You understand the customer's journey (Chapter 2). You know the emotional triggers (Chapter 3). You have your "Feature-Benefit" selling points (Chapter 4).
Now, you have to actually write the thing.
Copywriting is not "creative writing". It is the art of using words to pursuade, to guide a browsing shopper toward the "Add to Cart" button.
While Etsy is a visual platform, your description is your safety net. It answers the questions photos can't, it builds trust, and it closes the deal. But on Etsy, with mobile shopping dominating the market, how you write is just as important as what you write.
Here are the 6 golden rules of copywriting for Etsy sellers.
Rule #1: Write for Scanners, Not Readers
The Reality: Nobody reads your description word-for-word. They scan.
The Problem: On mobile devices, a paragraph of 5 sentences looks like a massive, unreadable wall of text.
The Fix: Break it up.
- Keep sentences short: Aim for 15 words or less.
- Use simple vocabulary: Don't use a $10 word when a $1 word will do.
- Instead of: "Utilize this planner to facilitate organization."
- Say: "Use this planner to get organized."
- Cognitive Load: Simple writing reduces "brain friction". If they have to re-read a sentence to understand it, you have lost them.
- Active voice instead of passive voice
- Instead of: "This necklace was handcrafted by me with sterling silver."
- Say: "I handcrafted this necklace using sterling silver."
Rule #2: Speak to "You" (The Voice of Customer)
Etsy is about connection. Third-person writing ("The seller made this item") feels cold and distant. Second-person writing ("You will love this") feels personable and engaging.
- ❌ The Manufacturer Voice: "This planner is designed to help people organize tasks."
- ✅ The Partner Voice: "This planner helps you organize your tasks effortlessly."
Pro Tip: Go back to the reviews you analyzed in Chapter 4. If customers say, "I finally feel calm," use that exact phrasing: "Get ready to finally feel calm." Mirroring their language creates trust and familiarity.
Rule #3: Front-Load the Value (Mind the "Fold")
On Etsy mobile, only the first few lines of your description are visible before the "Read More" button. This is "The Fold".
If you waste this space with "Welcome to my shop!" or "Shipping policy," you are wasting your prime real estate.
- The Strategy: Lead with your biggest Benefit or Emotional Hook (from Chapter 3).
- The Goal: The first sentence must be so compelling that they have to click "Read More."
Rule #4: Hack the Formatting (Simulated Scannability)
Etsy’s text editor is basic. You don't get bold, italics, or bullet points. You have to "simulate" formatting to make your text readable.
Simulated Headings: Use capitalization and symbols to break up sections.
- ✨ KEY BENEFITS ✨
- === MATERIALS & CARE ===
Simulated Bullets: Use generic symbols to create lists.
- • (Bullet)
- ✔ (Checkmark)
- + (Plus sign)
White Space: This is your best friend. Hit "Enter" twice between every short paragraph. White space makes the text look inviting rather than intimidating.
Rule #5: Use "Power Words" (But Don't Fluff)
Generic words are invisible. Specific words paint pictures.
Avoid Weak Intensifiers
Words like very, really, totally, and super weaken your writing.
- Weak: "Really soft."
- Strong: "Velvety," "Cloud-like," "Plush."
- Weak: "Very shiny."
- Strong: "Radiant," "Gleaming," "Mirror-finish."
The Power Word Categories
- Urgency: Now, Instantly, Today.
- Exclusivity: Secret, Limited, Unique, Rare.
- Assurance: Guaranteed, Proven, Secure.
Rule #6: The AI Trap (Authenticity Wins)
Everyone has access to AI writing tools like ChatGPT. As a result, Etsy is flooded with descriptions that sound like robots: "Dive into a world of elegance with our bespoke tapestry..."
Shoppers can smell AI copy a mile away. It feels fake.
How to use AI correctly:
- Use AI to brainstorm ideas or check grammar.
- Do NOT copy-paste AI output directly.
- The Human Edge: AI cannot tell your story. It doesn't know the smell of the leather in your workshop or the reason you started this business. Inject your personality, your struggle, and your passion into the text. That is what handmade buyers are paying for.
The Proofreading Checklist
Before you hit publish, do the "Stumble Test". Read your description out loud.
- Did you stumble over a sentence? Rewrite it.
- Did you run out of breath? Shorten it.
- Did you sound like a corporate robot? Add some "You" and "I".
Now that you have the style down, we need to structure the substance. In the next chapter, I will give you the exact "Fill-in-the-Blanks" Description Formula to ensure you never stare at a blank page again.