The Write Stuff…what happens when a copywriter becomes an Etsy seller

I lead a double life. I am a copywriter…running my own little ad agency out of my house for the past year since I was laid off from my job as a creative director.

But for the past few months, I’ve also starting making, and selling, bracelets on Etsy. Getting started on Etsy takes a bit time  – much of it reading through the wealth of information available to help sellers start their shop and make it a success.

A lot of info deals with how to get great photos on your site. But not so much is available on how to write your descriptions.

As someone who gets paid to write, I thought I’d share some of my top tips:

#1 Share your passion.

You create beautiful things and sell it on Etsy because you love what you do and want to share it with others. What gets you excited? The colors you used? The fabric? The pattern? Did you have something special in mind when you created your jewelry/greeting cards/painting/whatever? If you want people to get excited about what you’re selling, share YOUR excitement with them.

(Example: “I found this amazingly beautiful fabric at a little shop in the country. I just couldn’t wait to use it…and worked all weekend…”)

#2 Tell People What Makes Your Stuff Different, and Better Than The Rest

Why should they buy your jewelry/greeting cards/painting/whatever instead of someone else’s? You know that your stuff is unique – tell people what it is that makes it special.

(Example: “I’ve never seen anything quite as blue as the Caribbean Sea in early morning. It’s a color that I absolutely love. The beads in this bracelet have captured that ever-changing blue-green color….”)

#3 Paint A Picture To Show Your Buyers How Your Item Fits Into Their Life

Don’t just describe the item. Describe how that item can/will/should be used. Make it easy for your buyer to decide they want/need/can’t live without it. Suggest alternate uses for your items.

(Example: “This crystal beaded bracelet is perfect for formal occasions. But looks just as great with a boyfriend shirt, jeans and boots. And what a terrific gift for your son or daughter’s teacher at holiday time!”)

#4 Use Creative Descriptive Terms To Make Your Item Come To Life

While great photography goes a long way to showing someone what your item looks like, nothing replaces being able to touch, smell, and/or taste your item. But you can give your buyers a real sense of what your item is like by describing it in sensual terms. (As in hear/see/taste/touch). Your words will help them “see” how special your item is.

(Example: “How blue is the sea or the sky? A million shades of blue….some of which have been captured in this pastel perfect one of a kind bracelet in shades of blue from lavender and periwinkle to turquoise and more.” OR: “Close your eyes and imagine yourself at the beach on a hot summer day. A warm breeze brings the scent of salt water…suntan lotion…sun-kissed skin. These candles have captured that summer scent….”)

Is it necessary to write lengthy copy? No, not at all. Sometimes all it takes is a few choice adjectives to make your point. You go to a great deal of trouble to make your items unique. The copy you sell them with needs to be just as unique.

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3 comments on “The Write Stuff…what happens when a copywriter becomes an Etsy seller

  1. I know this is an old post, but I think this is an interesting topic; and few are talking about the important of copywriting in Etsy listing pages.

    There are many sellers on Etsy that are struggling with sales and looking for anything that will work. There are many people selling copywriting packages.

    But my question is: do you think it makes a tangible difference? Or is the better copywriting offset by other factors (e.g. price, the number of products, etc.)?

    I wish there was a way to A/B test a few things on Etsy so that we could figure out a few things that work in a more absolute way.

    • Hello Bill. And thanks ( as you can see I haven’t blogged for a while). I don’t know how effective good copywriting on etsy is overall. As a buyer, I carefully read the descriptions of the items I am thinking of purchasing. And a short, or poorly written, description can, and often does, influence me. But price, number of products and feedback probably matter more. (And let’s not overlook good customer service. Repeat customers are a godsend!
      But back to the copywriting….I think you need to paint a picture for the customer…it adds value to the product (IMHO).
      Good luck!

  2. Thanks for the reply back. I get the it about customer service and that’s definitely part of it, but you have to get customers in the first place for that to become a factor. I think the bigger problem is getting enough traffic to allow the usual conversion percentage to net you the revenue you seek. I am exploring the use of better copywriting, but haven’t stumbled upon too many people talking about doing the same thing.

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