NEWSLETTERS 101 #11: Share Your Skills and Knowledge!
NEWSLETTERS 101 #10: Share Your Process
AMPING UP YOUR ART MARKETING: Baby Steps!
Backwards and baby steps can help us move forward in everything.
Last week, I raved about the powerful insights I’ve gained already from watching just two AMP webinars (Art Marketing Playbook), a series created by FASO’s marketing guru, Dave Geada of Big Purple Fish..
Great marketing insights often mean revamping, not just our approach, but also our website, our email newsletters, our social media accounts. And with great revamping can come great overwhelming-ness. (I just made that word up.) Big projects can be daunting, especially if they aren’t in our ‘primary’ skill-set. (I’m comfortable with social media, but changes in my approach were needed.)
I’m happy to find that I’m doing a lot of things right: Knowing my ‘creation story’, using the best social media platforms (Facebook biz page, Instagram account, a lively email newsletter, the “new artwork alert”, etc.)
I was sad to learn all the things I’m doing wrong. And devastated to learn how many things I’m doing wrong. A lot of work lies ahead….
It’s easy to feel overwhelmed by big multi-step processes. And when I’m overwhelmed, my lizard brain instantly leaps in to protect me.
“You’re doing it wrong! It’s too hard! Just stop, crawl away, give up, hide in a hole somewhere!! Make it go awaaaaaaaay!!”
You probably already know that doesn’t work. And yet, being overwhelmed can mean we put off the repairs, edits, restructuring efforts so necessary for doing better.
So I sat with all this new knowledge, wondering how the heck to get it all in place in a timely fashion.
Today I had a brainstorm.
I remembered what’s worked for me in the past when dealing with uncertainty. Here’s the way I’m thinking about this that might help you, too.
The power of this strategy is to think about your desired end results, you goal. Then think what has to happen to achieve that goal…backwards.
Yes, you read that right! What has to happen before you have another great painting in your inventory? Finishing a painting. Painting. Time to paint. The right paint, for the surface. Figuring out the palette. The right surface. Composition. A subject. An idea.
So maybe we: Recognize we want to paint. List ideas for a subject. Find that subject to create. Maybe take a picture of it, or find the perfect plein air site. Check our supplies to make sure we have the right size canvas, and the right paints, and paint colors. Set aside time to paint. Etc., etc. until we finally have the triumph of a new work of art in hand.
Breaking down these steps is powerful. And breaking them down into tiny steps is even more powerful.
So, baby steps.
First tiny step: Update my profile portrait image. Further step back: Find/make a new portrait image.
“Making a new image” was hard. I’ve been struggling to make a new profile portrait for months. Since I haven’t had a haircut in months, it’s a lit-tul hard getting even a somewhat flattering selfie, and selfies tend to distort our faces too much. Older pics are pretty discouraging, too.
But then I remembered a set of portraits my partner and I had done a few years ago, to celebrate our wedding anniversary. They’re tintypes, black and white, and we love them!
So my first baby step was: Find those pictures. It took awhile to find them, but I did.
I couldn’t figure out how to incorporate them into my social media, though. Until, doh! I realized I could photograph the photographs. Baby step!
Once that was done, my next baby step was easier: Update one social media site.
I started with my Google accounts: Google (Gmail, etc.) On Dave’s suggestion, I also added a small pic of me in my email signature. Done!
Encouraged by this, I decided to update more sites. FASO. I added the tintype image to my “not artwork images” section, then swapped out my old profile portrait. Done! Hey, I’ll write a little newsletter about my new portrait. Done!
I was on a roll. I quickly updated my Facebook and Instagram accounts. Done! What about my WordPress blog? Done! With editing, cropping, updating, etc., it took few hours to get it all in place.
But I’m feeling much better about everything now.
The feeling of accomplishment is palpable. And knowing that’s one item I can scratch off the to-do list? Huge.
I know those other things on the list will also feel like too much. As I work my way through them, I’ll continue to share what I’ve learned.
But I’m grateful I remembered that going backwards can actually be a powerful way of moving forward, with everything in life.
Let me know if this helps YOU move forward today. And if you’ve found powerful ways to incorporate those new AMP strategies, share them here! Someone maybe be very grateful you did. (Me!)
If you know someone who would find this article helpful, pass it on to them! And if someone sent you this, and you liked it, you can find more of my Fine Art Views articles here, and more great marketing advice at FineArtViews.com, or subscribe to my blog at luannudell.wordpress.com too.
