As I’m writing this, it’s nearly October and many are planning for the holidays if they haven’t already. I’m not talking about planning their holiday time off, at least not in the e-commerce world we work in. I’m talking about planning for the hardest working time of the year. A time when a shop can easily make the bulk of their sales for the whole year…
This has me thinking about Work/Life Balance and whether it’s fact or fiction. I see a lot of articles on the topic. It’s a popular thing to discuss with two very different opinions. There’s the “you must set boundaries” camp and the “my work is my life camp”. I fall in the latter.
One of the arguments for boundaries and mandatory “turn it off” times, is due to stress and health. That’s important and I get it. I wonder myself if I should approach balance differently (read try to balance at all). I don’t balance. My work/life is intertwined like a DNA sketch. Mainly I don’t have a problem with it because I enjoy what I do.
Yes, it’s still stressful and exhausting. So are sports and other hobbies we consider “life”. Work probably stresses me out less than the diehard football fan whose team loses that week. Trying to turn it off causing me more stress though. I like to say you can’t schedule passion.
There are a lot of times where I get all fired up about something, and then put it on a list for later. When I see it a few days later, the moment has past. My passion has left. That saddens me. I’m spontaneous (read I have trouble focusing on things that aren’t exciting).
My goal here isn’t to reiterate the variety of articles you’ve surely seen on the topic. Instead my goal is to share some things that work for me in keeping sanity when stress starts building. So whether or not you’re in the same camp, hopefully these will help you just the same. Disclaimer – I’m not a doctor. You’re responsible for anything you do or don’t do.
4-7-8 Breath – For the skimmers and stressed out, I’ll put this first. I came across this exercise from Tony Robbins and then Dr Andrew Weil so it must be good. 4-7-8 are counts. You can read them as seconds, but more importantly it’s their relation to one another.
Inhale through your nose to count of 4. Breathe from the stomach, not the chest.
Hold for count of 7.
Exhale for count of 8. Empty your lungs. Suck in your stomach and squeeze all the air you can out of your lungs.
Repeat the sequence 3 times.
Meditation – I was hesitant to believe I’d enjoy meditation until I reached a tipping point with others I follow who swear by it. Strangely it’s widely accepted that keeping your body healthy is important yet the mind gets ignored. 10 minutes goes a long way. Unfortunately, the more I need it, the more likely I am to avoid it 🙁
Exercise – If I can regularly get to the gym, it’s amazing how much more clarity I get.
Get outside – “But in every walk with Nature one receives far more than he seeks.” – John Muir. I very much enjoy being outside. It’s easy to get cooped up in the office and forget how important it is to get outside. I always feel better after some time outdoors.
Do things for you. Like this post. I wrote this because I wanted to. I know it will help someone and if it helps just one person I’ll be happy. Read that again, “I’ll be happy”. It’s nice when you can do something for yourself and others at the same time.
I hope you enjoyed my tips. In the comments below share any tips you have and/or what camp you’re in!
In this episode, Richie and I talk about greed. Good versus bad greed – and YES – we are claiming there is a good kind of greed out there. It involves wanting only the best for other people, giving advice, crazy expensive gym memberships, and little kids who try to ride the Polar Express without a ticket. Stick around for another crazy journey in part 1 of a 2 part series on greed.
We want to redefine the word ‘Greed’ and talk about how greed doesn’t have to be something that’s negative.
The Good Greed
Would it be greedy to want only the best for people? Can you be greedy for doing good?
Well, if it’s the best for other people, it doesn’t sound so greedy, no?
One of the examples is giving advice. Have you ever had anybody ask you for some advice? Maybe you have a friend or a family member who’s asking you for advice on web design. Maybe they want you to build them a website or something like that. Have you ever had anybody spend a whole bunch of your time with nothing in it for you and you only just wanted to help? At first you thought they’re gonna love it and then after all the hard work… crickets.
It happens. It happened to me, and to some people I talk to and it’s unfortunate. Really what happens is I get all excited about whatever I’m helping them with and then after that, they do nothing. I really want them to follow through with it so they can feel good about what they did. The problem is, when people ask you for something free and they get something for free, that’s the value they place on it.
This is a famous thing about gym memberships. Have anyone ever been in a gym in January and February? Ever notice how that’s also when they have a bunch of gym specials? They get a bunch of people at the door for cheap and they make it a really low cost, really low barrier to entry. The problem is, people aren’t putting anything on the line. Their aversion to loss makes it so that it doesn’t matter if they go to the gym.
When I sell you a $15 gym membership, I don’t care as long as you pay, right? Typically that’s how gyms work – they don’t want everyone to show up. If everyone shows up, they have to get more equipment. That’s the problem with a physical space like that.
But if I really care about you, I want you to show up. I want you to gain something when you come over and I want you to lose something when you don’t. I think your gym should charge you an amount that’s painful for you to lose because once you start getting into real money – that’s when you start talking about real loss.
I think if gyms want to keep people there, and they are greedy for the people and really want what’s best for people; they would incentivize showing up more. Maybe in a gym’s case, the membership would cost you $50 per month. But, if you don’t show up X amount of times (you get to set this yourself), they’re going to charge you with a fee.
Free vs. Paid
Let me give you another example. I collect a lot of crap. I don’t know how many times I had given my email so I can have like, an eBook that I want to have because it addresses the exact problem I’m having right now. But it’s free – so what do I do with it? I put it in my folder and say to myself that I’ll come back to it tomorrow. Then the next thing you know, I have this huge folder that I can’t even bear to look at because there’s so much free crap in there that I haven’t done. Now, is there good stuff in there? Yes! There actually is a lot to learn and a lot of good lessons in there. But I ignore them because they are free.
Looking at my bookshelf though; when I pay for a book, I read it. Because I am not going to buy a book and then NOT read it because that seems like a loss. I don’t want to lose. Reading the free book is just a win. People are more averse to loss than winning.
We have been conditioned very early on that ‘FREE’ means worthless. Zero cost equals zero value. Also, there’s nothing to lose, so why do it? It’s just unfortunate that it works that way.
Greedy with your Time
Most of us have different things going on around us especially if you’re working at home.
If you work at home; obviously you can’t say you’re at the office, and turn off your phone, and pretend like you’re in a meeting. There’s a lot of distractions and there will be distractions around the house. I think being greedy with your time is important. It’s important not just because it’s good for you but if you don’t take care of yourself, and you don’t take care of your own time management – you are no good to other people. If you’re a complete disaster, who are you gonna help? So you gotta take care of yourself first, too.
Also, the more people you are trying to serve, the more demands there are on your time. Which means that in some way, you have to filter out who gets your attention when.
In economics, the free rider problem is basically when you have people that are not contributing – but are using up the goods. If you look it up, it probably has a definition that says it is only valid when there is a finite resource that can be taken. You might ask, “What does that have to do with software and computers and stuff – I mean, those are infinite, right?” Well, they are not infinite (although they do scale really well).
The limited resource is time. Serving people the absolute best and being greedy with your time is the finite resource. As Etsy shop owners, you need to be really aware of this too.
I can’t tell you how many times I have read comments from Etsy sellers that are going back and forth with buyers haggling them in price and asking for discounts. In the end, the story is not usually a happy one. It goes one of two ways:
A. They spend a whole bunch of time, and the person never actually even ends up buying. They end up just going somewhere else. They go somewhere else even though they just took up a bunch of time. A bunch of your finite resource.
B. The other one is these sellers make all this effort for the buyer, spends all his/her time and give the discount. Then the person gets it and says “This is not what I expected. I want to send it back.” then they leave a bad review while they’re at it too. Ouch!
So what do you do to fix the Free Rider problem?
In the case of an Etsy shop, I think what shops need to do is identify the free riders. Identify people that message you for discounts, that message you if your prices are flexible, that tell you your listings are expensive, etc. because it is very likely that those type of people are not value based.
Your best use of time is not to deal with those individuals. It’s not good for you and it’s not good for the customers that are in line. Right behind those messages that you’re busy answering are serious buyers. While you’re dealing with people that aren’t going to buy, you got a buyer right there just waiting to be helped.
When someone asks you if your prices are flexible, I would recommend saving a response that you can simply copy and paste. It would save you some brain cycles and also a wiser use of your time. You can say something like:
“Thank you so much, I really appreciate you checking out my shop and my listings. As you can see, my listings are handmade and one of a kind. Our prices are set the way they are.”
