Etsy Insights: Writing an engaging About section | Etsy Success

SassafrasZines · 2019-11-18T19:43:52.273000Z

Hi! I’m Tess and I work on the Brand Content team here at Etsy. I create education for the Seller Handbook to help sellers improve their shops and I write shop features for the Etsy Journal. I also produce the Etsy Success podcast (etsy.me/podcast) where you can hear expert tips and insights straight from Etsy staff and your fellow sellers. Your About section is a key touchpoint for connecting with your audience on Etsy, whether that means turning a browser into a buyer or earning a feature (on or off Etsy) to get more eyes on your shop. Plus, a completed About section can help your placement in Etsy search. Here are some tips for writing one that engages your target reader: Grab their attention: Your first sentence should capture someone’s interest and entice them to keep reading. Consider teasing a surprising fact or anecdote about your business to encourage shoppers to turn the metaphorical page. Tap into your unique selling point: Think about what makes your shop different from the rest. Maybe you've developed an unusual technique for making your items, or you've committed to using only sustainable materials and packaging. The best way to hook your target audience is to provide a clear and compelling reasoning for why they should choose to buy from your specific shop. You can also use photos or videos to add a bit more color to your story. Tell a story: I’ve worked on many Seller Handbook stories about shops that our team discovered simply by reading the About section. Calling out unconventional workspaces, dramatic career switches, and noteworthy side hustles are all signals to writers that you have a story that might appeal to their readers. Plus, people come to Etsy because they want to buy from a real person! So not only could these details get you press coverage, but focusing on real-life challenges, successes, and milestones can help you reach shoppers seeking that human connection. What’s your shop’s “unique selling point”? Share what makes your products different in this thread.

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Etsy Insights: Writing an engaging About section | Etsy Success | Etsy Community