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Story by
FancyFreeMe
Published on February 25, 2008 in How-To |
Photo by |
Hi! My name is Deanna Roux, aka FancyFreeMe on Etsy. My last job was for a corporate communications department, in employee communications. I was assistant editor for an employee magazine and online publisher for an employee intranet. My experience granted me some valuable knowledge on the difference between writing for a print publication and an online audience. I have some helpful information to share that I think you can use for writing up shop listings and on your blog.
Let me begin by saying this – I’m not done learning. Times change, technology changes, and people's needs change. Things are always evolving and you have to keep up if you want to stand out.
With that said, here's where we were last I checked.
What’s in it for me?
People have little time and even less patience. Readers want to know “what’s in it for me?” in the first few seconds, otherwise they'll move on. Potential customers want to connect with you through your writing. Wow them with your art, but grab them with your voice first. And don’t wait until the end of your blog post to present a call to action (e.g. sign up, join, visit me, etc.).
[bowl by vesselsandwares]
Headlines and Titles
- Shorter is better
- Susie’s Sassy Salsa NOT Sue Roberts Homemade Recipes Hot and Spicy Salsa - Hot
- Words that pop
- Mohair Harry’s Skullcap NOT Black Hat With Hair-Like Fringe Around the Edge
- Assign attributes
- Juicy Gemstone Choker NOT Watermelon Tourmaline, Ruby, Peridot, 14K Gold Filled 16” Necklace
- Work a rhyme
- October 25, Blossoms Alive NOT My Garden is Still Blooming on October 25
KISS – Keep it Simple and Short
Yes, you need details, but don’t overwhelm the reader right to the nearest exit. Reserve space for sharing your personal views, techniques and inspirations. Go back and read what you wrote. Remove big words only used to impress and redundant information. Don’t drown your clever cut of meat with too much gravy.
[exemplary description by vesselsandwares]
Speed Bumps
It’s your job to slow the online eye. Give your reader something to stumble upon. Instead of using a large block of text, break it up. Use bullets to make a list easier to read. Use caps and/or boldface to make subtitles in your post pop. The use of whitespace will give the eye a break and it’ll make your blurb easier to read.
Write As If Your Audience Doesn’t Know Anything
You are the expert of what you create. You know the size, length, and dimensions. You know the materials and components. Your words should tell the story your photos can’t. Don’t make them search. A shopper wants to know if it’s sterling silver or plated; cotton or rayon; and porcelain or ceramic.
Things You Need
- Word Processing Application: Type up your entries in Word or another application — it just helps to have an active spellchecker.
- Camera: a digital camera is best for an easy snap and post.
- Time: Don’t fake it — if you don’t have the time just put down the basics in a draft and fill it out later.
Things That Would Help
- PFF (Proofreading Friend Forever): Have someone you trust take a peek for typos and general comprehension.
- Photo Editor: Photoshop, Google’s free Picasa, or something like it — make your photos go from sloppy snapshots to pretty pics.
Ultimately, the challenge is not “writing.” The challenge is “taming the writer within.” So here’s your whip and here’s your chair. Now go tame!
So what do you think? Are you up for the challenge? Comment below with any tips you have to share!
For more information on writing for your shop, check out these helpful articles.
| Tags | blogging, descriptions, FancyFreeMe, How-To, HOW-TO, Seller Handbook, selling, writing, Writing for an Online Audience, Your Shop 101 |
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175 comments Login to add your own!
PoPkO
deanna, this is helpful to me. i find that i want to write in my blog and love advice on how to grab people right away. i will definately be reading and re-reading this when i make my new postings! heres the blog that i will be improving thanks to you!
http://popko.blogspot.com
heidiburton
This is fantastic! Will refer your advice when blogging, and describing items in my shop. Thanks a lot Deanna!
bombalurina
In terms of blogging and general communications, this is unbeatable advice everyone should heed -- I just don't totally agree with the titling aspect based on my experience with Google, not based on any experience as someone who reads copy.
I hate to be a contrarian pain, but one issue that I know I struggle with is the issue of good writing versus good SEO. SE's like all the ugly descriptors like "14K gold fill, watermelon tourmaline chain necklace" more than "Julie necklace" and they really like them in titles and headlines, which forces me to do some icky things I don't like with my titles.
SabreStash
Thanks for doing this, it should help a lot of people including me.
:o)
TwoObsessed
artesprit
BettysJewelry
Thanks for your help - it was informative, friendly and gave me a sense of who you are.
You told me upfront 'what's in it for me.'
Wonderful use of my time.
papapots
Corpseknit
Fabulous article! This is useful information for every seller.