Send something like that, be done with it and go help the people that are really part of your tribe.
In this episode we talk with Kyle from CigartMetalWorks. Kyle got started on Etsy by creating a product that scratched his own itch and helped him feel like Arnold Schwarzenegger on the golf course. We talk with him about beta testing with friends and customers, his custom video he has on his About page, run-ins with the TSA, a handy spreadsheet he uses to stay motivated and more!
How did it all get started?
I got turned on to cigars in my 40’s. When golfing, I didn’t want to put my cigars down on the grass because of all the ground chemicals. So I asked my twin boys to get me a cigar holder but all the cigar holders in the market look like women’s hair clips. So I immediately realized that there’s a niche.
I started playing around with that idea and came up with something that you can throw around like a knife and it would stick to the ground – pretty much things that a guy would like to do.
As a matter of fact, that was my test. If you can throw it and it sticks 9/10 times – it’s almost ready.
One time, I went to the airport and forgot that I had it in my briefcase. It was one of the early versions and at that time, I was trying to make it stick to the ground and the blade at the end was very long.
Officer: Do you have any weapons you’d like to declare?
Kyle: No sir, I got no weapons.
Officer: Okay, we’re going to need you to go that room.
Then they pulled out my cigar holder and asked me what it is:
Officer: What’s this?
Kyle: Well, it’s probably yours now, but it’s a cigar holder. I’m making it so it sticks to the ground when you golf.
He then went to his supervisor.
Supervisor: Explain this.
Kyle: Well it holds the cigar. I want to get it the point where you throw it on the ground and it would stick.
Supervisor : That is so awesome! Where did you buy it?
Kyle: I kinda invented it.
Supervisor : Really? Well when this goes to market you call me up! Here’s my card!
Then they let me go with my cigar holder. That run in with the security kinda gave me a confirmation that this is a good product.
How long did it take you from having these girly cigar clips before actually starting making one of your own?
I have learned that if you try to keep a secret to yourself, you’re limited to yourself. So I asked my friends in different manufacturing places to help me with it and I was getting so much help from them. That tweaking went on for around a year.
There’s this old saying, “Eventually you got to shoot the engineer and start production”. So I made my first one and that’s where my whole beta testing idea came up. I made more and gave it to about a dozen guys to get feedback.
I had lots of good feedback. “Hey it works, but I can’t stick it in my pocket” or “It cut the bag” and that’s exactly what you need. I think I gave about 10 of them to these different guys that are into golfing and they all came back with “Dude, I would buy one.”
So for the longest time, I was an Etsy shop with one product. I was surprised how well that shop did without any marketing at all. Then I saw Marmalead and thought that could fit this well.
Yes. I kept changing and changing it because my goal was that you could throw it on the ground and you’d be like “Yeah!”
We went through a lot of iterations, at least 3 or 4.
I made a bunch of version 2.1’s and I needed feedback. Luckily, you have your beta-testers and your beta-testers are on your team. They really want you to succeed and they’ll give you good feedback about the product.
I’m really big on the beta testing idea. Get some feedback particularly if it’s something that’s not on the market.
My beta testing method was actually based on one of your podcasts where you said it’s okay to follow them up and ask about the buying experience. I also tell them that:
“Hey if you want to be a part of my newsletter (we’re always coming up with new products about every 3 or 4 months), you get a preview of what we’re working on and if you’re willing to, we might send you a new product if you volunteer to be a beta tester!”
My daughter in law also helped me with pricing. She kept saying that I need to raise my prices. Marmalead helped in a lot of things too because you could see the distribution and you’ll know that there are people selling it for more so you feel more comfortable in making that decision.
Is your workshop at your garage right now?
Yeah it is. About a year ago, I had the opportunity to retire from General Motors early and so I said “Okay, let’s get for real. I’m gonna be the old guy that does stuff in his garage.” I had set up a shop and it is nice. I just go there and make some stuff.
The golf club hangers started with the idea that I gotta have to get more stuff in my shop. I can’t have just one thing in my shop. So I had an idea about the iron hangers. I know it’s gonna cost me a little bit to make so I started looking up what ‘wedding day hangers’ sell for and they were charging about $25 each. I was like “Okay, people are willing to pay $25 for a hanger, I guess”. So I made some up but I also didn’t want them to break. If there’s anything I don’t wanna deal with is someone saying that they bought it but it broke.
That has been our rule of thumb when I was with cars. If something goes wrong with the car, we want to be shocked. Like “No way! We tested this a million times!”
I don’t have the resources I used to so I brought this golf club hanger and asked my friend to pull out his heaviest winter coat to test it out. I just wanna make sure it didn’t bend under the weight of the coat. Luckily, It didn’t.
Let’s talk about your Etsy shop video
That didn’t happen because of Etsy. I told one of my good friends that I’d like to get a video out so people can see what my cigar holder can do. He said “You buy me a Tim Hortons coffee, I’ll do it for ya.”
So we went to a golf course that just opened in Spring and it only took us around 10 minutes on the green and on the tee box to shoot everything.
Best Tim Hortons coffee purchase I’ve ever made.
Work Life Balance
I’m trying to balance this with life. There’s always that concern that what if it goes non-linear? Each of these are handmade by me. There’s always that concern that what if someone ordered in bulk?
Well we did experience that one time. There was a golf outing and there are typically about 4 or 8 people on each hole and so I got an order for 96 of them. But the catch is that they’re only giving me a week and so I had to politely turn them down.
It’s a good problem to have but you gotta have a work life balance. I don’t want to have the work managing me. So I turned down some of those. I know for some businesses it’s hard to turn it down because sometimes there’s a little bit of greed or concern that this won’t come again – well, it will come again. They like you for a reason the first time around. Maybe you won’t get 96 orders next time but that’s okay.
If you have your own business, there’s a temptation to be either never at work (because you don’t physically have to go to work) or the more common one is you’re always at work. You gotta have a life. You gotta say “Hey I’ve done a good week of work, regardless what my sales look like.”
So I took that idea and made this spreadsheet. The rules are 1) You gotta line up the tasks that takes to be successful. 2) You can’t have too many of one task or you won’t get any more points. That’s what the 1 – 10 means and after your 10th time; you’re not gonna get any more points that week. The idea is that you come up with a total number of points by the end of the week. Mine used to be around 300 points and I had it broken down to:
I have to make a product
I have to market the product
I got to have sales.
I put those in broad categories and decide what points each task would earn. Regardless of whether I heard the ‘Chaching’ in the middle of the night or not, I give myself points. “Am I spending time on each of these areas?” And then when I am, and I want to go hiking, I go hiking. But if I’m behind, it will motivate me to delay gratification because I’m behind.
I needed something that would tell me that I’m having a good week regardless of what the numbers say. It really is a number’s game. After so many views and favorites, I know I’m getting a sale so I don’t worry much about it.
Did you have to discontinue any products that you beta tested and failed?
Yes. My shop is originally called Cigart (Cigar + Jart). We then tried some things out of wood. I have never worked with wood very often and so my products horrendously failed. I gave them to people and they fell apart. That is why we added CigartMetalWorks in the name. We have no plans in venturing out of that.
That was a big failure but it’s okay. It’s good to know and from that, we got some good ideas. That was the one where we first thought of making coat hangers made of the irons (which did pretty well) and thought it’d be cool to have wooden hangers out of the old wooden woods. I thought it was genius and we’ve made plenty of those that only ended up terribly bad.
One of my friends had seen one (or thought had seen one) and I said that I could do that too. So I made one for him. Then he put it on his desk, other people saw it, and orders started coming so I put that up on Etsy. That has been very popular.
How do you come up with ideas for your shop?
I try to incorporate things that I think would look cool and are kinda popular. Take the shotgun shells for example, I went with my wife to Hobby Lobby for her stuff. When we were there, I saw they’re selling fake shotgun shells as decoration items. So I thought that if people are making fakes and selling them, there’s something I can do with them. Thus my Shotgun Shell Ball Markers were born. The cigar holder looks like a 100 caliber casing so they both complement and gives that militaristic look.
Then as I was gonna go visit a friend in Costa Rica, I bought a cigar cutter for him. I had the shotgun shell ball marker and the cigar cutter in my pocket and realized they fit together perfectly. So I cut a deal with the guy making cigar cutters; put my ball markers in it and started selling them on Etsy.
