Copywriting for Crafters

Lesson 3 of 15

Surprising Mistakes That Cost You The Sale

 

Copywriting for Crafters

Lesson 3 of 15

Surprising Mistakes That Cost You The Sale

 

Lesson Info

Surprising Mistakes That Cost You The Sale

Next, we're going to look at some surprising the stakes that are costing you the sale and I have used a few examples from our live audience here today there's whatever mistakes were covering, I just want to be clear, there is no shame throwing I've made the same mistakes when I was starting out, it happens and I want to in advance thank the students in the class today who will have me to use these examples and help everybody with their copyrighting again, you are sure to recognize at least one of these surprising mistakes today and they are costing you the sale and there things you're going to want to correct immediately and we're going to fix all that up, so let me turn to the studio and I love that the calm, the one comment we had in because we're going to talk to daisy and she actually also sells prince and that's what we're going to be focusing on so yeah, we have we have a great example. Daisy, can you please tell us what you make and where we can find you online? My name is daisy...

church and I'm an artist and illustrator I create you find me a daisy church dot com all my social media handles have daisy church I create a lot of pin, a mermaid sort of whimsical art, both based off of my gallery work and just sort of my personal illustration work. So that's what? I d'oh, thank you so much and if if you're wondering what that looks like, I'm going to show you here. This is one of daisies, listings, and again, I have pulled a few of your examples. You will be up on the in the station thing. Ken is like, ok, so in each case, I have the image and the title of your products that you have, and then later I'm going to be showing the actual listing what you've written to describe your product, and I clipped your current copyrighting before any of you had any chances to make changes. And in each example, please find the web address on the page. I put it in different places, but you can see that daisy's is up across the top above the mermaid mermaids head butt in each example please find that please go check the mau, please give them a lot of love. It's great that that everybody has offered their examples here today. So as I was browsing your storefront, I found that you have incredible are you have an amazing selection online and you have a really impressive resume as an artist and illustrator, and you want your listen, you want your product listening to have a great image as daisies does, this is actually part of copyrighting because it it needs to also sell your product it actually needs tio inspire your potential customer to click and to learn more on dh then you want your title to be clean, concise and keyword rich so I don't on this particular product that's great daisy's not doing anything she's anything wrong? She's got a great image she's got a nice short keyword rich title and she's going to improve her prices and ask more for her great art and what and while the title looks good, I might add words like colorful and describe the cat is orange I would put more colorful language in there and I for each example that I'm pulling I've actually written the listing so as we work through it I'm going to be bring it back around pulling it up all day so that you can continue to learn from these examples but we'll get to it in a minute but your ideal customer is going to be look looking for that vibrancy so when you use colorful language, you address their actual needs. So yeah, I believe that they're looking for something vivid, enrich and since you're the only example listing that I had that I pulled today that has options so you have selected size I needed to address something here real quick the options and you're listening are great I'm going to talk more about that, but I need to use the opportunity it's particularly on a nazi listening when you have options over there the customer cannot check out unless they make a decision right there and so daisy's customer cannot check out unless they decide which size print that they want and daisy has made this nice and simple as everything that we make your customer dio is going to be nice and simple she's given them two options and it's either five by seven or eight by ten that's great because we all know what that means that's that's our language that's what the frames we buy in the store we absolutely understand five by seven eight by ten but you always have to ask yourself are the options necessary? I recently I wrote an article on my block it went viral kind of quickly because the title of the the article was five at sea mist that are ruining your creative business and one of those at sea mists wass created makers create more options list as many products as possible give them a cz many options customize, customize, customize and that actually goes against everything we've ever known about the buying process it actually stops the sale, so if your customer doesn't know what to do, they want to anything and it creates what's known as analysis paralysis those extra options as we covered the buying process is already a difficult decision and itself they have a resistance, they're deciding his equality do I want that? So any time that you add extra options and decisions that only serves to interrupt a very delicate buying process, we actually want to remove those options and make things simple, clean and concise for your customer, prince sizes like daisy has are one thing, but if you can avoid asking your customers to do any extra thing or make any extra choices, by all means, do keep it simple options will only serve to slow or paralyze the sale. Today, we're going to dive into the customer's experience and really get in it in there, and I'll show you how to make it convenient, give them easy choices, streamline the process and show your expertise all at the same time, but too many options. Giving your customer too many options is one of our surprising mistakes for tonight, so here we have daisies less thing and as you can see, I love the length of this listing this it feels like very good to me because it's all like I can get that my I can get that in one quick glance so I can really take that in you started off using some great visual language, you said adorable blonde mermaids. If we all close our eyes and we weren't looking at daisies print and she said adorable blond mark mermaid, we'd start to sort of form of picture hey is the words orange tabby cat fish q play on words used orange again cute you get a cute idea in your mind it's colorful and its vibrant but more key words can fit in that opening product description. This is how an at sea listing translates into google search okay, so inside the blue box here are the actual results from my listening this is one of my listening, so I pulled it as the example the blue box is what comes up when I search for that bracelet aqua, marine and own so this is always my hack for asio. What google displays to me is what it's reading off my page, so if you don't sell on etc, all you have to do is type in your product listening or your website domain and look at what google pulls up and that's telling you exactly what it's reading from your page that's my ceo hat I'm not an expert but that's how I figure it all out so if so, um for product listening on etsy, google pulls the title as you can see in my example and it pulls the six sixteen first sixteen to