Gah. Missed a day. Busy Sunday. But hey, I said 30 days, not 30 consecutive days…
Anyway.
Today’s brand: The Modern Gentleman.
They’re an e-commerce brand selling those sleek, compact cardholder wallets—the type you get when you’re done with the classic dad wallet. Aeriel gave me one, and honestly, it’s comfortable, sturdy, and I get why people switch.
Now, about their copy. To be honest, there’s not much going on over at their website. It’s hard to tell what voice or tone they’re aiming for because there’s barely any text. But judging by the name and the aesthetic, they’re going for that manly man vibe. So that’s where I’ll focus.
The current product description mainly lists features which can work for a product like this. I’d know—I went down the rabbit hole when I was wallet-hunting before.
Alright, let’s see what we can do here.
Vintage Dark Blue
Do not (we repeat, do not) approach the modern gentleman with an offer of just any wallet. He’s a discerning man, a man of quiet confidence.
The type who believes in the importance of clean shoes and showing up on time. The type who thinks “classic” is a compliment, not a constraint.
But even he knows that times change.
If the world asks him to adapt? He does. But without losing who he is.
When it comes to what he carries, he still values tradition. But now, he wants it without the bulk. He doesn’t need to announce he cares for craftsmanship, or that he knows the feel of good leather.
If he sees it’s made from cowhide leather? He doesn’t need to ask much.
He just needs to feel it in his hand and slip it into his pocket. Sometimes, he just knows when something will last.
Because for him, it’s simple: as he steps forward, he carries only what matters, without letting go of where he’s been.
Original copy (at the time of revamp):
Absolute Black
He didn’t plan on replacing it.
The old wallet had been with him for a decade. Through first apartments and first promotions, bus rides home after long days, receipts from dinners he could finally afford, and the quiet pride of paying for coffee without checking his balance.
The leather was worn, and the color dulled from years in his pocket. But it had held up. And that mattered to him.
Because he’s the kind of man who believes in things that last, the one who knows that good leather isn’t just about how it looks on day one. It’s all about how it ages.
So when it was finally time, he didn’t rush. Because when it comes to the important decisions, he chooses what’s absolute.
That’s when he found it.
Cowhide, absolute black. The kind of leather that softens with years, not months. The kind that earns its place in your pocket—and stays there.
Because for him, it’s simple: If it’s going to be with him every day, it better be built to last.
Original copy (at the time of revamp):
Overall: It’s nice. Because there’s not much message and personality on the website, aside from the instant market filter of the name “The Modern Gentleman,” I went all in on painting a picture of a gentleman.
If you look at the typical product descriptions for wallets and card holders, most brands just rattle off “premium leather, slim profile, functional slots.” Nothing wrong with that. In fact this is what The Modern Gentleman has on their website.
But it’s flat. It doesn’t make you feel anything.
What I did here, as usual, was I framed it as something more meaningful. Like a “companion in a man’s journey,” something that earns its place in your pocket and your life.
And since the features are straight to the point, you can pretty much just add them after this, and boom, you already have a complete product description.
Total time spent on writing: 50 minutes. Wrote this one pretty fast because again, I was part of their market. I can see exactly the type of people who’ll buy this. Not just the manly men, or the gentlemen. These are the kinds of wallets you’d give to your dad, husband, or boyfriend. Someone close to you.
So when they read that story, they see him in it. Or themselves.
Again, it’s about deepening the story and sharpening the message. Only this time, it came faster because I could pretty much just describe myself, or my papa, or my kuya.
Wallets matter to us the way your time matters to you.
So let me take care of making your product felt—so you can focus on everything else you need to do.
Send me a message if you want your product stories to resonate like this.
