How to Write Product Descriptions that Help Sell Your Antiques
Product descriptions are the unsung heroes of antique listings. While the emphasis is often placed on photographs (and these are incredibly important), it’s the product listing descriptions that sell an item. This is where you can make your piece stand out from the crowd. If there’s not enough information in there, a buyer will skip past. If the information isn’t enticing, they won’t bother to read. Plus, well-written descriptions for vintage items can even have search engine optimisation (SEO) benefits, bringing more potential buyers straight to your listing from search engines.
Crafting effective product descriptions takes time, but it’s worth the investment. Accurate descriptions will not only deliver the right information to buyers, but they’ll also cut down on the number of clarification emails and messages you get – it’s a win-win.
So, if you’re wondering how to write a product description that sells, try these tips.
Tell a Story
Every piece has a history attached and buyers will feel more connected to an item if they understand its history and where it’s been. It’s important to make the history as accurate as possible, so don’t be tempted to embellish to make the item sound rarer than it is. For example, claiming that an item was made by a manufacturer when you have no evidence to prove it is a no-no. While it’s perfectly acceptable to identify the style as similar to that manufacturer’s, be clear when you don’t have evidence to back up a claim.
Write Visually Attractive Descriptions
Buyers are drawn to antique product descriptions that are easy on the eye. Packed text isn’t visually appealing, and buyers are likely to skip over the listing to get to one that is more attractive. So, your aim should be to create product listing descriptions that are easy to read. Try using bullet points to highlight the key features of the item and intermingle them with paragraphs that go into more detail about the history or value of a piece. In this way, you’re ticking both boxes of appealing to buyers who might prefer bullet points and those who prefer to read paragraphs.
Write a Killer Title
It might be that all a potential buyer sees, so making the most of the titles of your antique product descriptions is vital. Along with your photographs, titles give key information to the buyer and prevent them from wasting their time looking at something they’re not interested in. Some sites will have maximum character limits for product titles, so make sure you get all the valuable information in there, with the most important elements first. For instance, buyers will be interested in provenance, age, style, material and item type.
Along with that, remember to use adjectives that are accurate and attention-grabbing rather than those that might act as clickbait. For example, “oversized” is a better option than “outstanding” because it’s a literal description of the item rather than a subjective opinion.
Include Important Information About the Item
Don’t forget that buyers are relying on the product listing descriptions to give them as much information as possible. They can’t touch the item; they can’t smell it or understand its dimensions from a simple photograph. Product descriptions that sell have to convey all that, while still being visually friendly as mentioned above. So, consider the obvious external elements as well as things that only you as the person looking at the piece directly can detect.
You might include the following in your listing:
- Dimensions and size
- Makers mark
- Manufacturer’s information
- Approximate date or period of manufacture
When you’re writing your antique product descriptions, you might not have all the relevant information – and that’s fine. It’s far more important to be upfront about the things you don’t know because it makes it easier for the things you do know to shine through in the listing. Similarly, don’t go into great detail about the unusual texture of a set of drawers only to forget to confirm how tall it is. Getting the basics right is key to writing effective descriptions for antique items.
Consider the Ideal Buyer
Some items will be in need of repair or restoration and, if so, the tone of any antique product descriptions is going to be different. If you’re pitching your piece to a collector who will enjoy the challenge of restoring the item, play on the fact that an item has original parts and hasn’t previously been restored (if appropriate). On the other hand, if the item is in excellent condition and is ideal for someone to purchase and then display or use in their home or retail shop, be sure to highlight this in your description.
Additional Information Can Make the Difference
If there’s any other information that might help to sell the item, make sure you include it. For example, if you offer free delivery, this is a big selling point in comparison to other sellers. Equally, offering a returns service within a certain time frame is something to shout about.
There are also the technical things that you must mention, such as your payment methods and whether or not the item can be viewed in person prior to purchasing. Remember, too, that buyers won’t always be from your country, so include tax information and extra shipping charges to help them if possible.
Selling Online with Decorative Collective
Decorative Collective is one of Europe’s most popular antique marketplaces, and we work a little differently to most. Instead of charging commission fees, users pay a simple monthly membership fee in exchange for the ability to sell via our platform. This gives dealers the opportunity to add items as and when they wish, 24 hours a day and 365 days a year. At Decorative Collective, we put the power to sell in our dealers’ hands, while combining it with a major platform to help those antiques reach the right buyers. Find out more about joining our friendly seller community and how to start selling your antiques online here.