eighteen words of the product description I'm up here you want to avoid being too conversational you want avoid any fancy wording or styling at the top of that list thing because you can see it's pulling that google's pulling exactly what I've written in the top of the box so beyond copyrighting that's very important to consider so I actually double check because use hearts in your listening so I double checked if it was hurting your google results and it did not it didn't pull the first two hearts I saw the second ones later but up here I I actually like those hearts too they don't because I feel like it it's a very fun you know cute statement and those huts help it stand out so that's good I liked it and it's also relevant information but were later on we're going to add some more key words up there in the next paragraph you lose us non experts with the shop talk so if you read her listing she is using phrases like mo bh fine art paper cannon archival links one hundred percent caught in rag and she knows what that means as she's sitting here today she knows exactly what that all means but it's a foreign language to her buyer when you talk a lot of materials or you talk about your process and you really start to use an experts language you're your customer's eyes are glazing over rolling to the back of their head they have no idea what that means and as an extreme analogy, when you use that language, you might as well be speaking flemish to a roomful of english speakers, shops, talk fails to meet the customer where they are at so they are not an artist. They don't understand mod fine, our paper that that just completely goes over their head, and it assumes that they know your language and ultimately overwhelms them. So if you can imagine, copy writing is a game of hot and cold in your product, listing everything you say is making your customer warmer to the sale or colder from the south, you are either advancing it or read, or you are diminishing it with every sentence that you write. So talking shop to your customer is and actually a very surprising the steak. You can easily convince your your customer that your product is not for them because if they don't understand it, they'll think, well, that's not for me. All right. Next in your listing there's a distraction, there's a break in flow of the product listing, and this is an unnecessary interruption when we're going to clean that up when you're writing a pop ah, copyrighting when you're right reading a product listing or you've been a sales page. What you're doing is this is this is what it looks like let's say you're copyrighting off its in there what you ultimately saying while they're there is you're saying this is what you want? This is what you want this is what you work check out now because this is what you want okay, when you add these lines about conversations and message me and everything like that this is what you do this is what you want this is what you want wait a second. Did you want something else? Because we have other things do you want me to go get that for you? Because this is what you want, right? And so it really breaks that flow this is the time to own the sale and take charge of it and you're telling them this is what you want and this is how you check out now. So imagine daisy like we're going to keep going back and forth from the store to the online process. So imagine that your customer, you're the boutique at it or you're at an art gallery, your arts along the wall and a customer picks up that that print and you would go up to them and you would start to have that sales conversational you love my mermaid and tabby fish print, you do love it well, did you want something else? I mean they're handling it they're really considering it and you say if you want anything else you can just let me know I'd rather get it's almost like you're saying you probably don't want that let me give you something else do we really have to be very careful where we interrupt that buyer? It also adds to analysis paralysis because it gives them one more thing to distract them and take take away so xy in particular does a great job of letting your customer know that you're willing to customize and so that's why I pulled up the custom order it's right across the top of actually displays right under the image of your product they highlighted in blue and it says this this seller is willing to do custom orders message to them if you want anything at all, they like to talk and they were willing to work with you so let that do its job but that blue highlighted underneath your listen do it job and trust that your customer knows what they want when they're in your product listening okay? And then finally these are policies and policies go on a policy page that we're where any website or even at sea has a policy page that's where this belongs, this policies don't typically come up or when they come up though they're going to be a lot more conversational and they'll be addressing a hesitation but later I'm going to show you howto end with some authority and you want to end strong as well, so we're going to be talking about that later overall daisy it's a great it's a great listing use good visuals you had a great length and for the most part it's very easy to digest and that's good that's what you want you're listening to be wanted to be very easy to digest your main surprising state mistake was the shop talk and we're going to be coming back around everything that we talk about here today we're going to dress everything so thank you, daisy poly what do you make? And where can we find you online and the jewelry and I can be found at poly hendrickson dot com spelled p o l a y and I also have a nazi store under polly hendrickson. Yes, and we know that and we all know that because I have one of polly's listings of here so polly has this beautiful product. She has this. This set of hearings and an important thing to know about titles is that titles are as important as the headline on the front page of the news of a newspaper titles and headlines are an invitation for the customer or reader to keep reading so polly let's imagine that you were you have a little boutique where you have all your beautif well, rags displayed and all your beautiful jewelry and you're the store clerk and somebody comes up to the jewelry counter and they put these hearings up the area, and they're thinking about them and you say, do you like that? Oh well, that's my copper sheet metal hearings dangle was sterling silver twisted wire had made patina rectangle. Okay, so a good rule of thumb is don't write it in your lessing if you wouldn't say it to a customer in person during a sales conversation, I'll repeat that it's very important. Don't write it in your listing if you wouldn't say it to a customer in front of you during a sales conversation so way, see this all the time? This is an epidemic and it's this hardening above and beyond. Copy reading what I always tell my pot whatever what I always tell my clients is you put so much time and effort and hard into this piece. I know that you did, and you took the time to make it with your own two hands. You listen it online. You took beautiful, beautiful photographs of it. Give that product and name d'oh this product justice and give it a name. So my suggestion for your title would be silver twist, patina, copper earings, period, because that will that's a headline, that's something you could say to a customer in person and it's. Still very keyword rich. It will still do its job to help people find it online.

