Pre-internet, I shopped by mail-order and two of my favorite catalogues were Coldwater Creek and JPeterman’s. The clothes probably weren’t any more stylish, the price or fit better than other catalogues but what sold me was the delightful product description. My eye was drawn to the visual but it was the language used to describe the items that captivated me. Even now, on their websites, the copy tells a story. The product descriptions give you the experience of adventure or romance. The words make you imagine how you’ll feel wearing the clothes and that emotion is what makes you hit the “Buy Now” button.
With these tips, anyone can write winning product descriptions to make their Etsy or other crafts listings sell.
Keep your tone conversational. Writing like you speak. will allow visitors to feel they know you as a person not just your product and that likability factor creates a sense of trust that is key. People shopping for handmade want the experience of buying from a real person not a manufacturer.
Speak to the buyer directly as you would a friend. Make it personal and emotional, “When YOU wear this piece you’ll FEEL…”
Attach the item to a story: “The inspiration for this scarf came to me when I was shell collecting on the beach at Sanibel and I noticed the turquoise horizon line where the sea met the azure sky.”
Use attention grabbing, descriptive adjectives: sparkling, dazzling, shimmering, luscious, plush, dangling for your product title.
Whether you make home decor items, edibles or wearables, talk about the benefits, not just the features. “The toggle clasp on this bracelet is easy to close with one hand. This clock is so lightweight you can hang it with a pushpin.”
If you’re struggling to come up with good descriptions, I’d recommend the book “Words that Sell” by Richard Bayan.
When someone lands on your page, they are initially attracted to the images but the language of your product description is key to taking them from browsers to buyers.