In this episode we talk about the exciting journey from day job to self employed entrepreneur. We cover some things that are good to keep in mind about financial planning, keeping your sanity, the rollercoaster life of entrepreneurs, time management and more!
The Entrepreneurship Myth
There is one myth that we’d like to dispel. This is common whenever you tell anybody that you’re gonna go on a business yourself. People tend to perceive it as very risky or they think that to be an entrepreneur you need to have a huge appetite for risk. Really, entrepreneurs aren’t necessarily risk seekers like many people believe. Different studies have shown that a lot of entrepreneurs are actually more risk averse than most. The difference isn’t in their appetite for risk but in their belief that they can do it; their belief that their ideas are a good one and a lot of them are motivated by believing that they can make an impact by doing this business and that drives them.
Do you know that 90% of employees in the US work for small companies?
I read in an article saying how 99.7% of employees in the United States work for a company with less than 500 employees. That’s a huge percentage of people working for companies that aren’t gigantic. Even further than that is almost 90% of employees in the United States work for companies with less than 20 employees.
If you’re trying to make this jump and you’re feeling you are alone when everyone you know is working at a large company – you’re really not! It’s really a huge segment of the population who is working for smaller companies. If you have an Etsy shop and you have it set up as an LLC or some kind of actual business entity, you’re already one of them. You are already working at a company that is either you or with a small team of people.
Replacing your Salary
You have some income right now assuming that you are working in a day job. And you’re thinking of becoming self-employed. You have a salary and the first thought is “Okay, I have this dollar amount and I need to be able to create this same amount if I want to have a perfectly smooth transition.”
That is not entirely accurate. There are some other things you’re going to want to keep in mind beyond just that salary figure. Most employers are required to provide benefits to their employees which could include things like 401K, medical insurance, etc. so those are things that you also want to keep in mind.
1. Think Medical Insurance
Medical expenses can be pretty high. We’re talking about the premium you’d be paying to have a medical plan available to you. It’s actually a big amount so before you go ahead and make that jump, this is something that you’re gonna want to consider.
One of the ways that you can do this is to jump on to eHealthInsurance.com. You can put in your information and they’ll throw you a list of plans that are available in your area along with the monthly premium for each of those. You can get a ballpark figure for what you could expect to pay or have to pay in the medical arena.
You also might want to talk to a broker who’s going to help you consult and figure out which plan might actually be the best for you and for your family because they’re the ones who understand this industry a whole lot better.
2. Think Taxes
When you get paid by your employer, the paycheck that they’re giving you already has your tax removed from that so your take home dollars are the money you can actually spend. When you’re self employed, nobody is doing that for you. Nobody is taking that tax money out for you so it’s up to you to understand that a certain percentage of that needs to be set aside so that when tax season comes around – you have money to pay to the government.
Figuring out taxes is a tough one because your taxes are going to be different whether or not you are an employee for someone else or are self employed. But there’s a couple of different options for you:
If you’re not doing your own taxes, talk to the person who is doing your taxes because they’ll have a good handle of your current financial situation and understand what changes are going to be because chances are they dealt with these many times before.
If you are doing your own, you can definitely keep doing what you’re doing. Take a look at TurboTax (probably the most popular option) and you’re probably already using the right TurboTax package already if you already have a business set up and you’re considering jumping over to full time. But you still might want to take a look what other things are going to change.
One of the things that we also want to talk about is deductions. As someone who is self employed, there are a lot of things that you are allowed to deduct for your company. If you’re buying a laptop for your company you can deduct that as a business purchase. If you’re buying software, hosting, domain name, or if you are a Marmalead Entrepreneur – those are all tax deductibles because it’s for your business.
There’s a little bit of a stigma about that where people think that you’re taking advantage off of deductions and that could cause issues for you. But that is not really the case. These things are in place to help people get started and succeed in small businesses because that’s good for everybody and the economy. They are in there for a reason to help out so make sure you use them.
4. Think Savings
Another thing is how much money you want to have saved up. This is an addition to making sure that you can replace your current income for the standard of living that you want to maintain. You probably want to have a bit of a runway and have some money saved off for when business is slow or when something unfortunate happens.
Experts recommend around 6 months worth of savings. Some say it’s anything from 3 to 12 months. But it depends on where you are at, how comfortable you are, and what other options you have if things don’t work out.
Important tips on your Entrepreneurial Journey
When to go full time on your business?
You don’t always get to choose the best time to go full time on your business. Your business might need you more now. You are going to end up needing to go full time before you are really ready. Your business can start to become more demanding now. Your business might need you full time and you probably don’t want to let your business suffer because you can’t devote more time into it. Are you willing to risk your business simply because you’re not willing to do it full time yet?
Keeping your Sanity
It is really important regardless of who you are. Regardless of person, everyone goes through different stages of how they feel about things.
We are a very habit and routine-based creatures. Humans do well when things are standardized – like how jobs are 9AM to 5PM. When you leave that more structured environment and start working on your own – especially if you work at home – you got to maintain that level of sanity. Maintaining your sanity might be needing to make an effort to go work from a coffee shop every once in a while. If your business involves making physical things, you probably can’t bring your workshop with you. But you might be able to bring a laptop with you and use that time to follow up on messages and do some digital type things that you can catch up on.
You might also want to think about your fitness schedule. Maybe you were a part of a gym on your day job and you hit the gym a couple of days per week. Even the amount of activity that you have at an office job where you’re getting up to go to meetings and talk to people in their desks, walking from your car etc. This is something you might not notice a whole lot at first but keep it in the back of your mind and try to keep tabs on how you are feeling both sanity-wise and physically.
Self affirmations are basically the things you say to yourself to reinforce something you believe or want to believe. If you say “I am going to have a great day!”, you are going to have a better chance of actually having a great day because it’s really not what happens to you, but how you react to the things that happen to you. Regardless of how far you want to take the actual effects of self affirmation – at the very least – saying something positive is going to make you feel more positive.
It puts you in a positive frame of mind and lots of little positive things are going to start happening. When you look for the positive, more positive things seem to happen. If you look for negative things, more negative things seem to happen.
As you’re working as an employee for somebody else, time management is often pressed upon you. You’re expected to work at a certain time, your lunch hour is between X and X time, and you’re expected to stay at work until a certain time. Now when you’re working from home, it depends on how you have your day set up. Overall, your day is going to be a whole lot more wide open and there’s going to be fewer people telling you what you need to do. Like what we mentioned before, people are more routine oriented and most people thrive in an environment where something is in routine. It’s going to be up to you to come up of your own time management, methods, tools, and how you want to break that down. Keep yourself honest about it and find what works best for you.
Since you control your day, you can try all sort of experiments and see what works. But it also means that you need to have more self control and not do things like spending your whole day on Facebook or watching Netflix.
Turn notifications off!
Turn notifications off your phone. Don’t let it send notifications of everything because you’re going to constantly look at your phone to see what’s going on. Use it as a tool but don’t let it own you.
There’s a Do Not Disturb mode on every phone and if you turn that on, notifications won’t show up unless the call is from someone important or if an emergency comes up.
Also, keep your goals in mind and think down the road what your end goals are. If working on Twitter and sending a bunch of tweets out doesn’t help you get towards that goal; is that the best use of your time? Could you be doing something different? Could you be re-doing your photos? Could you be re-doing your descriptions? Should you be coming up with new products? What should you be spending your time on that gets you where you need to be?
The Entrepreneurship Mindset
The whole idea of entrepreneurship – being an entrepreneur, mompreneur, dadpreneur etc. is really a mindset of all these things that we’ve talked about. Leaving a full time job is a pretty clear goal right there. Entrepreneur mindset is keeping focused on that; staying motivated and hustling so hard towards that goal.
Your competition doesn’t want you to do that. Your competition wants you to watch Netflix for 5 months straight. Your competition wants you to give up. They want you to get discouraged. They want you not to manage your time well. So that’s why you have to keep up the hustle because there’s always going to be competition out there. No matter what you’re doing there’s gonna be other people competing with you.
The only place where there is no competition is failure.
In this episode we talk about the acronym AIDA. You’ll learn what it stands for and how you can apply it to your listings’ photos. AIDA is something you can apply to any eCommerce photos – so feel free to take the concepts over to your Amazon Handmade and Shopify listings as well!
