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We never ignore the competition. Instead, we don’t make it our first priority. We focus on the product and who we want to sell to first. Strategize the selling points and how to make our point clear and concise. We make sure the features of the item are obvious to any potential customer. Once we’ve checked those off our list, we go check to see what our frenemies are doing. One of our favorite exercises in product writing is long form stories. A long form is what it sounds like: waxing poetic about something you wouldn’t normally flesh out into a substantial story. We try and create a long form story for each item, almost as if it was the subject of its own full-blown marketing campaign. And then a story came through. Eventually, new product copy, convincing the customer that this product is just indispensable in his/her life appears.