Direct-to-Consumer Brands Editing and Proofreading Services

The page says the brand cut out the middleman so customers pay less for better quality. It does not say what the product costs to make, what the margin is, or what the middleman was actually charging. Every competitor says the same sentence, most of them are selling at conventional margins, and a customer who has heard it forty times has stopped believing any of it.

We edit what direct-to-consumer brands write — pricing and cost breakdown pages, about and mission pages, product pages and their claims, sourcing and factory information, sustainability and materials statements, subscription and repeat purchase terms, and the emails sent when a product is delayed or a price changes. Our editors work on claims a sceptical customer has heard before.

The price breakdown is the most persuasive page a direct brand can publish and the one most of them will not write, and its failure is a claim about value with no arithmetic. Cutting out the middleman is a sentence; showing the numbers is an argument. We work through these so the cost of making the product is stated as actual figures — materials, manufacturing, shipping, duty, packaging — since a customer who can see £14 of materials in a £48 shirt understands the price and one who is told about value does not; so the brand's own margin is included in the breakdown rather than omitted, because a breakdown that stops before the profit is transparently incomplete and is read as such; so the traditional comparison is made honestly with what a conventional retailer's markup would be and why, given that the claim only means something against a number; so anything the brand spends that a conventional retailer does not — returns, customer service, paid acquisition — is included, since these are real and leaving them out invites the accusation of cherry-picking; so the factory is named or the reason for not naming it is given, as an unnamed factory beside a transparency claim is the commonest weakness in this category; so a price rise is explained with which line moved; so nothing is claimed about labour or environmental practice that has not been checked; and so the page is dated. Pages written this way are believed by people who came in sceptical.

Everything you send is treated in confidence, including costs, margins, supplier information and unreleased products. We are editors rather than sourcing, sustainability or marketing advisers, and we offer no view on costs, claims or supply chains. What we can do is turn a slogan into arithmetic.