What is AIDA?
AIDA stands for Attention, Interest, Desire, and Action. It’s a form of communicating whether you are writing an email, a letter, writing descriptions or in this case, photos – since pictures are like ‘currencies’ that we use in e-commerce.
The ‘A’ stands for Attention. Where attention relates to your photos is in the search results. It’s the first place you are going to show up and it is the first place that a shopper is going to have exposure to one of your listings.
The ‘A’ is all about grabbing their attention and helping them see your listing in the search results. There are actually researches about traffic signs in this regard. When you expose people to a certain number of signs, what they find in studies is that people actually don’t acknowledge any of the traffic signs anymore. So in Etsy, when someone does a search; and they see a bunch of thumbnails and if they all look the same; it all blends in and nothing catches their attention anymore. So stand out and be the one to grab their attention.
This is a little activity you can do on your own in looking how attention works:
If you’re on Marmalead, we do that already and you’re not getting any kind of personalized search results.
Do a search and close your eyes before the page loads (10 seconds or so is probably enough).
Open your eyes and take note of where your eyes goes first. Pay attention to that single listing that you looked at first.
You can start to do this multiple times and start to look for things they have in common. Try to understand what made you look at that particular listing as opposed to the ones around it. Start trying to understand what is making you see this listing before the other listings.
You don’t have to just do this on Etsy, you can go pretty much anywhere and do this. You can also do this on Amazon and do the exact same thing.
If you're not catching their attention right off the bat when they're looking at the search results, it's really gonna diminish your chances of them clicking on your listing.
The first thing you need to do is get them to see your listing in the search results. The next thing you want them to do is to click it. But in order to click they need to be interested in it.
How do you build interest?
It has to tie back to what they are looking for – to what they typed in – and if the photo they are being presented with is in line with what they are trying to find on Etsy.
There are some places where you can see photos that are specifically geared towards capturing people’s interest and making them click. The first thing that comes to my head is Weather.com. If you’ve been to the site, whether you’re checking the forecast or anything, you have undoubtedly seen all those articles that they place on the side or at the bottom of the page to try and keep you on the website longer. Most people go just to check the temperature and the weather then leave the site; but Weather.com want to keep you and see more of their content. If you’ve ever looked at those photos that they have, those things are designed just to get your interest peak and get you to click so you stay on the site longer.
Now I don’t think you should go full crazy on your photos like they do because it probably won’t work very well – but it’s the same principle. You want to give someone enough information that they are interested in it but they still want to learn more. They want to click your photos and find more information about your listing.
Another tool that you can use is our Rock Your Photos report which will give you more information and understand how clickable some of your photos are. Some of the results might surprise you like you might find that out of your 5 photos, the most clickable one isn’t the one you’re using as your thumbnail photo. So you might want to start rethinking some of these things.
When you look at your Rock Your Photos report, we have actual shoppers score your photos on different criteria. One of them is quality, one of them is appeal, and the other is clickability. When you’re looking at the level of interest and building so people would want to click your listings; the two you should focus on are how appealing your photo is, and how clickable it is.
Desire is an important one. You want people to naturally want what you’re selling. That’s the whole point. Make them want to buy your listing. To build desire there are different things that you can do. Show how the product is used especially if this is something that a person can use. If it’s home decor, show a picture of it as a decoration for their house.
It ties back to knowing your customer. That is why it’s super important to talk to your customers and get to know as much about them as you can. Get to know what their lifestyles are; what their goals are; things that fit along with other purchases they made. It’s really beneficial to have a better understanding of who your customer is and what they want in their life. Then you can make sure that what you are presenting is in line with that.
What about your products make it desirable to you?
If you are your own customer, it’s going to be even easier. You make your own type of products that you buy, you are your own type of customer, and you fit that persona.
Ask these questions:
What about it is desirable to you?
Why did you first start buying this product?
What does it mean to you>
If you are not your own customer, think about some of the things you bought. Look at some of the catalogs you like looking at and then when you see a product – look at it and start thinking “Why am I so drawn into this?”, “I want this, but why?”. So pick off something in your wishlist and ask why you want it and what it means to you. If you are able to answer those questions, the more you understand how other businesses build interest into their products and hopefully you can apply the same.
The 5 Whys
You can do this too with your listings. Ask yourself why 5 times. Q:”Why do I want this?”A:”I want it so I can do X” Then ask again why – and the whole idea is to ask yourself 5 times. After five, you’re pretty much at the root of the whole reason why you want it because the first answer isn’t always the biggest, most overarching, most meaningful answer.
Allison’s style of building desire in her photos
We just talked with Allison last week in the podcast and she recently introduced with her listing photos the idea of putting her digital prints in a frame. The whole point of doing this is so that the shopper can picture this piece of artwork in a frame, in a home, in a room or wherever it’s going to be. They can picture that as opposed to just posting the picture of the printable artwork. Taking that additional step in her photos really helps to serve the building of desire for her customers.
Build desire with your other 4 photos
With your first listing photo (your featured photo), you’re gonna want to focus on attention and interest. You don’t necessarily have to make sure that the first photo builds desire too. What you really want is to build desire with the other 4 photos that you have to use. Use some of those to take some close up shots of your listing so they can see the intricacies and the details that you put into your work. Show people using it or some uses for your product so that they can envision themselves using it. You can use those other 4 photos to build the desire instead of relying on a single photo that has to do all 4 of these things at once.
Show them what’s different
There has to be something about your listing that’s different from the other ones. Remember, that this is your opportunity to showcase in visual form, the most readily digestible information – and it doesn’t matter what language they speak, they’re going to understand the photo and this is your chance to stand out from the other ones. Don’t just tell them what’s different, show them what’s different.
We’ve taken them from the search results by grabbing their attention. We’ve made the photos interesting enough for them to click and you’ve built desire with your 4 other photos. Now, the last thing you want them to do is to actually make the purchase.
How do you get people to take an action?
The first thing is you have to tell them to take the action. Tell them to buy it. If it’s vintage or one of a kind, you can remind them that if it’s gone – it’s gone. Because a lot of times, we’re somewhat conditioned that there is always another chance but in this case; it’s not.
Here’s an example of a story that you can pull from if you’re selling vintage:
“Hey, I sell a lot of vintage but I don’t come across this very often and this is a pretty rare find. There’s just no other ones that roll on conveyor belts that you can pick up and take home. This is in great condition and there’s probably not a lot like this one.”
Another thing you could do to push the action forward is to offer upsells. Let’s go back to Allison’s example where she had custom color backgrounds that she could put into her listings – those were upsells. You could have a photo that tells the shopper “If you order before November 1st, you get this free upgrade to this listing” and that’s going to make some people feel like they better hurry up before that offer is no longer available.
Using the Commitment Bias
Sometimes there are listings that are available in multiple colors. Maybe there’s a different colored fabric involved, or different colors involved and what the majority of sellers do is they put up a photo showing all the different options. This is actually pretty clever because one of the things that’s going to happen when a shopper sees this is – without even thinking about it – they are going to pick out their favorite. Even if they’re not invested in making the purchase yet, you’ve already convinced them to take a baby step. You got them to make a decision and that is a good baby step to forward them to take the next step which is to actually make the purchase.
That is called the commitment bias. Once we’ve started making decisions, it is hard to go backwards. In finance, there’s also something called a ‘sunk cost dilemma’ and people have a very very tough time dealing with it. Basically it’s the emotional difficulty that once you’ve started investing something in it or once you commit, you might as well just go straight for it.
We’ve covered Attention, Interest, Desire, and Action. Now the action of this blog post is to go apply it.
Tomorrow you're going to wish that you've done it yesterday – so do it today.
Allison joins us this week from SideKickPortraits. She’s an artist and illustrator who digitally paints portraits of pets. Allison got her start with e-commerce on Fiverr but she transitioned to Etsy last December and hasn’t looked back since. She talks about a lot of what worked for her, like focusing on solid SEO keywords, putting her digital paintings into frames for her listing photos, offering upsell options in listings, jumpstarting reviews with coupons, her mailing list and more!
