Can you remember the last product description you actually read? Matt Edmundson explores why most eCommerce product copy is invisible and shares the science-backed narrative binding framework that made one UK retailer's descriptions 42% more memorable and boosted revenue per visitor by 36.7%.
In this solo episode, Matt digs into one of the most overlooked areas of eCommerce: product descriptions. Drawing on his experience rewriting 400 product descriptions at Jersey Beauty Company (before AI existed), he reveals why manufacturer copy turns every site into a commodity and shares the narrative binding framework from cognitive science that transforms forgettable spec sheets into stories that stick. Through real examples including a framing square, a fountain pen, a USB disco light, and an airsoft tactical vest, Matt demonstrates the three principles of narrative binding: causal sequencing, character continuity, and thematic consistency. He also introduces a free AI Prompt Pack so listeners can start transforming their own product copy immediately.
Key Point Timestamps:
00:18 - The Problem with Generic Product Descriptions
04:52 - The Framing Square That Proved the Problem
16:33 - Three Principles of Narrative Binding
20:54 - Applying Narrative Binding to Real Products
32:52 - Using AI for Product Descriptions
Matt shares a personal shopping experience that perfectly illustrates the problem. After watching a YouTube video with over 500,000 views, he wanted a specific Milwaukee framing square and opened seven different UK distributor sites.
Every single one had virtually identical copy. "Reinforced frame. Laser etched markings provide superior visibility." Word-for-word manufacturer descriptions across all seven sites. Not one mentioned the YouTube video that convinced Matt to buy. Not one explained why this square was worth more than a cheaper alternative.
"The product copy didn't matter because nobody made it matter," Matt reflects. His decision came down to total price plus shipping. Race to the bottom. Again.
This leads Matt to challenge three assumptions that destroy conversions: that manufacturer copy is good enough, that product descriptions don't matter if the site looks good, and that nobody reads them anyway. The truth? The people deciding whether to buy absolutely read them. They're looking for a reason to say yes or a reason to leave.
Research from UC Davis found that the hippocampus actively binds separated events into unified narratives. When content creates a coherent story with causal connections, it becomes 42% more memorable after 30 days compared to disconnected facts. This is called narrative binding.
Matt highlights Cox & Cox, a UK homeware retailer, who restructured their product descriptions using a narrative framework and saw a 36.7% increase in revenue per visitor. "Not a redesign. Not new products. Just better words," Matt emphasises.
The three principles that make narrative binding work in eCommerce:
