Colorful Village Storefront Shops Print from Anna See

The way we shop has changed – for good. How often do you walk into a bricks and mortar store, find a specific item you’ve been looking for, and buy it there and then?

If you’re anything like me, this scenario happens a lot less often than it used to. In 2013, I can walk into a high street shop and pick up a product that tickles my fancy. I can then take my smart phone out of my pocket, open up a browser and do a quick internet search. Within seconds I’ll be reading reviews from other shoppers and comparing prices from different retailers. Perhaps I’ll a post a photo of whatever I’m mulling-over on Facebook, and ask my friends for advice. All of this while I’m still in the shop!

Unless I’m in a desperate hurry for an emergency purchase or gift, I’m unlikely to get in line and hand over my card there and then. I’m far more likely to go back home, look at a few more options online, think about it for a while….. If and when I finally decide to take the plunge, am I going to get into my car and drive back into town? No! I’m going to buy online – from the shop that has the best price, the best reviews, and who can deliver it quickly and conveniently to my home.

Now if you’re thinking this scenario doesn’t apply to customers buying from independent retailers and craft sellers….you could be right. Customers buying from handmade sellers are more likely to be looking for something special and unique than searching for a deal.

But don’t let that lull you into a false sense of security. The pace of change in technology is changing the way we shop, for good. This, together with the fact that we’re still dealing with a challenging economy – mean that it’s important for retailers of all shapes and sizes to take note.

If you’re a small business with big ambitions, here are four things you should be thinking about:

• Think multi-channel 

When thinking about how and where to promote your work, think about the lives your customers lead. Do they spend all their time in coffee shops, reading books and magazines? Or do they spend 24 hours a day online, browsing websites and checking their social media accounts? Chances are, they do a bit of both. Digital and “real” life are now so intertwined, your customers are likely browsing the Etsy app on their iPhone while sitting in a coffee shop, or reading reviews on Amazon for the latest craft books while lying in bed.

To make the most of the opportunities the digital economy provides, you need to adopt a multi-channel approach. A website is no longer a nice-to-have: it’s an essential tool for doing business online and off. Even if you’re selling to galleries and offline shops rather than direct to customers online, a professional online presence is a must.

If you don’t yet have a website and are planning to get one soon, choose a responsive design so that if can be used on different devices like smart phones and tablets. Don’t forget to include the URL on your business cards too!

• Take a long-term approach 

In this age of constant distractions and huge choice of options online, customers won’t make an immediate decision about whether or not to buy from you. So stop thinking in terms of the instant sale. Some customers will want to research and look around. Others will want to get to know you first. So give them plenty of ways to do this by building an authentic online presence, sharing your story, and being consistent in your approach.

Crucially – make sure you’re encouraging them to sign-up to your email list when they visit your website or blog. It’s your best chance of getting in touch and encouraging them to come back if they don’t buy from you first time around.

• Pull, don’t push 

It’s no longer acceptable (if it ever was) to be pushy and use the hard sell. How many brands have you un-followed because of a barrage of promotional Facebook updates or tweets?

The next generation of consumers are savvy, sophisticated shoppers, and firmly in control. So attract, engage…..then let them know about the wonderful products and services you have to sell. Learn to listen to your customers and understand their needs. Become the brand they look forward to hearing from because you put a smile upon their face!

• Embrace openness 

In 2013, there really is nowhere to hide! Ratings, reviews and feedback play an important part in building trust and authority for your brand. So embrace openness and use these tools to your advantage.  Ask customers for testimonials. Make a habit of requesting feedback after an order has shipped. Let customers leave ratings and reviews.

Once you’ve done this – add a praise section to your website. Add snippets to your product descriptions and about page, even your business card. Then look out for an increase in sales!

Have you noticed any ways that technology is impacting your business and the way your customers shop? What are you doing about it? I’d love to know – leave a comment below.

Claire Hughes — Make, Do & Sell

Claire Hughes is an online marketing consultant with over ten year’s experience running campaigns for some of Europe’s biggest brands. Proud to call herself an internet geek and home-working mum, she now focuses exclusively on working with creative entrepreneurs. You’ll find Claire sharing free tips and advice on the Make, Do & Sell blog, as well as co-leading the Handmade Horizons marketing e-course. That’s when she’s not changing nappies or feeding her Pinterest addiction, of course…..