Allison’s transition from Fiverr to Etsy
I’ve been a freelance illustrator and artist for awhile now and I’ve done all kinds of stuff before. But I wanted to supplement my income and start a stream of smaller projects that repeats more constantly. Fiverr was the marketplace to do that so I made a profile and got started with it. I did human drawings at first but then I also saw that pet portraits are a thing. So I offered that and maybe people will be interested and I found out that I actually enjoyed doing it.
Fiverr has not been the ideal platform to be on. I was able to get sales from it and it was pretty good for awhile to get started but they have a lot of restrictions like you could only offer prices in $5 increments, you can’t contact clients outside the platform, and they take 20% of the sales you make. I wanted to go down this route but I also want to have more control over my business and make my own brand. Then I started looking into different ways of doing that and I found that Etsy could be another marketplace I could try.
Is your Fiverr shop still running today?
I actually kept my Fiverr store running for a long time because I was still getting sales through that and I didn’t really wanted to shut it down immediately. Then I started my Etsy shop and I didn’t know if it’s gonna work for me at all. I started Etsy December 2015 and it took me a long time to even get me my first sale so I only ended up shutting down my Fiverr about a month or two ago.
Do you remember how long it was before you got your first sale on Etsy?
It took me around 2 months to get my first sale. I didn’t really know how to use the right keywords or anything like that so I guess someone just happen to find me somehow!
Tell us about the Testimonials page that you built
I made a little website on Weebly that’s just had a whole bunch of examples of my previous arts. I copy pasted some of the testimonials from my Fiverr portraits and built a page for all that stuff so people could see more examples.
Did you see an increase in sales after you started your website for testimonials?
Maybe it helped me get the first sale. I’m not really sure. It’s kinda hard to tell what’s making an impact when you’re starting out and getting 0 to 2 sales per month. The biggest impact was when I started following Marmalead’s advice and using your tools.
How did you find Marmalead?
Even after I got my first sale; for the next month or two I only got 2 sales and 1 the following month. “Okay I am getting sales but not many people are seeing my listings so what’s going on with that? So I started looking into how to get found on Etsy and then I came across Renae Christine and she recommended you guys to me. So I went to your website and signed up for your email list and went through your onboarding course – that was so helpful and I followed it step by step. I used the Keyword Search tool and made a spreadsheet of what I thought were good keywords and started from there. I tweaked a couple of listings with my new keywords and I started seeing some results so I did a few more and eventually just did all my listings. That’s when things started really taking off and I started jumping to 13 sales, then 20 sales a month. It was so exciting!
What is the rarest or most wild animal that you’ve done a portrait of?
I think it’s an iguana. This one customer had a bunch of animals in their family (there were 10 animals in total!). They have dogs, cats, guinea pig, birds, and an iguana. That was my craziest one so far.
One person once tried to ask me to draw a picture of their fish. But the reference picture they gave me was a photo of their fish being fed with another fish! I was like, “Nooooooooo!”
This was on Fiverr so I quoted them a higher price and they decided that it’s not worth it.
Richie: That is a nice way to turn down work. If you're not really sure you want to do it, charge them a price that if you do get it, you can smile while doing it no matter how difficult they are. If they say it's too high and walk away, then that's cool too.
Putting Digital listings into frames
I sell digital portraits. People just send me a photo and I make a digital painting based on it with my drawing tablet. Then I send them a printable file so I don’t have to deal with prints and shipping. I specifically wanted to design it this way so I won’t have to deal with storing things, printing things, and having to pay for materials. It’s super streamlined for me this way. Also, once the customer gets it they can print it on all kinds of stuff like canvas prints, mugs, and planner stickers.
When I first posted my first listing, I had a different picture. I styled it like a Before and After photo as my thumbnail. But then afterwards, I was looking at what other people are doing and a lot of them were doing mock-ups in frames. To me, that looked really nice. That way you can see that it’s not just a digital thing. People can see what it might look like if it’s in their house. So I tried that and I started photoshopping my portraits into frames.
Have you had any customers that requested you to handle the printing and ship it to them?
Most of my customers are fine doing it themselves. A few people have asked me if I can print it and send it to them but that would add a bunch more complication and logistics to my business so I would have to say no for now. Maybe in the future if there’s a humongous demand but so far, I’ve been doing great with just the digitals.
Any printer recommendations for people who wants to print it out?
I actually just made a print guide that I link in my shop description. I don’t have a specific printer that I completely recommend but I listed a couple options that I thought could work for most people.
Are there any animals you don’t really enjoy painting?
Humans. I don’t mind painting humans but when I was doing both pets and humans on Fiverr I realized I gravitated more towards the animals. When you’re doing human portraits you have this whole other dimension that people care about how they look. They have their own image of how they think they look and you have your own image of how you think they look. But with animals, people love how their pets look anyway and they think they’re perfect even if they’re fat or a bit weird – they just love the way that they actually look.
Coupons to jumpstart reviews
I know how important reviews are in both Fiverr and Etsy so in order to jumpstart that a little bit I offered coupons to a few of my friends and asked them to leave a nice positive review. I offered that to maybe 3 of my friends and 2 took me up on it. That got me my first reviews and probably it was easier for people to jump in after that.
How did you arrive at the price that you are asking for?
Since I don’t really have materials, I completely base it on my time and also what the market is willing to pay. I don’t know if I am completely settled on what my price is gonna be. So I started off with $20 CAD so I can get some initial sales going and then when sales came regularly I decided to go up to $30 CAD. That was working pretty well for me and so I went up to $40 CAD recently and I’m hoping that works good and will continue doing that until I hit a limit.
I started low and when I’m getting a ton of sales, I know it is working so I’ll go higher and I’m just going to continue testing it this way.
Upselling to your customers
I know from what I’ve learned about running an online business is that having upsells is very important. Not everyone will go for it but some people will and then you’ll be able to sell more at the same time. Right now, my upsells are the size of the printable file. Whether you can print it out on 12 inches, 16 inches, or 20 inches. Also another upsell is whether I add a custom background color. Currently, the base price is $30 CAD on a white background and it’s a 12 x 12 inches.
So because it’s a digital file, you can blow it up in size but if the file is only meant for this size, it will look pixelated and not as good. If you purchase up to the 20 inch one, I’ll make it at a higher resolution and there will be more detail. You will also be able to scale it down and print it smaller if you want but you have a lot more flexibility with it.
How long do you hold on to the original files?
I actually do keep them all. I have all of them since I started and they’re in a folder in my computer. It doesn’t take up a crazy amount of space but I want to keep them anyway because all the portraits I do can become additional marketing content like posting them on Instagram. I can also make new listing pictures out of it. They’re all backed up in the cloud so it’s all super safe and I can always send the files back to them anytime if they needed.
What are your thoughts on email marketing?
As long as you’re keeping it to the point where they are optionally signing up. That means they’re asking to hear from you so there’s no reason to feel weird about it. If you use a typical email marketing provider like MailChimp, you have to include the unsubscribe option so as soon as they don’t want it anymore, it’s totally up to them.
Do you do email marketing?
In my descriptions and in my shop announcement I have a special coupon for $5 OFF. Often when people get a coupon, they also grab the upsell so it’s like I make the same revenue anyways. So if you join my mailing list or my super secret VIP club, you will get your coupon which you can use immediately towards your order.
What sort of content do you send out to your subscribers?
I’m not really using it to the fullest extent that I probably could or should be. I only have around 40 people that I manage to get to my list so far. So what I’ve been doing is that once in a while I’ll have a giveaway so if they’re on the mailing list they can potentially win a free thing. Also if you promote that on social media, people might join just to do the giveaway.
How do you market thru social media?
I have a Facebook page which I don’t use nearly as much as I should be but I think that could be a good platform. Sometimes if someone gets their portrait, I have it set up so I message them that says: “Hey, if you wanna use this image and share it on Instagram or Facebook, tag me and I’ll do the same! I’ll post you and feature you!”
I can post it on my Facebook page and tag them so their friends would see it and look over to my page.
What keeps you going with pet portraits?
With the pet portraits, I felt like this is a thing that I can do and I can see that there is a big market for it. I learned that on Fiverr and there’s always gonna be people out there who are buying them . They have specific reasons like loss of their pet, gifts, or other things where it makes sense for them to buy it. So I’ll focus on this and then I’ll have a stable income stream. What I’m excited about is I’m hoping that the I’ll be able to make a whole brand out of my pet portrait business.
