First, great photos are a must. This is something I constantly am working on. When one of my items isn't getting the views and, most important sales I retake the photos with different lighting, positions and backgrounds.
Here is a wonderful collection of articles to help us all with our photography: http://www.etsy.com/storque/search/title/photographing-how-to/
Writing is also something we have to be good at. Coming up with titles can be a daunting task if you like the more creative titles. I do, and sometimes I just have to rely on the "sterling silver ring with ....." At the point I am listing the item I have photographed, edited, uploaded and now, I'm pooped. Any time I get writers block I go to this group of articles and get tips and help.
A bright spot is that we belong to a great community of fellow artisans who are creative and can give a little help when we need it.
I would love some help naming my new ring (pictured above). It is a chunky ring with a jade green aventurine stone. The band is thick hammered sterling silver. (see? not too creative today)