Your Buyers Want More Than Colors and Dimensions!

Write Listings That Stand Out!

There were a million places I could start this series and, chronologically, it would make the most sense to start with something like ‘Picking your shop name’ or ‘Creating your product line’. We’re not going to work chronologically, though, for two reasons:

1) I want established Etsy sellers to have the ability to jump right in with us and

2) Listing descriptions are a very important part of Etsy selling – the listings description is where the customer ‘hears’ your voice. All too often, when the seller tries to establish a voice, they wind up doing so to match the business name rather than creating a business name that matches their style and voice. How backward is that?

My listings are also my second most complimented feature on my Etsy/Blog, so I like to think I’m pretty good at writing descriptions that sell. I mean, they do sell. (Photography is my numero uno complimented feature, for those wondering).

Listing descriptions, almost as much as photos (we’ll have a whole photography tip series, soon!), really sell an item. If a customer has any questions about the seller, how the item is made, dimensions, etc., they’ll look to the listing for help. And, even more important on Etsy, they’re looking for personality in that listing because they know they’re buying from an individual and not some wholesaler on Ebay or a big box store. The key to product listings is to make sure you include all of the information needed, without overwhelming the customer, while maybe (hopefully) even winning them over with you at the same time.

Tip #1) Hit the Important Stuff First

Straight off, tell the customer what they’re getting. If they’re getting 3 coordinating, hand-painted,  5×7 cards with matching envelopes, write that they’re getting 3 coordinating, hand-painted, 5×7 cards with matching envelopes. Keep it short and sweet. Some customers only want to know the nitty gritty, and they’ll want to find it without having to read the rest of the fluff.

Tip #2) Sell your item

This is my favorite part – in my shop, it’s called {The Story}. Here, you’re going to tell the customer how or why the product was made. Here, you’ll also inject some of your own personality. If you sell bath products, tell them how you came up with the combination of scents and what it feels like to smell or use that product. Use sense words, and really put them in the position of using or wearing your product. If I see a quote print that I like, I may buy it. If I see a quote print that I like with an item description telling me that it’s perfect for over-the-office-desk motivation, I’m way more likely to buy it. Why? Because I’m not buying a print, I’m buying motivation. Customers who buy my bracelets don’t buy them because they’re bracelets, they buy them because the words on them make them feel happy, loving, cherished, nostalgic, etc. – I’m selling the feeling that the bracelets give my customers. 

A-ha…see how that works? See why this is important? This little tidbit is what wins over the ‘eh’ customers. 

Tip #3 – The Details

Follow up with the rest of the details, including any sales you may have going on, whether or not you have free shipping – this is generally the ‘wow’ factor. I don’t have a ‘wow’ factor in my listings because I change my promotions quite often and have almost 100 listings – talk about a pain in the tush! What I do have, though, is a couple of links to other listings. We’ll talk about that in a bit.

Whether you have a ‘wow’ factor or not, this is the place to put other important dimensions, colors, or item details. Is it hypoallergenic? Organic? Fair trade? Is it hand-stamped and needs a ‘don’t expect perfection’ disclaimer (in much nicer, positive words!)? Stick that information here.

Tip #4 – Keep them Moving, and Upsell!

Make sure to include links at the end of your listing! Not only do you want to upsell your customers and remind them that you have other items they can add on or purchase as well, but this keeps the ‘maybe’ or ‘eh’ readers moving around your shop rather than leaving or heading back to the dreaded Etsy search bar. I have a couple on my listings, but the two I use most are these:

‘Like this bracelet? Want two? Check out the my 2 for $25 (that’s 10% off!) listings here!’ with a link,

and ‘Not quite what you’re looking for? Order a custom bracelet with a quote or phrase of your own!’ with a link

You can also include links to your shop sections, your About me – anything the customer might really find relevant and interesting, or further moving them towards being a paying customer.

Tip #5 – Promote, Promote, Promote!

You’re going to do two things here. First, promote yourself! Do you have a blog or awesome Instagram where customers can find discounts? Let them know. Were you featured in an article, Etsy blog post, or in a magazine? Link that here, too! Remind the customer that you’re awesome, and why, and they’ll want to buy from you. True story. Second, add in any customer testimonials here as well. I knoooow, they have the customer reviews section for people to read, but how often do we get emails from customers rather than actual reviews? Use them wisely!

Speaking of ‘we’, Bonus Tip Time: Unless you are a shop with more than one person, don’t use the term ‘we’. You’re an individual. Folks on Etsy like buying from individuals. Use personal pronouns and speak in first person!

And that’s it for our Etsy Seller Tips on writing listings that sell! If you like this article, you’re going to want to sign up for the Vagabond Vantage newsletter because I’m bringing together a whole series of these awesome tips, plus an eCourse, eBook, AND live community for Etsy sellers to grow their business! Sign up to stay in the loop!