How to craft Product Titles and Descriptions that Sell MORE

Did you wake up today wondering why there have been no orders for the product you listed days back?

After spending some time thinking what could be going wrong, here’s what you come up with:

  1. No demand: you check and other items in your niche are selling.
  2. Product pictures: your product images look fantastic.
  3. Price: your prices are in the midrange of your competitors.

Everything seems to be in order.

Here’s what you’re missing:

a) Product title: Just having a name isn’t enough. A title should be such that it lures a buyer to your product. Also, search engines and marketplaces look at your title to decide if your product should be shown to a buyer.

b) Description: Since you’re not physically there to pitch your product, the description has to do that for you.

Let’s look at these two in detail:

Product titles

Names have power! They are the first introduction to your product. Buyers are looking for something very specific. They quickly scan titles to see if a product has what they are looking for.

For instance, if I were looking for a 2 Carat Blue Sapphire Engagement Ring, I would definitely check out this product:

Titles and descriptions - select title

Why this title works:

  1. Features were a match

    The title included the size and color of the stone and the type of the ring. It left nothing to my imagination.

    Takeaway:
    a) Mention the most important features of your product in the title.

    b) Start your title with the features. Remember, most of the marketplaces and search engines crop the title in the preview. So don’t start with adjectives and qualifiers such as ‘Most Beautiful’, ‘The Best’, ’Gorgeous’ etc that don’t give information about your product.

    E.g – Here’s what you should avoid. It’s good to know that faster shipping choices are available, but this could have easily been at the end. As a buyer, I was looking for information such as – size of stone and type of ring.

    Titles and Descriptions - Features were a match

  2. Easy to understand

    Clarity trumps wit. It’s tempting to be creative, but it’ll all be for nothing if a buyer can’t make out what the product is.

    Takeaway:
    a) Explain your product clearly and concisely.

    b) Avoid words or phrases that are difficult to understand or have no relation to the product.

    E.g. In the title below, ‘Golden Cup’ doesn’t give any information about the product.
    Titles and Descriptions - Easy to Understand

OT Tips

Keywords are words or phrases that a buyer uses to search for your product.

Titles and Descriptions - Keywords

If you have the right keywords, you’ve won half the battle.

Now how do you get the right keywords?

  1. Find keywords on Etsy
    Etsy oozes creativity. During my research I found that it has some of the best written titles. So no matter which platform you’re on, it is a fantastic place to get ideas for keywords. Do a quick search for your product category and let other product titles inspire you.

    E.g – these are from my search for a Vintage Sapphire Brooch.
    Titles and Descriptions - Etsy for examples

    From these 4 products, I got Art Deco (Era of the product), Vintage, Bohemian (Style), Antique (Synonym), Filigree (Design), etc.

  2. Use Google Keyword Planner
    One of the best places to get keyword ideas is the Google Keyword Planner. Not only will you get Keyword Ideas, but also the search volume data.

    E.g – I ran a keyword search for ‘2 carat Sapphire ring in White Gold’ and here are the results:
    Titles and Descriptions - Keyword Planner

 

Descriptions 

Why descriptions are important

  1. For discovery
    Most marketplaces and search engines will show your product to a buyer only if your product’s description has the buyer’s search term (words or phrases).

    For instance – when I searched for 2 carat sapphire engagement ring, the products that came up in search had the keywords – 2 carat, Sapphire, engagement ring.
    Titles and Descriptions - dicovery

  2. To help your buyer
    Buyers look at four things to make a decision – (a) photo, (b) description (c) reviews and (d) price. Only if all of them make sense, will the buyer proceed to checkout.

  3. Save your time
    Do you frequently get questions about your product’s features? By writing a detailed description, you’ll save the time that you spend answering these questions.

Checklist for Description

The next question on your mind must be – what all should I include?

Don’t worry, we’ve got your back.

