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How To Set Up Your Etsy Shop to Maximize Your Profits
by Nancy Alexander
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ETSY INTENSIVES RECAP Where YOU Should be now:
Shop already set up – Shop Name - Username
An understanding of keywords, long-tail keywords, and three and four keyword phrases
Consistent photos showing off your handmade items
Message & Policy sections all filled out
Brand new Banner with a cohesive look that flows and is “you” – Congratulations!
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Titles
Choose your keywords
Decide which targeted keyword phrase (long tail keyword) you would use to optimize your listing
Check long tail keywords for competition. If it’s too high or too low, use another
Use keywords in the exact order a customer would use or search
For Example: “Red Spring Wreath” (or)
“Spring Wreath Red”
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Titles
Title should be keyword rich
Keyword phrase should appear only once in your title
Maximum Title length is 140 characters
Use all 140 characters if you can
Use commas to separate keyword phrases
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Titles Use targeted keyword phrase in first 6 words
Only 3 words in your title can be ALL CAPS
If you do this, use it consistently
Etsy treats plurals and singular spelling the same
Do not to use the same title for similar listings
If you have similar products, use different, relevant keyword phrases
You’ll be found by more customers
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Titles
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Wreaths Example Before Title Change
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Titles
Ladybug Wreaths Example Before Title Change
Spring and Summer XL Door Wreath With Vibrant Gerber Daisies, Mums, Hydrangeas,
and Large Double Bow
Ladybug Wreaths Example After Title Change
Hydrangea Spring Wreath, Large Wreath,
Pink Hydrangea, Spring and Summer Wreath
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Titles
“Hydrangea Spring Wreath”, targeted keyword phrase (First example - no targeted words)
Use “Hydrangea Spring Wreath”
In Titles
In Tags
In Description Beginning
In Materials List
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Tags
20 characters per tag
13 tags per product
Put all title keywords in tags
Long tail keywords are best
Use one word tags only to complete all 13 tags
Use targeted keywords. Example: “Hydrangea Spring Wreath” is too long. Break it up “Hydrangea Wreath, Spring Wreath”.
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Tags
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Ladybug Wreaths Example Before Tag Change
Ladybug Wreaths Example After Tag Change
Hydrangea spring, spring wreath, hydrangea wreath, pink hydrangea, pink wreath, large wreath, large wreath, Nancy
Alexander, Ladybug Wreaths, pink wreath
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Materials
Material list does not have to be long
Targeted keyword phrases that describes materials
Examples: “Pink Hydrangea” “Pink Wreath” “Large Spring Wreath”
Use 4 to 6 phrases in materials list
You don’t have to fill it up
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DESCRIPTION
WRITE AN INTERESTING PRODUCT DESCRIPTION
Find your voice
• Do you know what your voice is? It is YOU!
• Your voice ties your personality into your shop style
• Your voice will reach your target audience
• Would customers know the real “you” by what you have written?
On the following slide, you’ll see an example of my own voice
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DESCRIPTION
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MY VOICE “What a truly special, knockout wreath! The bow is made from the new, trendy ribbon, Pink Quatre Foil along with plaid burlap. Many loops, streamers & curls add to the wild & woodsy feel! Wouldn’t you love friends and neighbors to drop by and see this beauty hanging on your door? They would really pause to take it in before entering your home. It is filled to the brim with rich pink Gerbers, cheerful hydrangeas, and sweet pink cherry blossoms!”
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DESCRIPTION
Use keywords in the first 160 characters
These will be seen in Google search results
The third sentence can let your personality shine through
Use descriptive words to entice your shoppers
Its very important to grab your shopper’s attention.
