Your Art is Not a Commodity. So Stop Writing Copy Like It Is

(The sound of a deep sigh, fingers tapping nervously on a desk. A cup of coffee goes cold.)

Alright. Let’s have the talk. The one we’ve been avoiding. The one about the words we use to beg, plead, and sometimes whisper into the void about the things we make.

You’ve just finished a piece. Maybe it’s a painting that finally, after weeks of struggle, looks like the vision in your head. Maybe it’s the final draft of a novel, the one that contains a whole world you built from scratch. There’s this… feeling. This profound, almost sacred connection between you and this thing you’ve birthed. It’s specific. It’s layered. It’s full of meaning.

Then, you go to write the caption. The product description. The email. And what comes out?

“New painting available! Check it out!”
“My book is live on Amazon! Get your copy today!”
“Shop now! 10% off!”

It’s… fine. It’s inoffensive. It’s also the exact same language used to sell protein powder, ergonomic office chairs, and phone cases. It’s commodity language. It’s the language of the warehouse shelf and the lightning deal.

And your work-that soul-infused, struggle-born, unique artifact-is not a commodity. It never was. And the moment you describe it like one, you strip it of its power, its story, and its true value.

You are trying to sell a one-of-a-kind key to a specific emotional lock using the same blunt instrument they use to sell bulk toilet paper. It’s not working. And it’s killing you a little bit every time you do it.

Part 1: The Great Mismatch – Commodity Language vs. Soul-Work

To understand why this fails, we need to define our terms.

What is a Commodity?
A commodity is an item that is interchangeable with any other item of its type. One pound of generic sugar is the same as any other pound of generic sugar. One basic USB cable is the same as the next. Its value is determined purely by price and convenience. The language of commodities is therefore transactional, feature-focused, and price-driven. It answers the questions: What is it? How much does it cost? How can I get it?

What is Your Art/Book?
It is the polar opposite. It is a Soul-Work. It is a unique, non-interchangeable expression of a human experience. Its value is subjective, emotional, and connective. A reader doesn’t pick up your novel because it has 300 pages; they pick it up because they want to feel a certain way. A collector doesn’t buy your painting because it has blue in it; they buy it because the specific way you used blue evokes a memory or a longing they can’t name.

The great, tragic mismatch happens when we use Commodity Language to sell Soul-Work.

Commodity Language says: “Landscape painting, 24×36”, oil on canvas.”
Soul-Work Language says: “This is where I learned that silence isn’t empty, it’s full of answers. A painting for anyone who needs a place for their thoughts to settle.”

Commodity Language says: “Fantasy novel, 120k words, available in paperback and ebook.”
Soul-Work Language says: “For anyone who ever felt they were born in the wrong era, this is a story about finding the magic that was hidden in your own bloodline all along.”

The first set of words describes an object. The second set of words describes an experience, an identity, a transformation. One is a product listing. The other is an invitation.

Part 2: The Three Pillars of Soul-Work Copy

To escape the commodity trap, your words must do three things. They must tell a story, speak to a specific human desire, and act as a matchmaker.

Pillar 1: The Story – From “What It Is” to “Why It Exists”

Every piece of Soul-Work has an origin story. The commodity description ignores this. The Soul-Work copy leads with it.

The Commodity Trap (Artist): “Abstract painting, mixed media on wood.”
The Soul-Work Shift: “This piece began the week everything felt like it was falling apart. I had no grand plan, just a need to put color and texture and chaos onto a surface. It’s a map of a personal reckoning. It’s about finding order—or at least, beauty—in the mess.”
The Commodity Trap (Author): “A mystery novel set in a small coastal town.”
The Soul-Work Shift: “I wrote this book for everyone who’s ever gone back to their hometown and felt like a ghost. It’s about the secrets that small towns keep, not in their attics, but in their silences. It asks: how well can you ever really know the place—and the people—you came from?”

The Exercise: For your next piece, don’t list its features. Write one paragraph about the emotional or circumstantial soil from which it grew. What were you wrestling with? What question were you trying to answer? What specific moment of beauty arrested you? That’s your copy.

Pillar 2: The Desire – From “Features” to “Emotional Payoffs”

People don’t buy what you do; they buy why you do it, and more importantly, what it will do for them. Translate the features of your work into the emotional benefits for the buyer.

Feature (Artist): “I use rich, deep blues and gold leaf.”
Emotional Payoff: “To create a feeling of tranquil depth in your space, a visual oasis that pulls you away from the day’ stress and into a moment of calm reflection.”
Feature (Author): “My book has a twist ending.”
Emotional Payoff: “You’ll get that rare, satisfying thrill of being completely surprised, the kind that makes you immediately want to call a friend and say ‘You have to read this so we can talk about it.’”
Feature (Both): “It’s an original / It’s a signed first edition.”
Emotional Payoff: “You become the sole owner of this story’s physical beginning. This isn’t just a copy; it’s the artifact. You’re not just a reader; you’re a custodian of a world.”

