Etsy Tutorial 4: How to create a Successful Etsy listing

Okay! Now that you’ve set-up your shop with a profile, policies and some sections, it’s time to fill the pages of your shop with your wonderful products. Here’s the skinny on what you should have in each item listing.

Title
This is certainly something an area where you personal style can really shine through. For my items, I tend to create a unique title for the piece or a name instead of a more descriptive term like “Sterling Silver Labradorite Necklace”. It’s entirely up to you how you want to title your items. I would suggest though, that you try to keep it somewhat short. While you can see the whole title in the “list” mode (versus gallery”, when the items is seen in the “gallery” mode where the picture is bigger, the title tends to get cut off. Also, I really think titles that look like short paragraphs packed with ten or fifteen different keywords looks tacky – that’s what your tags are for. But again, this is definitely an area where you can personalize your shop.

Description
The description of your item is really the area where you have the best chance to SELL your item. It is also an area where you can really showcase your writing skills or personal style. No matter if you decide to write long involved stories or keep it brief and to the point, here are a few things I think all descriptions need:

1. Measurements of the items – Be sure to include measurements in the metric system as well for our international customers.

2. Materials used – It’s important to list the specific materials you use so that people understand why it is priced the way it is (you wouldn’t expect silver-plated to be priced as expensive as sterling silver pieces and vice versa).

3. Describe the use or purpose of the item – It can be as simple as stating it can be used to carry things, to wear for formal events, etc. It’s an opportunity to paint a picture for someone as to why they need your item and therefore should buy it.

Other than those three things, it’s up to you as to what to include. I would suggest though, that if the item listed is not the EXACT item they will be receiving (i.e. you’ve relisted something you’ve sold but will be making an identical piece just with variations as is the nature of handmade items), you should put a note so that they know not to expect that specific piece).

Tags
These are extremely important because this is how people will find you in the search engines. There are a few types of tags that I usually include in all of my listings. Here they are:

1. Item category – This is the category you select from Etsy for your item to appear (i.e. jewelry versus wedding). It can be a good idea to spread your listings out over a couple of different main categories to get a wider range of customers.

2. Item subcategory – This, again, is the subcategory from Etsy where your item will appear (i.e. necklace, earrings, choker, etc).

3. Color – Always, always include the color of your item. It’s a way that people shop and a way that people can find you to include you in treasuries.

4. Themes – Themes are important for treasuries and for people who are looking for a particular type of design. You can use themes such as nature, romantic, eclectic, mod, bohemian, etc.

5. Team – Always include your team tags so we can find you for treasuries and in case we have special group promotions, so that shoppers can find you.

6. Style words – I use a lot of words that tend to describe my style of jewelry and this is really helpful if customers are looking for a particular type of piece (i.e. elegant, timeless, casual, organic, etc).

No matter what tags you come up with, ALWAYS use ALL 14 of your tags. It’s what you’re paying for :)

Photos
I’ve discussed photos before in my other tutorial, but just some brief comments here. Make sure that your first picture is absolutely beautiful. It needs to be crisp, clear and showcase your item in a way that is attractive to buyers. This may vary a bit, depending on your items (i.e. supplies versus ready to wear), but in general I think that interesting close-ups are better as your first picture than ones that include a shot of the entire piece. You can always include those in one of the other pictures. Also, if you have matching products, you can use the 4th or 5th picture to include those in the listings. It’s a great way to upsell or create multiple item purchases.

That’s it! The ABCs of listing an item! Now hop to it and fill your shop with goodies!

Best of luck!
C.

Etsy Tutorial 3: Taking photos

I cannot stress enough how important photos are. Inevitably people who first start on Etsy ask

“Is it really all about the photos?”

The answer: Yes, yes, yes.

When you sell online, people can’t touch, hold or feel your products. Photos and your description are the only tools you have to sell your items so your photos must be amazing. I’ve seen high quality, wonderfully crafted items not sell because the pictures were terrible and conversely, I’ve seen really sloppily made items sell because they had stunning photos. Now that you’ve jumped on the “Photos are the most important part of my Etsy shop” bandwagon, we can start talking about how to take amazing photos!

Lighting.

The best possible lighting I’ve seen or used in my pictures is natural lighting. I’ve seen others who use light boxes (whether homemade or purchased) who have had success as well, but in my mind, nothing really can replace good ol’ indirect sunlight. I usually take my photos on a table near an open window in the early morning or late afternoon sunlight. Try to avoid taking pictures of items in direct sunlight as this can cause the item to appear washed out and can create deep shadows. Those who have made or purchased light boxes also can use natural lighting or a variety of lamps. You may have to play around with different places in your house to find an optimal place to shoot your photos at.