Remember: We’re all in this together!*
*And nobody gets out alive. But whatever makes it better, is a gift!
Today, I am slowly transferring my ‘selling’ space from Etsy (since 2008!) to my FASO website at LuannUdell.com.
It will take a while, and I won’t completely give up my Etsy site. I may keep it for my less-expensive work, destash items, discontinued items, etc.
But the insight that a more unified-approach to selling my work online is long overdue.
Part of it comes from a newsletter this week from Clint Watson, owner/developer of the website hosting company Fine Art Studios Online, which also (ta-da!) hosts Fine Art Views, the online art marketing newsletter I’ve written for since 2011. In the article, Clint pleads for artists not to send him off-site when he wants to purchase their work.
So, insight from a long-time artist/gallery owner who now works to maximize artists’ sales and connection with their audience. I’ll take it!
But something else opened my eyes today, too. This is hard to share….
I’ve been distracted my entire career by false measures of my success in the world.
Like everybody else, I believe my work and story to be unique to ME. And being the center of my own universe, I think it’s the best in the world. Not bragging. Just human nature. (Okay, a lot of us swing from “I’m the best!” to “I suck!” We should form a club. It would be huge.)
Oh, I’ve got a humble side, too. I can see every error, every misstep along the way. Sometimes they’re so obvious in hindsight, I cringe. (See what I mean about the swing part?)
And yet I also know the power of my work, how strongly my customers connect to it, and how it has not only widened, but deepened my own life in so many ways. Even the work that now seems not-up-to-snuff had passionate collectors, people who even today beg me to replace/restore/replace a treasured piece they love.
And like everyone else, I want those awards, prizes, (and M*O*N*E*Y that comes with those prizes), the proof that I am who I say I am, that I’m as good as I like to think I am. I want the publicity that comes with those awards, too.
The latest is the Etsy Design Awards, which applications are being accepted for now.
Unfortunately, such honors have been few and far between, and none of them really affected my sales or popularity. And in hindsight, I can see why not.
My work is out of the box. I barely fit into even a ‘mixed-media’ category for shows, exhibits, etc. let alone more specialized ones.
Although my entire body of work is connected with a powerful story, stories aren’t often a factor in selection. (The Etsy one does, but just wait…) Even after 30 years of making, I still recognize the awe–and confusion–many first-time visitors experience when they see my work. “What is this made of?? Is it real ivory?” (The most frequent comment is, “It’s absolutely beautiful, and I have no idea what I’m looking at…”)
Here’s the origin story that led to today’s insights:
For decades, the League of NH Craftsmen’s Annual Fair was half my annual income. Besides that, it’s a prestigious and respected fine crafts organization, one I’m proud to me a member of.
And every year at the Fair, I dreamed of being selected for the Best Booth Award.
Almost every year, I’d come this close to winning. Well, okay, not THAT close. But I was often listed as a runner-up or also-ran.
I had a beautiful booth, and some of the judges would tell me later that they were appalled I hadn’t won. It helped, but I constantly wondered why I couldn’t nail it.
Until finally, years later, I realized I was shooting for the wrong star. Eyes on the wrong prize.
Holy cow! What do I care if my booth isn’t the prettiest?? That is NOT why I make the work I do.
Yes, I strive to display my work to its best. I work hard to have a professional booth at shows. I work hard at every professional aspect of my art biz, as a matter of fact, from process, to display, to marketing, to customer care.
And yet, somehow I landed on “best booth” as a measure of my worth?!
We all can fall victim to some imagined “measure of success” that actually has nothing to do with our own definition of “success”.
Years ago, I talked with a talented, well-known fiber artist. We talked about goals, and they shared theirs with me: “I want to have my work represented in at least one gallery in every one of the 50 states!”
My first question was, “Why???”
To me, the absurdity of this goal was obvious. Who needs 50 galleries, some chosen only for their being in Arkansas, or Alaska? Especially when what we SHOULD have as a goal. is having some number of excellent galleries that are a perfect fit for our work, and have staff that are ardent representatives for us.
When I gently pointed this out, it landed well, fortunately. Later, they confessed this goal had helped keep them motivated, to a point (which is great!) But they realized it had outlived its purpose: Getting them outside their ‘comfort zone’ and into exploring galleries outside of our region.
