Your handmade jewelry descriptions have to persuade someone that your jewelry is worth buying...
And just making a list of materials just doesn't go very far.
That's why spending time to hone your description is so important to your ultimate longterm success.
Here are some tips for making those product descriptions more likely to make the sale.
Tip #1: Think of the Title as a Headline
A great description has to first catch your readers attention. Make sure the title of your product is something that catches the eye and makes someone want to read further. You'll want your title to be both descriptive and representative, and not vague and "artsy". Remember, your title won't always be seen with the photo of your work. In search engine listing for example, the title and brief description is all the reader will see. Artsy titles will appeal to the reader more when they actually see the item on your product page.
Here are some examples
- "The Perfect Mother's Day Bracelet" is a much better title than "Crystal Bracelet".
- "A Summer Bracelet for Lazy Casual Evenings Out" is better than "Summer Shades".
Tip #2: Benefits are More Important Than Features
Focus your description on benefits (what's in it for me?) first before the features.
A quick overview of features vs. benefits.
What's a feature? A feature is a descriptor.
Here are some examples:
* Handmade, one of a kind piece
* Sterling silver components
* 16" long.
What's a benefit? The benefit is what that feature does for your customer.
To know what benefit to emphasize, you'll need to know your customer. What are they like? What is important to them? Are they looking for a feeling or experience? Do they need admiration and status? Or are they more concerned with getting something that doesn't break easily?
Here are some examples of benefits:
- One of a kind There is non other like it in the world (Feeling unique is an emotional benefit that's important to lots of people)
- Sterling silver Real silver is a luxury and we all need to be pampered sometimes, don't we? (Feeling pampered is sought after by many)
- 16" long the perfect length for showing off a V-neck and to highlight the face. (Feeling attractive is a strong emotional desire that could be a benefit of your jewelry item.)
- Strong Chain Links Durable and long lasting, and won't break when a baby pulls on it (Logical benefit)
Tip #3: Include Emotional Benefits and Logical Benefits
People buy for emotional needs, but rationalize with logical benefits so it's a good idea to hit on both. A good rule of thumb is to include 3 emotional benefits and 2 logical ones.
Examples of emotional needs:
- Feeling loved
- Feeling attractive
- Feeling caring or nurturing
- Feeling altruistic (this is a good one if a portion of your sale goes to charity)
- Feeling spiritual
- Feeling intelligent
- Feeling unique
Examples of logical benefits:
- Solves a problem (for example if it's a great gift solution for Mother's Day)
- Money saving (like free shipping or a coupon savings)
Tip #4: Write Conversationally.
Throw out whatever you learned in school. No one wants to read formal, stilted descriptions full of self-important big words. Don't write a dissertation, and you're not making a legal argument either. Write like you speak, and you are much more likely to engage your reader.
Tip #5: Speak Directly to Your Reader
Here's a trick: Pretend you are talking to your best friend. One person only. If it sounds like you're having a chat with a friend, you'll build trust and likability, which ultimately is what will tips the scales for making your sale.
Tip #6: Use "You" instead of "I"
The sweetest word to a reader (other than the person's own name!) is the word "You".
So instead of talk about yourself and what you like about your product, talk about what the product will do for them.
"You'll feel like the Belle of the Ball on your wedding day"
is infinitely better than
"I created this necklace to suit the bride who wants to be the Belle of the Ball on her wedding day".
Tip #7: Stories are a Jewelry Seller's Best Friend
People often buy handmade jewelry so they can feel wise or insightful and you, believe it or not, YOU are often the biggest selling point especially is your work is very distinctive and unique, or if you yourself are distinctive and unique.
Depending on your market, you'll want to make decisions about what types of stories to tell.
Here are some jewelry story ideas:
- How you came to be inspired for a piece
- What funny thing happened that made you think to make this handmade necklace
- The story behind an interesting found component
- How one coincidence became a necklace.
Tip #8 Offer a Guarantee
You should always offer some kind of guarantee to increase your customer's comfort level and trust. The guarantee is up to you, but the sales increase is significant for people who offer guarantees, and you might be surprised to know that refund requests are about the same (or even less!) for those that are up front with their guarantee so it only makes sense to offer one.
Tip #9 Tell Your Reader What to Do Next
People are indecisive creatures. It's been proven time and again in sales tests that telling people to buy increases the likelihood that they will. That's why you often see "buy now" or "add to cart" on buttons. So be sure you tell people what to do next at the end of your description. This might be simple as saying click the "add to cart" button to place your order now.
Tip #10 Make it Easy to Buy
Finally, don't make your prospect jump through hoops. The less complicated it is to place an order the better. Try to make it as easy as possible with one click order buttons, and don't ask people for more information than you need. The easier it is to buy, the more sales you'll see.
Ease of use and placing your customer at the forefront of your marketing will always increase sales. Try implementing some of these tips into your current sales pages and see what happens.
Do you have any handmade jewelry description tips or a comment? Share yours by adding a comment at the bottom of this article.
P.S. Writing is easier if you use templates and "swipe files" to improve your writing. (A swipe files is a collection of great words, headlines, and ads that help give you ideas. Do no plagiarize entire ads though! They are to give you ideas, not write your descriptions for you).
Here are some "swipe file" compilations and writing resources I recommend:
A book I use all the time is called Words that Sell by Richard Bayan. Filled with simple to use words and phrases that evoke certain feelings, and different openers, headlines, and closing statements, there are pages with "luxury" words, "comfort" words, "sensory qualities" and lots more. I often use this book when I write articles and when I write sales copy.
Another great book is Hypnotic Writing: How to Seduce and Persuade Customers with Only Your Words by Joe Vitale. You might know him from that popular movie "The Secret", but he's a copywriter too. Filled with actionable steps you can take to improve your copy.