Ever since I started writing the ads for Baby Boss (see this, this, or this), I have tried to create a formula that, when boiled own to its essentials, is fairly easy to follow and provides all of the information our customers want to know about whatever product they happen to be looking at. Granted, it is equally important to have a vivid imagination, a strong vocabulary, and a command of the English language (yes, that means grammar and punctuation), but the formula is key. Without it, you might ramble on and on and on in the most eloquent prose to have ever been read by human eyes and never really say what you need to say. And to do that you start with...
1. The Story
Whether it's silver wire that traveled by container ship from Shenzhen to Long Beach or it's a country quilt that was made by hand by a mother and daughter team in the Peekskills, everything you sell has a story that is begging to be told. Rather than just jumping into writing the ad, stop and consider the item. Think about what inspired you make it, what it reminds you of, or what it had to go through to get to the pages of Etsy and then write it. Limit the story to just a couple of sentences, though. That's enough to capture your customer's attention without losing their interest.
2. The Descriptors
The point of an ad is make your products attractive, and the only way to do that is to point out all the features that set you apart from the rest. The best way is to use specific names or terms of art. Crafting jewelry? Identify the stones or the metal by name or origin. Making clothes or accessories? Tell us who the designer is, or what kind of special stitch you used. You dedicated precious time and energy to selecting the materials to make what you're selling, and the only way a customer is going to be able to appreciate that is if you tell them.
3. The Specifics
Rarely do customers buy something just to buy it. Whatever they are looking for has to fit their specific need at that particular moment, and this where product specs come in. List the dimensions of that blanket, the length of the necklace, the size of the skirt, or the size of the watercolor print. The more information you provide regarding the technical aspects of the item, the more likely a customer is to buy it and be pleased with the purchase. There is nothing worse that a disappointed customer, except maybe a customer who feels like they've been bilked.
3. The Close
Now that you've given the item an identity and you've pointed out all its best features, you have to close by personalizing the item...by telling the customer why they simply have to have it. This is the tricky part, especially since you don't know who is looking at your store at any given time, so you have to imagine who your typical customer is generalize the benefits for them. What does it go with? How would it compliment the average shopper? Where could you imagine it being used, or worn, or hung? Focus on how the item would draw attention tot he customer in a good way, but you have to do it without being pushy. Too soft, and they walk. Too hard, and they run.
Considering the fact that I offer an Ad Copy Service on our Etsy shop, some people may think that I'm crazy for providing this sort of insight into how I create my ads. To that I say nonsense. Donald Trump has penned several books about business that millions of people have read (and some likely memorized), but do you really see that many more millionaires or billionaires running around? Of course not. He provides guidance, advice, and inspiration, but he cannot impart his midas touch on his readers. I'm just here to do the same thing...
Hopefully this helps point you in the right direction. It definitely takes some time, and practice, and patience, but you'll eventually get the hand of it.
And if not, either drop me a line or head over to our Etsy shop and I'll do it for you...