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Maker Resources

5 Tips for Writing Better Product Copy

January 16, 2014

5 Tips for writing better product copy by UncommonGoods Copywriter KateWhen I tell people I’m a copywriter, their first question is whether I’m anything like Peggy Olson and if the world of Mad Men is alive and well. I tell them that while I do love a well-made Manhattan and I can see the Chrysler Building from my desk at night, my duties are much more akin to Elaine’s in Seinfeld. I’m given unusual, intriguing products and I describe them.

They usually follow this by pointing to a glass on the table or a decorative vase and saying: describe that! It’s become a very useful party trick. My most unusual on-the-fly copy was a salvage sale typewriter that had been refashioned to sport a doofy monster face in place of his keys. They thought they’d stumped me but I fired back with some metaphor about industrial intrigue and the bygone days of print.

Writing about products, especially products with a story can be challenging. You need to show what sets it apart from other pieces like it, how it will improve the buyer’s wardrobe/décor/daily routine, and sprinkle it with just enough alliteration and pithy dialogue that the reader doesn’t abandon you halfway through.

Whether you’re trying to write about your products for your website or potential vendors, selling the piece without sounding like you’re selling it can be the biggest challenge. Every writer has their process and through many years of trial, error, and woeful puns, I’ve come up with these rules of thumb to create a focused piece of copy that sells your story:

1. Decide who you’re selling it to. You wouldn’t speak to a new parent looking for a pair of baby booties the way you would a person looking for a necklace to give their best friend or a novice cook who needs a new set of chef’s knives before their big anniversary dinner. Once you’ve decided that, you can adjust your tone—be it funny, earnest, or inspirational.

2. Figure out your lead-in. What’s going to capture the attention of your reader? Remind a new parent of the memories their child will make taking their first steps in these handmade booties, highlight the expert hand craftsmanship of the jewelry, and list off some dishes the culinary hopeful will make one day—my go-to dish is always a spicy fra diavolo, only because it’s my favorite thing ever and just referencing it brings me joy.

3. Now that you have their attention, sell it. Just stay away from any infomercial talk. This means blanket promises (“this chef’s knife set will make cooking a breeze!” or “These comfy baby booties will have your little one running to the Olympics in no time!”), and wild comparisons (“this necklace shines the like sun, if the sun were brighter and more beautiful than the Mona Lisa!”)

4. Let the product speak for itself. People love handmade products so tell its story. Describe the materials used, the process, any inspiration that moved you to create this piece. When people buy a handmade gift, it’s because they want something different and out of the ordinary. That way when they’re giving it to a loved one, they can add, “and it was handmade from recycled materials in Nevada!” or “the artist was inspired by a meteor shower!” Give them a sneak peak into your studio or artistic process—it’ll feel like they’re right there at the craft fair or artist showcase, able to touch your product and find its interesting nuances that make it special.

5. Now focus on the reader. How can they incorporate this into their lives? Will it add a fresh pop of color to their living room? Shimmer to their ensemble? Sell the benefit and then get out of there before you make a pun about how that owl statue really gives a hoot about your décor.

So there you have it. It’s not scientific but I went to writing school specifically to avoid science and math. Mission accomplished. Happy writing.

Maker Stories

Inside the Artist’s Studio with Meghan Ellie Smith

December 13, 2013

Meghan Ellie Smith

Clutter Castle is what Meghan calls her eccentric home studio, tucked away in the streets of Bushwick, Brooklyn. When I saw the odd, yet beautiful, string installation hanging from the ceiling, a collection of wooden instruments displayed on the wall, and a creepy plastic hand sitting on its own mini mantel, I fully understood how the Clutter Castle earned the honor of its name. But it’s funny, although I was like a kid in a candy shop in her vintage oasis — oohing and ahhing at every corner, I didn’t find it overwhelmingly chaotic. I felt as if the odds and ends of all the clutter were actually masterfully organized to push the use of imagination and a creative atmosphere. Which made perfect sense, because those were my exact thoughts about Meghan’s winning art piece, Chaos Mountain. The bright and earthy colors bleed into one another with no particular pattern, yet the shaped splices are meticulously placed. I love it. Perhaps the juxtaposition between the crashing watercolors and structured mountain reminds me a little of myself: a bit messy, a bit random, a bit chaotic, but in the end of the day, I know what I want to do and exactly where I want to go. “Not all who wander are lost,” a favorite quote by many free spirited individuals, resonates within the illustration of Chaos Mountain. Meghan Ellie Smith,a true free spirit herself, is not only the Queen of Clutter Castle, but officially wears the crown of our latest Art Contest. 

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Call for Entries: Garden Decor Design Challenge

January 18, 2013

We couldn’t wait to get this year’s design challenge calendar underway and are excited to announce the call for entries for the Garden Decor Design Challenge from now until January 31. This call is a search for garden sculptures, planters, bird houses and other accessories for an outdoor space and the winning design will be featured in our Spring catalog.

“Our customers love handmade, creatively designed garden décor,” says our home accessories buyer Katie Giannone. “With spring and summer right around the corner, we are entering our strongest sales period for outdoor items. This design contest is an exciting opportunity to showcase your work, gain exposure and a potential partnership with our brand.”