Second origin story: Decades ago, at a major wholesale show, someone mocked me for remaining cheerful about the new opportunities offered to me (publicity, galleries, a chance to write articles in the future) during the show, despite low sales. And here I thought I was being mature, looking for the good in the sad times. I thought, “Yeah, I guess it wasn’t such a good show…”
Until the show coordinator and now a valued friend, brought me back to my higher, chosen reality. They asked, “Is money the only measure of your success?” (Thank you, Alisha Vincent, forever!)
Since then, I steadily wobble from clarity to confusion, grounded to lost (and found again), just like….everybody else!
The Etsy Design Awards re-stirred this bubbling pot for me. They are looking for a great product, a great story, and great images.
Unfortunately, I’m realizing (finally!!) that neither my current phone nor my old camera are capable of high-res images.
And so even my current ‘best images’ get kinda blurry in full-scale view. (I didn’t realize this until I looked at my site as the judges would. Ouch!!)
Even great photography doesn’t capture the entire beauty of my work. Despite having had amazing photographers over the years, many people, including other artisans I respect, have told me that. There’s something that can only be felt, and touched, that a photo can’t capture, and unfortunately, that ineffable quality is the mainstay of my work.
Etsy shoppers aren’t even my target audience. My best customers are people who a) have seen my work in person; b) have come to respect who I strive to be in every aspect as a human and an artist. I use Etsy as a place for these folks to purchase my work, because people unfamiliar with my work usually consider my work to be too expensive. (Those who know it come to believe it’s worth every penny!)
In the interest of not overloading folks who subscribe both to my blog (on WordPress, that can no longer accommodate new subscribers), my website’s email newsletter, and the ‘new work’ email alert, I’m trying to combine more of these functions on my website. Unified field theory in action! (Moving/giving up WP will be much harder…)
Hence, my desire to slowly wean myself from Etsy.
Etsy’s been good to me, over the years. I love it, I love shopping there, and it’s been easy to upload and sell my work there, too.
But wanting a chance to ‘be Etsy’s ideal seller’ so tempting, when it’s sooooo out of reach, does not serve me.
So wish me luck! Let me know which YOU would prefer, too. If you can prove Clint right, that you’d prefer NOT to be directed off-site to purchase my work, let me know. I’ll do my best to replicate the Etsy experience: More images available for each item, better images, etc.
There’s a lot of work I need to get started on, and it will take time. How will the site (or PayPal?) handle shipping labels? (I can purchase First Class shipping labels on Etsy, but not the USPS site.) Will FASO calculate and collect sales tax? (Etsy does that automatically.) Many, many questions ahead!
But consolidating my website’s capacities, and my own sense of purpose in the world, is underway!
What was YOUR moment of clarity about YOUR art goals? Please tell me I’m not the only one who keeps forgetting what’s really important in our winding journey through life!
This article first appeared on Fine Art Views, an online art marketing newsletter hosted by Fine Art Studios Online, a website dedicated to artists and creatives. If you have trouble commenting here, try commenting there!
LEARNING TO SEE #12: BEST. FASO WEBSITE FEATURE. EVER!!!!
(6 minute read)
It’s been right under my nose, but I just found it a few weeks ago. And I’m kicking myself I didn’t ‘get it’ sooner, but I’m glad I finally have!
Backstory: I have faithfully market my work online. I have a separate, professional page on Facebook. I’ve blogged since 2002. I have an Instagram account (which I set up to repost on Facebook), and my blog posts repost on Facebook, Twitter, and Tumbler. I’m on LinkedIn, and I’m diligent about updating my artist profiles on the websites of the professional organizations I belong to. I’ve been on Etsy since 2008, with the philosophy that I am not marketing to Etsy buyers, I’m giving my own customers a place to see and buy new work.
But overall, my online sales have been pretty meager. Most of my sales, even gallery sales, don’t measure up to my open studio events and the top shows I used to do.
I’d come to believe that my sales soar only when people meet me, and my work, in person. I believe in my ability to create connection on whatever level someone feels comfortable with, when people actually visit my booth or studio.
And moving to California five years ago felt like starting over, in every way. Finding a new studio, finding those important, respected art events, finding new galleries for my work, was a little daunting.
But I found the events that have slowly rebuilt a new audience, and I’ve been accepted by some great galleries here in Sonoma County.
And then the pandemic hit. Everything that was anything is now kinda nothin’.
