Edvin Mulalic.

Full-funnel ecommerce copy: TradeSmartSafety

Amazon and Walmart listings, A+ content, brand store, landing and wholesale pages and emails for a safety gear brand.

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Client
TradeSmartSafety
Industry
Safety gear · Ecommerce
Year
2022
Engagement
14-month in-house copy role (Dec 2021 - Jan 2023), ~130 docs

The brief

The client

US brand of eye and ear protection kits for shooting ranges and yard work, sold on Amazon, Walmart and TradeSmartSafety.com

TradeSmartSafety sells ready-made safety kits: NRR 28 earmuffs, z87.1 safety glasses, NRR 33 earplugs and a hard carrying case, in three tiers and several colors. On Amazon they compete with many similar kits, so the brand needed one clear reason to choose theirs, stated the same way in every channel.

The ask

Write and keep updating copy for every channel the brand sold through: per-SKU Amazon and Walmart listings, A+ content, the Amazon brand store, website and landing pages, a wholesale page, emails, social posts and product video text.

Written for

Recreational shooters and DIY/yard-work buyers comparing kits online, plus independent retailers for the wholesale program.

What I delivered

About 130 documents over 14 months. This page shows five pieces for the core kits and two emails, all built on the same few points: gear you can wear all day, glasses with flat arms that keep the earmuff seal, US certification, a 10-year warranty and the children's charity.

Marketplace listings, A+ content, brand store, landing and wholesale pages, emails

What happened next

TradeSmartSafety kept me on for 14 months, across every channel, until the work ran out.

The work

6 pieces, as delivered

Why it works 4 notes
  1. The same comfort detail everywhere

    Instead of only calling the kit "comfortable", every piece gives the reason: flat-arm glasses that don't dig into your temples or break the earmuff seal. The detail appears in the listings, A+ modules, brand Q&A and landing page.

  2. Comfort as a safety point

    The brand Q&A explains that gear you take off because it hurts doesn't protect you. That makes comfort relevant to buyers focused on safety.

  3. Casual lines next to the specs

    Most kit listings read like spec sheets. Lines like "No bluetooth. No satellite connectivity. No Wi-Fi. No nonsense!" stand out, and the certifications and NRR ratings stay right next to them.

  4. Wholesale page answers retailer concerns

    Each section covers one concern: commitment (10 units, 40% off), unsold stock (buyback), showrooming (same price online) and delivery (48h from Wisconsin). Each section ends with a one-line explanation.

About this sample

Excerpts from each channel, as delivered, with typos fixed.

TradeSmartSafety · Walmart + Amazon listings

Written by Edvin Mulalic for TradeSmartSafety, 2022

The Professional kit on two marketplaces: the shooting version on Walmart, and the same kit repositioned for yard work in Amazon's Tools & Home Improvement category.

Each kit had its own listing per color, pack size and category. Keyword phrases ("shooting ear protection", "work headphones") were chosen per listing; the selling points stay the same.

Walmart - Professional kit (shooting)
Walmart listingProduct page copy

TRADESMART Hearing Protection for Shooting Kit With Ear Muffs, Shooting Glasses, ANSI-rated, NRR 38 with Ear Plugs

