For the love of handmade, please don’t use super annoying marketing “lingo”

“RTS sale on OOAK clippies on FOE headbands. All prices are PPD & paid through PP.”

What the literal beep does that even mean? (I actually had to ask for translation on this, it was an advertisement apparently, for a ready to ship sale on one of a kind hair clips on fold over elastic headbands. Price includes postage for domestic orders and you will be PayPal invoiced for payment).

Ultimately, I ended up not purchasing from this maker, mostly because I couldn’t understand half of her listings. I ended up buying a half dozen other hair accessories for my niece from another maker who had better verbiage in her listings instead. I shouldn’t have to ask for a translation before making a purchase, and neither should anyone else.

You are the maker, it’s your job to know the lingo – but it’s not your potential buyers or your social media followings job to find a translator for your listings, social media posts or sale terms. Speak plainly, in all your communications, as if you were talking to someone who has NO idea what you make and sell – because in order to grow your community of potential buyers you have to reach people who have no idea who you are yet, what you offer, or how you do it! Demonstrate your products by showcasing your work with beautiful, high resolution images of your products that demonstrate the purpose of your products, and use very plain verbiage that even a child could read & interpret as exactly what your product does, what the sale entails, or what you are trying to convey. Avoid using anagrams, shorthand or “lingo”.

You need your community to talk about you, your brand & your products in order to drive new interest. If your community has no clue what you are talking about or the people they share with don’t understand what you are trying to say, how do you expect them to spread the word about your business, products, sales and opportunities?

Instead, the seller above could have tried:

“Hey guys, isn’t this headband & hair accessory cute? I’m having a sale on this style this weekend – plus free shipping! Tell all your mommy friends – they won’t want to miss out!” (and for an added dose of professionalism and to make it easier on your community to share, include a link to the collection in your store, already discounted, as this tends to generate more shares through your community and more sales).

Resonating with your audience is all about the verbiage you use and creating content that is easy to understand & share! So ditch the lingo and shorthand and work on creating well-worded descriptions of your products for listings and carefully craft your social media posts to sound inviting & friendly, so they are more likely to entice customers to click through to your shop!

Which do you think would result in more sales? All the lingo & abbreviations, or the well worded  sales pitch?

1 thought on “For the love of handmade, please don’t use super annoying marketing “lingo””

  1. Omg, YES. I don’t even read jargon-filled listings — I immediately click away if I see it. It’s so horrible. Using technical terms is just as bad as weird acronyms, unless everyone knows what your craft terminology means. I’m a a weaver, and I have to be super careful not to use even the most basic weaving terms because no one knows what I’m talking about!


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s