Glory2727
Taking the time to write this article is a blessing for those who read each.Thank you for sharing. Good work always shows through and you will be blessed for it.
wishupon
wittyworkshop
crazyfunkycool
congrats!
some great advice here too. i'm gonna check out picassa... my photos look like snapshot sometimes, I'd really like to improve them for a better presentation.
:c )
Thanks!
candypegram
totally believe in keeping it short..takes the pressure off of the writer as well... not having to sit down and write an article everyday.
waterfall
FluffyFlowers
Good tips. I've had an article published in the Storque and I used a few of these :)
tnkgrl
StartsandFits
tinnaeik
This is great advice! I actually started naming all my paintings after the color they are. Like White, White I and White II since they aren't really of anything. But then I started thinking and came up with actual names that I think make them more interesting.
I have to check on my descriptions though, they still aren't good:S
TaraTaraTara
I love Microsoft's Picture It Platinum Edition Home publishing software! It's super user friendly.
TaraTaraTara
I also use the FREE WORLD WIDE DOWNLOAD called Irfanview... it's got a squished red teddy bear Icon. You can open your oversized images, go to REDUCE and the SHARPED and resave! It takes only SECONDS to do!!!
I reduce all my digitals with Irfanview!!
karabu
These are great tips for grabbing and keeping your reader once you have them, but I have to agree with bombalurina on her points too. A bla, keyword rich title will help your readers find you better in the first place. As far as titles go, we need to remember that we're writing those not just for the client, but also for the search engines (in and off of Etsy).
Studio410
barbjensen
Keywords in the tags can cover the search engine issue.
I agree that appealing titles are really useful. the example, 'darn cute pink bowl' is just great! Simple and expressive of the character of the piece and the maker.
The 'ugly' descriptions can go at the end of the appealing description to help buyers getr all the info they may need.
lindsaykristine
Thanks, Deanna! Excellent advice, especially for a newbie like myself. Thank you for sharing your experience and knowledge.
susyluxe
thank you!! this was a really well-written article, and i have learned a lot.
i'll definitely use this info next time i'm writing my descriptions.
xx susy
BeanersBandanas
Great article. The info is helpful and I will use it as I post new pics. Thanks much!
Beejoyfulquilts
Thank you so much. This is a new experience to me and I needed this.
yellowwalls
silkbagsntreasures
Deanna, Thanks so much for this wonderful article. I'll use your advice to rework my descriptions so that folks can really "feel" the silk in my bags! :)
JulieWebb
Thanks Deanna! I'm about to launch into writing my profile, I'll have your wise advice in mind for sure! ;-)
Pinache
just getting started. Your article is sending me in the right direction, Thank you!
Toomanytreasures
TrixieAndBeever
Many thanks for the advice!
If anyone wants to really dive into online writing tips, I've run across copyblogger.com, and it seems helpful if taken in small doses.
temno
RokGear
here is a fyi tip for spellcheck if you do not have a PFF or Word Processing Application and you use OE Windows mail box. you can lay out your post in e.mail and e.mail it to yourself Outlook has a spell checker to correct what it sends.
MonasMane
I really have to go back and do some major housecleaning. These articles are so helpful!
Sun2Create
Great article. I will need to re-write some things in my shop.
banyantreeclothing
This is very helpful. I know that people are impatient (myself included) when it come to being online. I think a good balance is what's important. I am on the other end and feel I don't describe my items enough, so I will be working on that. Thanks!
craftsbyposie
JunoArt
This is total great, now where do I find info on how to get people reading, I write it all for myself since no one's ever read my blog?
pacificadesigns
I better get to work on my shop! Thanks for the helpful info!
ArtbyCarolSweetwood
Wow, good advise. I even think my user name is boring now. I guess after someone actually clicks on your site we should get their attention and peak their interest.
lissilulu
marciejanedesigns
artbysusmitha
wireknot
BethanyOgle
SimplySusanJewelry
Thanks for these great tips. Im a newby to etsy and I can use all the help.
smilingbluedog
This article is so helpful!
I appreciate the tips. I waste
a lot of time trying to write descriptions,
and touching up my bio.
Thanks for taking the time
to help your fellow Etsy neighbours. :)
Hatdiva
jcgrace
Wow you wrote this almost a year ago and you're still getting great feedback!
I will surely take all this info into consideration when working on my listings.
Thanks.