To cover Example
What is your product? 2 Carat Sapphire Engagement Ring, Red Cocktail Dress, Nude Clutch Bag, etc
 What is it made of? Metal (Gold, Platinum, Silver, etc); Fabric (Cotton, Georgette, Silk, Satin, etc); Material (leather, wood, etc)
 Product dimensions Height, Width, Length, UK-6 (clothes), UK 5 (shoes), etc
 Color. Don’t rely on the photo. Be as specific as  possible. Indigo, Steel blue, Crimson, Wine, Garnet, etc
 How is it different from similar products? Better materials, intricate designs, etc
 Does your product come with accessories? Bulb with a lamp, lenses with glasses, buttons  with a dress, etc
 Care instructions Hand-wash only, dry-clean only, Cold Iron, etc
Shipping time 1-2 weeks from placing the order, 1 week in US and 2 weeks internationally, etc
Information that the buyer needs to give you (relevant if you custom make a product) Ring size, dress size, message to be engraved for a gift, etc
Warranty (if any) 6 months manufacturer warranty from the date of purchase
Condition of the product – Applicable for vintage products Excellent, fair, slightly worn, etc
Mention the scale for your photos – This will help buyers understand product dimensions. Sometimes, just stating the dimensions isn’t enough. The model is wearing a ‘S’ size
Return policy Refundable return within 30 days from delivery, store credit, etc
Review Most marketplaces have a separate section for  reviews. But, if your platform allows product specific reviews (such as Amazon), definitely include them.

How should a description be

  1. Buyer focussed
    Keep your buyer in mind for the tone and language. Use words and phrases that your target audience relates to.

    E.g. Look at this fabulous description by DeBeers. It seems to be written for someone in love and looking for that perfect ring.
    Titles and Descriptions - buyer focussed

  2. Scannable
    Write important features in easy to understand points. It can be annoying for a buyer as she has to put in effort to find product details.

    E.g. In the example below, the seller has explained the specifications of the ring in simple points.
    Titles and descriptions - scannable

OT tips

  1. Take inspiration from top sellers in your niche
    Check out descriptions of top sellers in your niche for ideas on how to write interesting and captivating descriptions. You can get a list of leading sellers in different industries from CraftCount

  2. Get keyword ideas from Keyword Planner
    To sell more, you need to be found by buyers. And to be found by buyers, you need to have the right keywords. What better place for keyword ideas than Google Keyword Planner? Incorporate high-volume and relevant keywords.
  3. Avoid Keyword Stuffing
    It’s easy to assume that if you repeat keywords, you’d be shown frequently to buyers. Search engines and marketplaces penalize such repetition. Also, this repetition appears spammy to buyers and they won’t trust your product.

    Keyword Analyzer is a great tool to check for the overall relevance of your description, and spam in particular. Here’s a sample report for an Edison Lamp on Etsy.
    Titles and descriptions - keyword analyzer report

    Titles and descriptions - keyword analyzer report
    The report shows a possible spam for lamp, industrial, concrete and table’, because of excessive repetition.

For Etsy sellers

If you have an Etsy store then you need to spend time on Tags as well. Etsy looks at Tags to match products to a buyer’s search. Here’s what you need to keep in mind when selecting tags:

  1. Be relevant
    Use only those keywords that are related to your product. It’s tempting to use popular keywords, but it won’t help you with traffic. However, do include the uses of your product.

    If your product can be used for gifts, you can add ‘Valentine’s Day’, ‘Mother’s Day’, etc as tags.

    For instance, aren’t charm bracelets fantastic as a Valentine’s day or a bridesmaid gift?
    Titles and descriptions - relevant Etsy tags
    Titles and descriptions - relevant Etsy tags

  2. Be Specific
    Use precise tags. You don’t need to include categories. Etsy automatically adds category and segments as tags.
    Titles and descriptions - Etsy categories
    E.g. Here, jewelry, bracelet and charm bracelet were added by Etsy to define the category.

    Titles and descriptions - specific Etsy tags

  3. Utilize all
    Your product can have a maximum of 16 tags—13 added by you and 3 by Etsy for categories. You’ll be able to reach a wider audience if you use all the tags.
    Check out this article for ideas—Brainstorming keywords for tags

Conclusion

There you go – now you know what was going wrong. Better still, you also know how to fix it. What are you waiting for? Get started on your titles and descriptions right away.

I hope this article helped you. Spread your love by liking, sharing and commenting.

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