When a shopper views your products on Etsy, Pinterest, or your own craft blog, they don’t have the luxury of picking up your products, trying them on, feeling them, or asking you questions about them.
Your photos and descriptions are doing the heavy lifting here!
If your product photos and descriptions leave something to be desired, customers are going to hit the “Back” button and may never return. Here are 10 questions your Etsy photos and descriptions must answer to get customers clicking “ADD TO CART” instead of “Back”!
1. Why is it special?
Your photos and your description must tell a “story” about your product!
It doesn’t have to be a long story, just enough to illustrate your product’s place in a potential customer’s life.
When was the last time you saw a popular soda advertised by listing its ingredients? You’ve probably never seen that, because marketing is almost always about selling an aspiration or a feeling. If you’re using your product description text to describe the photo, you’ve missed an huge opportunity to touch the heart of a potential customer.
Don’t describe your toy as a “Pink bug” when you can instead write: “Wy is good at make-believe and keeping secrets, and he’s always up for a pretend tea party.”
2. Why is it better than others like it?
Chances are, you aren’t the only one making an item like yours. Here’s your chance to distinguish your product!
Demonstrate and explain your product’s competitive advantage. What makes yours better than others like it? Don’t bash others, just elevate yours by demonstrating its quality and unique features.
Use your photos and descriptions to explain how your product will make your customer’s life easier, more convenient, or just more fun. Home Street Decor gets it right with this listing for a chevron pillow cover. The item’s description points out a shortcoming in similar products (an “envelope” style back) and plays up Home Street Decor’s hidden zipper.
3. How much does it cost?
Etsy makes cost a given, but if you’re blogging or pinning your crafts (and you should be for maximum exposure), it’s easy to overlook the price.
Don’t be shy – if you’ve done your pricing homework, your product’s price shouldn’t be a detriment to shoppers.
4. How big is it?
It’s tough to judge the size of things shown in isolation. At least one of your photos should provide a sense of scale by posing your item with a human, pet, or familiar object.
If it’s an art print, show it on a wall. If it’s jewelry, put it on or hold it up to your ears! Customers unsure of size may be hesitant to make a purchase – or unhappy once they receive the item. Mariaela’s Etsy shop gets this one right. She includes a beautiful close-up shot and at least one on-model shot for every item she sells.
5. How many are included?
For many products, the quantity is obvious (and it’s often “one”). But for others – such as greeting cards and craft supplies – you should make it clear how many your buyer will get.
6. How does it fit?
Essential for any kind handmade item that’s intended for wear. Show your item on a human model or a mannequin to give prospective buyers a good understanding of the item’s fit, length, and style. Include measurements in the description, even for small items like jewelry.
7. How do I use it?
Always include at least one “action shot”, especially if your product is meant for use with another product. For example, if your product is an iPad stand, show your product holding up an iPad. If your craft is a recipe, show it as part of a complete meal or style it on beautiful dishware.
8. What options are available?
Got lots of color options? Show ’em off! If feasible, include a chart of all the options. One of my favorite Etsy shops, 6060, provides an excellent chart that pairs color options with names:
If it’s a bespoke item, tell customers what parts of it can be customized.
9. What is it made of?
Include at least one close-up shot to show off your item’s materials. In the description, list every ingredient or component, including stains, dyes, fabrics, stuffing material, zippers, and fabrics.
Many shoppers buying handmade are looking for natural products. If your item caters to people with a particular preference, show it off!
- Low VOC?
- Hypoallergenic metal?
10. Is it pre-made, custom order, or a pattern?
It’s easy for customers to confuse the three, so make it very clear whether your item is already made, or made to order, or a pattern.
Customers looking at a photo might expect to get that exact item, so make it clear when that’s not the case. If you’re selling a bespoke item or a pattern, that’s a selling point!
Putting it All Together
If you answer these 10 questions in your photos and descriptions, your craft business will be well on its way to success! It’s a lot of work – but it’s worth it!
- Beautiful and clear photos
- Storytelling in the description
- Size options
- Material options
- Shows the item “in use” (imagine if they laid the corset on a table and took a photo of it by itself)
- Link to the full set for shoppers wanting the entire outfit
Remember, you can always go back and edit your Etsy listings without being charged $.20 again.
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