I’m embarrassed to admit it, but I’ve always thought of my website as a billboard on the internet highway. Full of art images, a place where people can go to find out who I am and what I do, if they make the time. But sales? Nah.
Etsy makes it easy for me to print mailing labels and ship my work, so why do I need that on my website? I used my FASO site for my newsletter (which had a learning curve, but I think I’ve got it down now.) But that’s about it.
Then recently, I realized I hadn’t updated my “Works” page in quite a while. Things are slow, so I thought I’d spend some time taking care of that.
So I uploaded a few images….
And two items sold immediately.
Wha….?! (In a good way!)
Oddly, I’d seen a few emails as a result of this automatic, alert-your-customers email service. I’d respond to people with a thank you. But I didn’t get how it worked, how they’d found that image. I didn’t even think to inquire about it.
That whack-a-mole sound you hear is me, smacking my head bigtime.
Since then, I now regularly post new work on my FASO, and email alerts are sent to all my email newsletter subscribers. I get wonderful comments, and respond to each one.
And almost everything I’ve uploaded has sold. Sometimes before I can even get it uploaded to Instagram! (I create a new listing on my Etsy page, then upload it to my FASO “new works” section, with a link to my Etsy listing for more images and for purchase, then repost on IG with same, which reposts to Facebook…have I lost you? Trust me, I understand!)
Then I read the Fine Art Views article by Jeanne Rossier Smith about her huge increase in sales, using not just this ‘new work’ email alerts, but also an AMP (Art Marketing Playbook) seminar. AHA! Just found the source for these videos: https://data.fineartstudioonline.com/boldbrush/video/free And the playbook! https://data.fineartstudioonline.com/offers/amp/?download=y
Re: more information on the automatic alert thingie, I suck at giving step-by-step instructions, except in person, when I’m teaching. In fact, I don’t even know if I signed up for this marketing feature, or if it’s simply part-and-parcel of a FASO website. I finally checked with my editor, and this is what she shared with me:
- “The AMP program is free to all FASO paying members (so everyone on a FASO plan, except those with a FREE plan- only used for the contest & ads). You can find all you need to know about AMP and our new marketing platform, right from you FASO control panel by clicking on the Marketing tab and then choosing one of the options. We have free videos on AMP & webinars.
- For our art alert featurethis is not extra at this time, most paying plans currently have this feature available during Covid-19. We just sent out a FASO member newsletter about this https://data.fineartstudioonline.com/nl/?nid=167771”
Other caveats: I also offer a peek on my website, and republish all the relevant information, but redirect people to my Etsy shop. My jewelry ranges from $75-$350. I know most paintings sell for much more!
I can also offer free shipping for my most of my items, and Etsy allows me to purchase postage and labels for below-market prices. So your results may vary.
But I’m also realize it’s time to educate myself about what advantages my FASO site might offer when it comes to sales and shipping.
I’ve also wondered if the corona virus is making people more aware of their mortality, and ours Maybe they’re afraid I’ll die from Covid-19, and there will be no more little horse necklaces for sale…?? (Morbid, but true?)
But in short, everything Jeanne Rossier Smith said rings true.
When it comes to social marketing, here are some ‘tried and true’ insights to get rid of:
Sales aren’t actually about how many ‘likes’ our posts get. It’s not about ‘branding’, and ‘driving people to our websites’. (Cattle herd terms.) Yes, doing good work helps, but we don’t have to be one of the top ten artists in the country.
We just have to make our work. We have to get it out there. We have to engage meaningfully with our admirers and collectors, with integrity and authenticity.
Maybe I’ll even get a little ‘pushier’. When I’m speaking in person with a potential buyer, I ask that same question Jeanne mentioned: What spoke to you about this piece? It’s time for me to ask that in an email, or even a phone call.
I have started mentioning to people that if they see the dog/fox/otter/bear/horse that speaks to them, they should jump on it, because they’ve been selling quickly. It’s actually true, so I don’t feel like I’m twisting arms (which I HATE.)
And I love that Jeanne had such success and shared that with us, too.
So take advantage of everything a FASO website has to offer. FASO knows what an artist needs, based on the owner’s own experience as an artist, a gallery owner, and a collector. (Thank you, Clint!) And it shows.
If you enjoyed this article, you can read more at Fine Art Views and my blog or email newsletter. If you know someone who enjoyed it, pass it on! And if someone sent this to you, and you enjoyed it, ditto!