The Exercise: Take your current work. List three of its physical or narrative features. Next to each, write the line that answers the customer’s silent question: “Okay, but how will that make me feel?”

Pillar 3: The Matchmaker – From “Everyone” to “The One”

Commodity copy tries to appeal to everyone. “A great book for any reader!” This is a desperate, flailing strategy. It communicates nothing. Soul-Work copy is a matchmaker. It speaks directly to the one person who needs it most.

You must define your “For.” This is the single most powerful shift you can make.

The Commodity Lie (Artist): “This painting will look great in any home!”
The Soul-Work Truth: “This is for the person whose home is their sanctuary. The one who values quiet moments over loud statements. It’s for the person who looks out the window not just to see the world, but to remember their place within it.”
The Commodity Lie (Author): “A thrilling read for all fiction lovers!”
The Soul-Work Truth: “This is for the reader who still believes in hidden doors. The one who finishes a good book and feels a little bit lost, a little bit homesick for a world that was never theirs. This is for anyone who needs a reminder that ordinary people can do extraordinary things.”

The Exercise: Finish this sentence: “This piece is for the person who believes/believes that…” or “This is for anyone who has ever felt…” Be specific. The more niche the feeling, the more powerfully your true audience will recognize themselves in the description.

Part 3: A New Copywriting Toolkit – Phrases to Retire and Phrases to Embrace

Let’s get practical. Here is a quick-reference guide to shifting your language.

The Commodity Words to RETIRE:

“Check out my new…”
“Shop now!”
“Buy my book!”
“Great for anyone!”
“Beautiful/deep/gripping…” (vague, overused adjectives)
“I’m so excited to share…” (Make it about them, not you)

The Soul-Work Phrases to EMBRACE:

“This is for you if…”
“If you’ve ever found yourself…”
“I created this for anyone who needs…”
“The story behind this piece is…”
“More than a [book/painting], this is an invitation to…”
“Own a piece of the story…” (for originals/limited editions)
“For the readers who love…” (name 2-3 specific, comparable authors or vibes, e.g., “for fans of the atmospheric suspense of Tana French and the messy families of Celeste Ng”)

Part 4: Where to Use This – A Practical Overhaul

This isn’t just for Instagram captions. Infuse this language everywhere.

1. Your Website’s “About” Page:

Commodity: “Jane Doe is an award-winning author of literary fiction.”
Soul-Work: “Jane Doe writes for anyone who has ever looked at a family and wondered what secrets are holding it together-and what would happen if they finally came undone. Her novels are an exploration of the quiet truths that lie beneath the surface of our everyday lives.”

2. Your Email Newsletter:

Commodity: “My new collection is out! Click here to shop.”
Soul-Work: “The new collection, ‘The Quiet Hours,’ is live. It’s an exploration of the light we find when we’re not looking for it. I created these pieces as a haven for the overstimulated mind. See if there’s a moment of peace here for you.”

3. Your Product Descriptions:

Commodity: “Original Painting – ‘Forest Path’ – 36×48” – Oil on Canvas – $2500”
Soul-Work: Title: ‘The Path Made Clear’ Story: “I walked this path every morning for a month, each time the light was different. This painting captures the one day it felt less like a walk and more like an invitation. It’s for anyone who needs a reminder that the way forward is sometimes a gentle unfolding, not a forced march. This is the one-of-a-kind original, the source of all prints and the holder of that specific morning’s memory.”

4. Your Social Media Bios:

Commodity: “Author | Blogger | Coffee Lover”
Soul-Work: “Writing stories about the ghosts we carry, both literal and figurative. For readers who like their mysteries emotional and their characters flawed.”

Conclusion: The Invitation Over the Transaction

Selling your Soul-Work is an act of translation. You are translating the private, non-verbal language of your creation into a public invitation. An invitation to feel, to connect, to see the world through your eyes for a little while.

When you use commodity language, you are issuing a receipt before the meal has even been served. You are talking about the price of the ticket without describing the wonder of the show.

Your copy is not a classified ad. It is the first paragraph of the story your customer will have with your work. It sets the stage for the relationship. It is the handshake, the look in the eye, the shared understanding that what you are offering is not a thing to be consumed, but an experience to be lived.

So, stop writing like a distributor. Start writing like the unique, irreplaceable source that you are. Stop listing features and start extending invitations. Your art is not a product on a shelf. Stop describing it like one. Your words should be a key, not a barcode.

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Digital Marketing for Creatives