Do item descriptions matter?

I recently had a huge multiple sale. The buyer first asked me some detailed questions about bottle sizes. Bottles are not the most expensive items I carry. However, I treated the inquiry with respect.

The result? One of my largest sales to date.

Her comment to me was: "I loved reading your descriptions; you made several items very tempting."

Did my item descriptions matter?

The need to write compelling copy

After your titles, tags and fabulous photos have drawn in a shopper, your job selling is not over. You must convince visitors to your items to buy what you are selling.

First, your item description must contain some basic information:

• Size
• Identification marks
• Color, pattern
• Special attributes
• Flaws

Compose copy that is search engine friendly

Etsy does not care a whit about item descriptions (right now at least), but search engines do. Here are some tips for optimizing your listings to be found by search engines (called SEO):

• Write naturally.
• Prioritize your information. Put the most important details first.
• Make each item description unique (search engines prefer this).
• Use good grammar and spelling. Write well.
• Sprinkle keywords naturally through your title and text. (Avoid keyword stuffing.)
• Provide at least one working link back to your shop section or a shop search for similar items.

Any boilerplate in your descriptions is a turn-off to search engines. Try to put shipping information under that tab or in your policies.

Being search-engine friendly is the "science" of writing effective item descriptions.

How can you be persuasive?

There is some "art" to this skill. You need to engage the reader.

First, find a writing style that represents you and your shop. Are you and your stuff folksy? Mod? Beachy? French?

• Sell things you love.
• Be positive.
• Make the item relevant to each shopper.
• Tell buyers why they NEED the item for sale.

Try sharing some interesting historical tidbits or a compelling back story. Keep it short, though. Long descriptions can be a turn-off.

Your goal is to help the shopper fall in love with your item. You must make your item into a treasure that the shopper cannot live without. It goes back to selling things you truly love, and communicating that in your descriptions.

May your item descriptions speak to shoppers and motivate them to buy!

If you prefer that your description not be covered by your reviews, here is a quick trick. 

Here is more general information on the subject from Etsy.