There is a charming new trend where hand-crafted items of the cute variety are given names and even personalities. But, these too cute for words descriptions are missing the point of how things are bought and sold on the Internet.
Using the crochet bear from my last post as an example…
Robby is a cute little fellow just waiting to be adopted by the right person. He loves cuddling and hiding in pockets. He isn’t afraid of letting you know when he’s unhappy or has something to say. He even comes with his own little protest sign. Robby will be shipped in a gift box and would make a perfect gift for someone who loves little things.
What’s missing? Just the key phrases that someone looking to buy Robby might use in a search engine or shop site’s search field. What’s the chance that someone wanting to buy a stuffed animal or crochet bear will enter “Robby” as their search phrase?
The description, while clever, doesn’t even say that Robby is a bear, much less a crocheted one that is only 2 inches tall. And before someone says that people don’t write descriptions like my example, just visit Etsy and you’ll find plenty of similar clever but incomplete descriptions.
While I have intentionally not included a picture in this post to help make the point, most sellers provide one or more pictures of each item they sell. As long as computers are still unable to decipher photographs and identify their subject matter, we’ll have to make sure that we explain what the picture depicts.
I’m not suggesting that crafters and artisans should discontinue writing these cute and clever descriptions. I’m just suggesting that they never forget their ultimate goal is to sell their cute little whatnot by making sure the most potential customers can find it.
Keeping with my earlier example…
Robby is a cute little crochet teddy bear just waiting to be adopted by the right person. He loves cuddling and hiding in pockets. Standing tall at 2 inches, he isn’t afraid of letting you know when he’s unhappy or has something to say. This tiny bear even comes with his own little protest sign. Robby is at times full of hot air but he is stuffed with new materials, made from acrylic yarns and sports a pair of glass bead eyes. Robby is one teddy bear who loves being outside in the fresh air and has been happily living in a smoke free home awaiting his forever family to adopt him. Robby will be shipped in a gift box and would make a perfect gift for someone who collects stuffed bears, thread teddy bears or crochet items.
Check out all the great keyword phrases that are in that new description! Sure it took longer to write and takes up more space on the page but isn’t your lovely, handcrafted whatever worth the extra effort. After all, don’t you want people to find your shop or website and buy your creations?
The Internet, while a very visual medium, is truly driven by words. Creating something that may be too cute for words is still going to need a well-written description if you want to sell it properly online. You assignment, should you choose to accept it, is to review your product descriptions and make sure they actually include key words and phrases that actually describe what you are selling and not just create a personality or emotion.
Need some more ideas to get things started? Be sure to check out these older posts on the subject of writing product descriptions – Writing Product Descriptions, Using OOAK or Unique and Dealing with Unidentifiable Materials.
Robby asked me to let you know that he already has a happy home in my Mom’s china cabinet and is not actually for sale, he just volunteered to help me out this week.