Quick Business Tips today folks. This is a continuation of a series of posts about Selling Jewelry Online.
Tips For Great Descriptions
Great copy = more sales so try to use great copy in your descriptions. Copy just means the words you use. The best results come if you write conversationally, talking directly to the viewer, and give benefits (what’s in it for me?) first before the features.
A quick overview of features vs. benefits.
A feature is a description of an aspect of your product. For example, your necklace might “feature”:
* handmade, one of a kind piece
* artisan craftmanship
* made by you in your rustic farmland barn studio
* sterling silver components
* 16″ long.
The benefit is what that feature does for your customer. To know what benfit to emphasize, you’ll need to know your customer. What are they like? What is important to them? Do they need admiration and status? Or are they more concerned with getting something that doesn’t break easily? Are they flamboyant, or are they e else of those features might be:
- Handmade one of a kind piece => so you know that you, and you alone are the only one in the world with this exact necklace (exclusivity)
- Artisan craftmanship => will make you stand out in the crowd as one who appreciates fine craftmanship and that you know how important it is to help keep art alive in a world where mass production, slave wages, and third world exploitation are the rule.
- Made by you in your rustic farmland barn studio=> this might be an unspoken benefit – but people like to tell a story about handmade jewelry to their friends.
- Sterling silver components:=>Sterling silver is precious. Your choice to buy real silver is a sign of your good taste and appreciation of quality. As a gift, your recipient will absolutely know you love them and cherish them.
- 16″ long=> the perfect length for showing off a V-neck and to highlight the face.
As for copy, you might not word it exactly as I have (believe me, I am NOT a good copywriter) but certain words are better than others. Certain words pull you in.
Stories are a Jewelry Seller’s Best Friend
The best copy has a great headline and weaves a story. Stories get under people’s radar. No one likes to be “sold” to. So you need to get past people’s automatic resistance.
If you see “buy now!” in a magazine are you interested? Or do you tune it out?
What about if you see “Woman Discovers Grapefruit as Big as Her Head”? You’d probably be a little curious, right?
There are tons of books on this. A book I use all the time is called, Words that Sell
Another great book is Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words
What You Can Learn from Stupid
Joe Vitale’s book turned me on to one of my now favorite sites. If you visit Stupid.com (no, really!) you’ll read the best copy I’ve ever seen. Too jokey for jewelry of course, but take a look and see if it doesn’t pull you in.
If you look at Stupid.com you’ll see a bunch of things I recommend you do too:
- Tell stories in your description.
- Use big clear images so customers can see exactly what they’re getting.
- Use one page per product so that each product isn’t competing with the others on the same page.
- Make it obvious how to get around and easy to navigate.
- Make it easy to buy: have an “add to cart” button.
Good luck on your jewelry descriptions. If you have a website with great product descriptions you’d like to share, add it in the comments. Seen any with absolutely horrible descriptions? Share those too!
Previous Posts in this Series:
8 Tips for Better Jewelry Photographs
Design Yerself A Great Jewelry or Craft Website – And Even Sell Something!
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{ 2 comments… read them below or add one }
This is such great information, I’ll be linking.
Great article! Like the old saying goes, “Sell the sizzle, not the steak!”