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A Step-by-Step Guide to Creating Attention-Getting Product Listings #Etsy #EntrepreneurBooks


6 min read

The following excerpt is from the Staff at Entrepreneur Media Inc. and Jason R. Rich’s book Start Your Own Etsy Business. Buy it now from Amazon | Barnes & Noble | iTunes | IndieBound or click here to buy it directly from us and SAVE 60% on this book when you use code SIDEHUSTLE2021 through 6/20/21.

One of the core steps in establishing your Etsy shop is adding the product listings for the items you plan to sell. You compose and create product listings one at a time, using Etsy’s “Add a New Listing” tool, which walks you through the process of composing and publishing, and then organizing, each listing. As you’re about to discover, Etsy divides this process into five steps.

Related: 3 Things You Must Know Before You Start Your Etsy Business

Step 1: product photography

The first step in creating a product listing involves uploading between one and five digital photos for each listing. Be sure to choose photos that best showcase your products from different angles or perspectives. Mix and match traditional product shots with lifestyle shots.

A product shot should depict just your item in the photo, typically with a white or solid color (or very simple) background. The primary focus should be on the product and should show as much product detail as possible. A lifestyle shot captures your product being worn or used in the real world. For example, if you sell necklaces, a lifestyle shot could show a model wearing the necklace in conjunction with different outfits.

Step 2: listing details

One of the very first things visitors see when they view your products is the product listing’s title. This title must be short, descriptive, attention-getting, accurate and contain keywords you believe customers will use to search for your items. As always, target it specifically to your core audience.

The “About This Listing” section includes three separate pull-down menus: “Who Made It?,” “What Is It?” and “When Was It Made?” For each listing, select the most appropriate option based on what you’re selling.

You’ll also need to choose an applicable category for the product and fill in the price. The price should be pre-calculated to take into account your cost of materials, time/labor, business overhead expenses and marketing/advertising expenses, as well as the profit you want to earn. It shouldn’t include shipping and handling fees or sales tax.

The “Description“ field is where you can describe your product using your own words. Use as many relevant search words or phrases as you can because this text will be searchable by your potential customers.

Related: This Teen Paid for College by Selling on Etsy. Here Are 5 Ways She Did It.

Finally, if you’re selling multiple items that fit into clearly definable categories, such as specific types of products, products priced similarly or products best for certain holidays, consider using sections to sort your items and make them easier to find within your shop.

Step 3: variations

On Etsy, a single product listing for an individual item can have multiple (optional) variations. For example, the “Handmade Wool Sweater” you’re selling could have one listing, and using the “Add a Variation” tool, the listing could offer the sweater in multiple colors and/or sizes that you choose to offer.

The Variation option(s) that the customer selects will be displayed on your Sold Orders, Receipts and Transaction emails, so you’ll know exactly what item(s) to send based on the customer’s choices.

Once you select a variation, customize what options your customers will be given based on the type of variation you select. With each variation you select, you have the option of adding a separate price and displaying whether that particular variation option is currently in stock.

Step 4: shipping details

This section requires you to provide details about the size and weight of your item and where it will be shipping from; select the shipping options you want to offer to your customers; and disclose the processing time needed to fill each order. You’ll also need to provide the origin zip code for the location you’ll be shipping your orders from.

As a general rule, offer the fastest processing time possible. You should also select which countries you’ll ship to.

Based on the shipping option(s) you choose and the option the customer selects when placing an order, Etsy will calculate the shipping/postage fee based on current rates. In addition to shipping charges, you can add a handling fee, which will be automatically added to the customer’s shipping total and won’t be listed separately. If you choose to add one, keep it low and be able to justify it.

Next, provide the item weight for the item after it’s been packaged as well as the length, width and height of the package. Based on the various shipping options you’ve selected, in the Preview Shipping Costs field, Etsy will display what your customers will be charged for shipping and handling when placing an order.

Step 5: add search terms

The final step in the product listing process is a list of words you add to the Tags field to help customers find your shop and product listing when searching. These tags should accurately describe your item in the most detailed way possible.

Related: 12 Ways to Increase Online Sales

The Materials field is another optional tool you can use to provide a collection of search words you think potential customers might use. For example, if you’re selling a handmade sweater, your materials list might include words such as “wool,” “yarn,” “all-natural,” “organic,” “died,” “handspun,” “synthetic,” “Scottish,” “Merino,” “sheep,” “alpaca,” “cashmere” and/or “natural.”

Once you’ve completed a product listing, click the Preview button and carefully review each listing. Fix any mistakes, then click the Save and continue button to store and publish the listing in your shop.

Did you enjoy your book preview? Click here to grab a copy today—now 60% off when you use code SIDEHUSTLE2021 through 6/20/21.


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As Weed Becomes More “Acceptable,” Weed Gadgets Are Growing Up


Illustration for article titled As Weed Becomes More 'Acceptable,' Weed Gadgets Are Growing Up

Photo: Catie Keck/Gizmodo

However you choose to blaze it today or any day, at this point, there’s a gadget out there to fit just about any style preference or format. And many of them look like small pieces of art in their own right.

This was something I noticed as I was working on a recent weed gadget buyer’s guide ahead of April 20. What I specifically wanted to look for were pieces, accessories, and other tools that looked as beautiful and appropriate sitting out on a coffee table as a glass of fine wine. When I called in a veritable truckload of weed gadgets to review, design and function were two of my topmost priorities.

