What Etsy Listings Forget: Emotions Sell
It’s not uncommon to see Etsy sellers who are struggling with sales have product listings that are very fact-driven.
I mean it’s really easy write out the dimensions, colors and materials of your product.
“Logic makes people think, and emotions make people act.”
- Zig Ziglar, author, marketer and motivational speaker
While sharing these details is important to customers, if you’re just focusing on the facts of your product, you’re not addressing a key aspect that drives customers to buy: emotions.
Understanding what drives people to take action will not only help you create better product listings, but you’ll understand how to better market your craft products so you make more sales and get your work out into the world.
Crafting Product Listings That Convert: Logic vs. Emotion
Logic Driven Buyer
People driven by logic when shopping want all the facts before making a purchase.
They want to know all the technical aspects of a product like what it’s made of, how long it will last, what are the options when it comes to color and size, and get the best price.
They want to make sure they have all the information they need before buying. In addition, they usually tend to make purchases when there’s a clear need or a specific occasion for it.
Emotion Driven Buyer
People driven by emotion tend to make purchases based on how something makes them feel rather than what they need.
They’re likely influenced by what friends or family recommend, something cool they see in their social media feed, especially if it’s shared by an influencer they follow and trust.
They’re more likely to buy things on impulse to satisfy a feeling than buy out of necessity.
We use both logic and emotion to make purchases
The truth is, we don’t just look at facts when we’re shopping. In fact, there’s a Harvard Business School Professor who claims that emotions drive 80% 95% of our purchases! That’s so wild!
That’s why just focusing on the facts of your products may not be enough to sell your crafts online.
So let’s look at how you can blend these two aspects of buying into your product listings.
Listings that cater to both the emotional and logical aspects of your product are key to establishing a connection with online customers.
What Makes Your Handmade Products Irresistible?
To nail your marketing and sell your crafts online, you need to understand what sets your products apart from your competition.
Remember, you’re not just selling a knitted hat, throw pillow or necklace. You’re selling an experience and the feelings of owning one of your handmade products.
Questions to reflect on:
- What makes your products unique?
- Why would someone buy from you instead of another seller?
- How do your products make your customers feel?
- What positive changes in your customers' lives change happen when they buy your product?
Think about these questions to help you get a clearer picture of who you’re talking to.
It’s not just about making better product listings; it’s about building a brand that stands out in the online marketplace.
Overcoming Fears Of Marketing As A Craft Seller
It’s totally normal for craft sellers to feel uneasy when it comes to marketing and selling their products.
I know you probably wish you didn’t have to market your work, but without marketing, how else will people find out about your work?
I know there may be this fear of coming off pushy or salesy, like you’re playing on people’s emotions.
But, if you’re passionate about what you’re creating and are coming from a place of authenticity, your audience will see and resonate with that.
It’s about connecting and communicating with the right people.
For example, think about a product you love. If you see an ad on social media or get an email from them, it doesn’t bother you, right?
Instead, it reminds you of the positive experience you had purchasing their product. It might even remind you repurchase the product again or check out what else the brand has to offer.
The more you understand what your customers want and need, the stronger your connection will be with them. This could lead to them in making a purchase or sharing your work with friends, family or on social media.
Remember, it’s your duty to share your gifts with the world. Don’t hold back because you feel uncomfortable about marketing.
Your work matters and people waiting to support you. So go ahead, put yourself out there and show them what you’ve got!
The Power of Storytelling
It’s pretty obvious that leading just with facts isn’t necessarily going to motivate customers to hit the “add to cart” button.
If you want to capture their attention, storytelling is key. You’ve seen how powerful this is in marketing whether on a TV commercials or in your social media feed.
They can transport you to a specific place and time that connects on a deeper, more emotional level.
Think about what makes your product unique and what your customer is looking for. Consider how you can weave bits and pieces of this information into your listings.
This is how to draw in customers and leads to the click.
Creating Product Photos That Drive Sales
When you’re looking to engage customers emotionally and logically, your product photos play a major role because it’s the first thing they see.
