What is The Copy Shelf?

The Copy Shelf is a library of self-guided templates and messaging tools for product-led ecommerce brands. It helps you create clearer product pages, website structure, and emails—without starting from scratch.

Who is The Copy Shelf for?

It’s for founders and small teams who want to improve their messaging in-house—whether you’re shaping your brand voice, updating key pages, or bringing consistency to your emails and content.

What kind of templates are included?

You’ll find messaging and copy templates for common ecommerce needs—such as product and collection pages, homepage and About page structure, FAQ frameworks, and email/lifecycle messaging resources.

How do I choose the right template to start with?

Start with your current priority: if you’re still shaping your message, begin with clarity and brand voice tools. If your message is clear but your pages don’t reflect it, choose website structure and page templates. If you’re refining and scaling, start with targeted feedback or done-with-you/ done-for-you support.

Do I need to hire IBTL to use The Copy Shelf?

No. The Copy Shelf is designed for independent implementation. If you want deeper support later, you can step into IBTL services when it makes sense for your stage.

Is The Copy Shelf suitable for ecommerce teams working across multiple markets?

Yes. The templates are built to support clarity and consistency across touchpoints—especially helpful when multiple people contribute to copy, or when you’re managing multiple products, markets, or channels.

How do I access the products after purchase?

After checkout, you’ll receive access details via email so you can download your template(s) and start using them right away.

Do you offer refunds on digital products?

Because these are digital downloads, refunds are usually not available. If you have an access issue or the wrong item was purchased, contact IBTL and we’ll help you resolve it.

The Copy Shelf

Self-Guided Messaging Tools For Product-Led Ecommerce Brands Who Want Clarity Without Guesswork

Frameworks, templates, and resources shaped by real client work, designed for teams building or refining their brand in-house.

SELF-GUIDED TOOLS · BUILT FOR PRODUCT-LED ECOMMERCE · CLEAR MESSAGING, WITHOUT THE GUESSWORK · SELF-GUIDED TOOLS · BUILT FOR PRODUCT-LED ECOMMERCE · CLEAR MESSAGING, WITHOUT THE GUESSWORK · SELF-GUIDED TOOLS · BUILT FOR PRODUCT-LED ECOMMERCE · CLEAR MESSAGING, WITHOUT THE GUESSWORK ·

Who the Copy Shelf is for

The Copy Shelf is designed for product-led e-commerce brands who want clear, consistent messaging — but prefer to build it in-house or move at their own pace.

These are self-guided tools created from the same strategic thinking I use in client work, distilled into practical templates you can apply immediately.

The Copy Shelf is a good fit if you:

Want your product and brand messaging to sound intentional, not improvised

Are tired of second-guessing wording across pages, emails, or launches

Prefer structure and guidance without ongoing external support

Need clarity now not a long engagement or full rewrite

The tools on the Copy Shelf give you a clear starting point so decisions feel easier, messaging stays consistent, and your brand voice holds up as you grow.

Start with one tool, apply it where it matters most, and build clarity piece by piece.

CLARITY, APPLIED ACROSS TOUCHPOINTS · FROM STRATEGY TO EXECUTION · BUILT FOR PRODUCT-LED BRANDS · CLARITY, APPLIED ACROSS TOUCHPOINTS · FROM STRATEGY TO EXECUTION · BUILT FOR PRODUCT-LED BRANDS · CLARITY, APPLIED ACROSS TOUCHPOINTS · FROM STRATEGY TO EXECUTION · BUILT FOR PRODUCT-LED BRANDS ·

What you’ll find inside the Copy Shelf

The Copy Shelf brings together structured tools designed to support clearer brand and product messaging across the moments that matter most in a product-led business.

Each resource focuses on helping you make better decisions, faster, without diluting your brand voice or overcomplicating the process.

START WITH CLARITY

Tools to help you define what your brand stands for, how it sounds, and what it needs to communicate before refining execution.

This is where most brands begin.

A guided introduction to clarifying what your brand stands for, how it sounds, and what it needs to communicate.

Free – 5 day email course

A practical framework to define your brand voice, messaging priorities, and decision logic, before refining execution.

EUR 49

I Want Clarity

Turn your Brand Manifesto into a clear, professional website page with a ready-made structure and copy prompts.

EUR 37

Let's build

A clarity-first reset to help you fix the order of your product pages without rewriting everything.

