Too many people these days are listing their products with very little or no description. If your selling your products online, your customers won't be able to touch the item, all they have is hopefully a great picture and great description.
Unfortunately, too many sellers are just listing the basics, i.e. color, size, scent (bath & body), etc. Their basically just reiterating what is obviously in the picture.
What happens next? Well the customer maybe takes a quick peek and keeps going, in the world of online selling, your competing with hundreds of thousands of different sellers, you only have a few moments to capture a potential customer's attention and keep it.
The key is to keep their attention with captivating photos with detailed close-ups (you want the customer to be able visualize the product as if it was sitting right in front of them). Second, you want a detailed description that explains who, what, where, when, and why (especially why).
You want a description that draws people in! You need to make sure that they know how fabulous your item is and why they NEED to buy it!
I was in the Etsy forums the other day and I came across this post by Sparklerama (sparklerama.etsy.com) and she compiled one of the most detailed lists I've ever come across. The list isn't an absolute 'need to have every point' in your description but its definitely a great starting point.
20 Questions Your Buyers Are Asking:
1. What IS it? (It may be totally obvious to you what the item is, but it might not be so obvious to your customer).
2. What color is it? (The color on your computer monitor may not be the same as mine).
3. How big is it? (As a buyer I don't want to guess if that painting will fit over my fireplace or if those earrings are going to hang past my shoulders).
4. What is it made from? (What materials and techniques are used?)
5. How do I care for it? (Can I wash and dry that wool sweater?)
6. Who should buy it? or Who should NOT buy it? (Is it appropriate for pregnant women? Children? Pets?)
7. What is it used for? (Is it decorative? Does it have a function? Both?)
8. What does it feel like? (Is that scarf soft to the touch? What's the texture like? Is that necklace very heavy?)
9. How does it work? (Does it slip over my head? Is there a clasp? Do I tie it around my waist?)
10. Why is this one better than the one in the next shop? (What special skills, materials, or ideas do you use that make your item the best?)
11. Do I get everything in the picture? (I see 12 items in your picture, do I get them all? Only one? Does that lovely bauble in the background come with it or is it just for display?)
12. Will it fit me? (When I shop in a brick and mortar shop I might try on 12 things and find only 1 that fits well. I am taking a BIG chance on buying clothes online. Please make it easier for me by offering extensive measurement and sizing information. Don't assume that your customer will know what you mean by "small" or "Large")
13. What if it doesn't fit? (Am I stuck with it? Will you exchange it? Who pays to ship it back?)
14. Is it ready to use? (Is that painting ready to hang? Do I need to frame it first?)
15. How does it arrive? (Is it gift wrapped? Is it ready to ship or is it made to order?)
16. Will I get the EXACT item in the photo? (Is it a stock photo or do I get the exact item?)
17. Is it gonna stink? (Does that vintage item have a funky, musty odor? Does the seller smoke while he creates that item?)
18. How do I know it's "vintage"? (What kind of research did you do to determine how old that item is? Is it marked? Is there a date on it? Are you experienced with vintage and antique items?)
19. What do those fancy terms mean? (Don't take for granted that your customer knows what a cabochon is or what giclee or gocco means.)
20. Can I live without this item? (Chances are your customer can easily live without your items. It's your job to SELL it to them. Let them know why owning this item is so wonderful. Are they gonna feel like a princess with that lovely bracelet? Is that platter not only functional, but makes a wonderful work of art? Is that item the perfect gift for hard to buy for people? Does the item evoke certain emotions? Tell us what's so great about it!)
Good luck with your descriptions!