White balance.

You MUST learn how to set the white balance on your camera. The white balance adjusts the way your camera sets a standard “white” background. For instance, you can usually set the WB on most cameras for fluorescent lighting, cloudy outdoors, bright sunlight or manually set it. By setting the white balance you basically tell the camera how you need it to adjust to the lighting you’re in so that it can accurately capture the color of your item. This prevents items from looking too yellow or blue. Setting the WB can make a HUGE difference in the color of your photos.

Macro setting.

The macro setting is usually a button on your camera that looks like a small flower. This setting allows you to take very up-close pictures without making the photo go blurry. This is an absolute MUST for most people unless you have a digital SLR and know how to adjust it manually. Make sure this is turned on for all of your photo sessions if you are shooting small items such as jewelry.

Backgrounds and props.

You may choose to use a variety of backgrounds or props for your photos. For backgrounds, I’ve seen success in a variety of shops with both plain bright white (the vanished looking backgrounds), simple colored backgrounds (such as scrapbook paper) or with beautiful props (such as aged books, glasses, wood backgrounds, etc). It’s really up to you what you’d like to use, but the important thing to remember is that you want to create an environment for your items. If you are selling a pearl necklace with swaraovski crystals, it would not make sense to photograph it leaning up against a coke can. You’d probably do better leaning it against velvet or over some lace or gloves to create an elegant scene. Your photos can help create the style and aesthetic for your pieces by the backgrounds and props you choose to use.

Angles.

You are given 5 slots for photos for each item you list. My advice is to use all 5 whenever possible. This is where you need to get creative with your photos. I would suggest that you at minimum show an up-close of details on the item, the back of the item, one shot with the whole item and other interesting angles of the item or a coordinating item (i.e. matching earrings to a necklace). If your item is something that has multiple uses, you should use the photos to give your buyer ideas for different ways to use the item.

Using something to determine size.

It can be difficult for people to gauge the size of something in your photos or just by reading your description, so including another item in one of your photos (perhaps the 3rd, 4th or 5th photo) can help establish a frame of reference. Common items I’ve seen used have been coins, rulers, pencils or books. Please realize that currency may also not be something international buyers are familiar with.

Colors.

Be sure to photograph your items on backgrounds with a complementary color. Not only does it help get you featured in different treasuries featuring those colors, but it also draws more attention to your photo and looks more interesting in general.

Branding and consistency of photos.

An easy way to create consistency throughout your shop is by using your photos. Shooting at similar angles, using the same or similar backgrounds and props can create unity through your shop and make your pieces look cohesive. Personally I find shopping in cohesive shops much more appealing than ones that look mismatched.

Photo editing.

No matter how good your photos look when you take them, you should always do some photo editing. Google offers some free photo editing software, Picassa, if you do not have any other software. If you do any brightening, be sure to increase the contrast as well to avoid the washed out look.

Good luck!

Etsy Tutorial 2: Time to Set up Shop!

Okay! So you’ve signed up with Etsy and are ready to launch your new shop. Here are some basics about setting up your Etsy shop:

Your shop’s “Back Room”.

Whenever you click on “your Etsy” you get to see the “back room” of your shop. Here is where you will find menus for setting up your shop announcement, shop sections, profile avatar, banner, etc.

Shop Appearance.

This section allows you to put in information for your shop announcement, the message to the buyer at the time of purchase and requests for alchemy. Your shop announcement should usually be short, readable and provide the customer with updates on any promotions you’re having, information about you or anything else you’d like to share with them. The message to the buyer should include information on shipping, a thank you or anything else you’d like to provide them with. It is automatically sent at the time a customer purchases an item. Alchemy requests are custom requests that people can send you. You can set-up information on terms of your custom orders, what materials you have available, etc.

Banner and avatar.

Your shop banner and avatar should include your shop or business name, a tagline (if you have one) and be eye-catching. Many of the most attractive banners I have seen feature popular items from that shop or a representative selection of items or items related to your products. Also, make sure to size your banner to the appropriate dimensions. There is nothing worse than going to a shop and seeing a banner that looks blurry, out of focus or pixilated. Your banner should catch the eye of the shopper. Similarly, your avatar should do the same. If you post in the forums or attend the virtual labs, your avatar is how people will identify you. Having an avatar that features a popular item in your shop, something representative of your shop or even a sale sign when you have a special promotion in your shop can be a great way you draw attention to yourself.

Profile.

Your profile is a great place for you to include information about yourself. It should be creative, informative and let the customer get to know you. Tell people about how you got involved with your craft, what inspires you, how long you’ve been doing it, what you do when you’re not crafting, what you love, hate, etc. Something to catch their eye and get them to relate to you.

Policies.

