Do you want a listing that sells right away?
Use these tips as your ultimate guide to writing an Etsy listing description to ensure your listing will be found and sell on Etsy and Google as well as other search engines. And when you do get found, your description convinces your buyer that your product is exactly what they are looking for. After all, they are looking for something that fits your description or Etsy wouldn't have sent them your way.
The purpose of a description is to help buyers find and choose your item based on your listing and, specifically, the description. This is where you can make your listing shine! Sure, you need great photos, an enticing title, and appropriate keywords, but don't stop there because this is where you have room to cultivate your buyer and rave about your product. So, what do you need to write a selling description? Read on to find the 5 Tips we've used to realize over 9,500 sales on Etsy. If you'd like to download the Ultimate Guide to Writing a Listing Description that Sells, click on the graphic below.
Make the first 160 characters count
The first 160 characters of your description is what search engines use to find your listing (as well as your title and tags) so make them count. This is called the Meta Data Description, but you don't need to be techy – you just need to make the first 120 characters count! What does that mean for you? As you are reading these 5 Tips make sure you put the most important information first!
Think Like your Buyer and Be Specific
This tip on creating an Etsy description that sells is “think like a buyer”. If you were a buyer, what would you want to know about this item – specifically? Think about including these details when describing your item. Buyers love unique pieces so what is special about this item that makes it different from similar products?
Use the 5 W's – Who? What? When? Where? Why?
- Who is this for? Kids, adults, men, women, fashionistas, craft mavens, etc. Think fashionista mama, groovy grandpa, young empty nester and any other specific group that you can think of. Be creative and be specific.
- What color is it? If it's blue what type of blue – royal blue, navy blue, cornflower blue, sapphire blue, sky blue, turquoise? Can you tell I like blue?
- When was it made? If it's a planner, you want the current year's planner. If it's over 100 years old, tell your buyer (our buyers love old items).
- Where was it made? Our buyers love items made in England, France, or any other exotic locations. Think about your materials – are they Austrian crystals, Italian leather, Brazilian pearls, etc.
Where can also be where it was purchased. Let me show you an example. Below is a listing that I did for a pair of vintage gloves. In this particular listing, I let my customers know where I purchased these gloves because they have a great story. All of the gloves I purchased at this estate sale have sold and I'm convinced it's because of the quality and condition directly related to where I purchased them, which I stressed in this listing.
- Why should your buyer purchase this product? Does it save time, save money, make their life better, make their life easier, make them more productive, etc.
- How was your item made? Yes, I'm adding how because this is an important feature for handmade sellers and buyers. Is it hand made, hand woven, hand knitted, made with love, etc. Was this created by a designer who created one of a kind pieces that are extremely rare, etc.
Be creative – buyers love creativity!
Make them want it!
You want your buyer to see it, feel it, smell it, taste it, etc.! Make their mouth water at the thought of owning your product. How, you ask? Descriptive words – that's how. Use synonyms and adjectives to describe your product.
It's as I stated earlier – if your product is blue, what type of blue?
Synonyms – type in a word in your favorite search engine and ask for synonyms of that word. For example, when I typed in synonyms for pretty, I got these synonyms – attractive, lovely, appealing, charming, delightful, pleasing, stunning, and gorgeous.
Adjective – How pretty? When I typed in this search, I received intelligent, adventurous, passionate, spontaneous and more. Wow, I wouldn't have thought of some of these.
Let me show you how – Which description do you prefer?
White elbow length gloves OR
White elbow length gloves for the discriminating woman's outing to the opera and formal affair
They both say the same thing (who they're for, what color and size, but the second one tells where (opera, formal affair) and why (she's discriminating). Which glove do you want to buy? Of course, you are the discriminating woman (aren't we all?).
So think about what is it about your product that will make your buyer want to purchase it and describe it in detail.
You vs your competitors
Tell buyers why they should buy from you and what you will provide that the competition won't. What do you offer that is better than your competitors? Reviews (happy customers)? Fast shipping? Refunds on excess shipping? After all, you want them to know why they should buy from you and not your competitors (the buyers really want to know).
We have over 2,600 reviews and 826 of them have specifically mentioned shipping, 319 talked about customer service, and 289 noted quality. I think it's interesting that customers are so much more concerned with shipping and customer service than they were about quality. So, in our description we specifically talk about shipping because we refund any excess shipping costs (especially for multiple sales). Our buyers rave about our shipping so be good at something and talk about it in your description.
Customer service is another area where you can excel. Answer convos fast, send thank you notes, provide pretty packaging, send a return customer coupon, etc. Make your buyer feel special when they purchase from you.
Quality products is another area that makes buyers happy. Stand behind your product and let your buyer know that you do. What about your product makes it exceptional quality – materials, craftsmanship, design, etc.?
Social media links – Find Me!
Adding social media links to your description will allow your buyers' to find you and follow you and maybe even bring them back for a future purchase that you shared on a social media channel. If you have a great online presence, this is another area where you can shine. This is a great way to connect since Etsy doesn't allow sellers to retain email addresses and contact them unless it is in regards to a sale. Etsy does encourage social media use so use it.
Handmade Sellers – Clear and specific directions for custom, personalized or digital products
If your buyer needs to follow directions for you to customize or personalize your product, be clear about how they should get in touch with you and what information they need to provide. You can do this in the listing or use the custom listing feature. Convo them after their purchase and make sure you are both in agreement as to what they expect from their custom or personalized order.
If it's handmade or new, talk about the potential for variations in color, size, etc.
Etsy has gone to great lengths to add the Custom and Personalization sections for handmade sellers so use them to your advantage.
What condition is this piece? If it's vintage, be specific. Talk about any condition issues, even the slightest issue is important to note and to photograph. This will create happy buyers and minimize returns.
If it's vintage, talk about the potential for variations in color, size, etc.
Buyers want to know exactly what they will receive and this prevents any issues when the customer receives their item and minimizes returns.
I hope these tips will be your ultimate guide to writing an Etsy listing description that sells.
Please let me know if it's working for you or any tips that you have that make your products fly off the shelves. I love hearing from you so make my day and send me a message!
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