Be Cool

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My Role Senior Copywriter at
Client

Wrote the illustrated product story on the Amazon listing that makes an invisible phase-change cooling layer feel worth paying more for.

Deliverables
Amazon A+ Content
Someone in blue loungewear reads in bed with their legs raised on the white Angle wedge, white quilted bedding around them and a deep blue wall behind.

Selling What You Can't Photograph

Be Cool is a phase-change, copper-infused layer under the cover, and it costs more than many are used to paying for a pillow.

In A+ content, the order matters as much as the words.

I delivered
  • Amazon A+ Content

Below: the page itself, annotated module by module.

Back Support Systems brand storefront banner: the backSUPPORTsystems line, then the 'be cool' wordmark logo with a snowflake, on a frosted blue background, over the tagline 'Stay Cool While You Sleep.'
The Be Cool technology panel: The Angle wedge shown with a peeled-back translucent blue Be Cool cooling layer and an inset of a hand pressing it. Two thermal-camera handprints compare 'WITH Be Cool' (cool blues and greens) against 'WITHOUT' (hot reds). Copy: 'Our Be Cool Technology works by absorbing and releasing energy to maintain ideal sleep temperature' and 'The result: increased comfort and a better night's sleep'
The closing band of the Be Cool technology module: a red thermometer reading 'Stay Cool When It's Hot' and a blue one reading 'Stay Warm When It's Cold,' a navy banner reading 'Great For Hot Sleepers And For Summer Weather,' and a note that the Be Cool layer may vary in shade where the body contacts the Angle.
The phase-change module: a solid-to-liquid-to-solid diagram with the Be Cool logo at center. 'Transforms to Be Cool As You Relax and Sleep' arcs from a solid product photo to a woman sleeping peacefully; 'Transforms Back to Solid When Not In Use' arcs back. A lifestyle photo shows a woman stretching awake by a window.
The product-family cross-sell module on deep blue: The Angle, Knee-T, The Acid Reflux Wedge, Woosa (a body-contoured pillow), and the Wedge System. A 'Shop Now' button sits above the be cool logo and the line 'is available for our most popular products.'

Amazon A+ Content

What I wrote and why.

The Storefront Banner

I led with the outcome. A shopper knows what this collection solves before scrolling.

Invisible Tech Made Visible

The images carry it here: the cooling layer peeled back, a hand pressing into it, then two thermal handprints — cool with it, hot without.

Naming the Buyer

I wrote this banner for anyone who flips to the cool side of the pillow. The two thermometers add the part nobody expects. The same layer keeps them warm when the room is cold.

The Phase Change

A cycle that resets from solid to liquid and back answers durability doubts.

Sell Once, Apply Everywhere

The next module offers the same cooling upgrade across the brand’s bestsellers, one button away.