Marketing for products starts with the people who buy them
Good marketing for products is not a louder description of the product. It is the right promise to the right person, in their own words. Tilly finds those people in your reviews and your store, then writes your product pages, emails and ads for them.
Free · nothing to connect · the first pass takes about a minute
- for your first store audit, with nothing to connect
- $0for your first store audit, with nothing to connect
- credits to rewrite one product description
- 3credits to rewrite one product description
- credits for a Meta batch of 4 image ads and 2 video briefs
- 10credits for a Meta batch of 4 image ads and 2 video briefs
- free credits when you sign up (a card is saved, not charged)
- 100free credits when you sign up (a card is saved, not charged)
The same candle is a gift to one buyer and a nightly ritual to another. Write one page for both and it speaks to neither. Product marketing that works picks the buyer first, names the worry that stops them, and answers it with proof they trust. Everything below follows that order.
Find who buys, in their own words
Tilly's audit reads your reviews, customer questions and product copy and groups the people who buy from you into four to six customer personas. Each one comes with the pain points that stop them buying, what matters to them, their objections and the words they use.
Every pain point links back to the reviews or data behind it, so you can check it rather than trust it. Connect Shopify later and order patterns are added, which is how a persona's second purchase shows up.
- Four to six personas, each with pain points and objections
- Every pain point linked to the reviews behind it
- The words customers use, ready for copy
Shopify product marketing starts on the product page
Shopify product marketing has to land on the page where people decide. Tilly's CRO agent reads each product page and writes what to change, worst first, with the fix written out. A product title or description rewritten for your main persona costs 3 credits.
Written copy goes into Shopify when you apply it, and only if the old text is still what Tilly showed you. Changes to the page itself, like moving reviews higher, come as steps you make and mark done.
- Findings for each product page, worst first
- Titles and descriptions rewritten for one persona
- Applied only when you say so
One product, a different angle for each buyer
Once you know who buys, each persona gets its own angle: what the product means to them, the worry to answer and the proof to show. The gift buyer needs it wrapped and arriving on time; the self-treat buyer needs to know it is worth it for themselves. Same product, two messages, two audiences.
Every email, ad and post Tilly writes targets one persona and one pain point, and its results are tracked the same way, so you learn which angle sells rather than which ad happened to run longest.
- One angle per persona, not one for everyone
- Each piece aimed at one pain point
- Results read back by persona
Then take the message to email and ads
When marketing your product reaches other channels, the angle travels with it. Tilly writes email flows into Klaviyo as drafts, and Meta ads in batches of 4 image ads and 2 video briefs, each a different format, using only formats your store's data can back, like a review ad when you have the reviews.
Nothing goes out until you approve it, and ads publish paused. A Meta batch costs 10 credits plus 5 per image; an email flow costs 30.
- Email flows written into Klaviyo as drafts
- Meta ads in batches, published paused
- One persona's angle carried across every channel
See what your store is missing
Paste your store URL. Tilly reads the storefront, your reviews and your marketing, and comes back with a store score, your customer personas and a 30-day plan.
Free · nothing to connect · the first pass takes about a minute
Shopify stores marketing with Tilly
- Creo Fleur Atelier
- Whimsical What's It Press
Questions people ask
What is Shopify product marketing?
It is marketing one product to the people most likely to buy it: the product page, the emails and the ads, all saying the same promise to the same buyer. On Shopify it starts with the product page, because that is where every channel sends people.
How do I start marketing my product with no budget?
Start with what is free: rewrite the product page for your main buyer, set up a welcome email for everyone who signs up, and answer the questions buyers ask in a blog post. Those keep working after you start paying for ads. Marketing my product, in that order, is what most stores skip.
What should marketing your product online say first?
The answer to the worry that stops the first order. For a skincare product it might be whether it suits sensitive skin; for a gift, whether it will arrive in time. Your reviews usually say it in so many words.
How many customer personas does one product need?
Usually two or three per product. Tilly's audit finds four to six across the whole store, and each product tends to matter most to a few of them.
Can Tilly write my product descriptions?
Yes. A product title or description rewritten for one persona costs 3 credits, and it goes into Shopify when you apply it. The first audit, which finds your personas, is free.
Is marketing for products different from marketing a brand?
They overlap, but the job is narrower: one product, one buyer, one promise. Brand marketing tells people who you are; product marketing tells one person why this thing solves their problem. Tilly's brand profile holds the first so every product page can do the second.
Start with a free audit of your store
Paste your store URL. The first pass takes about a minute and needs no account. Save a card (nothing is charged) and Tilly reads the whole store and works out who buys from you.
Signing up starts with the audit: your account is made at the end of it, and nothing is charged.