How to Write a Great Product Description

You have a great product to sell, but you don’t know how to draw buyers in. Your product description has a lot to do with how your product is presented to potential buyers, so it’s important to get it right. There are a few key elements to include in a well-written product description. Follow these steps, and you’ll be on your way to more sales in no time!

1) Start with a strong statement of what your product is

Don’t beat around the bush. Buyers want to know exactly what your product is and what it does for them, so lay the essentials out in two or three sentences. Also, search engines like Bing, Yahoo, and Google only show the first one or two sentences in search results, so you have to make a strong impression within that short amount of space. Be concise and persuasive.

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2) Make the rest detailed

Once you’ve got your customer’s attention, it’s time to really let them know all the amazing features of your product. Perhaps you have a knit hat for winter time that you want to sell; be specific about the product. Make sure to tell them how warm the alpaca wool is that you used to make it and that it has a special button for adjusting the hat in the back. Use good descriptors – really let your language flow. The only thing worse than no product description is a boring one.

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Related: 4 Elements of an Excellent Product Photo

3) Use a first-person perspective

Your customers want to get to know you a little, so don’t be a robot. Use “I” statements that show you’re personable; it helps the customer connect with you. Talk about what your inspiration was for your product. It makes an interesting story of how the product came to be and the hard work that you put into it. Failing to show your humanity to customers will leave them feeling like you’re the cold corporate type who’s just there to make some money (although you are looking to make some money, to be fair).

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4) Include links to relevant products

You know that scrolling list of items on Amazon that says “Other Items You Might Like”? People will buy more products from you if you suggest complementary items to go with the one they’re purchasing. They’re buying a bar of homemade soap from you, so why not suggest a handmade loofah or rag to go with it? It’s easy to put hyperlinks to your other products in the product description, so make sure to include ones that complement one another.

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5) Use keywords

Put keywords in your product descriptions not so buyers can more easily find them, but you’ll actually assure your buyers they’re looking at the right listing if you carefully place them throughout your product description. Things like “handmade dog collar” or “hypoallergenic mittens” may be what users are searching for. Take a look at your Shop Stats to see what keywords pop up the most and use those in your product descriptions to drive even more sales.
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You have a great product to sell, but you don't know how to draw buyers in. Your product description has a lot to do with how your product is presented to potential buyers, so it's important to get it right.

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Are you making this mistake in your titles?

mistake

I like to browse around on Etsy and way too often I see titles that just make me wonder what the seller was thinking while writing it. I’m not doing anything special, I’m searching and browsing listings in grid view.

Why are these titles a mistake? Because out of context they don’t make any sense to me. They simply don’t convey a summary of the product.

They’re listed below. Notice how they have “…” at the end. This is literally what I see on the screen UNTIL I open the listing.

The problem is these titles don’t rope me in. If you want to very cleverly cut off the title in a “to be continued” sort of build of an anticipation, AWESOME! Otherwise, sell me with the part of the title I can see.

Not to mention that Etsy relevancy search is actually heavily weighted towards the words used in the first part of your title.

If you’re reading my list and thinking “Hey, that’s my listing!”, take it as a friendly critique.

I look at these titles and don’t have a clue what they are.

Tell me that I’m crazy, that clearly you know what each item is by just reading the title.

Absurd Title 1

Absurd Title 2

Absurd Title 3

Absurd Title 4

Absurd Title 6

Oh yeah and mobile only shows 22 characters vs the 31 you’re seeing in the listings above! If you haven’t heard, mobile was responsible for 53% of Etsy visits in 2014, up from 41% in 2013. 2015? You can bet it will be even higher.

Here’s how I browse and choose what to click:

  1. Pictures catch my interest. High quality, interesting setting, connects with me at some level.
  2. I glance down at the title. If it matches my expectations from the pictures and clearly tells me what it is, I’ll click it to learn more. If it looks spammy (clearly stuffing tags into it), isn’t immediately clear what it is, then I don’t click and move on.

Here’s how to write a good title…

  1. Think about your customer. What are they searching for when they’re in the market for your product?
  2. Make it very clear what you’re selling within the first 22 characters or you’ll miss out of mobile opportunities. I’m all about using the full relevancy potential of titles, but remember people come first. Sell me early. Plus the first part of your title is more relevant to search than the rest of it.
  3. Test your title for competition in Etsy. This is where I tell you Marmalead will make your life A LOT easier. Take a look at the listings that come up. Titles, tags, and thumbnails.
  4. Pick the best title which is a delicate balance between high relevancy, succinct description/interest , and reasonable competition. Remember, I have to find your item, and when I do, it has to catch my attention enough and be interesting enough for me to click it.

Hey! You mentioned Marmalead, what the heck is that?

Etsy SEO and good selling practices are very misunderstood. We fix that.

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