Because zulily shoots most of their photography themselves, we had product samples on hand. I would sit with a rack of clothing next to my dress, and watch the way the crêpe sleeve of a dress would move or the softness of a newborn’s outfit. If we didn’t have the product—which was often the case for larger items like strollers—I would go online to the brand’s website and look at pictures of it to get a feel for it.

Putting myself in the customer’s shoes helped me to keep in line with zulily’s voice and create compelling ad copy. I asked myself, “Why does this mom want this product?”

zulily’s voice brimmed with enthusiasm, and I used the excitement that new parents feel to underscore all product descriptions. Using an exclamation point in just the right place added that extra touch.