Adult copywriting that sells on specifics, not superlatives

Health claims need more than confidence

The FTC's Health Products Compliance Guidance, updated in December 2022, applies to any product marketed with health benefits, including many sexual wellness products. It expects health claims to be backed by competent and reliable scientific evidence, generally from good-quality studies on the product or an equivalent, and says that disclaimers do not cure a misleading claim. Words like "boosts libido", "improves circulation" or "clinically tested" each make a claim that needs that kind of support.

When we edit, we sort every claim into what you can show and what you cannot. The ones you can show stay, stated precisely. The rest are rewritten as plain description, or removed. The result is calmer copy, and readers tend to trust specifics more than superlatives.

Email and text copy that respects the inbox

Marketing emails and texts are copy too, and for adult brands they are read in public places more often than any web page. We write subject lines, preview text and sender names that would not embarrass anyone glancing at a screen, with the same voice as the site. Every email carries the details CAN-SPAM requires, including a working unsubscribe, and any email containing sexually explicit material carries the label the FTC's adult labeling rule requires; we keep explicit content out of email unless a subscriber asked for it.

Taglines and product names

Names and taglines travel further than any page: onto packaging, into marketplace listings, into AI answers and other people's reviews. For adult products they also have to pass marketplace and ad platform rules, which often reject explicit or suggestive names outright. We test name ideas against those rules, against existing trademarks in your category, and against how they read in a list of search results, before you print anything; a trademark search by your lawyer remains the final check. A name that is memorable, plain enough to be searched and safe to show on any platform is worth more than one that is merely clever.

Inclusive, careful language

Adult brands serve people of every gender, sexuality, age over eighteen and body, and copy that assumes otherwise loses customers quietly. We write product and guide copy that describes what a product does and who it may suit without assuming a partner's gender or a reader's body, and we use clinical terms where accuracy matters. Where your brand has a particular audience, the copy says so warmly and directly, without excluding anyone else who might buy. The aim is copy every adult customer can read without feeling written out of it.

Metrics that matter here

For copy that sells, we compare conversion before and after the change on the same page and traffic source, and watch refunds and complaints alongside sales, since overclaiming copy can raise both. For copy that informs, we track search visits and time spent on the page. Landing pages get their own treatment on landing page copy, and our fees are set out under pricing.