There’s nothing Claire loves more than helping talented ladies overcome their marketing challenges and achieve their wildest dreams. Why not connect with her on Twitter and tell her all about yours?

New Year Cards from Ashley Pahl 

Right about now, you’re focused on the holidays.  You’re concerned with having enough inventory and energy to get through the holidays, and there isn’t a whole lot of time left for worrying about 2013.  The thing is, January follows December, and your store could look be utterly abandoned and penniless if you don’t plan ahead.

To prevent tumbleweed from taking over your online storefront come 2013, follow these simple steps while creating your holiday marketing materials.

Include a killer coupon with each purchase.

This is a great way to encourage repeat business, as the coupon is only given to people who are already buying from you.  By creating a clear and specific offer that is only valid during the month of January, you’ll keep traffic and income flowing to your storefront.

For example:

- 30% off a category of items (all knitwear, all jewelry, all earrings, all Harry-Potter-themed items)

- 50% off all holiday items

- $x off customization of a product

- $xx off a custom order of any kind

If coupons aren’t your thing, create a fantastic bonus with each purchase made in January.

Slip a postcard outlining bonus details and dates into each order you ship between now and December 31st.

If you’ve got extra scarves lying around and want to sell more mitten and scarf sets — the easiest solution is to make the scarf a bonus for buying a pair of mittens.  Likewise, if you’re selling custom cards for the holidays, encourage the purchase of birthday and anniversary cards with a ‘buy 3, get 1 free’ January campaign.

If it’s services you offer, a 15-minute bonus for anyone booking an hourly consultation or session can work wonders for filling your calendar.

Tease your clients with a new product or service.

If you don’t want to offer coupons or bonuses, tease your clients with hints about what’s to come!  Launch a new product or service in January to garner traffic, build buzz, and keep your clients interested in your shop after the holidays have passed.  A quick postcard designed to pique curiosity can be stuffed into all your holiday orders, and will be working to keep your peeps excited about your shop with minimal effort.

Remember: it’s easier to worry about January right now than it is to panic when the new year hits!  The simple actions outlined here can work wonders for your cashflow in the coming year.

Kristen Kalp — Brand Camp

Kristen Kalp is a (ghost)writer who believes people should have fun being in business.  She blogs at Brand Camp for like-minded folks.

Hello, it’s me again, Lisa Jacobs! I’ve been visiting you here at Handmade Success to discuss you building your creative business into just that–your own handmade success.

The first time I was here, I talked about the attitude that you bring to the table. Again, I applaud your willingness to learn: it’s rarer than you think! The next time I visited, I discussed how to market your business into a self-made success. Today, I’m back to round things off with a final manifesto of encouragement.

I want you to start by imagining you are shooting your journey in business with a 50mm lens. Are you familiar with the 50mm lens? It’s magic.

A 50mm lens brings the subject of a photograph into focus. The subject is what’s here, now, and important. The lens then blurs out the rest. No matter how beautiful or exciting what’s beyond the subject may be … it’s next, not now–so it remains out of focus.

I want you to bring to life what is here, now, and present. The rest of the photograph, well it’s gorgeous, but it comes later. It’s part of the picture, but not the point. So, if you’re building your own career, enjoy the build. Be sure to savor this moment and where you’re at right now in business. It is sure to escape you faster than you can imagine.

Here are some final tips:

Choose role models and learn as much as you can from their experience.  

I rarely think of “competition” unless I’m writing and I have to reference the traditional definition of the word. I truly believe there is room for everybody and every business to have abundant success. I don’t waste any time looking over my shoulder, and this keeps me working full steam ahead.

However, as part of my marketing research, I have identified a few role model businesses in my field. I always choose role models off Etsy because I envision myself outgrowing the handmade market. I highly suggest you choose your role model businesses off Etsy as well–it reduces the temptation to compare yourself.

