Potential buyers will initially be attracted aesthetically to your product. But, it’s the artist, rather than the art that they ‘buy into.’ To become customers they need to feel a connection with the creator. So, tell them about yourself. A brand story is essential to show that you’re authentic, and add value to the item.
“Buyers love the stories that come from making your own products. What materials have you used, where was the item made, what was your inspiration and is this is one off?” – Emily Barnes, Folksy .com
Of course, the main selling factor for a craft item is its uniqueness. Your product is rare or one-of-a-kind, and not available on the High Street. Here’s your copywriting wordlist:
Only one of its kind
Out of the ordinary
No two are alike
As individual as you
Not available anywhere else
Limited to x copies
Never to be repeated
A product that’s created by hand, or hand-finished is highly desirable. Rather than buying something fresh-off the conveyor from China, they’re getting an item that’s been created with love, care, attention and precision.
Hand-built, sewn, dyed, painted, coloured, stained, decorated, carved
To justify a high-price, your website copywriter will need to emphasise the quality of materials used. As well as the effort and skill involved in making your product.
If an item has a high price tag, it’s only natural a buyer will want to know about longevity. Explain how you source your materials and where they come from. Including care instructions will reassure them too, showing that the item is built to last.
Don’t just say ‘hand-stitched detailing;’ say ‘beading is painstakingly hand-sewn taking approx. 14 hours.’ Be specific in – tell the buyer how much time and skill goes into its creation.
Work of art
Built for the ages
Worth every penny
Only the finest
We searched far and wide for
More precious in time
A valued edition
Written by Heather Griffiths