To learn more about the challenge and to submit your designs, visit the Garden Decor Design Challenge page.

Maker Stories

Meet Susan, Winner of the Upcycling Design Challenge

December 11, 2012

Earlier this month, our Upcycling Design Challenge judges met at UncommonGoods headquarters, some in person and others via Skype, to pick a winner from the top five voted designs. After and hour of discussing five unique designs made of reclaimed materials, the judges decided Susan Harbourt’s Forget Me Not Necklace made of recycled copper was the best choice to join our collection of upcycled goods. Meet Susan and help us welcome her to the UncommonGoods artist family.

How did you first get into designing?
As fate would have it, my husband had an amazing opportunity to move half way across the county. This meant leaving my engineering career behind and beginning what I thought was a new chapter in my life, little did I realize it was actually a whole new book!

We moved to Illinois and purchased a large Edwardian Era home out in the country that had not been maintained since the 1950s. It was a lovely home full of grace and charm and was in need of reviving. One fateful night, I was helping my husband update the original electrical system installed during the 1930s as a part of the Rural Electrification Act. Scattered all over the floor were piles of lovely aged copper wire that we had just removed from the walls of the old house. In an absent-minded gesture, to pass the time while waiting for the next instruction on how to help, I picked up a few scraps and wove them into a bracelet. A spark was ignited and a new passion was born in that very moment. Little did I know how much that moment would redefine the rest of my life.

What was the inspiration for the Forget Me Not Necklace?
The inspiration for my Forget-Me-Not line of jewelry actually stems from a mishap that occurred on the first Valentine’s Day my husband (then boyfriend) celebrated 20 years ago. He tried so hard to be romantic and surprise me by buying a special bouquet of flowers that were to be delivered to my dorm room. The flowers arrived, but they were three days late. He was so traumatized from that single event that he swore off buying flowers forever, so he switched to buying me jewelry instead. Now that I make jewelry, my husband no longer enjoys buying it for me. I do miss getting flowers and jewelry as gifts, so I had to do something about it! So I must admit, I designed the Forget-Me-Not jewelry line to fulfill my desire to receive flowers and jewelry again.

What is your favorite upcycling tip?
Don’t let what something was limit your mind to what something can become…

What do you enjoy about designing with materials that would otherwise be discarded?
I enjoy showing others, through my art, that there is more than one way to view the world around them and to not take things for granted because of how they seem at first or the labels placed upon them. It’s like a metaphor for life that applies both to objects and for relationships.

Is designing a full-time job or a hobby?
My official full-time job is being mommy to two very creative and inquisitive little boys. Designing jewelry started out as an accidental hobby for me. It then became something that allowed me to earn enough money to pay for the occasional babysitter and date night with the hubby. After a few years of teetering on that edge of hobby versus business I decided it was time to commit to taking my passion to the next level. I have spent the past year redefining and refining my business and vision. It is amazing to look at where I am now versus a few years ago. I am proud to tell people that I am now a full time work-at-home entrepreneur and mom!

Describe your work space.
My studio is a work space dream come true! It is a large well lit space that I set up with a great flow that allows me to be organized, efficient, creative and productive. As you enter there is an office area and bookcase full of books and items to inspire me. From there it continues into my material storage and metal prep area that is filled with some amazing tools with great history. I have a large chest of drawers that once housed geological samples in a museum at the University of Illinois and there is a variety of large industrial tools that are from the 1940s. Beside that area I have my soldering and metal forming stations followed by the area where I do my finishing and assembly work. The last stop in my studio is my shipping station that makes me feel like every day is a holiday – it’s full of ribbons and boxes and items I made that are ready to start their journey out into the world and begin their new life with someone new.

The thing I love most about my studio is that I have a well-stocked creative play area set up where both of my boys can explore their artistic minds along side of me as I work. I enjoy watching them have the freedom to create and express their individuality. My husband also has a wonderful metal and wood shop set up on the other side of the wall which has a large window in it so we can feel more like we are working together.

What challenges do you face as an artist who designs with reclaimed materials?
The big challenge that I face [is running] out of my unique materials. Fortunately for me, I have a lot of copper wire that I removed from my house. I feel like I have hardly put a dent into it. I have also found that once people realize that I like to create with reclaimed materials, they become very generous in bringing over there project scraps. That is how I came across the copper roofing materials I have started to incorporate into my work.

The other big challenge I have with my work is that some people just don’t get it. I feel that I often have to educate people about the significance of using recycled and reclaimed materials. There are always the people that feel that copper is a low end metal and don’t understand why I don’t work with gold and other designer metals. Not that I am opposed to using the other metals, and at times I do use them, it is just that I love my old copper wire!

What advice would you offer someone interested in entering an UncommonGoods Design Challenge?
The best piece of advice I can offer someone interested in entering an UncommonGoods Design Challenge is to find your own voice and perspective first and have confidence in it. It does not have to be exotic and elaborate; it just has to be uniquely yours and fresh.

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