This is a guest post by Nancy Spektor. Nancy has sharpened her pencil at “The Daily”, a newspaper for the University of Washington. After graduating, she decided to combine her business degree with her passion for written communication at college-paper.org. Nancy writes about marketing strategies, content management and other topics she finds interesting. If she’s not composing on her laptop or notebook, you can find her playing with her dog, Bok Choy.
Nowadays, many creators choose to work with Etsy, which is an eCommerce platform for selling vintage, handmade and custom-made items. It is a global marketplace, where you can both sell and buy something truly special.
This platform is a great opportunity for entrepreneurs to share their creations with the world and start their business.
While Etsy provides substantial help to all entrepreneurs, everything that comes down to product placement and product marketing totally falls on the shoulders of the creators themselves. But this approach can be completely understood: who can describe your product better than you?
An important part of product placement on Etsy is writing a product description. Creating a description for a handmade, crafted and vintage items is as important as putting creative high-quality pictures of them.
Many creators, working with Etsy, underestimate the importance of writing a product description, which is a huge mistake. For sure, Etsy is a place of business, but in order to make your business work, you should invest in it, and I’m not talking about money. Investing your thoughts, inspiration, and desire to share your creation with the world will be much appreciated by your customers.
But even if you have a lot to say about your product, how can you put them together in one consistent description? Let’s look at some tips how to create an inspiring and catchy description for your products on Etsy.
Tip #1: Identify the Purpose
If you want a product that sells, you need to figure out why you’re putting it out on the Internet in the first place. To do that, memorize the rule of every successful media marketer. Ask yourself:
➜ Who is your product aimed at? Decoding your target audience is crucial for writing an engaging product description. What are the interests of your audience? What is there demographic? What would they like to see in your product? Once you figure it out, you’re halfway through.
➜ What makes your product special? Think about which one or two features make your product stand out and write them down. These features will be the core of your product description
➜ Where can your product be applied? Think about where your customers will apply your product. If there are several possible variants, write down all of them.
➜ When can it be used? Define the time where your creation will be the most needed by your customers? Can it be used in an everyday life or is it suitable for special occasions? It can be both, so don’t be afraid to mention it.
➜ Why should your customers buy your product? How will it make their lives better? Why would they want to have it?
By answering these questions you create a draft of a plan for your product description.
Tip #2: Work on the Plan
Let’s talk more about planning your product description. Writing a plan for everything is half of the success. “Planning when writing gives you an opportunity to amend, fill the gaps and re-write anything that doesn’t fit in”, says Julia Kensington, a writing coach at A Writer. “Put a little effort in planning what you write, and it will definitely pay off.”
When it comes to planning a description of a product to be placed on Etsy, the format of description is totally up to you. You can either use the questions mentioned above to write your description or come up with something of your own. There are just a few things I would recommend to do when planning your product description.
Image credit: Etsy/User: BraggingBags
- Be welcoming. Literally, welcome your customers. BraggingBags, whose Etsy description is put as an example above, is one of the most reviewed users, and their friendly descriptions engage the potential customers by welcoming them. When you read these descriptions, it feels like you’re privileged to enter the special community of their customers. Feels nice and inviting.
- Put as many details as you want. You are not limited by the word count, so if you feel the need, you can write a really big and detailed description. Not using specific details is a mistake. Remember that your clients cannot feel and touch the product, so they need as many details as possible.
- Offer your clients to participate. An Etsy user CoffeeTimeDesigns, who sells personalized coffee mugs and other related products, offers the clients to customize their mug, using different colors and fonts. Invite your clients to customize the product themselves. Provide them with available colors and materials. Inspire them to be the artists!
When you’ve worked out a plan, start writing. When working on a description, follow precisely what you’ve planned to make sure that your description is consistent.
If you have a sudden inspiration, write it down and continue writing the description. And after you’ve finished, think about where you can put in the latest thoughts and ideas.
When you’re finished don’t skip on edition and proofreading. Nothing spoils the first impression faster than grammatical or spelling mistakes. To make proofreading faster and more efficient, use the following tools:
- Grammarly: this is a #1 proofreading tool that will help you identify the smallest mistakes, and for an additional price it will also help you improve your writing style.
- Ginger: this tool can be installed on any browser, as well as can be used on iPhone and Android. It’s comprehensive and easy to use, has dictionaries and rephrasing option.
- Hemingway Editor: this is a perfect tool to use if you want to increase readability. It identifies sentences that are harder to read in order to make your description catchy.
Tip #3: What’s in the Name?
Working on the headline for your description is very important as well. However, when it comes to the title, there are some particular rules to follow:
- Keep it simple. Go directly to the heart of the matter. When creating a title, don’t try to intrigue your customers, this will only confuse them. Make your titles direct, don’t use too many words, and especially avoid jokes and any kind of humor.
- Excite your customers. Tell the customers that you’re offering the product they’ve been waiting for.
- Tell them why they need it. Stating the purpose of the product directly is also a great option for a catchy title.
Take time when working on a title for your product. Also, it could be better to write a description first and then think about the title.
And Some More Tips
When working on a product description for Etsy, think about the mobile version of this platform. In the last 6 months 62% of smartphones in the U.S. have used their phones for shopping, so adapting your description for a mobile version is a must.
A lot of shoppers will experience your product through a smaller screen, so you should think about making your description as concise as possible.
You can put necessary details about your product, but don’t go overboard. If you have a lot to share with your customers, ask them to use “Ask a Question” option for more information.
It’s always a good idea to check what the description looks like from the smaller screen. So you can post it, check it out on your smartphone and then edit it if needed.
You can also ask someone to check it out for you and tell you whether they would be interested in purchasing this product or what they would change in the description.
When writing a product description, use any possibility to improve it. Also, be responsive to your audience: if someone leaves a comment about the description or the product itself, use it to improve the description and promote the product even better. The feedback from your clients is very important for your business.
To make your description even better, top it with a great high-quality picture of the product. You can also include series of photos if you have products of different colors and forms. Use these hacks for even more awesome photos of your product:
- Use the right light. Use the lighting that shows prominent features of your product. It should help the colors stand out so that your clients could view the product better.
- Use light backgrounds. White and fair colors in the background help the item stand out.
- Play with the angles. Find out which angle works better for you product to reveal its best features. But remember that you want the photo to reflect the product’s shape, size, and quality.
You can use a professional camera to take the photos, but by using your iPhone you’ll also be able to take a high-quality photo. Choose whatever works for you, but make sure that your customers can see what you want them to see.
Creating a catchy description for your products on Etsy may be overwhelming, especially taking into account that there are lots of similar products. But be creative: there’s definitely something that makes your product special, so use that to attract your clients and to make them excited about purchasing your product.
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