I’m hoping that with SideKickPortraits I’ll be able to do a full time level income where it doesn’t really take me full time hours so that I can still do other stuff as well.
Do you know how far off you might be from achieving that goal?
When my sales started jumping up, I wasn’t sure if I’m able to make an extra couple of hundred dollars a month. But then in June, I passed $500 CAD in sales! In July, I passed $650 CAD; and then August, I was looking at $850 CAD!
I definitely think at some point in the next couple of months I think I could make full time amounts of income from it.
My promotion with other Etsy sellers
Before my sales started going up, I thought of one idea that I could do to get myself out there a bit more. That was to team up with another Etsy seller in the pet market. There’s this Etsy shop called CatastrophiCreations and they make super cool cat furnitures. I just cold messaged them saying: “Hey, I’m a pet portrait artist and I’m looking for ways to get my business out there – could I offer one of my pet portraits as a giveaway to your customers?”
In exchange for that, I got my artwork in front of their audience and they also ended up buying 3 portraits from me so that was a nice bonus too!
Do people ask you for special requests before you draw the art?
Once in a while sometimes people will ask me to write the animal’s name into the picture. Then one lady wanted to have little different accessories added to all of her cats so one had a bowtie, one had medals on them, and different things like that.
What pieces of advice would you give to somebody who’s just starting on Etsy?
I will tell them to sign up for your email list and do exactly what you tell them to do. It has been the biggest improvement with what I’m doing with my shop. Even though I had the copy writing and Photoshop skills; it still wasn’t taking off until I had the right keywords. I would advise them to do really nice photos and all the other stuff too that we’ve been talking about but doing the keywords are what’s super important.
Tell us the story of how you came up with your shop name
Originally, I was going to sell photography because me and my husband take photographs. I wanted to call it “Fuzzy and Lumberjack Photography” because my husband looks like a giant homo-slumberjack! So I sat down and I thought about it and realized it was pretty long so I decided to drop the “Lumberjack Photography”. I kept the “Fuzzy” and my favorite tree is a birch tree so I added that on and it turned into “Fuzzy and Birch”.
How to Balance Time
I compartmentalize my businesses from each other. So Etsy is one business, the blog is another; and I kinda look at my personal life as another thing that I have to do that’s kinda like a business.
I used to be a hot mess. But I didn’t have any epiphany moment. I just realized that “Okay, I need to rejig this”. What I ended up doing is:
I wake up in the morning and I fulfill my orders. Right now I’m using fulfillment for my mugs because after the BuzzFeed thing, I decided that maybe it’s time for fulfillment.
I go ahead and get them ready to be sent out for the day. I have a mailman who comes at around 3PM which is great because I don’t have to waste an hour going to the city.
I wake up between 7 and 8 depending on how lazy I am the day before. That will usually take me sometime between 11 and noon to get that done. So now I am at the point where I can stop, I can eat lunch, I can make food, I can sit in front of the television and be a pointless human being for 20 minutes and then I will switch gears and work on the blog. I basically divided my day in half and that has allowed me to run two businesses at once.
What’s your method for finding shop helpers?
Students are great. You know you can rely on them because they go to class and they show up on time. They understand the value of a job. Some days I’ll need a person and some days I won’t. For example, a product launch for the blog – I won’t be able to fulfill orders that week and I will do nothing but blog that weekend. Someone will come in for me during those days so even though I’m here, they will still fulfill those orders for me.
Students are great because I am showing them how I have built myself a business. A lot of students especially in business and marketing schools ~ that sort of experience is invaluable to them.
How do you deal with different seasons?
It’s definitely effective to have multiple shops to fill those gaps in income. My shops go slow depending on seasons and having multiple shops and multiple product lines smooths out those slow months. The other thing about tattoos is that they are ‘festival fashion’. Marmalead gave me that tag! I tagged everything with that and it just went nuts!
Basically we do a lot of work on the tattoos in the summer and then family tattoos for the winter. But I will say that tattoos don’t do as well in the winter as my home decors do. So we’re basically taking the seasons and filling the gaps which is great. It’s really nice because you don’t have to worry every month.
This is also the reason why I sell on Amazon Handmade and notonthehighstreet. Because even storefronts have different seasons and things will be popular in different ones. I think it’s a part of an Etsy strategy to diversify just enough that you get those extra income streams but not so much that you’re completely overwhelmed. The great thing about Marmalead is that the tags that the app gives me are very effective on those other platforms too. The only thing I have to adjust for is notonthehighstreet since it’s a British platform. I have to search for British terms and do the British spellings. While Marmalead is very effective on Amazon Handmade.
Do you have a stand-alone shop?
I do have a stand alone website, it’s on Shopify. As an ex-SEO consultant I moderately hate it because you’re driving traffic to all these different places. In order to really do well, the best thing to do is to focus on driving all your traffic into one place. I do that with Etsy. Notonthehighstreet takes care of itself, Amazon Handmade takes care of itself. Etsy doesn’t.
Etsy is the one that I focus on driving traffic to and a lot of the people that work with me on the blog – I say to them; “If you are not ready to have a website yet or if you don’t want to maintain it, buy yourself a domain name, like fuzzyandbirch.com and redirect it to your Etsy shop.” That way you can tell people that “You can find me on fuzzyandbirch.com!” and when they go there, your Etsy shop pops up.
What are the systems that you use?
One of the things I do as a very busy person is that if I’m doing something either an email or on Etsy; once it’s opened and I touched it, my rule is I have to complete it. A lot of busy people have a rule that says if it takes more than 20 minutes – you won’t do it. Well, I kinda have the opposite.
I’m only going to be in my inbox once or twice a day because otherwise, I’ll drown. So if I’m on my emails, I’m going to touch it once, finish it and get on with my life. That has been very effective in terms of customer service for me since we do so much stuff and we get a lot of conversations every single day. So I really want to make sure everyone gets answered on time and in order to do that, sometimes I just need to sit down and space a time in the morning and one at night to go through all the customer service stuff. That makes you feel very streamlined.
It makes a huge difference throughout the day. That system is what gives me the time to sit down and write for the blog, develop a program, or create a new line of products in the afternoon.
What I also do with my time is I do all the Etsy stuff in the morning and do all the blog stuff in the afternoon.
I do all my morning stuff from 8AM to about 12PM and I’ll just block all distractions off at once and during that time – it’s like nothing else exist. I do that because I’ve learned that fulfillment can get out of hand really quickly at any time. I purposely want to make that the beginning part of my day so that I have the time for the second half of my day and do the blog. Write articles, plan products, do sort of things that I need to do on anything big, and just generally go through and make sure that everything is functioning correctly.
Myths that you fell for when you first started out:
I have keyword stuffed my titles. I thought that was really effective but based on how Google works, it’s actually the first few lines of the descriptions and the tags themselves that I think matters. So I’ve been gradually fixing some of them. I originally think it was making a difference but now, I don’t think that keyword stuffing your title makes any real difference.
The other thing I fell for hard when I first started was “The more products you have, the more you will sell”. So when I first started out, I was a digital download art print shop and I made 5 new prints per day for about 3 months until I had over 500 products. As you’ll see with any Etsy shop, there’s always items that are more popular and the rest of their items are just fillers. If you look at your stats in Etsy for the individual listings, you can see how many people are viewing what.
Now I’m at a point where I think I had 500 digital downloads and I only have 50 now. Those are the ones that sell constantly.
A Thousand True Fans
People think that a thousand people is not that many but you know if you can get a thousand people on your mailing list or get a thousand people in your Facebook Group or whatever it is that you’re doing, you have a huge community there. It’s clear that you have something that’s viable and important to people. That’s why so many people say “Get your first 1k subscribers!” and when you got your first thousand – you know who you are as an online personality and you know where you’re going. That feeling is so amazing but getting there is absolute hell.
It’s totally worth it when you get there because everything gets easier. It’s just so nice to have people that support you and you support them too.
Your First 1k on Etsy
I’m launching a course right now and it’s called Your First 1k on Etsy. It’s all about the tactics that you can use to make your first thousand dollars on Etsy. My logic is this; When I first started on Etsy, it was that first thousand dollars that was really just awfully difficult to get. This course takes you past all that awkward stuff and shows you the things that if I had told myself when I started a year and a half ago, would have made me succeed much faster and would have made me waste a lot less time.