EUR 17

Get the Reset

A simple internal reference to keep tone, wording, and writing style consistent across your team as your brand evolves.

EUR 27

Write with Style

COMING SOON

BUILD CONSISTENCY

Build consistency across touchpoints.

Once the direction is clear, these tools help you apply it consistently across product pages, emails, and supporting content so everything sounds like the same brand.

Turn your Brand Manifesto into a clear, professional website page with a ready-made structure and copy prompts.

EUR 37

Let's build

COMING SOON

SCALE RESPONSIBLY

When clarity needs a second set of eyes.

As teams grow, tools alone aren’t always enough. These options offer focused guidance to protect clarity as complexity increases.

Clarity before you commit

A focused review of your existing Brand Manifesto, with clear, honest feedback on what’s working, what’s unclear, and what needs refinement, so your message is ready to support real decisions, not just sound good.

For founders who want expert eyes before moving forward.

EUR 97

Start the Audit

Collaborative clarity, shaped together

A hands-on co-writing experience where we refine your brand voice, messaging priorities, and key copy together — in real time, so everything sounds aligned, intentional, and unmistakably yours.

For founders who want to stay close to the process.

EUR 950

Let's Co-Lab

Your messaging foundation, done properly

Done-for-you brand and product messaging built using the CLEAR Method — from positioning and voice to execution — so your words are consistent, credible, and ready to scale.

For brands that want clarity without guesswork.

EUR 1500

I Want Clarity

Not Sure Where To Start?

The Copy Shelf is designed to meet you where you are.
If you’re unsure which resource fits your current stage, start here.

Early
Clarity

If your message exists, but it isn’t fully clear yet.

Build the foundation your brand needs before execution.

Your values, voice, and priorities are forming — this stage helps you define them clearly before turning them into pages, campaigns, or content.

Start here:

Brand Manifesto (free course)

CLEAR Messaging Blueprint

Writing with a Style Sheet

Brand Voice Prompts

Alignment Checklist

Turning Clarity
into Pages

If your message exists, but your website doesn’t reflect it.

Turn clarity into pages customers understand.

Your brand voice is defined, now it needs to show up consistently across the pages people actually read.

Choose:

Brand Manifesto Page Kit
Product & Collection Pages Kit

Homepage + About Page Kit

Your Hands-On
Support

If your brand is growing and you need experienced guidance.

Refine, align, and move forward with support.

Your messaging exists, now it needs an experienced perspective to stay clear, consistent, and credible as you scale.

Refine with:

✔️ Mini Manifesto Audit

✔️ CLEAR Copy Co-Lab
✔️ CLEAR Messaging Copy

CLARITY, APPLIED ACROSS BRANDS AND MARKETS · CLARITY, APPLIED ACROSS BRANDS AND MARKETS · CLARITY, APPLIED ACROSS BRANDS AND MARKETS ·

Selected collaborations

I support product-led ecommerce brands at different stages of growth — from scaling teams to established international businesses — bringing clarity and consistency to their brand and product messaging.
These collaborations reflect how clarity shows up in practice across different stages, teams, and markets.

Below are a few words from people I’ve worked with.

I work with Iustina within the Waterdrop.ro market. Together we prepare copy and marketing texts for the Romanian market […]. I appreciate Iustina’s […] diligence, meeting deadlines, and her ability to adapt to a demanding client like us.

Kateřina Navrátilová

CEEManaging Director, Waterdrop

I’ve worked with Iusti for over a year now […] at ragwear, a vegan clothing brand. Our texts often include catchy wordplays and common sayings […] but she always makes them work. She is efficient, time considerate, and always willing to help, even when things change last minute, making sure […] things go out when they should. We’ve collaborated on newsletters, product descriptions, website assets, blog articles, sales collection launches, and promotional content, and she always keeps it on brand while giving it a special voice.

Paula Morales

Marketing Manager, Ragwear

CLARITY IS AN ONGOING PRACTICE · STAY IN THE LOOP · CLARITY IS AN ONGOING PRACTICE · STAY IN THE LOOP · CLARITY IS AN ONGOING PRACTICE · STAY IN THE LOOP ·

If clarity, consistency, and responsibility matter to you,
you’re in the right place.

Prefer to explore ideas before starting a conversation?

Think of my newsletter as a collection of insights drawn from real client work and decisions you can use: brand clarity, product storytelling, and responsibility in practice.