Crafting is so awesome. And what could be better than selling your creations to customers across the globe? Etsy makes it all possible. All you have to do is snap a picture of your fabulous product and wait. And wait. And then wait some more.
When it comes to selling products on Etsy, having excellent photos is only half of the equation. Don’t get us wrong… Quality photos will capture the attention of shoppers. They’ll be the reason someone clicks to see more. But the driving force that compels someone to actually make a purchase lies in your ability to craft creative product descriptions.
As a business owner, you know how amazing your product is! But how do you convince the rest of the world to try it out? It will definitely take some convincing. And that’s exactly what product descriptions are for.
As fellow Etsy shop owners, we want to see you succeed! So much so, that we’ve compiled a list of tips to help you create the best product descriptions ever. Take a look below and get ready to stop waiting and start selling!
1. Know your audience.
This may sound cliché, but it’s the single most important factor to consider when writing Etsy product descriptions. If you haven’t already, do some research on your target demographic. For example, are your products targeted for males or females? What age groups will use your products the most? What types of lifestyles do your target customers lead? Are they savvy business owners? Or super busy moms and dads? Or both? By determining the answers to questions like these, you’ll be able to figure out what motivates their buying decisions. Then you’ll want to make sure you address their needs and appeal to their wants.
2. SEO. We repeat: SEO.
SEO is one of the most critical parts of writing great Etsy product descriptions. We can’t stress enough that you should always keep your descriptions optimized. Start out by researching the top keywords searched for on Etsy and Google that are related to your products. We particularly love using Marmalead, SEMrush and Keywords Everywhere to help us do that.
Once you’ve discovered some good keywords, incorporate them into your product descriptions in a natural way. Never stuff keywords into your text, as this will hurt your SEO – not help it. When done properly, SEO will help your products to show up on the results pages when related searches are performed on Etsy and Google.
3. Be authentic.
It’s so easy to get overwhelmed when writing product descriptions. You are, after all, trying to persuade your customers to buy your product. Just make sure you don’t get too caught up with your use of descriptive words. The last thing you want is to make the product sound too good to be true! If your customers sense that you’re being inauthentic, you’ll end up turning them away. The golden rule of writing good Etsy product descriptions is to never lose your voice and your authenticity.
4. Give your customers buying power.
Once you’ve identified your target audience and established your unique voice, it’s time to talk details! You’ll want to get creative and describe what the product is all about. Also consider showing your customers a problem and telling them how your product solves it. For example: Do they feel that their outfits are kind of boring? Well, your jewelry will dress up any style!
While you’re writing, make sure that you address your audience as if you were speaking directly them in person. And always make them feel like you’re giving them the choice to use the product. The last thing you want is copy that sounds like you’re trying too hard to sell. Your customers need to feel like they’re in control of their choices, not like they’re being force-fed a sales pitch.
5. Write for small screens.
Most Etsy shoppers these days scroll through the site using mobile devices like smartphones and tablets. In other words, they’re using small screens. Presenting your product in a giant block of text won’t be visually appealing, and may make some shoppers click off your store. So, be concise when writing your product descriptions and break the text up into paragraphs when possible.
While you’re at it, proofread your copy a few times before you publish it. It’s also wise to test it out on your own mobile device. This will give you a fair idea of what the experience is like for your target customers.
Need a little help?
Hey, we get it! Writing Etsy product descriptions isn’t for everyone — especially if you just want to focus on your crafts. We’re always here to help, and can tackle the task of product description writing for you. When we’re done, you’ll have some super copy that will skyrocket your product to the top of the search engine pages on Etsy. Just drop us a line and let’s get started!
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