Yesterday on the podcast we were talking about negative feedback on Etsy and one of the key mistakes we make as sellers that spawn lesser Etsy reviews is not having a detailed listing of what we are selling. Today I wanted to take you through how to sell on Etsy with a great product listing!
How to sell on Etsy: The anatomy of a great Etsy listing
I get lots of questions about how to sell on Etsy and depending on your business the answer can be quite complicated to give. There is however, one thing that stands true and that is that your product listing is one of the first places to start establishing trust with your customer and that my friend will help lead to a better chance at selling.
So here’s what I consider a great description;
Photos – you are allowed up to 10 photographs of your product in your Etsy shop and Etsy have already given you some clues as to what kind of photos they feel help best describe your product.
This is key, describing your product with images!
Customers can learn a lot about what your product looks like here, especially if you think about your styling and shots before you upload them. They can see size and scale. They can see the product at different angles, or what the inside looks like. They can also get a sense of what this object like look like in their home, or how to wear it.
If you don’t think ‘detail’ in your photos then you are essentially asking your customer to go blind-folded into your shop and pick something up from the shelf, go to the check out pay for it and leave the store to go home. Do you honestly think that when at home your customer will say, ‘That’s exactly what I wanted!’ Of course they won’t!!
While I don’t think you need a flashy camera to take your Etsy shop photos you certainly need to know how to take a good picture with what you have (I have mostly used my iPhone in the past!). So think about taking a photography class, or seeking a tutor… maybe someone who you can trade services with. Ask them to show you how to take great product pictures.
The other thing to do here is to do some competitor research. Don’t get obsessive and copy someone else’s shot styling, instead find your own. Use your competitor research to learn what type of photos your products might require and what types of photos are helping your more successful competitors sell.
The best part about having a great set of photos is that you can also use these same images as part of your marketing strategy for use in newsletters, social media and on your website blog.
Listing details – this is a huge area of detail for your customers coving several elements. Let’s break them down.
Title – your title must be descriptive. It should tell me exactly what I’m supposed to be looking at and succinctly too. It should also carry your long-tail keyword for SEO (Search Engine Optimization).
“A long-tail keyword is a keyword phrase that contains at least three words (though some say two or more is considered long-tail). Long-tail keywords are used to target niche demographics rather than mass audiences. In other words, they're more specific and often less competitive than generic keyword terms.” Sam Kusinitz, Hubspot
Long tail keywords are how your customers search for things online, including Etsy.
Let’s look at an example; say you have a pair of gold heart stud earrings for sale… basic, but timeless. Your title could say ‘Gold earrings’. I’ll admit is succinct, but it wouldn’t tell me anything if I couldn’t see a picture and if I typed that into the search bar your product would be hidden in the thousands of gold earrings on sale!
Instead you need to write your titles as if your customer can’t see a picture. So you’d write something like; ‘Gold stud earrings for pierced ears’. The words ‘gold stud earrings’ is essentially a longtail keyword. More than likely customers would type something like this to narrow their choice of listings to look through.
You could write an even better title by expanding a bit further and selling yourself by saying ‘’Timeless Heart’ - 9ct gold stud earrings for pierced ears’. This gives a clear description and gives the product a bit of glamour before I look at the pictures. That’s more enticing.
Don’t get bogged down in SEO, I see countless courses and coaching offers based on this alone helping you sell more and frankly it’s horse-crap! Yes, SEO makes up part of the story, but it is certainly not going to help you sell on its own. If you really want to know more about how to sell on Etsy, then check out my FREE online course, called ‘Why your Etsy Sales Suck!’
Description – this space is specifically designed so you can add the finer detail your title might not cover.
Let’s look at another example. Say I have a bar of soap and my title reads, ‘Relaxing Lavender and Calendula - 100g coldpress soap bar for dry skin’. I understand what I’m looking at from the title, but I may have more questions as a customer. In the description is where you tell me everything else I need to know before buying from you. So in this instance you might have a description that reads;
This listing is for 1 bar of Lavender and Calendula coldpress soap bar.
Sales blurb paragraph – something sexy but true!
Dimensions: 10cm x 10cm x 4cm
Best suited to skin type:
How to use a coldpress soap bar:
About my coldpress soap bars:
This level of detail gives me a clear understanding about what I am buying from you as a customer. It means that I am less likely to have problems when I receive your product and less likely to leave negative feedback.
The SEO keywords also help you come up in more searches.
The other great thing about giving lots of detail here is that your customer doesn’t have to rely on images alone when making their buying decisions.
The Etsy back end is a bit more involved than this in that you want to choose categories and tags for your products, but for the purposes of today’s post I wanted to cover the parts of what your customer sees, the parts that help them make a decision if your product is right for them. This is where you start to learn how to sell on Etsy.
If you aren’t creating good listings then why as a customer should I consider buying from you. Quite frankly your lack of attention to detail leaves me concerned that your products may not be so great either. So spend some time to show me what you have spent so long making and this is not only how I become more interested, but if I do decide to buy, I’m not buying in blind faith. Instead I’m buying because you have come across as professional and knowledgeable about what you do. This is where I start to learn to trust you.
If you are wondering how to sell on Etsy, then this is where you need to start.
Spend some time looking at your listings from a customer’s point of view. Do you have the right kind of detail and the right sales pitch?
Thank you for reading! I hope that was helpful, or at least thought provoking?
If you have any questions or comments, please pop them in the comment section below.