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.