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Turn Your Etsy Shop into a Sales Machine

Lesson 40 of 43

How to Write An Ad

Lisa Jacobs

Turn Your Etsy Shop into a Sales Machine

Lisa Jacobs

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Lesson Info

40. How to Write An Ad


Class Trailer
1 Introduction to Workshop 04:30 2 The Anatomy of a First Impression 15:24 3 The Truth About Online Business 06:17 4 Etsy is a Tool For Your Business 10:30 5 What is Shop Cohesion? 11:56 6 Common Etsy Mistakes to Avoid 13:52 7 Product Photography Overview 46:09 8 Your Product Photography Checklist 02:58

Lesson Info

How to Write An Ad

And so next, let's just have a quick look at how to write an ad online. And this is especially if you're gonna do a sidebar ad for Facebook or you have to develop something from scratch. That's what we're talking about here because if you're boosting on Pintrest, that's so easy 'cause you get to just take the pin and boost it. It's already written for you. But if you're gonna take a Facebook ad, you not only have to think about what you're advertising, you also have to think about the headline that you're gonna use, the picture that you're gonna use, which is also very important 'cause that has to be very attention-grabbing, that's really the first thing that's gonna grab the potential customer's attention. And then, typically, in a word, specifically for a Facebook write sidebar ad, you get maybe one long sentence, maybe two short sentences below the picture in order to say something, which I would usually write an ad for. Energy Shop, I make that title very similar to the title of an...

email that I wanna make sure people open. Or the title of the blog post that I wanna make sure people read. It has to capture their attention, and it has to be very relevant. At the time I used, in the example that I talked about, I said Love Dina's Bracelets because it was very to the point. I'm gonna talk more about that, but it's an invitation to click that title, and it goes right hand-in-hand with the photo that you use, and it should be very relevant to your ideal customer. And having said that, that leaves room for a lot of variation. That's a lot of things that that could mean. We're all on different industries, it could be a lot of things to a lot of different people. Moreover, ads typically offer very little space; very, very limited space for that headline, especially on Facebook. It's three to four words max, it's very tight. And so, if you don't have a specific message to say, like if you're not writing a trend, like in my case, I wanted to get in front of a specific audience and say, do you love Dina's bracelets, then you'll love the Energy Shop. Come check out affordable solutions. If you aren't doing that, you want to try to always get your brand name in the title. The reason being, remember, this is a conditioning. So, if you put your brand name next to the title and they don't click, you at least did that first introduction. And so, from that point on I'm always gonna use Energy Shop unless I'm talking specifically to somebody, I'm going to use Energy Shop in the title next to the bracelets. In building Etsy storefront that sells, I put up the example Pulstar because she had great photographs, they recognize them anywhere. And then I showed you how my photographs with the Energy Shop has evolved, and I'm sure there are people that can recognize my photographs anywhere because they're just mine. That have evolved with me. So, it's a great strategy for me to put my photographs next to the title with my name so people start recognizing. When they see my work, Energy Shop goes with it. Now I'm telling them what my brand is. That's gonna increase familiarity. Even if I don't convert a customer, it's a great idea to increase the familiarity and get my brand name recognized and start to get recognized in this market. Your heading again, it will depend on the campaign. If it needs to be specific for a trend for a specific holiday or something like that, then make it. If it's gonna help you convert the customers, make those customers click, then use it. But if you are creating something just to boost the marketing campaign, that's working. Just make sure your brand name is in there. So, in my example for how to write a trend, I used a very specific name, one that I knew anybody who watched our show would recognize. It's actually a way to filter clicks because if you didn't recognize that name, why do you care? Why do you care what bracelet she wore? So, it's a way to filter clicks, and if you say, I don't know who Dina is, which I don't know why you'd like her page and follow Real Housewives of New Jersey if you don't recognize. But if you say that you don't know who that is, then I don't need you to click. If you don't know who that is and you don't get the whole concept, I don't need you to click. So, it's one way to get the potential customer to recognize what you're talking about. And it showcased a perfect bracelet that matched the trend that she was wearing it, matched the style she wore. It wasn't gonna be exact, but she always wore... I made all different sizes of bracelets, like some would be big and chunky and some would be small and petite. I wasn't gonna showcase small and petite because she wears big and chunky bracelets up and down, like they're obvious bracelets. So, of course, I'm gonna pick the big and chunky bracelets to match that trend because now, that's what that customer would be looking for if they're interested. And there is not room to write much, so it's not a place to get clever, and it's not a place... You don't have to overthink it. If you can't specifically say something short and sweet about a trend or about the industry or something that would capture people's attention about the season, just try to get your brand in there and don't overthink it, don't worry about it too long. And then, of course, the picture that you use has to match the campaign. You want it to be the best picture, you want it to be something that makes them hungry to click, obviously, because that's the name of the game, and you want it to be relevant, and then, you're able to write one to two sentences of text. Now, in the case where I'm writing a trend, my sentences were... The title was Love Dina's Bracelets, then the sentences were gonna be things along the line, then you'll love the Energy Shop. I offer affordable solutions, the same type of gemstone, beads, and things like that. If I'm just doing an energy bracelet, Energy Shop Bracelets campaign. So that title is Energy Shop Bracelets 'cause it's brand familiarity, and I'm putting next to the pictures of my products, then down below, I'm gonna use that text to advertise whatever sale I'm running 'cause I don't advertise for advertising's sake, so I'm gonna just insert whatever marketing campaign I'm underway in. So, I'm gonna tell people that limited-time sales are 40% off, or it only happens twice a year, semi-annual sales, that type of thing.

