I’m going to start my series of columns here by completely bastardizing one of my favorite writers. As Jane Austen would say (I hope), it is a truth universally acknowledged that a single Etsy seller in possession of a good fortune must be in want of a writer.
Vintage Typewriter by Life Refocused
Good writing can turn your Etsy store around completely. I’ve seen (and redone) listings where two sentences make the difference between an item selling or not selling.
Hi, I’m Holly, and I’m here to teach you to write like a copywriter. I’m going to be writing a monthly column, and I’m really looking forward to getting to know all of you.
But what you really want is writing help, right?
Yeah, I know, that’s what I’m here for. But first, I’m going to start with some advice that I hope you’ll take into serious consideration when you think about your shop and your marketing.
I’m a copywriter, but you’re a writer too. Anyone who runs a business these days is also a professional writer at least part of the time. It’s just expected. What scares people is when writing gets technical, which is about 97.5% of the time when it comes to marketing.
You can work on the nuts and bolts, but you need to start from the belief that you can write as well as anyone else.
As that little imaginary but jolly chef in Ratatouille says, “Anyone can cook!” The same is true about writing. You just need to know the tricks.
So why are we starting with the shop profile?
The big reason is that your shop profile is the first opportunity you’ll have to grab someone with the written word. Most people start out browsing Etsy based on visuals. If they like how your stuff looks, they’ll stick around to dig into your shop more.
Your shop profile is where a potential customer ends up when they like what they see, but want to know more before they buy something. It’s your first big opportunity to show someone that you’re charming, funny, and professional enough to send the thing they order in a timely manner. It’s also a great space to talk about who you are as a person, because a potential customer is more likely to buy from someone they like personally.
Step 1: Make a List.
Start out by making a list of everything you think is fun, weird, unique, useful, or just cute about you or your business. No one is going to see this list (and you can tear it up afterwards if you want) so make sure that you generate lots of different information. You can talk about your polka dot underwear collecting habit or where you went to school. It’s all fair game at this point. Just get it down, and put some duct tape on your inner critic’s mouth.
Step 2: Pick Out the Items You Want.
This is where you can let your inner critic out for a bit. Look at all of the items on your list, and get it down to four or five that you love and think really represent you and your shop.
Here’s the trick: Think about yourself from the perspective of a total stranger. What makes you stand out? How do you do things differently from other sellers? What makes you memorable as a person?
Sub-Tricks: Don’t focus on quality or customer service (unless you have something really unique going on). There are so many Etsy sellers out there with quality goods and great service that it’s seen as part of the package. It seems like a natural thing to show off, but people will just assume you don’t have anything else going for you. They’re wrong, but it ends up being your loss.
Step 3: Create a story.
Since you’ve eliminated the stuff that everyone does, you’re left with the extraordinary stuff that only you do. Use those elements to tell the story of yourself and your shop.
Focus on your personality. Pictures will help sell your goods, but personality is what makes people buy.
In August I’m going to talk about product descriptions, which are the other big draw for your shop writing-wise. If you’ve got any more questions about this stuff, leave a comment and I’ll come through and answer them. In the meantime, happy writing!
Holly Jackson is the owner of Cottage Copy, a copywriting boutique. She lives in Mississippi with an artist, two dogs, and a whole bunch of mystery novels.
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Thanks Holly for this post. I love to tell a story but am not a very good writer. Making a list will help me find the key unique points I want to get accross. My problem is TMI. I can’t edit?!
Thanks so much for this post! I never really thought about making a story using aspects about me that are fun (and personal)… I was always thinking about the business! Thanks
I know my profile needs work. I have been concentrating on the descriptions and SEO so much that I’ve let that slide!
Very helpful.
Thank you!
Thanks so much for the post!
I would love it if you could give us a great example:)
Have a fabulous day!
@Colleen Don’t worry so much about TMI! Worry is the enemy of great copy. If you’re having trouble picking from the items on your list, think about which ones you wouldn’t want your mother or your ex to see. That’s how a lot of people draw their boundaries in writing. Really though, it’s hard to cross a line as long as you’re not being purposefully offensive.
@Stacey Thanks for reading and commenting! Making things personal is key on Etsy, and it makes your shop a fun place to hang out at the same time.
@Kelly Ann Descriptions and SEO count for a lot, so good for you for spending time on them. It’s nice to have that slice of who you are as well though, and it will convince a lot of people to buy who wouldn’t otherwise.
@Eva One example I love (although it isn’t conventional) Is this store:
http://www.etsy.com/shop/fabgabs
Check out the fiction piece in her shop announcement for a cool way to add flavor and fun to your shop. You don’t have to go that far, but giving people a taste of who you are always helps.
Thank you for the great information. I am really excited about starting a etsy business and am currently trying to gather as much information as I can and research all the tools that will be available to me. This will definitely help me in the future. Thanks
Thanks for the post, Holly! I’ve been looking for tips on writing a good profile and found this very helpful. Thanks for the example too. I love that fiction piece – very thoughtful on their part!
@Heather Congratulations on your new business! Etsy is a great platform once you learn the tricks, and you’re smart to do your research first. Good luck!
@Jessica Your profile can really be whatever you want it to be. You can be as far out/different as you want and still put your best foot forward, as long as you’re doing it thoughtfully. I think a lot of people feel like Etsy doesn’t have a ton of room for personality because you aren’t using big text blocks, but it’s really the opposite. Thanks for commenting!
I think I can write okay. I have a blog where I practice and show off a little and have a lot of meditative f un: http://angelleighdesigns.wordpress.com/
But when I purposefully look at myself or my shop, I can feel it all getting stilted, or I don’t know what to say, or … I don’t know, I just get blocked.
Great post! I know it’s time for me to update my shop profile on Etsy, and this will really help.
Loved your article! I hope my profile reflects me. I tried real hard to make it personal.
Thank you so much for this great help. I already changed my profiles in both of my shops and I think they improved a lot!
Now I’m looking foward to read the next article about product descriptions to see what do I have to change in my descriptions.
Although I’m not on Etsy, these articles are a great help to everyone who’s selling online. Thank you!
Thank you for this post Holly. I always find myself writing in professional tone rather than personal, yet I am always drawn to those who add some personal element to their profiles! I recently started a blog and it is helping me to write on a more personal level. I like your suggestion of making a list and then telling a story with it. I look forward to your post in August.
Yay! Thanks! I can’t wait for the post on the product descriptions!
@Angela
It’s hard to write about yourself! Really, don’t ask me how many times I’ve redone my own bio page. I stopped counting out of shame ages ago. We’re taught growing up that talking about ourselves is showing off, so we’re sort of blocked when we need to do it for business purposes.
Try the list exercise if you have time. It really does help with the blockage sometimes, if you can turn off the little judgmental voice in your head while you do it.
@Kira
Thanks for commenting! Come back and post your updated shop profile when you’re done so we can all see it!
@Kathi
Personal is great. It’s really one of the major keys to selling anything successfully. Good for you for having the guts to go there naturally!
@Raquel
Awesome! I’m so glad it helped you already.
@Kathleen
Blogging is fantastic for practicing getting personal with your audience. It’s also a great way to test what resonates with people, which is really helpful when you have to tell your story in a condensed form.
Thanks for commenting!
@Carrie
Thanks for commenting! You guys have already gotten me thinking about tips for next month…I can’t wait to be back!
Wow. This is so helpful. I love how you spelled the steps out in a way that it’s not intimidating. I’m so looking forward to the next post!