You want them to continue reading
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INTRODUCTION
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DESCRIPTION
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THE DESCRIPTION ITSELF
Important information your potential customers want & need to know here
Product details
Descriptions of colors
Where & how to use your product
Then comes the size, dimension, weight and materials; all of these are very important
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DESCRIPTION THE DESCRIPTION ITSELF
After describing your product well
Time for shipping policies, personalization, and customization
This section is more readable with short paragraphs
Do a brief policy summary (optional)
Let potential customers know if you are running a sale or special
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THE DESCRIPTION ITSELF
Use ASSURANCE statements
Examples of these:
“Great care is taken in assembling each design or product”
“Hours are spent creating products that last”
“I take pride in every item bearing my name”
DESCRIPTION
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THE DESCRIPTION ITSELF
Your item will ship quickly in 2 to 4 business days
This encourages a customer’s sense of trust in you
Add links to your other listings in Etsy
And add a couple of reassuring testimonials near the end of your description
Make sure to never discount the power of a good testimonial, keep them in a file
DESCRIPTION
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PRICING
PRICING FORMULA
Everyone I’ve ever known uses a different pricing formula coming up with a price they can live with
There are so many factors to take into consideration:
• How long you have been in business
• Are you well known; a newbie, or a seasoned designer
• Whether you need income from your product immediately
• Or, can you afford to price your handmade item what it’s really worth – knowing you may have to wait for the sale
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PRICING
PRICING FORMULA
Here is a general “rule of thumb” to follow
Labor + actual material cost + expenses
These 3 added together equals Wholesale Cost
Wholesale cost x 2 equals Retail Cost
Have a test period with pricing
As a matter of fact – you’ll have several test periods
Tweak, experiment, watch what promotes sales
If lowering price didn’t help – try RAISING PRICES!!
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PRICING
LET’S TALK ABOUT LABOR We all want to be paid well for our time
There is absolutely nothing wrong with that
$8 to $10 per hour in the beginning would be nice
The truth is…
If you have doubled your wholesale materials to come up with a retail price, labor for you may have to be part of that
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LET’S TALK ABOUT LABOR Work up to asking a reasonable price
Go the Extra Mile With Packaging, extra additions like candy, etc.
Play up the first contact with your customer
Follow-up and contact with your customer
The truth is, we all have to pay our dues
Work toward receiving excellent feedback and testimonials – ask in a polite way if needed
In the beginning you will probably clear very little – that will increase with experience and GREAT feedback!
PRICING
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PRICING
DON’T FORGET EXPENSES So many expenses can be left out
Etsy fees - .20 per listing plus 3.5% of total
Miscellaneous; boxes, packing tape, overages on shipping – gas to drive to shipper
Then materials expense for wreath makers; hot glue, picks, floral tape, wire, moss, pipe cleaners and SO much more
These expenses add up to be a LOT
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HOMEWORK
Pick one listing, begin by choosing 3 or 4 word keyword phrase to describe it
Research many keywords phrases in Etsy search
Choose ones potential customers will use
Check the numbers with each search – see how many are actually searching using each keyword phrase
At first, you may find several – test to see which is best
Begin keyword phrase list in word doc or spread sheet
Work on the description of your item; share them with us in Prosper With Etsy; we can help you with them
Move to other listings, doing the same
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Virginia’s Painting (started shop 4-20-15)
SHOP CRITIQUES
Virginia Salas Shop Sections Look GREAT Good Job on Policies, About and Profile pg. Banner – Very pretty! Shop Title – More Specific
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Virginia’s Painting (started shop 4-20-15)
SHOP CRITIQUES
Shop sections look good! Add a couple more “Baby Shower Wreaths” & “Special Occasion Bows”
These shop suggestions above have much less competition
Banner looks great!
Maybe move wreath on right side over just a bit, giving you more room for you shop name a little larger
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Virginia’s Painting (started shop 4-20-15)
SHOP CRITIQUES
Shop title needs to be a little more specific For example: “Specializing in Boutique Wreaths”
Shop Announcement: Discount is great, but move it to the second sentence
Make your first sentence keyword rich with the keyword phrase for your wreath
Photo backgrounds should be consistent
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Virginia’s Painting (started shop 4-20-15)
SHOP CRITIQUES
Virginia Salas Wreath Title, words run together NEW TITLE: Pink Hydrangea Summer Wreath, Front Porch Wreath, Artificial Floral Wreath, Large Summer Wreath, Pink Cottage Wreath
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