Your policies page is perhaps the most important page in your shop. Here is where you should clearly layout your terms and conditions about shipping, forms of payment accepted, custom orders, returns and exchanges and anything else you’d like to include. Having firm deadlines for payment and timelines, methods and description of packaging for shipping can do a lot of things for your shop. First, it shows that you are professional and organized. Second, it protects you from bad transactions and from uncomfortable situations with potential customers.

Sections.

You can have up to ten sections in your shop. It’s up to you how you’d like to describe them, but whatever you decide, make sure that it is easy for the customer to shop. Sometimes doing “boring” section titles such as necklace, earrings, bracelets, etc, can make your shop a lot easier to search through than having really creative, unique named sections.

Shipping profiles.

You are allowed to create a series of “Shipping profiles”. These profiles are ways you can set-up various shipping prices and is especially helpful if you plan on doing a promotion involving free shipping or a discounted shipping rate. Simply create a new profile and include shipping prices to all destinations you will ship to. I have five main shipping destinations I typically send to: United States, United Kingdom, Canada, Mexico and Everywhere else.

Message to the buyer.

This is the message that will be sent to the customer when they purchase from your shop. It’s a great place to include a thank you to the customer, remind them of any size or color variations for items, shipping timelines or a reminder to complete the checkout process for Etsy by paying through Paypal. It’s up to you what you’d like to include.

Now that you’ve set-up your shop announcement, policies, profile, banner, avatar and sections, you’re ready to start listing!

Etsy Tutorial 1: What to know before you start your Etsy Shop

So you’ve decided to start your own Etsy shop? First and foremost, congrats on making such an exciting decision! Etsy has a wonderful community of artists of all mediums and skill levels and a great customer base that appreciates handmade items. But before you start filling your shop with hundreds of items, there are a few things you should really consider before you launch your Etsy shop.

Have realistic expectations for your shop.

No matter what your craft is, having a successful shop on Etsy is not an easy task. Many sellers launch their Etsy shop with the idea that they’ll sell tons of items right away just by listing them. While this is true for some sellers, this is very very rare. Selling on Etsy requires a lot of time and dedication not only in creating new pieces to sell, but also dedicated to listing, communicating with customers and most of all, promotion. Having a realistic expectation for the amount of work you’ll put in will definitely help you with your shop.

Know what your goals are for your Etsy shop.

Everyone’s goals are different on Etsy. Some people start their shops just to get some exposure, others for an internet presence and some to move towards a full-time stay at home job. Whatever your goals are (and I’m sure they will change over time and your success on Etsy), it’s a good idea to know what they are as they will play a role in the amount of time and dedication you’ll put in to your shop.

Have patience.

It’s quite rare that people launch their Etsy shop and immediately start selling consistently. It takes awhile (especially if you do not sell or have not sold anywhere else) to get noticed and establish a steady clientele. Expecting sales the first day, the first week and in some cases, the first month, can really lead to disappointment. Accepting the fact that it may take you weeks or even months to start getting a steady flow of sales will help prevent you from feeling discouraged and disappointed about your Etsy experience.

Have your prices worked out before you start your shop.

There are literally hundreds of thousands of sellers on Etsy. Not every artist is selling on Etsy as a full-time job or to support themselves. Many are hobbyists or are simply working part-time. This means that there is a very very large range of prices for comparable items. Having your own prices worked out can really help you avoid the insecurity of pricing too high or underpricing your items.

Know how to use your camera.

This will save you endless hours of photographing bad pictures and photo editing and listing and really, just a heap of frustration. Learn how to adjust your white balance, EV and macro settings. These things are all key to good photography and good photography is the key to selling on Etsy. Start developing a brand for yourself if you have not already developed one. One of the things I’ve noticed about some of the more successful shops is that they have a consistent look about them, or a noticeable brand. You can see a particular style that is carried out from their banner, avatar, products, photos and even their packaging. This helps make your Etsy shop look attractive to shoppers and more professional, in my opinion. You may not have a complete brand in your mind and it will change as you and your art progress over time, but it is good to keep in mind as you start your shop.

I wish you the best of luck with your new Etsy endeavor! And please, feel free to contact me if you have any questions!

Signing off,
Cathy

Etsy Tutorials

Well, I am just pleased as pie about a new team that I'm co-founding with one of the loveliest Etsians around, Miss Laurel of LaValleyGirly.etsy.com. If you haven't seen her work before, you simply must stop on in' her Shop.

Sooo... I am going to be posting some tutorials about how to get started on Etsy, how to set-up your shop, success tips I've learned along the way and much much more. I hope you all will be able to learn from my mistakes. :)

Stay tuned, the first should be up in just a bit!

C.