Once you’ve chosen your role models, you will want to study their results. Benefit from their marketing expertise and advertising dollars. Where are they finding their customers and how can you modify that approach to find yours? What do their policies look like? What are you doing better than them? What are they doing better than you? How does their “About” page read? Where are they gaining press?

When I study my role model businesses, I see them taking full-page advertisements in magazines. Those ads costs tens of thousands of dollars, if not more! While print advertising is still out of my league, I always have Facebook. How can I reach the same market on 1/1,000th of the budget? I can create a Facebook ad to target those who “like” the same magazine where my role models print advertisements. I can reach the same audience at a fraction of the cost.

Have a plan to expand. 

To begin, I suggest you buy the domain name for your business and build an independent website. I made the leap this year, and I’ll admit, starting a second site is overwhelming. In fact, I tried it before and had given up on it. However, when Etsy suspended my shop, I knew I needed an alternative landing page for my business. I was thankful to have already owned the domain name energyshopjewelry.com, and my commitment to start a second site paid off.

In building a second shop on an independent e-commerce site, there were kinks to work out. I wasn’t used to the set-up or design, I was adding more payment options, and I was figuring out how to redirect my traffic. At this time, I was grateful that my Etsy shop was still up and running. Create your plan to expand at your own pace, with your own interests in mind (not out of panic, as I did).

And keep your chin up.

” . . . we always envy others, comparing our shadows to their sunlit sides.”–Margaret George, The Autobiography of Henry VIII

Please remember that in many of my articles, I’m absolutely sharing my sunlit side. In the last two years, I can’t count how many times I’ve felt like giving up. I know what it’s like to feel frustrated and in a rut. It’s perfectly natural, and there’s something you can do about it:

Take action. 

There’s no better way to slow down and grow frustrated than to stop production. Sometimes, sales slow. Keep working. Keep creating. Keep plugging away. If you’re miserable in business, it’s typically because you’re waiting for something to happen. Stop it. Get moving, and go make something happen.

In the opening of Kevin Hart’s movie, Kevin Hart: Seriously Funny, he and his entourage shout: “Everybody wants to be famous! Nobody wants to do the work!” With the smash success of movies like Justin Bieber: Never Say Never and the aforementioned Kevin Hart documentary (if you haven’t seen these movies, go rent them right now!), people are waking up to the fact that greatness awaits, BUT YOU HAVE TO DO THE WORK. Outlast the quitters, and you’re already famous.

My dear friends, take advantage of this. Please DO: realize that two years is longer than most will stick with it. Please DO: realize that the only people achieving their dreams are the ones who worked hard for them. Please note:  I’m writing to you from a place of “dreams manifest into reality”–not because I’ve realized all of my dreams, but because I pay attention to every step that gets me closer to them.

The point I don’t want you to miss is that we are, each one of us, creating something out of nothing. We are artists. Two years ago, I didn’t have a small business. I just had an idea. I invested my time, energy, and a little bit of money–just as you did. It’s something to be proud of, whether you’re waiting for your first sale, or celebrating your first thousand. You are creativity, and I want to thank you for bringing all of that fantastic energy here and sharing it with me!

And thanks again, Kerry, for allowing me to share with you. It’s been an absolute pleasure. Until next time and all the best!

Lisa Jacobs — Marketing Creativity

Lisa Jacobs writes Marketing Creativity for fellow creative spirits who aim to build a career with their own two hands. She leads group webinar programs and offers one-on-one coaching designed to help you get paid to be … you.

Hello again, Handmade Success! It’s Lisa Jacobs, and last time I visited, I talked about your willing attitude and the secret to becoming a self-made success. Today I’m back to talk more about how to make a living doing what you love to do.

As readers of Handmade Success, I feel safe in assuming that you’ve already figured out what you love to do and opened an online shop to sell your products or services. Most sellers stop there, feeling that if they build it, people will come. They neglect the most important aspect of creative business: creating a plan to introduce yourself and your products to the world!

There are three common pitfalls to avoid in marketing your creative business. If you recognize yourself here, I urge you to reconsider your approach:

Common Error #1:

Passively listing a product with little to no advertising. Most sellers employ a wait-and-see attitude that never sees good fortune. It takes more than listing products to be found in a vast, ever-expanding marketplace.

