Write the listing that answers real questions

You've written a description that sounds fine — it says the mug is handmade, mentions the glaze, maybe throws in "perfect gift." Nobody buys it, and you can't tell why. The photo's decent, the price is fair, but the words aren't doing the one job words on a product page actually have: making a decision easier for someone with eight seconds of patience and a phone screen, not writing something that reads nicely to you.