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Words are powerful. We’ve all seen this through famous speeches, literary works, and quotes. Words can also be powerful in our product descriptions and social media marketing. Today, let’s look at copywriting – specifically in our product descriptions.
Not sure what copywriting means? It’s just a fancy term for the words that you use to describe your products to your customers or get your message across in marketing. Good copywriting can go a long way, so let’s look at a few tips:
Tips for Copywriting in Your Craft Business
- Find a voice and use it. Small and micro businesses (those run by one or two people) are special. Many customers seek out small businesses – so talk like a small business. Use first person language like, “I created this product” or “I chose this design”. You aren’t a large corporation, so don’t try to make yourself sound like one.
- Tell a story. Since your customer can’t see your item, put it in their virtual hands. You can do this by highlighting the texture, colors, smell, and usefulness of your product.
- Be to the point. Customers are busy and won’t take the time to read overly wordy descriptions. When customers don’t read descriptions, problems arise. You can help customers read things by being to the point. I also find that using lists or bullet points helps customers get the main points.
- Steer clear of empty words. Words like “best”, “finest”, “prettiest”, and more. Couldn’t every seller say their product was the “best”? Empty words don’t help your listing, so skip them.
- Use a diamond pattern of information. When creating your listings, put the most important information at the top. Put supporting information and details in the middle, and repeat your important information at the end.
- Qualify your information. This means that you tell your customer the why behind your listing. There is an older psychology study that highlights the importance of qualifying information to people and using the word “because”. Take 5 minutes and read it here. The shortened version is that people respond better to phrases when you use the word “because”. Try it out in your descriptions. A few examples: “This framed vinyl quote will look great on your wall because the neutral colors blend with any decor.” Or: “Be sure to buy today because the sale ends tomorrow.”
- Rhyming works. Think of some large brands or companies. Do they have rhyming jingles? They probably do because rhyming helps your brain remember things. Try it out in your social media.
Have a few free hours today? Why not take a few minutes to look over your product descriptions and see where you can improve them? Need more tips? Here’s 11 questions your product description must answer.
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Since 2015, Christine Schinagl has been helping crafters start and run craft businesses through her blog, Cutting for Business. As a Silhouette and Cricut crafter herself, she has a unique take on what works and what doesn’t work in the craft business world. She also teaches a course on creating digital SVG designs, available at How to Design SVGs.