Class Description

Bringing your creative business to Etsy® can tap you into the wide online market, but it isn’t as simple as setting the product of your hard work in the store window and waiting for customers to wander by. To make your online storefront irresistible to customers, you have to learn to showcase your products effectively.

Join creative marketing guru Lisa Jacobs for three in-depth sessions on how to use Etsy as it’s meant to be used - as a sales platform.  

Session 1: Build an Etsy Storefront That Sells
You’ll learn:

  • What it takes to get your Etsy shop found online
  • How to avoid common Etsy mistakes that are hurting your sales
  • How to fine-tune your storefront to attract visitors and convert them into buyers
You’ll learn to give your business new energy, especially if you’re struggling to stand out in the crowded online marketplace or dealing with long droughts without a sale.

Session 2: Market Your Etsy Shop to Sold-out Success
You’ll learn:

  • Talk about your product in a way that gets people excited to buy
  • How to gain big exposure for your brand and products
  • How to create a consistent business plan with predictable results
Get paying customers to your Etsy storefront using simple, proven marketing strategies. No far-fetched theories, generalized blanket statements, or big business comparisons here - just specific, direct training for creative business owners.

Session 3: Advertising for Creative Business Owners

You’ll learn:

  • How and when to build an ad campaign into your marketing strategy
  • How to create a successful ad campaign that attracts the right customers
  • Where and how to advertise your products
Etsy is a great sales platform, but only as long as you are able to get the word out about your brand and your products. Build a successful advertising campaign into your marketing strategy, and bring your small business to new customers.



The course was really practical and organized very well. Each day built on the previous day and had solid, actionable recommendations. I am just starting my Etsy shop and feel like I have a plan for moving forward with some confidence. Lisa is charming and very real and her enthusiasm for supporting businesses is engaging and very encouraging. She wants us to be part of the tribe and I appreciate that! Thanks Lisa and everyone at Creative Live for more great "Mini B-school" lessons that I can use for my online business.


Thank you thank you thank you! I have been going about the "daily scramble" for years - with ups and downs along the way and this course has been a true eye opener for me. The message of consistency and brand cohesion as well as deep respect for my customers will surely stay with me and help my business continue to grow. No matter what stage you are at in your creative business, Lisa has something great to teach! Highly recommended!

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This class was amazing!! The first day covered changing your Etsy storefront. This was my favorite day, as it talked about product photography in a very basic, replicable way. The best part was that it was all DIY. I have been told for so long to sub out photography to a professional, but this class is all about investing in yourself. It is so empowering to know how to do these things YOURSELF. We then spent the afternoon talking about SEO tips and tweaks. I can't wait to implement these in my own shop. I fee like this information is not clear anywhere online. The marketing aspect was great, and is about exposing your vulnerability and connecting with an audience. Lastly, you learn a SYSTEM that you can replicate time and time again. It goes through the entire calendar year. The cherry on-top was the last day-- advertising. I can't wait to try out advertising once I have the first two areas complete. This course is not gimmicky in any way, and teaches you a very honest approach to connect with potential customers. Awesome instructor-- to the point and thoughtful.