Drafting product descriptions might seem pretty cut and dry – listing dimensions, color, sizes, etc. However, if you really want to add an extra layer of sales power to your online merchandise, you will want to give your product descriptions an artsy-flair. After all, isn’t that what Goodsmiths is all about – promoting and showing off your creativity?
Customers only have a few things to base their purchase off of: 1) product image, 2) price, and 3) product description. People don’t have the visceral experience of touching the item or seeing it up-close and personal. This is why it is so important to make the product description as text rich as possible.
The basics (i.e. size, color, dimensions, etc.) are often expected and necessary to help encourage the sale, so it is necessary to include them and manage the expectations of your buyers. For example, if you didn’t include the length of a scarf and only relied on an image to convey size, then your customer might be disappointed upon receiving the item if they “thought” it looked longer than it actually was. Providing the “basics” takes the guesswork out of the equation and eliminates a barrier to the sale.
Punching up the volume of your product descriptions can be as easy as pointing out the unique factors that come with any handmade good. Describe in vivid details those one-of-a-kind traits that allow a particular item to stand apart from the others. As an example, refer to the image of the taggie blanket below. Now a fantastic way to highlight the unique features of this product would be to say: The playful lion and his friend the hippo are sure to please any little one with hours of fun. The circle link will allow you to bring the taggie blanket on-the-go without fear of losing it in the grocery isle. The 20 ribbon loops will offer your tyke comfort as they lull themselves to sleep or a companion while traveling in the car.
Make sure to verbally-illustrate to buyers the potential uses for a given product. The most common mistake is to assume a customer will “know” what do to with a given piece. Offering styling recommendations or detailing usage is essential for driving the sale and making a connection. For example, we are selling pleated flower pins that come in a variety of textiles and patterns. Let’s say we take the pin pictured below and tell customers is adds the perfect finishing touch to a black turtle neck, blue jeans and black boots.
With any published content whether it is in print or online, please (and that is a pretty please with a cherry on top) proof read your descriptions for grammatical errors. Even spell-check is not perfect in catching the misplaced the’s. Being grammatically sound goes a long way in proving your credibility and attention to detail.
Take the boring out of your product descriptions and get creative, which as a crafter is pretty much in your DNA. Add flair and think about what would make you want to buy your products in words.
Kelli- Kelli@Goodsmiths.com