KelseysKreations
Silverdustis
anne48
alfastudio
magicmuse
This is perfect timing for me. I am preparing to open a shop and doing as much research as I can before I upload my first designs, profile, avatar, and policies. Just writing those seems a daunting task! It really is a lot to take into consideration when I look at how encompassing Etsy is, and I want to make the most of it from the beginning; minimizing mistakes I could so easily make. This really helps! Thank You!
artworksbycathyj
Thank you! I worry that I don't say enough when actually less is better! That takes a little stress out of listing!
jooliciousjewelry
ApplewoodHandwovens
goodegear
dandelionland
DecoupagebyToni
Thanks so much, this is so helpful. I still haven't had a sale and I'm wondering why. I'll look at everything again. Advice from anyone who has done this awhile is appreciated.
norakaren
themefragrance
paulinesfashions
Thanks so much, Deanna. I really liked the picture you gave as a buyer 'entering my home'.
Such good advice and ideas - lots to consider and re-do.
AnuraDesignStudio
Thanks for the whip and chair. It's so easy to get carried away. Often forget to step into the buyer's shoes.
ReneeRobbins
exquisiteaccessories
Thanks so much Deanna, I will be going right through my text straight, away you have given me some ideas to clean out my on line house cheer's :)
moderncard
chARiTyelise
yea-- Jeanette is a master! i am definitely guilty of carrying on and on at times, i think i am inspired to go and pair down my descriptions. a lot of blah blah blah.
knottysleeves
Great article. As a writer/editor in my "day job" I can't emphasize enough how important it is to spellcheck AND proofread your listings! It's all about putting forth a professional image.
When I see a listing with multiple typos and grammatical errors, it makes me wonder how "detail-oriented" the seller is when making their items. ;-)
artnomadix
Wonderful to have this kind of info feedback from a buyer ! Thankyou
TownCountryJewelry
Good food for thought...lots of good points....thanks for writing this!
bijougirldesigns
bittersweetdesign
sakizome
TheNightjar
i have marked this article for sure! thanks for the helpful advice and tips
butterflykissforyou
Thanks for the article. It has been very helpful. I'll probably have to go through my things and rethink some of them.
ideasthatbloom
Great advice! I'll be renaming some of my items with catchy short titles. You can tell the sellers who have sold at other online sites, because they basically use "tags" in their titles. I like the short and sweet ones. Thanks!
esmeraldadesigns
haha!!! Very good advice ::esmeraldadesigns goes to find whip and chair:::
18ontheAlley
copperlilly
amandarobbins
Awesome article, but I have to definitely disagree with the title suggestions. You're not going to sell at all if people don't find you through search engines, including Etsy's. Those titles are prime real estate for search engine optimization (SEO), especially because the title of the item becomes part the page title tag AND is marked with the h1 tag in the page. The title and h1 tags are so important, probably one of the most important considerations in SEO right now. Considering etsy embeds the CSS in the pages and uses tables, its even more important to take advantage of those crucial tags since the extra code makes it harder for the search engines to find the relevant content in the page.
I always like to put the user's (or in this case, buyer's) needs first when possible, so I agree about keeping things short and clear, but you can't fulfill their needs if they can't find your product. As a buyer I like cute names for products as well, but you shouldn't skip describing the item entirely. There is no reason you can't say "The Juliet - peridot & 14k gold bridal necklace" which would be a lot more helpful to a buyer searching for and scanning your pages for items they want. Etsy is unique in that the search default ranks by "most recent" listings, which is why relisting is important since it keeps your items higher in the list, but outside search engines are more likely to rank by relevancy than by what's recent.
Balance is the key!
yaffaknit
I am so thankful to Etsy training team - after all my uni learning I still teachable - that's encouraging :)
So helpful! Thanks!!!
Gwendolynsdesign
THanks! Great tips to keep in mind! KISS - gotta keep that on my desktop!
tHAANKSSSS... opps need spell check!!!! LOL
DreamingPhoenix
Excellent article- thank you Deanna!
Thanks to Amanda Robbins too. Great info for a newbie like me.
Mozo
GoldenSilhouette
Thanks so much for this advice...it's exactly what I've been looking for!!
shawndrathea
yaffa
lucymaedesigns
seriously, thank you!! I always make the title more about contents. But I'm going to revise them in hopes of better grabbing shoppers attention!
pinkiekinch
Very helpful, thanks so much. I am a bit of a Ronnie Corbet sitting in a black leather chair! I have a whip and am ready to tame. Shots for online sales are so much different than print or shop display. It's how you manage the change. My brother in law is a brilliant editor, it's getting his time that's the issue. Thanks so much. Pinkiekinch
particlesofstone
amandarobbins has it exactly right--a short catchy title is nice, but functionally we must use words that people will put into search engines to find things like ours. The trick is to find balance so that the titles will be caught by search engines but don't sound like search-engine word-strings.