The course basically walks you through how to do all those things and what you need to do to get that first 1k. At the end, my logic is once you made your first 1k, you can make 10k, you can make 20k. Once you get the ball rolling, it becomes easier. You can turn this into a full time job that is worth quitting a day job over. On the blog you’ll see the webinar that Richie and I did – talking about the course and one of the major things in there is that we offer a 14-day free trial of Marmalead because it’s a huge part of your first 1k on Etsy.
One of the reasons I chose to include Marmalead was because when I opened my second shop FuzzyAndBirchWedding, I made my first sale in 4 days vs. my other shop where it took 30 days to make a single sale! The only thing I did differently between the two shops is that one used Marmalead and the other did not (because I did not know Marmalead during that time) and I would say that’s a pretty strong evidence that it was a huge asset.
I encourage you guys to have a look around the blog and see if it’s for you. There is a webinar replay available for free so you can watch it and see what’s in the course!
At first glance, you’ve probably thought ‘great, another Etsy mistakes blog’. Well, yes, but this one is a little different.
Firstly, the same tips are mentioned over and over again because we all see seller’s making the same mistakes over and over again.
But rather than drill home the information that is already out there, we thought we would take some old (and new) tips and put a different spin on them to help our beloved Etsy sellers fix some Etsy mistakes that you’re probably making.
Does everything that can have information, have information? Nothing turns me away from a store quicker than seeing a default avatar. When I click on your name, do I see the teams you are in and the products you love? If any of this information is missing, it makes me feel like you don’t really care about your Etsy store.
Your ‘About me’ section should tell me where I can find you on social media and your bio should tell me why you started doing what it is that you’re doing. Etsy has a lot of features to tell your story. Using each and every one of them correctly makes me see that you are an engaged and contributing member of the Etsy community. I want to give my money to someone like that.
The two worst images to see in an Etsy store
Not backing up your data
Recently, we have lost a little faith in the Etsy team. Not only was the WorldPay drama a massive let down, but we have seen more and more genuine accounts get suspended for (what seems like) no reason at all. It seems unfair to say that Etsy goes around randomly suspending shops, but, you can never be too sure.
For this reason (and many others), we think it’s always a good habit to backup your store contents offline. An excel file with a different sheet for every listing. Word documents with your ‘About me’ section and well-categorized files containing all your images. Making regular backups of your content can save you from a disaster that, right now, no one thinks will ever happen.
Bonus tip – Once you have made backups, make backups of your backups. Anyone in I.T. knows the value in backing up your backups.
Backup your data to one (or all) of these
Who buys your product? Who do you market to? The simple answer is ‘everyone’. Well, yeah, everyone can buy your product, but whose nose are you putting your product in front of? Twitter? All 313 million of them? Facebook? All 1.71 billion of them?
I’m asking a lot of rhetorical questions, but you need to define your target audience to have your best return per click. Simply throwing your Etsy URL out into the social media void is not going to get you sales.
New mums would want to buy your baby blankets, but first-time new mums between 18 and 22 in the bay area are even more likely!
Find and engage with Facebook groups, Google+ groups and other forums and communities that are relevant to your target audience.
Making and marketing quality content.
Part of having a brand in 2016 is marketing content. A brand rarely succeeds by marketing products alone. A recent study by Aberdeen shows that unique site traffic is almost 8 times higher for people who make unique content and market it compared to that those that don’t.
Adding content to your brand is a good way to build a rapport with your customers. Be it in the form of blogs where you voice an opinion about your industry or a series of Youtube videos explaining how you make your things.
When someone knows where their product is from and how it is made, it has more of a story and much more emotional value. This kind of quality content is what can help a seller build a good relationship with followers. Content draws attention and increases brand awareness, especially if your opinion is, shall we say, a little controversial.
Your opinion or a story in blog form is simple but effective content
Forgetting the past
Never forget where your first sales came from and who bought them. Mastering the art of returning business is a difficult one. It involves precise timing and having something new, but similar, to offer.
It can be a handy skill to employ for a multitude of reasons. If sales are dry, you may be able to generate a few extra by offering discounts to people who have already purchased from you. Put a discount code in a newsletter and send it out to people who have bought from you – maybe even those who are subscribed to you but haven’t made a purchase.
A small discount may be all that’s needed to push a few dozen sales over the line. Not only is it simply a nice gesture, you’re more likely to encourage brand loyalty as well as increase the chances of your brand being spread via word of mouth.
Encourage loyalty and your customers will be happy to buy again
It doesn’t matter if you’ve just won National Geographics ‘Photo of the year’ competition, your product photos can be improved.
Time and time again we see it. Jewellery placed on cheap plastic mannequins, undetailed images of artwork on the wall or incorrect use of the flash. Even if your products are great, your bad photography will make me (and 99% of other buyers) look elsewhere.
For both clothes and jewellery, we love seeing friends being used as models. It’s a great way to show how your products look when they are actually on someone. For closeup shots, place products on a solid, somewhat neutrally coloured and natural texture. Rock, timber, leaves for example. Learn how to make and use a lightbox. It’s oh so simple and can help me choose your product over someone else’s.
If words like ISO and aperture are over your head, consider hiring a professional photographer and their studio. Online sales are built on visuals. If your product photos are taken on a cell phone with your laundry in the background, it will not sell.
In this day and age, we all know first impressions last. The way your product is delivered to a buyer goes a long way in building a positive relationship. But never sacrifice practicality over prettiness.
Recently, I purchased a small, hand-blown glass ornament for a friends wedding gift. It arrived and it was packaged beautifully. I’d have been even more impressed had the ornament not been smashed into thousands of pieces. Unfortunately, the packaging was pretty but not functional.
Make sure your product is safely packed and can withstand a fall from waist height. Only then worry about making your packing aesthetically pleasing.
Side note: My glass ornament was replaced, no questions asked. That’s what a good returns policy does!
Treating peers as competitors
The handmade community, Etsy in particular, is flooded with contributors. With all these contributors comes a wealth of knowledge. Treating experienced colleagues as competition is not a healthy habit. Etsy teams and forums, as well as Facebook groups, are swimming in knowledge.
Not sure how to word your returns policy? There’s an Etsy forum for that! Make connections with people selling similar products, you can learn a lot from working with, not against them. Don’t compare your success to that of others on the internet.
As the old saying goes: A successful seller is everywhere his customers are.
Only being on Etsy means your brand is only in front of Etsy buyers. Being present in all the channels is certainly important, but has its price too. Both financially and timewise.
Being a DIY or Fashion retailer you certainly have many opportunities ahead. Etsy, eBay, Amazon, Dawanda, Folksy, Facebook, your own online store, just to name a few. Sounds confusing- but it doesn’t have to be.
That’s why tools like Shoplo Multichannel can help you get your product in front of new audiences and allow you to discover which sales channel work best for you.
Why limit yourself to just one?
Social media is obviously a great way to promote your product. Twitter and Instagram in particular. But they are much more than an advertising platforms. Talk to people! Tweetdeck is our weapon of choice for Twitter.
Don’t be bashful, jump into a conversation with strangers if you can contribute to it, whether it’s related to your product or not. Never let a comment on an Instagram photo of yours go without a reply, even if it is just a simple smiley face- or our favourite, the eggplant emoji. 🍆
I find Twitter to be the most fun when I use it to have a conversation with followers. Try having a conversation exclusively with .gifs!
Not having a grand plan
Etsy sells the dream of quitting your day job and working for yourself, and they sell that dream very well indeed. It’s just very unfortunate that not every store takes off overnight.
Some stores don’t make their first sale for 6 months, some stores take 5 years to break 10 sales. This happens for a multitude of reasons, but regardless of where your Etsy store is, having a plan is always a good plan. What happens if you suddenly double your sales this coming holiday period? What happens if you get no sales until Christmas?
Planning for your sales to go both north and south, now and in the long term, is a clever way to avoid heartbreak, wasted time and financial ruin.
Those that fail to plan, plan to fail.
Our final tip is to make sure you take care of the finer points, like descriptions, analysis and SEO. But since you’re already with Marmalead, you’re in the best possible hands.
Employ our tips, tools and suggestions and couple them with the powerful Marmalead tools and, well…we don’t want to sell the dream of quitting your day job, but I wouldn’t rule it out…
This is a guest post from our friends over at Shoplo, a professional tool designed for multichannel online sales. Check them out by clicking here!