Class Description

You built your online store, now it’s time to do the fine-tuning that gets people to buy! In Copywriting for Crafters you’ll learn wordsmithing tricks and techniques that lead customers to check-out. 


Lisa Jacobs is an experienced Etsy® seller and dedicated creative consultant. In this class, she’ll help you write the words that reach customers and motivate them to make a purchase. You’ll learn how to: 

  • Develop a copywriting template 
  • Critique your own work 
  • Avoid common copy mistakes 

Lisa will help you guide customers through the buyer's journey. She’ll tell you exactly what to include in product descriptions and what to leave out. She’ll also reveal the common errors that cause product listings to fail and she’ll help you ensure that yours always stand-out. 


Use the words that get results. Join Lisa Jacobs in Copywriting for Crafters and increase your sales by sending the right message, at the right time.  


Reviews

Bundle Wade
 

Without being intimidating, Lisa Jacobs is powerful and articulate in her delivery. Her dedication, expertise and warmth are evident in each session. Throughout the course, Lisa reminds us that our customers—both potential and current—are flesh-and-bone people. Therefore, the content and copy writing on our websites must show the same careful attention we would exhibit in face to face interactions. In my opinion, some of the most salient course features are: the explanation of the distinction between content and copy writing, the marketing umbrella and its application, and of course, useful tips and real-life examples on how to write good, attractive content and item descriptions. Overall, this was my favorite class from the "Increase Your Holiday Sales Seminar." I happily recommend it without hesitation to creative business owners offering products or services.

user-0f94c6
 

This course is so helpful and well worth the money. It's broken into sections making it easy to do in parts and so easy to follow Lisa Jacobs. Lisa explains it so effectively making it so easy to learn and a pleasure to listen to. There are great questions from actual Etsy sellers and a complete workbook to fall back on. Great course and highly recommend it. Many thanks Lisa Angela

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I'm already on the next to the last segment. Having just purchased this class last night. Thanks to the referral by Dan Safkow of "Making it on Etsy". As I mentioned to him today- "Lisa's Creative Lab class is GOLD. Best $ I've spent all year- AND last year". ~So, I'm treaking all of my online shop's listings. Yay! I'm also glad to learn about (and take advantage) of the amazing resource for folks like me, and the crowd I run with --> CREATIVElive in general.