About this item
  • MADE & IMPORTED by TradeSmart LLC, a US Company. Proudly serving Americans with "Best Buy" shooting ear protection ear muffs & anti-fog coated shooting glasses.
  • AIM LIKE A PRO: z87.1 shooting glasses don’t fog or scratch easily, and come with a soft rubber nose-guard. Unlike others, we made our shooting glasses with flat arms! This means they don’t dig into your temples - no pain or discomfort after wearing them for a few hours! And they won’t push the shooting earmuffs ear cushions and break the noise seal. See? We didn’t name our brand TradeSmart for no reason :).
  • SHOOT IN COMFORT: Soft ear cushions and a soft headband on our earmuffs - take your shots without distractions. Adjustable ear protection for shooting ear muffs fit adults & teenagers, men and women, with the “1-size-fits-all” design. Foldable for easy carry & storage. Keep your eyes safe and your aim clear at the gun range.
  • DELIVERED TO YOU: 1x shooting ear muffs, 5x pairs of ear plugs, 1x clear shooting glasses, 1x microfiber pouch for storing and cleaning your glasses without damaging the anti-fog coating, 1x hard carrying case so you can keep your gear safe & neat in one place. And to prove we mean business, we’ll give you a 10-year easy-claim warranty on this shooting ear protection kit.
  • CHILDREN’S CHARITY: Part of TradeSmart profits go to underprivileged kids. Do your part by proudly wearing TradeSmart ear protection for shooting and shooting glasses.
  • FOR YARD WORK: This ear and eye protection kit can be used for yard or garage work too: Lawn mowing, yard blowing, woodcutting, chainsaw, construction… And bragging rights when you lend your hearing protection earmuffs or shooting glasses to your neighbor and they come back asking where you got them.
Product description

There’s a reason TradeSmart shooting ear protection gear is among the top US brands. 8,000+ customers vouch for the quality, comfort and freedom at the range that only comes with top-tier ear and eye protection for shooting gear.

ANSI-rated, US-certified NRR 28 shooting earmuffs keep your hearing safe, and soft ear cushions/headband keep you comfortable, even if you spend the whole day at the range. No headaches, no ringing in the ears! Anti-fog z87.1 shooting glasses keep your aim clear and your eyes safe. Unlike many others, our safety glasses for shooting are made with flat arms - they won’t break the noise seal that the gun range ear muffs provide.

Many use our ear and eye protection kits outside the range! Lawn mowing, woodcutting, construction, and even military or combat settings. You’re all set with TradeSmart. Enjoy a 10-year warranty across all products. Get your shooting ear and eye protection kit now.

Amazon - Professional kit (Tools & Home Improvement)
Amazon listingProduct page copy

TRADESMART Ear Protection Headphones - With ANSI z87.1 Safety Glasses & High Decibel Reusable Ear Plugs

About this item
  • 8,000+ HAPPY CUSTOMERS love their TradeSmart hearing protection earmuffs and fogless safety glasses. Use yours for lawn mowing, yard blowing, construction… And bragging rights when you lend them to your neighbor and they come back asking where you got them. Courtesy of Tigerz-28 ANSI-rated NRR 28 decibel defense earmuffs, and NRR 38 when combined with our noise reduction ear plugs.
  • FOR PRECISE WORK: Safety glasses don’t fog or scratch easily, and come with a soft-rubber nose guard. Unlike others, we made our glasses with flat arms! This means they don’t dig into your temples - no pain or discomfort after wearing them for a few hours! And they don’t push the ear cushions and break the noise seal. See? We didn’t name our brand TradeSmart for no reason :).
  • COMFORTABLE ALL DAY: Soft ear cushions and a soft headband - get your work around the house done with no pain, discomfort or awkward fits. Adjustable earmuffs fit adults & teenagers, men and women, with the “1-size-fits-all” design. Foldable for easy carry & storage. Keep your vision safe and clear while you work.
  • DELIVERED TO YOU: 1x safety earmuffs, 5x pairs of safety ear plugs, 1x clear safety glasses, 1x hard carrying case so you can keep your gear safe & neat in one place. And to prove we mean business, we’ll give you a 10-year easy-claim warranty on this purchase.
  • CHILDREN’S CHARITY: Part of TradeSmart profits go to underprivileged kids. Do your part by proudly wearing TradeSmart ear protection headphones and safety glasses.
Product description

Origin: Made & imported by TradeSmart LLC, a US Company. Proudly serving Americans with "Best Buy" hearing protection, work headphones & fogless safety glasses.

Piece 1 of 6

What Adrian said

Adrian Paschkow
Founder & CEO · TradeSmartSafety
★★★★★
“We had a fantastic experience with Edvin. The only reason we stopped is that he got through the mountain of work we had. I know AI is now a thing, but Edvin's knowledge of language for conversion is far beyond what you'll get from computer-generated copy. Highly recommend - and will use him again for our next large project.”

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