Common Error #2:

Relying on your host site for your shop traffic. I love being on Etsy, and I get a nice amount of visitors through their marketplace. However, a large portion of my repeat business joined Etsy when I brought them to the site from off-site advertising and promotion.

Common Error #3:

Counting each sale as just that sale. Instead, you want to treat each sale as the beginning of a relationship between you and the customer.

Here are some ideas on how to avoid these mistakes and build your creative business toward success!

Collect email addresses.

Your email list is your most valuable marketing tool, and it’s completely free to utilize. If you don’t have a system to capture emails, create one this minute! I use Mail Chimp (a free service) to design emails for my mailing list. This site also provides me with a landing page where interested customers can sign up for exclusive offers.

Once you are signed up with an email list manager, you can include a link to your email sign-up page on your profile, shop announcement, and about page.

Create a financial plan.

Before you begin advertising your shop, you need to have money that you feel comfortable spending. You must invest in your marketing plan, and you must realize that customers may need to see your shop up to 20 times before they trust you as a seller.

The first three years of business are part plan, part flying by the seat of your pants. It’s hard to predict an income, so I’ve chosen not to–and I would suggest you do the same. You’re lucky if you are funding your own growth in the beginning stages of your handmade shop.

Therefore, feeling comfortable with investing money into your handmade business is one of the most difficult obstacles to overcome in start-up. If you’ve ever felt afraid or uncertain with your shop’s finances, let me share some advice from my report, Budget for Success: How I Tripled My Income in Two Weeks.

For nearly two years, there was no method to my madness. I randomly paid myself, ordered supplies at will, and sporadically paid for advertisements. Recurring monthly bills associated with my business never failed to surprise me. I always walked away from the notice wondering, “This again? When am I going to be able to pay it?”

I adapted my business financial plan from the Balanced Money Formula (the link credits the source where I first heard about the idea). It comes from a personal financial plan where, of your take-home pay, 50% is allotted to needs, 30% to wants, and 20% to savings.

My business finances were slightly behind when I started this plan; it seemed as though I was always racing to catch up with my expenses. To get ahead, I started with one week’s income and I applied the Balanced Money Formula as follows: 50% of the revenue was allotted to business needs (supplies and shipping), 30% was dedicated to advertising, and 20% of the week’s revenue was my paycheck. I was on top of my expenses within a few weeks, and paying myself at the same time.

Once I was all caught up on expenses and more in control, I changed the plan to pay myself a better percentage of the profit. Now I even have a business savings account–and there’s actually money in it!

Customer service is, by far, the most important part of marketing.

“A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large.”–Henry Ford

Give 2,000% of your best effort to production, customer service, and order fulfillment. Make your customers proud to receive your item; exceed their handmade expectations with professional service. Remember, you’re not just filling an order, you’re building a relationship!

At the Energy Shop, I have a satisfaction guarantee based on my secret policy to customer service: if one of my products fails you, I am going to serve you so well that you’ll hope I screw up again in the future. Customer service is not about a sale or a complaint; it’s about honoring the precious relationship between you and the customer.

Thanks again, Kerry, for all that you do! I appreciate the opportunity to share with you today. All the best~

Lisa Jacobs — Marketing Creativity

Lisa Jacobs writes Marketing Creativity for fellow creative spirits who aim to build a career with their own two hands. She leads group webinar programs and offers one-on-one coaching designed to help you get paid to be … you.

I’m Lisa Jacobs of the Energy Shop, where I turned $100 worth of supplies into the career of my dreams. I stay home and care for my four children, I never work more than 12 hours per week, and in the last two years, I’ve earned more than $60,000 from my handmade business.

I’m proud to do what I love and bring home a second-income for my family, but sadly, my success is rare. Most creative business owners employ a wait-and-see attitude that never sees good fortune.

Your attitude and willingness to learn, on the other hand, is the stuff dreams are built of–it’s what will propel you ahead. I have a strong appreciation for  handmade sellers who seek useful information for building their shops, like the resources you’ll find here on Handmade Success. Simply being readers of this blog proves that you’re in business to build, grow, and expand.

