Headlines – Making or Breaking Handmade Sellers

A recent survey found the majority of online readers (85%) stop at the headline.  Shocking, isn’t it?

When selling handmade online, we find anytime you are able to use a headline, title, or header in your shop, you should make it count.  Grab a buyer’s attention… and fast!  Statistics show you only have about 2 seconds to capture a reader’s attention – now that really is fast, right?!

What do you think will draw a buyer into your shop?  Too many handmade sellers make the mistake of thinking this text is just filler and miss opportunities to make their shop stand out to potential buyers.  Our team often sees headlines, titles, and headers with mistakes like these:

• Misspellings – What better way for a seller to lose trust in your work?
• Boring Statements – Throw in an adjective here and there!
• Lack of Content – Content feeds search engines so bake up something great!

Here are some things to think about when writing your next headline, title, or header for your latest and greatest hand-crafted item:

1. Research, Research, Research! Why buys your products?  What is the age group?  What other interests do they have? For example, is “Stud Earrings” or “Michelle Obama-Inspired Stud Earrings” a better item title for the typical buyer? The headline may be the difference between a glance-over and a click.  Know who reads your words and what will make them more likely to click.
   
2. The Key to My Shop Sales. Do you know what your keywords are for your shop?  Do you even really know what a keyword is?  Sellers, on average, don’t know much about keywords – and it shows!  For example, 1,000 people per month search for, say, “Etsy Fleece Blankets” and you are one of 100 sellers selling fleece blankets on Etsy.  ”Etsy Fleece Blankets” would be a key word you would choose to focus on in your writing.  Keywords and Internet searches are simple – users want to find what they are looking for.  It’s your job as an Etsy seller to make sure the users (a.k.a. potential buyers) can find you without too many clicks.  Learn more about top searched keywords and don’t forget keywords are a wonderful aid to your handmade sales.
   
3. Irresistible and Curious. Make your headlines, titles, and headers in your shop ooze with intrigue.  If you have a special offer for the shop, make sure your sellers know right away.  Reading the special for the week includes a free tote four sentences into your item descriptions doesn’t help let readers know right away that you have a great deal for them.  Most readers don’t last that long reading an item’s description – so utilize the headlines, titles, and headers on your shop’s pages.  Make it snappy, concise, and catchy!

What tips do you have for writing great headlines?  What role do you think headlines play in attracting potential buyers to your handmade shop?  Do you think keyword research is a big part of handmade selling or not worth your time?