Not all of those beautiful gadgets made their way onto our guide—we picked a single device for five primary categories and spoke a little bit more about some of them in a companion video. But whether it was a beautiful gold grinder from Sackville & Co. ($40) that looked like a miniature Guggenheim or a thoughtfully designed Cache Jar ($35) from Tetra, many of the accessories I was sent for review were so beautiful I found I actually wanted them displayed in my home, rather than tucked away somewhere in a cupboard.

Rolling papers from House of Puff; Upright Bubbler from Jane West; Nomad Pipe from Tetra; Glass Tanjun Pipe by Laundry Day.

Rolling papers from House of Puff; Upright Bubbler from Jane West; Nomad Pipe from Tetra; Glass Tanjun Pipe by Laundry Day.
Photo: Catie Keck/Gizmodo

The same goes for a couple of porcelain accessories from a Jonathan Adler collection from Higher Standards that I absolutely adore and use frequently as catchalls for things like my papers or lighters. They feel, to be honest, a little more “grown up” than some of the more traditional weed accessories of my youth. Eric Hammond, VP of Greenlane Brands and GM of Higher Standards, told Gizmodo that a touchstone of the brand “is our elevated design ethos which merges both functionality and elegant craftsmanship.” I fully agree with that, particularly where its premium glass smoking devices are concerned.

When I spoke with Monica Khemsurov, co-founder of Tetra, about the company’s design principles, I learned that Khemsurov had a background both in journalism as well as design, most recently as a contributing design editor to T Magazine and the co-founder of Sight Unseen. Khemsurov said Tetra was founded in 2015 between Khemsurov and two other arts journalists, who’ve since left the company, “precisely at the moment when I realized—one day when the three of us were at the beach and the two of them lit up—that the smoking world was almost entirely devoid of a design-driven point of view.”

Grinders from Sackville & Co.; Cache Jar from Tetra; Jonathan Adler tray from Higher Standards

Grinders from Sackville & Co.; Cache Jar from Tetra; Jonathan Adler tray from Higher Standards
Photo: Catie Keck/Gizmodo

“At the time, there was no brand or store devoted entirely to aesthetically minded smoking accessories; I had seen the ceramicist Ben Medansky making pipes, which was definitely part of my inspiration, but we were the first to really plant a stake and say, we’re going to be the place to go when you want beautiful and thoughtful smoking accessories,” Khemsurov said. “I had all of these connections to product and furniture designers from my roles at T and Sight Unseen, and so I started reaching out to them to see what they might come up with if they turned their expertise from vases and chairs to these objects, and that was really how we got started.”

Tetra’s shop does, in fact, feel like a very well-curated collection of beautiful trinkets that often break the mold of what smoking devices should even look like. Look no further than its Nomad Pipe ($80) or Elbow Pipe ($70) to see what I mean. Its Tetra Starter Kit ($160) is downright gorgeous. (I haven’t had the chance to review it, but I’ve been considering throwing down for one for myself for months.)

When I asked Sackville & Co. about its aesthetic, I was surprised to learn that some of that beauty is actually informed by a background in fashion, which makes sense when you take a closer look at its wider product lineup. The company sells everything from beautiful gold grinders to crystal pipes to pre-rolled cones in a rainbow of colors.

Heir Water Pipe and Handpipe with magnetic cap.

Heir Water Pipe and Handpipe with magnetic cap.
Photo: Catie Keck/Gizmodo

Lana Van Brunt, co-founder of Sackville & Co., told Gizmodo “the way that we approach cannabis products is the same way that we would approach any other design project, form and function being at the top of the list.” Additionally, Brunt believes that design can work double duty to help break perceptions about weed.

“Design plays a huge role in changing people’s perspectives so as cannabis becomes more and more acceptable and people start letting their guard down about having it on display it will naturally beg for more designed options,” Brunt said.

Sam Bertain, co-founder of Session, which got a top spot on our buyer’s guide for its hand pipe ($40), seemed to agree that beautifully designed weed products can help shift the stigma around cannabis use.

Jonathan Adler tray from Higher Standards; lighters by Tetra and Tsubota Pearl.

Jonathan Adler tray from Higher Standards; lighters by Tetra and Tsubota Pearl.
Photo: Catie Keck/Gizmodo

“Beautiful product design elevates the rituals of getting high to one that is no longer relegated to the shadows, but to a realm that can be celebrated, shown off, or at the very least just recognized as normal,” Bertain told Gizmodo. “On the wave of massive legalization and changing stigmas around smoking pot, companies like Session Goods, which is more of a lifestyle brand than a heady smoke shop peddler, is using the same sentimentalities that designers use to create home goods, fashion accessories, or technology to actually change the way people see, feel, and partake in casual or medical cannabis use.”

I’m inclined to agree. I live in a state where weed has been legal for some time. But I still find that when I have guests over, a beautiful water pipe I have sitting out in my home from Heir ($260) is often a conversation starter for its design. And while I’m certainly not suggesting that everyone needs a designer smoking device—there are plenty of beautiful and affordable accessories that can be found at your local shops or from creators on Etsy—it very much feels like there’s been a significant sea change in cannabis product design. And hey, if that helps destigmatize weed use, I’m all for it.

Bertain, speaking to that point, added that it is “really amazing to see how people’s meanings of what it looks like to be a stoner shift when the visual identity of that lifestyle is more thoughtful, beautiful, and in step with the things people buy for their home or their personal style.”


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