Etsy Shop Branding: 5 Sections you MUST have copy written
That title of mine sure does use a bunch-o jargon doesn’t it?
‘Branding’ and ‘copy’ are marketing industry terms (with super simple meanings) that stop a lot of small biz owners and crafty-preneurs in their tracks.
‘Cus, well, even though the meanings are complicated, the terms are a bit aggressive.
Thing is though, you don’t have to fear the jargon. You don’t have to guess what branding your Etsy shop means.
Etsy Shop Branding un-complicated
Branding is the emotional and psychological way you engage your customers. Your Brand is your relationship with your customers which elicits emotions and opinions as a response.
Copy is the writing that explains/advertises/promotes a product, person and/ or service. So the words on most all websites, magazine ads, the scripts for TV ads, landing pages etc…is called copy.
Therefore, Etsy shop branding is defining the emotional relationship you have with your customers, (for this article’s purposes), through copy.
You don’t become a successful Etsy seller without it. I’m reaching out to show you that Etsy shop branding is not your logo, labels or color scheme.
Those are all representations of your brand.
I’m writing this to share with you how copy is the communication of your Etsy shop branding, from you to your customers.
Better still, which sections of your shop MUST be copy written so you make more sales, and more importantly, create more relationships.
Brand or Flail
I left my branding on the kitchen counter once.
I had a business. I was making some money. I was finding clients.
I also got very lost. This was eh, bout 6 years ago (or so).
It was pre my decision to focus on branding because it’s how I offer the maximum value to my clients. Before I offered my own products, when I was a pure copywriter.
Creating a service isn’t the hard part guys. It only takes moments to create a shop or set-up a blog. So that’s not universally hard either.
The thing is though, when you want to help people; when your passion is filled with conviction, tenacity and you get excited about what you’re offering, your goal is a brand.
Even if you don’t know it yet.
Brands don’t just sell stuff. Top selling Etsy shops aren’t just selling stuff.
They’re building relationships. On and off of Etsy.
So if you think it’s too much, takes too much time and energy to do all of that, you’ll likely never have a truly successful business.
Customers are demanding you give them more. Especially when in this economy, your offering is a dime a dozen.
Etsy Shop Branding even in a Copy Cat Economy
Isn’t that the truth.
We are definitely in a copycat economy.
I get it. We the people need stuff.
So marketers give us a plethora of options that, for the most part, do the same thing.
And these marketers still manage to gain a piece of the revenue pie.
The ones that do it right, even carve out a loyal piece of that pie.
Copywriting is how you communicate your message to your customers.
Done right it answers your customer’s most pressing questions: So what, what’s in it for me? Why are you so special?
Your products are in the largest ocean of handmade crafts/services possible.
Etsy is the largest online marketplace of handmade/vintage goods and services.
Saying you have competition is beyond an understatement.
You can get from under another shop’s shadow and take a piece of the Etsy marketplace pie.
You just have to know HOW.
Everyone’s selling their advice now. I was in an Etsy forum the other day and no one would directly answer the question, “how many times do you relist a day and see improvements in sales?”
That pissed me off.
As a professional in branding and a copywriter I know to give the goods up, up front.
Tell the secrets. Prove you’re worth your expert status.
I know that even when I do so, people flock to order because they either can’t, or won’t implement it themselves.
I sell my services too. My shop BrandedVoice is the only Etsy shop offering the branding side of copywriting.
BUT I’m still going to tell you what 5 sections you’ve gotta have copy written and I’ll even say why.
Because you have a right to be informed. Education shouldn’t always cost you a life’s savings.
Here we go.
5 Sections You Must Have Copy Written
1. Etsy Shop Title
I think this one is a no brainer. You’ve probably read a ton of material on how powerful a title or headline is. How strategic they are. Your Etsy shop title is your brand’s USP=unique selling proposition.
It should explain exactly how your business is different from the other Etsy shops. In one little sentence.
If you sell hand painted vintage furniture, like hundreds of other shops, but each piece has a history. Be the shop that tells the furniture’s story. Separate yourself. Be the “shop that does that”.
2. Shop Announcement
First Impressions guide your progress. Your shop announcement is the first two lines customers will see (after your title) in Google search results.
Make it count. This is THE section you must have SEO’d. If you’ve done your research properly, you should know what your USP is. You should know what you offer to a T.
Having this section copy written is non-negotiable and it’s the section you should definitely put the effort into.
3. Introducing Shop About Sections
If there was any section that breaths communication and breeds engagement, this is it!
More visible than the profile section, the about section for Etsy shops is the space for your customers to get to know the person behind the brand.
Use this opportunity to show your personality. Tell your story. Tell your brands story.
The about section should be copy written in the same layout as a regular about page of a website.
- About the customer
- About the service/product (history, backstory)
- About how you want to help them
4. Product Titles & Descriptions
The title and descriptions of your Etsy shop products is arguably a top factor in increasing your sales.
No one buys because they thought about it rigorously.
We buy because we have an emotional connection to the brand of a product we happen to be able to use.
Product descriptions that don’t speak to me, don’t get my dollars.
My guess is you feel the same way.
It’s just a fact.
5. Off Site Promotions: SEO, Backlinks, Blogging, Guest Posts
Okay this isn’t a shop section, but it’s as important as all four listed above.
Honest it is.
The off-site promotion of your Etsy shop is the cornerstone of brand awareness.
If no one can find you, no one can purchase.
I can almost guarantee that if you haven’t done any off-site promotion your Etsy shop performance is mediocre at best.
Have a press release written, actually, have more than one.
Get your social media strategy going. Pinterest, Instagram, Twitter: the trifecta for image based product marketing.
You absolutely need a blog post or an entire blog dedicated to your expertise.
So if you make handmade jewelry you can have a guest post on the best recycled material for jewelry linking back to your Etsy shop listings on a niche blog.
Etsy shop branding condensed into a blog post. Hopefully, now you have a naked understanding of what branding actually means for your business.
It’s more than the logo, more than the color scheme.
Not building your brand on Etsy means you risk valuable relationships. Oh, and of course sales.
Don’t be that crafty-preneur. Now that you’re armed with the education go forth and brand responsibly.
What’s the biggest challenge you face with your Etsy shop? Maybe I can help-let me know in your comment.
Hey, hey! I’m Mys, a branding copywriter. My Etsy Shop BrandedVoice is the one and ONLY shop providing the branding side of copywriting. I’m an author, entrepreneur, daughter, shower singer, significant other, best friend, branding copywriter and crafty-preneur advocate. I build small business personalities through copy and consulting. Not sure where to start on Etsy? Tired of making mediocre sales at best? You need help. And not an ebook or how-to post but hands on, one-on-one Top Etsy Shop Consulting. Connect with me socially for updates tailored to entrepreneurs with moxi!