Let’s dive into how to create photos that will speak to your customers and foster a stronger connection.
Leveraging emotions in your product photos
- Visualize it: They want to see your product in action. How does your product fit into their lifestyle?
- Feel it: What feelings does your product bring up? Is it cozy, relaxing, exciting?
- Share your story: Who’s the person behind the product? Share a bit of your story to connect with customers.
Beautiful product photos, especially lifestyle photos are likely to draw in customers.
Seeing a product styled in a way that shows a vision of what your product would look like doesn’t just show the product but tells a story.
Instagram is a perfect example of how powerful storytelling can be. Imagine someone lounging by the pool in a color-block swimsuit with a fruity cocktail in hand.
This can instantly put a customer into vacation mode, making them not just want to check out the swimsuit, but maybe purchase a ticket to the nearest tropical getaway.
Don’t just show, tell too!
While it’s important to nail that first impression with your product photos, don’t stop there. Use your product descriptions to describe how your product smells, feels, tastes, etc. Get into all the senses so it brings your product to life.
This doesn’t just make the online shopping experience better it also creates compelling product listings.
Product descriptions that answer customer questions
When talking about the facts of your products, customers are going to be looking for information that answers their questions:
- Size and dimensions: Customers want to know how big or small your product is to know if it will fit into their lives
- Materials: What’s your product made of? What are the ingredients? This is important to helping them understand the quality and in some cases concerned about allergies or sustainability.
- Source info: Be transparent about how you sourced your materials. This builds trust with customers and can be a deciding factor for environmentally conscious shoppers.
- Craftsmanship quality: Show off the quality of your work. Your attention to detail can be a major selling point for customers .
- Care instructions: Share how to properly care for your work to ensure your product lasts.
- Justify the value: Customers want to know your product is worth the value. Highlight the functionality, unique craftsmanship and durability.
- Packaging details: Showcase how your product is packaged. Good packaging can reassure concerns around shipping and even get them excited about the unboxing experience.
- Variety and customization: Make sure to detail options such as size, color or styles so customers can find what fits their needs.
Remember, visuals are powerful when shopping online, so illustrate this information that is important for your customers.
Product photos aren’t just meant to make your products look good but give customers important information when making a purchase.
Take them behind the scenes
In today’s online marketplace, like Etsy, it can be tough to figure out what products are truly handmade from those who say it’s handmade but are mass-produced elsewhere.
This challenge has made it difficult for craft sellers to get the recognition they deserve and be valued by customers.
That’s why I recommend including a shot of you creating your work. This communicates that your work is genuinely handmade and invites them to peer into the creative process that goes into each piece you make.
This builds trust and shows them you’re the real thing, not just another reseller trying to pass off mass-produced products as handmade.
Revamp Your Product Listings For Better Sales
To successfully sell your crafts and stand out to customers online, you need to elevate your product listings.
There’s a fine balance between providing facts about your products and tapping into the emotions of potential buyers. Here’s how to get started:
Update one listing
Pick one listing you want to update. Incorporate what you've learned about what makes your products different and what your customers are looking for.
Come up with a few ideas to improve your product photos. Update your description so you touch on both the practical and emotional needs your customers are looking for.
Don’t be afraid to experiment and learn
Get comfortable with trying different approaches to see what works best for your audience.
And give yourself time to see how your changes impact your views and sales because this won't happen overnight.
Learning to adapt to the needs and desires of your customers is critical for success in the online marketplace. So don't give up!
Share your progress
Update your listings and then share your work! Tag me on social media or in the comments below. I’d love to hear how these changes are helping your business and your sales.
Final Thoughts
Remember, your listings aren’t just a way to pitch your product; it’s where you get to tell your story and showcase your passion for your craft.
Through asking the right questions and making intentional changes, your listings will do more than sell your product - they make your passion not just seen, but felt by your customers.
Based on what you’ve learned in this post, what’s one tip you’re planning on applying to your product listings? Share your thoughts in the comment below!