Connect With Buyers – Write Engaging Text

From social networking profiles to your Etsy shop announcement, your words may be more powerful than you realize.  Because interaction with potential buyers is very limited, your text is often your chance at a great first impression.

Check out these five simple tips from HandmadeMarketing.org to improve your web text:

1. 10 Seconds.  Would you believe the average profile reader gives your profile 10 seconds to impress?  Because of the time constraint many online sellers are under, good formatting is essential.  One large lump of text may be difficult for a user to scan, causing them to give up long before the 10 seconds are reached.  Make sure your text conveys who you are, what you do, and how you can be of benefit to the user.
2. You’re The Expert.  Although a personal connection is important, especially with potential buyers, remember that writing you are the mother of three or have a golden retriever may not be the only way to connect to a potential buyer.  Remember that some of your text written to attract potential buyers should convey expertise.  When you position yourself as an expert, potential buyers feel comfortable trusting your work.
   There are easy ways to position yourself as an expert without being overbearing.  When giving a buyer background into your shop, mention the number of years you have been crafting.  Mentioning your flexibility with custom orders or return policy is another way to make potential buyers confident in your product.  Drifting often from your online store to your personal life may create a distraction.
3. Don’t Be All Business.  While shop owners should position themselves as experts when possible, our team thinks text that is “all business all the time” is boring!  Spice up your text by making it personal.  While this tip may be easier to implement in social networking profiles, this can cross over to handmade item descriptions as well.
   Mimi Guethee, from Etsy’s thehappyhoneybee, suggests updating your Etsy descriptions to share your personality and history with potential buyers.  “I love reading Etsy listings that provide a little glimpse into the artist’s process,” said Mimi.  ”What inspired him/her to create the item I’m looking at? Is there some meaning behind the choices in color, medium, material?”
4. Allow Buyers Learn More.  Don’t forget your text can act as a lead for potential buyers.  Try to find unique ways to direct potential buyers to other websites or handmade items.
   One way to guide potential buyers to a purchase is mentioning other products in item descriptions.  Adding “See more of my 2009 calendar themes under “calendars” at my shop home” is a simple way to entice potential buyers to look around a bit more.  Don’t assume all handmade shoppers know how to navigate around your shop.
   Another way is allow buyers to learn more is to include outside links on your profile pages.  Leave links to your website, blog, shop and social networking sites (like Twitter, Facebook, etc.)  Be sure to check the links are “live”, meaning a user can click directly on the link to take them the site.  One trouble-free way to avoid this mistake is making a habit of using “http://” for each link.
5. Connect Locally.  Although the information you reveal on social networking profiles and other web text is up to your discretion, consider your goals before deciding against sharing information.  Adding your location can help those who are searching for local artists on Etsy’s “Shop Local” feature.  Some users on Twitter will even search for local “hot Tweeters” in their area.  If building a local following is important to your Etsy marketing plan, consider including your city or state in all applicable areas of your web text.

What have you found improves your content writing for your online shop?  How do you feel about including your location on social networking profiles?  Do you notice a difference in sales when you improve your item text?

Get creative with your handmade shop’s press!  Write an article about a marketing principle that helped increase traffic or sales to your shop and submit it to HandmadeMarketing.org by clicking the “Join” tab.  If our editors like your idea, we will publish the article on HandmadeMarketing.org and link to your shop as the source.