being sold to until you got the order confirmation email. This happened because there was no FRICTION. The whole buying process was seamless. You were stuck in a trance, of sorts.. Enamoured by how well the brand understood you, your problems, and how elegantly the product would solved those problems.

Make sure you take a peek at one last book that I have recommended over 50 times to 50 different people. It’s called “Don’t Make Me Think” by Steve Krug. This is like the Bible of good website design. It’s a quick and captivating read that will change how you build your Ecommerce website forever

The best book on quickly designing a website that converts by removing all buying friction for your customers. Check it out here.

Ok, now that we know how to frame our product with our customers and their problems in mind, let’s now get to the juicy bit: Mastering our product page.

Click here to go to the next lesson.


  1. Introduction
  2. Understanding your customers
  3. Framing Your product page
  4. Product Page Mastery
  5. Traffic & Analytics
  6. Conclusion