Online Selling Made Easy: The Importance of Product Descriptions

At easyStorage we often talk about decluttering - and, as part of that, about selling things online.

We already published some information to help:

• How to create imagery to help sell;
• How to price your goods.

So onto the part where we use words to describe and sell our item!

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When writing descriptions that sell online, you’re not creating a sales pitch – you’re creating a buying one.

The headline (see below) and the picture have drawn customers in. It’s now up to you to give them the reasons to buy, so give them the basics straight up – an accurate item description.

You can also get a feel for how other people write their ads by looking for similar items on the site you’ve chosen to list on – some will have a list of info, while others will write a paragraph. 

A good description is concise, organised and easy to read. Listings with detailed information and clear, close-up photos usually get the most responses.

Include the following where appropriate:

-          Brand, designer or artist;

-          How many of the item for sale  there are, and whether you’re prepared to split the ‘lot’ for sale;

-          Size: for clothes this may be standard sizing, making sure you say whether the size is Euro, US, British etc. Don’t forget things like inside leg on things like trousers and inner/outer measurements where appropriate, and whether the item comes up large or small. Giving measurements for other types of items helps the buyer: for a table or picture it would be length, height, depth measurements for example;

-          Colour(s). Even for things like wood there are variations:  pale pine, polished pine, mahogany or dark wood etc;

-          Item condition (many sites ask you for this) including the condition of any packaging. Be honest. List any flaws. Returns can be slow and painful, sometimes even expensive, and can dent your online sales reputation with a bad review. You may want to sell something else in future;

-          Where the item is held (current location), especially if item is for collection by buyer;

-          Age of item/style eg 1980s New Romantic, Shabby chic, antique (Georgian);

-          Special features eg foldaway for furniture, zip or button closes on clothes;

-          Postage/delivery costs, depending on site.

-          Weight if it matters, eg ski jackets, suitcases

Most sites have plenty of room for writing the listing, but do check any word limits and any words that may/may not be used on the platform. Don’t be afraid of using bullet points.

Some sites will have titles, then a summary, and then the full text, so be prepared to repeat the information, expanding it.

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The Title

As you’re writing the longer description, you’ll see what the real selling points are for your item. This is what lures people in, so give people an excuse to look. Remember they have a picture, so they’ll know, roughly, colours and what the item is once they are there. However, buyers may be doing a Google or site search, so try and use common search phrases. Look at other people's adverts for similar products. Think what someone may be searching for – modern bucket armchairs, Gucci handbag in perfect condition etc.

Eg Genuine Biba evening dress, size 16; Large, dark wood Victorian dining table; Framed poster: Picasso’s Jacqueline, perfect condition; handmade wide pewter claddagh ring.

If you have a summary, you can expand this slightly

Eg Genuine Biba evening dress, full length, generous size 16. Cat print; Large dark wood Victorian dining set in fabulous condition.

Don’t be tempted to put titles in all capitals (upper case). Although they may stand out in a list, a mix of upper and lower case (title case) will be easier on the eye. And some sites will refuse to publish your listing until you correct it.

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And if you decide to keep items….

easyStorage is here to help with easy storage! At around half the price of traditional self storage, easyStorage take the pain out of not only the cost, but also comes and collects your goods and delivers them back.

For a no obligation idea of cost call 0800 061 4091 to discuss your needs with one of our storage professionals, or take a peek online: https://book.easystorage.com/