I’m living proof that you can get paid to be you, and spend your days doing what you love to do. Furthermore, I can attest to the fact that your open and willing attitude is the secret to becoming a self-made success. Here are some tips I’ve gathered to help you build upon your own sturdy foundation.

“Timing, perseverance, and ten years of trying will eventually make you look like an overnight success.”

–Biz Stone, Co-founder of Twitter. There is no such thing as an overnight success. Expect that your business will take 3 years just to get off the ground. Expect that it will require 10,000 hours of your time to become a bona-fide success (approximately 10 years). And remember, slow and steady wins the race. The work you are putting in now is going to make for a great story someday. Your greatest success awaits.

Gain exposure. 

I talk to too many sellers who tell me, “I want my own successful business, but [friends/family members/work/organizations] can’t find out about it!”

Listen, I get this. The Rescue You Program: How to Improve Your Life and Reinvent Your Love after an Affair is a self-help book about healing from infidelity that I wrote after my husband had an affair. I wanted everyone to read my book, but I didn’t want anybody to know about it. Trust me, that strategy just doesn’t work!

To have a thriving small business, you have to own it! You have to tell all of your friends about it, and let your passion escape and surround you everywhere you go. It’s a mistake to think that you can limit and expand yourself at the same time.

At least have a plan to tell the world your plans. I didn’t start telling people about the Energy Shop until it was about 3 months old, with a decent amount of sales and revenue to back my announcement. Now, the Energy Shop is what I do. It’s my career, and I respect it as well as anyone respects the traditional career positions they’ve earned.

Forfeit your comfort zone. 

Unless you’re completely comfortable and satisfied there, and in that case, continue on. However, we all dream for more, bigger, better, and greater. Who doesn’t? What separates the successful from the unsuccessful is that the successful are willing to tackle their fears, outwit their old thinking patterns, and break their unproductive habits.

Here’s a technique we often use in my Marketing Creativity group sessions: “Imagine yourself 10 years from now, sitting atop the success you’re striving to accomplish today. What advice would you give to the person you are right now?”

I could publish an inspirational book from the responses I get to this question. Everybody always gives amazing advice to the person they were 10 years ago. Offer yourself that gentle encouragement right now, and allow yourself to grow beyond the limitations of your comfort zone.

Always make it about the customer. 

Too often handmade sellers are advised to tell their story, but I believe this is overdone to a fault. As a paying customer, I want everything to be about me! This is true for most as we are narcissistic creatures; it’s our nature. When you go food shopping, do you buy for the groceries you want to bring home, or do you spend money because the grocer tells nice stories about his life?

You want the customers to feel like they’re treating themselves when they shop with you, not like they’re donating a sale to the cause of you. If your story was so good that it did compel someone to buy, chances are that was their good deed for the day rather than the beginning of repeat business.

Because I have always made my shop about serving the customer, most of my business is repeat. I turn every sale into a personal experience, and I strive to build a relationship with each buyer.

I was recently discussing this in a Marketing Creativity webinar with a shop owner who had a large brand stamp on a very nice closet organizer she made. I loved what she was making, but when considering a purchase, I was completely put off by the huge brand stamped on the piece. I explained to her that I couldn’t buy the item because it would feel like hanging a billboard for her business in my closet. I want everything about my closet to be about ME. And that’s the way your customers think too.

Forget the stories you read, check the facts. None of the top sellers on Etsy are using their retail space to talk about themselves. Talk about your customer. Don’t talk about how you felt making the piece, talk about how they’ll feel when they’re using it.

Finally, I want to encourage you to keep moving forward. 

Keep your vision of how to be your own Handmade Success front and center.

I’d like to thank Kerry for all that you do! and I appreciate the opportunity to share with you all today. All the best~

Lisa Jacobs — Marketing Creativity

Lisa Jacobs writes Marketing Creativity for fellow creative spirits who aim to build a career with their own two hands. She leads group webinar programs and offers one-on-one coaching that is designed to help you get paid to be … you.