I also don't like that "exemplary description" because it leaves out the exact dimensions of the bowl. I'm a stickler for dimensions. :-)
Otherwise, a most helpful article. Thanks!
kindregards
I have a habit of making a short story long so this is definitely helpful advice! I'm going to have to start trying to rewrite...with a bit more "less is more"! :) Thanks!
GracePainter
This was good for me to read up on. Since I'm pretty new to Etsy, I need all the suggestions I can get. Thanks!
mulberrymoose
loopylocks
ThingsUnseen
Oh Wow..... with article like this in the end of the day if I do not sell anything on etsy I learned heaps for sure. Thank you very much!
mycountrytreasures
I am just a beginner at this and this was alot of help. Thank you very much
jmliss
SEOWebDesign
You are very much on target when you say "People have little time and even less patience. Readers want to know “what’s in it for me?” in the first few seconds, otherwise they'll move on."
This is a hard concept to convey to Web site clients who want to talk about themselves all over the first page. That is not what a potential customer is looking for.
Each visitor to Web site or an Etsy shop or even one item listing, is looking for a product or service that will solve a problem. That potential customer will quickly move on to the next Web site or Etsy shop, etc. if you do not show within at least 8 seconds how you can solve the problem. It takes organization, planning and a lot of work to get this right but the rewards for your work will be there in more buyers and business.
Thanks for saying it succinctly and saying it well.
brownbelly
artdelight
Very true, thank you. I need to set some time aside and do it right.
signsofmylife
unemployeddesigner
Excellent article - I have issues with brevity, so this is good incentive to get over it and shorten the descriptions!
coveredinart
FeltandWeave
Now totally confused - all prevoius information has been saying to get key words into title and first line of description to come up in google searches and hopefuully get customers inti your shop - if someone googles for black hat are they going to use the search terms 'mohair harrys skullcap'
ReluctantChameleon
Deanna, this was excellent guidance - I'm just setting up my VERY FIRST Etsy shop this week so it's great to learn that clever/cute titles are better (or at least as good as) straight material info - I wasn't sure which to do... Thank you!
virsaq
Thank you sooo much for sharing this. Sometimes's it's just difficult to keep it short and simple..;) but from now I think I will do just that, esp with the title..:D.
moondogtreasures
bazketmakr
twocutedollclothes
Crossmyheartjewelry
Thanks For the article. I started renaming my pieces to actually make it sound more interesting. I still need lot's of help though!
pchickki
LGReclamation
Thank you for taking the time to explain those great tips.
it is very helpful .
thanks again.
coeurdepierres
I feel a lot better now with my brief descriptions! :)
Wonderful article!
Thanks!
BewilderknitsGwynne
Thanks Deanna. I liked the part about using the white space. I have a tendency in real life to run-at-the-mouth. I should take the written format as an opportunity to slow it down and keep it shorter & sweeter!
KempGhaniClothing
Thanks for the tips.....I'm new to Etsy and the online shop concept so everything's useful. I'd like to generate more traffic through my shop though as well as being well presented when the buyer gets there! Still, 'every little helps'.
JudiFitzPatrick
JKistlerStudios
Thanks for this great article! I always figured that way of titling items was for "other people", but this made me think I can (and should) do it too! So I went through my shop and redid the titles.
At first I was hesitant because of a recent article about SEO. But I figured if I saw two identical listings, I would be far more intrigued to check out the item (and artist) for the one with the more creative, less-cluttered title!
So now I'm using my descriptions, tags, and shop announcement for SEO as best I can, and made my shop title and item titles a little more interesting. (I probably still need to tweak my descriptions more!) Hopefully it will pay off!
BelladonnasJoy
Hi Deanna, Thank you for the excellent, professional advice. Much appreciated!
reTroReVUE
Geez--Thanks! Are there forums where sellers can bounce their descriptions off one another? I Loooooove to proofread and will trade for creative ideas!
Rose442
TurnitoverTreasures
joanfrydenlund
I new and appreciate the great advice. It is a little daunting but I have decided to open the door and then keep improving it. THANK YOU!
JackieMello
Great tips - thank you so much. I took a class in Information Design in my undergrad degree but I'd forgotten a lot of what I had learned. This is bringing it all back. I'm just starting out on Etsy, and I love to read this blog. What an awesome cooperative community this is!
shepherdsgrove
I'm new to Etsy and appreciate the advice. Making my descriptions and titles catchy is one of my biggest challenges. Having written a lot of scientific reports in graduate school, where my professors took a red pen to anything other than the facts, makes it difficult now to "flower" up my words. But I shall prevail.
whiteowl
DesignzbyCyndi
This is great advice! As a newcomer to internet selling I have used some of your techniques for my shop. I try to keep things simple but yet inviting. It is important to keep our customers happy and give them the best details and pictures of our handmade designa. It is beneficial to check out other seller's shops to see how they are offering items and learning from each other. Thanks for your help!