This post is by Luann Udell, regular contributing author for FineArtViews. She’s blogged since 2002 about the business side–and the spiritual inside–of art. She says, “I share my experiences so you won’t have to make ALL the same mistakes I did….” For ten years, Luann also wrote a column (“Craft Matters”) for The Crafts Report magazine (a monthly business resource for the crafts professional) where she explored the funnier side of her life in craft. She’s a double-juried member of the prestigious League of New Hampshire Craftsmen (fiber & art jewelry). Her work has appeared in books, magazines, and newspapers across the country and she is a published writer.
How a frozen food company is taking the internet by storm
(5 minute read)
We all wish we knew the exact marketing techniques that would create a perfect storm of new collectors, admirers, and galleries clamoring for our work.
And there are a whole lotta people out there selling their expertise on how to do that, from SEO (search engine optimization) to the best hashtags to use. Some of these are free, but most want your money first.
I’ve said it before, I’ll say it again: “Branding” and “driving people to your website” are terms from the cattle industry.
And people know when they’re being treated like cattle.
If you’re like me, right now almost everything in your email in-box has ‘Covid-19’ or ‘coronavirus’ in there somewhere. It’s still important, it’s still with us, and will be for a long time in one way or another.
And everyone is desperate for people to buy what they’re selling, from future airline trips, magazine subscriptions, masks and sanitizing supplies to the foresaid ‘perfect’ marketing plans and expensive business coaching advice.
And yet, guess who’s taking the internet by storm this week?
Created by the company owner’s son, the strategy is an unusual one in the biz world. Because it is totally honest about its end goal (it freely admits that it’s “…a frozen meat brand posting ads inevitably made to misdirect people and generate sales, so this is peak irony.”) And honest about its intent: “gonna keep preaching from the frozen meat pulpit until this account runs into the ground because that’s marketing baby.” (Which is another important aspect of marketing: Perseverance!)
And yet their tweet series created a Twitter storm the internet, with thoughtful insights that amount to a coronavirus PSA, on how to trust science; how to research the sources of questionable information; and even why we should have compassion for those who spread ridiculous faux “facts” instead of ridicule. (My personal favorite? The shout-out to creatives tweet.)
Why does this strategy work? (One commenter said, “Because you rock on Twitter, this will be the first purchase in about 40 years!”)
And my last quote from a commenter, “Guarantee you at least 300 intense Zoom meetings with marketing managers brainstorming how to fake @steak_umm ’s intellectual sincerity.”
What are the insights we can harvest here?
Focusing on integrity vs. sales.
Practicing vulnerability vs. “perfection”.
Telling our story vs. how many awards, prizes, and prestigious galleries as credentials.
Recognizing, and sharing what is unique in our work vs. SEO and other “tricks” to play the system.
Creating real connection with our audience vs. focusing on how much money we’re making today.
The slow, not-so-shiny-or-glamorous human way of connecting with other humans vs. big budgets, “sure-fire” marketing strategies, and glitz.
I had inadvertently mimicked this approach this week, before my husband mentioned how Steak-umms was blowing up the internet.
I realized I was under-utilizing certain aspects of my FASO website. I got more serious about uploading new art (which is then sent as a brief email to my email subscribers.) I tried to post on Instagram daily (which reposts to my artist-and-writer page on Facebook). When I realized this looked like “sell, sell, sell” in overdrive, I added, “I know this looks like it’s all about hoping you’ll buy. But I also get a lot of joy out of making. I figure if I share that with you, maybe it will give you a little joy today, too.”
And of course, all my marketing shares not just my artwork, but the stories, inspiration, and my own personal ethos that goes into it.
In fact, this part may be even harder for many creatives to adopt. We may instinctively (and wisely) shy away from the big, bad-ass, brag-ish strategies that we’ve come to consider “marketing”. It may feel even weirder to simply be who we are in the world, to share what we yearn for in the world, and to show what we care about, in our art, our techniques, our style, and our voice.
But if a mega-frozen food company can gain a huge and appreciative audience in these wild and weird times, for a steak sandwich, fer-cryin’-out-loud, by showing integrity, humor, and a human heart and soul behind the screen, just imagine what we artists can do!
Today, make a little space to share your work with others. Post a work of art on social media (including your email newsletter!) Tell the story behind it: Think about what was going on in your mind, your heart, your life when you made it. Muse about what you think of now, when you see it.
