If you own an Etsy jewelry business, then you’ll need to create good product descriptions for your shop listings. You want to write copy that gets the customers to land on your page in the first place and to write descriptions that clinch the sale.
1. Write a title or headline for the description that catches the eye and uses terms that customers might search for, such as “Purple Jade and Howlite Silver Swirl Drop Earrings.”
2. Specify exactly what is being sold in the listing – for example, a single set of earrings, or a necklace-and-earring set. “Handmade Necklace and Earring Set Blue Glass.”
3. List what the necklace, bracelet, anklet or earrings are made of and the names of the beads, stones, and/or pendants (for example: ceramic, horn, abalone shell).
4. Include details about the jewelery’s size. Give the length of the strand from end to end or the earring length (and specify where the measurement starts–such as “from the bottom of the earwire.”) Specify the sizes, in millimeters, of the major pieces that comprise the jewelry, including the primary beads, any dangles or pendants.
5. Describe what kind of clasp is used, such as lobster claw, box clasp, or toggle clasp. This helps customers who may prefer one clasp type over another.
6. Specify the state of the materials–that is, whether they are natural or synthetic or reconstituted or, in the case of turquoise, stabilized, or, in the case of pearls, freshwater or natural.
7. Include any interesting details about the provenance of the materials in the jewelry description.
8. Add interest to the jewelry description by describing any challenges or inspiration sources you experienced in the making of the jewelry. Anecdotes and stories about the handcrafted pieces for sale can engage customers in jewelry items.
9. Include words that people search for, so your jewelry product listings turn up in the search engines. Describe in detail as much as possible about the jewelry, in the title, in the description, and the tags. Think creatively. Your customers will never find your citrine earrings if they search for “chunky citrine earrings” and you never include the word “chunky”.
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