Cyndi
BBJUD
Words are not my strong side - so thanks a lot for your generous help !
WATTOonline
ancientfragments
christinstoufflet
Fruitfulhandproducts
TodoCecilia
thank you so much :D I am new to all this and gobbling it all up :D
Tina669
ottobone
Sometimes I forget about all of this great advice... thanks for the reminder etsy!!!
evagodeva
Great advise! Thanks so much!
Now I have to go back and do some houscleaning in my store, but as usual, sooo helpful!
CrossStreetPress
Very 'to the point' and just the advice I need...will now go and amend my shop. Thank you for keeping us all on our toes!
anothertimeantiques
a little baffled about the short titles versus important keywords for search engines.
MartaWeaverJewelry
Thanks Deanna, I'm so glad I took the time to read your excellent article!
Blessings, Marta
grannyssquare
I agree with most of what you said, but, like many others, have questions about the ability of people to find items that just have a cute name vs. key word descriptive titles. Everything else you addressed was great and very helpful.
jenningspiper
This article was so very helpful. Sadly I am guilty of many of the do nots. Writing is not my strong suite but I am hopeful that I will improve and this article has brought me just a little bit closer :)
EcoInspired
Thank you. Easy to read, helpful tips. I'll have a go with my next listing.
BeadedJewelryBySusan
Right on! Excellent advice on writing online. Especially the part about breaking up text, being specific, and keeping it short.
CreationsdeFlorence
Lots of great advice. I see so many Etsyans who have wonderful, short, witty listings. Now need to apply all this to my listings :).
Also, getting Photoshop Elements 7 to improve my pix.
SewSpecials
Thanks. I tend to be wordy, and I'm still not really up and running because I don't know how to do the pictures. Wish I could afford those Photoshop things!
I am a Mac 10.4.11 user.
yasmintoo
Thank you, I started off smart and snappy, then forgot to keep it interesting. Extremely helpfu.
bittersweetboo
wow thanx so much! This is probably the best article I've come across yet :)
Mausica
Thank you so much! This was really helpful and gave a little insight as what to do and what not to do. :o)
AuntHattieCollection
davjack
eclecticbysari
Thanks for the awesome advice. It's interesting how similar writing for marketing and journalism are. When I studied the latter I would apply a lot of the same logic :)
Kjmakes
Cheers this is just what the doctor recommended, for the health of my shop...I will go and try re-write my descriptions.
mammysshop
BigGirlJewelry
I spent 20 years in retail, so the last place I want to go EVER is the mall. I do virtually all of my shopping (even groceries) online.
My biggest pet peeves as a buyer are spelling errors and poor grammar. These mistakes make sellers look unprofessional and uncaring. I figure if a seller doesn't pay attention to those details, what else are they ignoring?
DalkullanJewelry
Many useful ideas! Thanks for the article. I do think giving exact dimensions, and using a title that is SEO friendly is very important, though, as several people have already noted.
pinestreetmakery
Great tips! Thanks for the information. I will definitely refine my listings and use more spacing. It seems important to give the eyes a break!
ArrayedAndAdorned
ScrapHappieAZ
great information I am ready for the challenge, not sure I am able.
PatAdamsArt
Thanks for taking the time to spell out all this information. It is very helpful
glassymountain
Thanks for the tip. I am slowly getting my shop ready for a grand opening in September.
BlessedRepublic
Thank you so much! Very helpful information!Very well put into words!
MightyMadgecreations
Thanks for the helpful tips. I am new to etsy and online sales and am looking for all the help i can get.
Thanks again
vrixa
LondonParticulars
mruxndesign
COOL ARTICLE!
THANKS + HAVE A GREAT WEEKEND!
kris
http://mruxndesign.blogspot.com/
http://www.mr-uxn.com/jewellery.htm
http://puredesign.ning.com/events
http://mruxndesign.wordpress.com/
MossimoL
notionbyleandra
itsybitsyknitting
Thanks for the information and great tips! I can definitely incorporate them in my listings.
pollyputsthekettleon
Wow, this was written forever ago, but still so useful!
MeAndBoo
Good advice, am always looking for ways to improve. I find descriptions so hard to write, sometimes they just work, sometimes, not so much!
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