Unlike creative fiction, writing a jewelry product description demands a different set of targets, but just because you’re not aiming for literary awards doesn’t mean you don’t have to be creative. When it involves texts, it means you’re playing with the imagination of your audience. And it’s only through creative texts that you could do that. However, don’t go overboard to the point of compromising accuracy. Accuracy should not suffer in your pursuit of creativeness.
This all boils down to BALANCE. Be creative with your words but at the same time, business-focused. After all, your ultimate goal here is to SELL.
In the world of digital shopping, you learn to ditch some traditional selling techniques because you’re relying more on visual components online—your jewelry photos, videos, texts. Hence, more factors are added to the mix. You have SEO, discoverability, tag and title relevancy, and product listing quality, just to name a few. As such, your core guide here is to write a well-structured, compelling, and SEO-friendly product description for earrings to increase your chance of discoverability in search engine results and persuade potential buyers to buy.
So, how do you do that? Let’s take a look!
You can’t describe what you don’t know. Take a look at your pair of earrings and examine them the way your buyer would.
There are different types of earrings and earring backs. Learning to identify the type of earrings you’re selling makes this part easier for you and for buyers that are looking for specific types of earrings. I have listed a few of the popular ones below.
Stud earrings are usually small and sit snuggly on the earlobe.
Drop earrings drop just below the earlobe. It’s like an extended pair of stud earrings that is usually stationary. However, some drop earrings may display minimal movement.
Unlike the drop earrings, dangle earrings are intricate pairs that swing to and fro, side to side, depending on the design. Some dangle earrings can also be chandelier earrings and drop earrings, but a pair of drop earrings can never be a dangle.
Hoop earrings are hoops with an end-to-end loop. Hoop earrings may vary in length, thickness, and design. While it’s traditionally round, modern geometric patterns are already available.
Huggie earrings are small hoop earrings that hug the earlobe. They are usually thicker than the usual hoop earrings and may come in either a plain or an ornate design.
Once you’ve identified the type of earrings you’re selling, you must be able to describe the type of earring backs as some buyers are looking for a specific type that they believe best hold the earrings securely on their ears. The most common earring backs are:
Perhaps the most common of all. You can find post backs used for studs, drops, and dangles. Post backs come in different options like screwback, la poussette, and friction or push backs, to name a few.
Hinge backs are commonly found on huggies and hoops. It features a hinged post that snaps onto a groove on the back of the earring.
Dangle and some drop earrings use a lever back where a wire opens and goes through the piercing and snaps together in the back.
Shepherd hooks are hooked wires. The wire loops through the piercing and hangs on the backside of the earlobe. Most ear wires don’t have an additional backing to keep them secure, but it’s also common to find them with a catch wire for double security.
Award-winning American writer Kurt Vonnegut, in Bagombo Snuff Box, said it best when he said, “Write to please just one person. If you open a window and make love to the world, your story will get pneumonia.”
The same rule applies when writing product descriptions for earrings or other jewelry pieces. Focus on your target buyer alone as talking to a crowd will leave you without an audience.
Further, it’s easy to come up with the right words if you know who you’re talking to. Who did you have in mind when you designed those earrings? Are they ideal gifts for moms? Would the pair be a perfect piece of bridal jewelry?
Find out who they are and what they are like. Then, use words that they would commonly use and would resonate best with them. Talk and relate to them directly.
Sensory language is not reserved for Edgar Allan Poe, Pablo Neruda, and T.S Eliot alone. It’s also for jewelers and retailers like you and others. It’s not just for poets.
When you write using sensory details, you write descriptive sentences that employ the sense of touch, sight, sound, smell, and taste. And this is what makes them powerful and memorable as they make your target buyers feel, see, hear, smell, and taste your words. Unlike ordinary texts, sensory language lights up different areas of your buyers’ brains; thereby, captivating their attention.
Below are a few descriptive words that appeal to one’s senses.
As you look at your jewelry, use your imagination and you’ll surely come up with more descriptive words that accurately describe your design.
Sensory words are powerful enough to boost your sales, especially online where buyers cannot touch your product. Instead, they rely on your words to give them that experience. Use these words to allow them to imagine themselves holding your jewelry products. Employ the right language to increase their desire.
Connotative language persuades as it carries meanings and emotional associations that could impact your audience and influence them to purchase.
Choosing the right words when using connotative adjectives is critical as inappropriate synonyms may confuse your buyers. For instance, if you say, “wear something different this season” when you want to say “unique” may put you at a disadvantage, especially if you’re selling a unique piece of earrings. Here, unique means unusual—a design that had never been created before, whereas, “different” could mean something other than the earrings they already have, but not necessarily unique.
Think about vivid writing. Vivid writing uses descriptive language that paints a clear picture—sort of a mental image that sticks in your target buyer’s mind; thus, making you memorable. It allows them to see clearly what you have envisioned your product to be. Drop overused words like “beautiful” or “gorgeous.” Instead, be precise. Say “Exquisite” when describing a pair of diamond chandelier earrings. Call it “glistening” or “lustrous” just like a real chandelier. Give impact to your word choices to help your potential buyers envision the product that you want them to see.
Always remember that jewelry purchases are emotional purchases. More than a piece of product, you’re selling emotions here and by using vivid language, you satisfy their emotional needs.
If emotional descriptions persuade, rational descriptions inform.
After tickling your buyer’s fancy, supplement it with rational earring product descriptions to satisfy their material needs. This is where you have to be straightforward and factual to avoid product returns and complaints later on. Inaccurate rational description can lead to conflict with buyers for sending them items not as described, which could hurt your reputation.
Rational product descriptions include the product price, materials used, the 4Cs of diamonds, measurement, and other pertinent details. Be as detailed and precise as possible. Make it concise, about 50-100 words. When you get this right, you save both your time and your buyer’s time as it would reduce the amount of time you’d spend exchanging messages with the buyers just to answer their material-related questions. Use your product description box in such a way that your buyer will not feel that their time was wasted.
Finally, combine your emotional and material product descriptions to seal the deal. Here’s an example of how you can properly combine both.
In conclusion, writing product descriptions for earrings shouldn’t have to be difficult. Ask yourself, “what am I trying to say? What words would best express it?” Find the right words and put them down.
This reminds me of the artist Dongchun Lee who states that jewelry requires exchanges of emotional and sometimes intellectual thoughts between the artist and the wearer. So go ahead, connect with your buyers and let them live your story through your words.
What’s your process for writing product descriptions for earrings, if you have a process at all? Let us know in the comment section below!