In this episode we talk with Nora from BeesHandStampedGifts and BeePrintableQuoteArt . Nora is a professional musician who has had shops that range from crocheted hats to pillows to polymer clay jewelry to keychains. She shares how she first realized that her customers typically weren’t buying for themselves. And as a special treat, Nora agreed to help us kick off this episode with some of her musical stylings. Enjoy!
Nora’s background before Etsy
Where I was before Etsy? I wasn’t anywhere, really. My background story is that I’ve been earning money as a professional musician for 18 years. I’m always teaching guitar or playing in gigs; basically. So then I thought “Okay, let’s try something artistic and entrepreneurial”. I started crocheting. I crocheted a few hats, then put them up on Etsy. I didn’t have any sales because I didn’t know anything about Etsy or anything about SEO.
So I put up these hats, and then the season was over and no one were buying hats anymore. So I tried something else. The next thing that I started crocheting are pillows. I put them up and since I still don’t know anything about SEO, not many people bought them and it’s not really working out – so I tried something else again.
I dove into making jewelries. I ordered polymer clay except this time, crafting jewelries is something I have not done before. Took me a while to get the hang of it. So basically I was learning to make jewelry while also learning to sell in Etsy at the same time.
Since I don’t know anything about SEO, I was basically experimenting all the time. I was researching stuff on Etsy, listening to all kinds of podcasts, watching, learning, and reading. Then in my research, I realized that polymer clay jewelries isn’t what sells in general. Jewelry sells in Etsy, but apparently there isn’t much demand on polymer clay kinds of jewelry.
Then I hired a virtual assistant once. He was trying to do something with my shop to make it better. As he was doing that, I researched all kind of things and discovered that hand-stamped stuff is where the gold is. So I ordered the letters and started doing it.
So after all that trial and error, I opened up a new shop. I called it BeesHandStampedGifts and the reason I opened a new one is because one of the things I’ve learned in my previous shops is that people like one of the same stuff in a shop with not so much variety.
I did learn a couple of things about photos, design, and how to write good descriptions that tell everyone everything about my product. Then I discovered Marmalead and started fiddling around with keywords. After a month I had a sale and sales started going since.
Did you already know how to crochet or did you teach yourself along the way?
Crocheting was something I tried when I was young. I still memorize some of the bits and maybe a watched a few Youtube videos – but not too much because I still knew how to do it anyway.
How did you figure out that your customers buy your products as gifts and not for themselves?
First, I don’t know if that will work for all the shops out there, but it seems like my stuff is what it is – a gift material. Because the quotes – for example; “I hope your day is as nice as your butt” isn’t something you’re going to buy for yourself but you are gonna buy it for someone else. So things like that and other quotes too that people would want to give to someone. I actually use more ‘gift’ keywords than ‘key rings’. I didn’t use really obvious terms like ‘handstamped key rings’ but instead different variations of the keyword ‘gifts’.
Why do you think you have such a high conversion rate?
I think people just like quotes. Also maybe the fact that they are stamped by hand. And it’s a good gift, I guess. So when they search for keywords like ‘boyfriend gifts’ they see my listings and maybe they just like what they see.
How do you do your product photography?
I’m taking them myself. I like photography as well. That is one of the million hobbies that I have! Sometimes I ride my bicycle around London by the canals and sometimes I take a lot of photos. I actually was thinking of selling photography as well but I did my research and it didn’t seem like it’s something that people will buy.
But regarding my photos, I do it myself mostly. I have a camera and a professional light. I just put it really close and take photos and fiddle it around with the colors. I go to Pixlr and then I edit my pictures to make them brighter. Make it really close so people can see it and not too far. Also I make all my backgrounds of the same color and all my listing photos looks almost the same because I discovered that’s what works as I did all these researches. The shops that have everything very similar are what works.
What are some mistakes that you have made along the way that you think can benefit newer sellers?
Research keywords in Marmalead is one of the things on top of my head. Regarding the pictures, the best thing is to make them pretty similar to each other. I’m sure there are shops out there that don’t do that and still have success so I don’t know if that is a crucial thing but I kinda notice that in a lot of shops. If they have very similar designs it looks better and more professional.
I also have blue backgrounds. I used to think that white backgrounds are the best but blue worked for me. I think that white are better for shops on the web but Etsy is a handmade place so people are more into things that are interesting and unique.
There’s something to be said too for standing out. So if someone is doing a search for boyfriend gifts and they’re presented with a page full of search results and thumbnails – white backgrounds are popular so almost everybody will have either white or a light-colored background. So if your listing is standing out in blue – their eyes are gonna go right to that first because it stands out and that gives you a bit of a competitive advantage.
What do you think might be the next area you might dabble in?
A lot of things have been popping in my head. I’m going to try drop-shipping but also keeping the design aspect of the quotes. Because I figured out that quotes are what people like. So I’m trying this drop-shipping thing now with quotes on all kinds of items like mugs, t-shirts, etc. I tried blogging as well but I got bored on it because it feels like you have to write on it all the time. But I might get back to that one day.
The other thing was that I was just thinking of selling guitar lesson videos.
What are your goals in 2016?
I’m gonna put up Christmas gifts when the Christmas season comes in!
Don’t be afraid to try new things. Don’t think that you have to know everything in order to start. Just jump in.
The only way to really know if something works is to try it. You can do a little bit of research before you fully jump in but if it looks like it might work – give it a shot! Don’t feel like you need to understand all of it before you give it a shot. There’s always one more book to read, one more article to read, podcast to listen to, piece of advice – always. You’ll never be done learning.
Entrepreneur has the Marm-Meter. It’s the next level in our quest to help you get found on Etsy. It’s a right-brain friendly green, yellow, and red system of measuring three important criteria of keywords.
Those criteria are Engagement, Competition, and Category Page.
Game changer? We’ll let you be the judge of that 😉
Entrepreneur plan can limit the listings analyzed to the top 42 (1st page of results), 100 (3 pages), or 500 (12 pages of results). The benefit here is to see what’s working at different levels of relevancy. For example, I would choose 42 if I want to drill into what is working specifically for being on the first page. I would choose 500 if I want to cast a wide net and analyze a large set of listings for that search.
Dabbler plan only has the option of 42 listings.
Entrepreneur plan can filter on Shop, Material, and Category of the listings. Shop filtering allows you to filter out all results except for your shop’s listings, filter out your shops listings, or see both your shop and others. You would filter out your shop to analyze listings without yours skewing the numbers. You would filter out other shops to see analysis of only your listings (including an easy way to check your listings’ ranking).
Dabbler cannot filter at all.
Entrepreneur plan benefits from keyword suggestions from Bing search engine. When you perform a search in Marmalead, you’ll see a column to the right full of search suggestions from Bing. These are keywords being actively searched by potential buyers around the world. This is a great source of inspiration.
Dabbler plan does not have this benefit.
Listings and Tag Rank
Entrepreneur plan has the powerful benefit of seeing the Etsy search ranking and page for each listing, and the average ranking of each tag used. This is essential for fully optimizing your listings to rank on top. This is also the fastest way to check up on the relevancy of your listings.
Dabbler plan does not have this benefit.
Entrepreneur plan has the Keyword Comparison tool that compares up to four keywords side-by-side. You won’t have to remember key metrics for each search run individually, you can compare them at the same time. I recommend using this comparison to identify a handful of keywords that you’ll drill down on using the full search screen.
Dabbler plan does not have this benefit.
Entrepreneur plan has the Keyword Tracking tool that tracks keyword performance over time. For example, track “Silver Starfish Necklace” to watch its key metrics and make sure you’re staying ahead of the trend whether it’s becoming more or less viable of a market for you. Keyword Tracking allows you to see a rolling year of trending.
Dabbler plan does not have this benefit.
Entrepreneur plan has the trending tags page, which displays the most popular tags from Etsy’s Trending Items. As potential buyers see the Trending Items, they’ll naturally search for more like them. Make sure your listings have a chance to be found too.
Dabbler plan does not have this benefit.
Above all it’s a serious tool for serious sellers. While there are many more reasons to choose the Entrepreneur plan, I hope that this provides more clarity. If you haven’t yet, I suggest you Upgrade and see what Entrepreneur can do for your business.