The Most Overused Word in Etsy Descriptions

Anyone who works on Etsy knows how important writing is. Think of all the copy we write, just by listing our inventory! That doesn't include our blogs, FB pages, portfolios, and all the other social media outlets we manage.

Like many shop owners on Etsy, I have training in areas besides crafting and business. One of these is writing. I have an M.A. in Writing and Literature, I'm a published poet, and I've written

fiction, freelance articles, resumes, and textbook content. I'm so grateful for this skill, because the written word, whether it's an in-depth article about the nature of amethyst or a 140-character Twitter update, is a powerful tool for communicating with each other and with our clients. We, as artists and craftspeople, believe in community; the power of writing can help bind a community together. This includes making a connection between you, your item, and your client.

I'm beginning a series of articles about copywriting for the craftsperson. We all need need a little help in this area sometimes, regardless of our experience. Let me begin with a word that I'd like to see virtually eliminated from Etsy.

The Most Overused Word in Etsy Descriptions

UNIQUE

This word means "like nothing else," implying it's the only one of its kind. It's also appropriate to use it to mean "distinctive" or "unusual." The problem is that it's everywhere on Etsy. It is so often used that I'm not sure it makes much of an impact to a potential buyer.

Of course we think our items our unique. We make them with our own hands, or we work hard to find that special vintage dress or unusual cabachon. To make our copy distinctive, we must think of what actually is distinctive about our item rather than relying on a word so many shop owners use.

Here's an example of a common Etsy-type description based on the photo above:

This gorgeous one-of-a-kind necklace is made with howlite, white mountain jade, Swarovski crystal, and a beautiful, unusual pendant. This unique pendant features a sterling silver dragon on a purple jade background...

Not bad, right? I made this necklace, so naturally I think it's unique and fabulous. Everything I wrote is true in my mind. And there probably isn't another necklace exactly like it.

Consider, however, what happens when I think about what I really love about this necklace. The word "unique" isn't what comes to mind--that just seems to come out when we write copy. What I really love about it is the colors, the feel of the howlite next to the white jade (which is actually marble), the way the amethyst-colored crystal blends the purple jade of the pendant into the white of the beads; and the dragon. The dragon is what inspired this necklace in the first place!

This is what I wrote when I connected to this original inspiration:

In Asian cultures, the dragon is regarded as a strong, benevolent creature. The dragon symbolizes luck, strength, determination, and protection. This pendant is a nice blend of yin/yang: the powerful dragon (yang) is backed by soft purple jade (yin)...

In only three sentences I've provided a little history, cultural relevance, strong, positive nouns ("determination"), SEO ("dragon" three times), and color. Now the potential customer can connect, through the written word, to this piece of jewelry in a way the word "unique" cannot provide.

The bottom line is to write something that is uniquely connected to the item you're selling. Yes, I used it on purpose! If you're using copy that sounds like what so many others write, how can you truly identify what is distinctive about your item?

Write from your own connection to the item you love and you'll already be on the right track.

Good luck, and good writing!

Amy

A Sale, A New Logo, Tweeting, and Other News from Lunar Blue

Hello readers! It has been busy in the Lunar Blue Studio and I want to fill you in on all the activity.

First, you can now follow us on Twitter!

I was reluctant to start "tweeting," but I'm surprised how relevant and fun it can be. I've already found one great article about why press releases don't work anymore as a way of promoting your business, and what does. (Hint: it all comes down to that niche marketing/figure out your angle way of thinking.)

Second, we are releasing our first monthly newsletter in a matter of hours! I'm very excited about this new way of connecting with our clients and providing some great information: an in-depth column about gemstones written by our own Ph.D planetary scientist/jewelry designer, advance notice of sales in our online boutique, news about Lunar Blue events and workshops, and a special discount every month created especially for our newsletter subscribers. Click here to receive this free newsletter.

Finally, you may notice that we are transitioning to a new logo. It's a little sad to see the old one go, but it's truly fun to make the change to something brighter and rather nifty.

One final mention as a courtesy to our readers--all of our charms will be 50% for the entire month of August! That's $6 for a spiffy adornment to your purse or handbag, cell phone, zipper, belt or jeans loop, or just about anywhere you want to add some classy individual style. Add just $1 for First Class shipping and a free small organza bag and you have yourself a great gift or treat for yourself.

All of our charms are handmade with sterling silver and gemstones, crystals, and designer glass. Just because it's little doesn't mean it shouldn't be high-quality, beautiful, and made to last!

Amy

The Glories of Amber - Part Two: Finding and Using

Raw Amber

Gemstones are (for the most part) hidden treasures.  If they are not buried deep underground, then they are in hard to find, off-the-beaten-track places.  This isn't a surprise, since any easy to reach gemstones were found by humans long ago and carted off.  Amber is no exception.

Given that amber is a product of ancient trees, it is now found in the areas where large forests of those trees once existed.  While small amounts might be encountered globally, the largest deposits of amber, possibly 90% of the Earth's retrievable storehouse, can be found on the Baltic Sea.  Baltic amber has long held the position as the most dependable and desirable amber for gemstones (although this market is quite competitive).  Baltic amber is mined, but some amber can actually be found by "fishing."  Since amber is one of the very lightest stones, it will float in saltwater.  Storms in the Baltic Sea stir up the seafloor, and allow nodules of amber to float to the surface.

Cloisonne Necklace Highlighted With
Orange Amber (Ambroid) Beads

Amber burns when heated and gives off a scent like pine.  Because of this, it wasn't only used for jewelry, but for incense and in religious rituals.  Combined with other materials, it was also historically used in perfumes.  Its soft nature allows it to be carved easily, and so it was, and is, used to create pipes, urns, parts of musical instruments, pieces of light fixtures, and much more.  Today the most common use for the best pieces of amber is in high quality jewelry.  Lower quality amber or small pieces are pressed together to create stones that rival the best for beauty, but are considered lesser because they have been through a manufacturing process.  The very lowest quality amber is generally processed into oils and resins.

Finding and using amber is also a trick for the gemstone artist, since this material is expensive, exclusive, and easily imitated.  But more on that later!

Image Credit:
Raw Amber from www.wonderful-denmark.com
Cloisonne Necklace from our site, lunarbluedesigns.etsy.com, one of our unique designs!  This one includes vermeil gold (gold plated over sterling silver) accents, along with Swarovski crystal, amber (ambroid), and fresh water pearl.