Shine a little light on why you do the work you do, so others can see, too.
Remember this bit of wisdom from Willy Wonka himself:
We are the music-makers, and we are the dreamers of dreams.
If this article inspired you today, please pass it on to someone else who might like it, too. And if someone sent this to you today, and you liked it, you can see more advice on art marketing at Fine Art Views, more of my articles on FAV, and subscribe to my email newsletter at my website at LuannUdell.com.
SHOW YOUR WORK: Introduction
Etsy has its ups and downs, but it still works well for makers.
Like most creative people, I love making my art and craft.
Like most creative people, I love putting my work out into the world.
Like most creative people, I love it when my work connects with other people.
And like most creative people, I love it when other people love my work enough to buy it.
I’ve had a shop on Etsy for years now. At first, didn’t work well for me for selling my jewelry and mixed media work. To be honest, I didn’t put the time into it. I was doing well selling through stores and galleries, with my open studio events, and at League of NH Craftsmen’s Annual Craftsmen’s Fair. (Which is going on right now, without me!)
So I used Etsy to sell odd stuff. Jewelry supplies I didn’t use anymore, a batch of collectible pottery I needed to move on before moving to California, other odds and ends.
Then we…well, we moved to California. And suddenly, I not only had to introduce my work to an entirely new audience, I had to find a way to let people on the East Coast to continue to collect my work.
I revamped my Etsy site. I updated my listings, and sales have been good.
Around the same time, Amazon announced it was creating a new option for handmade sellers on their site. I toyed with the decision to try it. In the end, I didn’t. Here’s why:
Been there. Done that. Never got the t-shirt.
Several years ago, Amazon launched a very similar Etsy-ish option called A Thousand Markets. I jumped on board, spent hours building my site, uploading images, entering descriptions, all the time-consuming stuff that goes into setting up shop.
And a year later, Amazon sold the kit-and-kaboodle to Bonanza.com.
I have no complaints about Bonanza itself. The tranfer was fairly seamless, considering. It has a lot of not-handmade stuff, but so do all these sites. I won’t complain about low sales, because again, I didn’t put that much time into it.
What I hated was choosing Amazon. And then being flung into another site entirely.
So I’ve stayed with Etsy. I have no regrets.
And now I’m even happier I didn’t choose Amazon again.
ECommerceBytes is….well, an e-commerce newsletter published by Ina Steiner that comes out several times a week. Most of the news is about updates and issues with Amazon, Ebay, and Etsy. It’s an interesting read even for small fry like moi.
Recently, it shared an article comparing sales at the new Amazon handmade to Etsy.
Amazon lost. Big-time.
Of course, Etsy has the history, and Amazon’s newest venture is….well, new. It may build, over time.
And I firmly believe wherever you put your time and efforts, your collectors will follow you. (I don’t rely on attracting people who are totally unfamiliar with my work. My work isn’t cheap, and it’s not usually an impulse buy.)
But I will always remember how 1,000 Markets disappeared, seemingly overnight. I still remember what that felt like, how much extra work I had to put in, and the switch in image I had to deal with.
I remember how I felt I was an early adapter, working with Amazon to make this new thing succeed. I remember feeling like I was a part of something new, something wonderful.
And then it was gone.
So I’m sticking with Etsy.
Many of us feel Etsy is over-the-hill. But in talking with new collectors, young and old, I find that many are still ‘discovering’ Etsy for the first time. (And they love it.)
I know artists who have left Etsy and set up their own online shops, or who use some of the other well-known sites, like Artfire (and, hey, Bonanza.) I know they have good reasons.
But for me, for now, the old reliable is better than the new and glitzy.
If you are considering the switch, go for it, and let me know how it works out.
But hold on to your Etsy shop until you’re sure you’ve got what’s best for you.
Resources for you to explore:
Here’s my latest article at Fine Art Views Newsletter called
QUESTIONS YOU DON’T HAVE TO ANSWER: Do You Have a Website?
Myth: If only I could get into X Gallery/get Famous Person Y to see my work/get a website, I would be successful!
Reality: No one person, event or venue will make or break your vision.
When I first started showing and selling my art, I read these very wise words somewhere:
Every day you will find an opportunity to move your art/biz forward. Every day you will overlook an opportunity to move your art/biz forward.
I quote them now because a reader posted this comment on my blog recently, and with her permission, I reprint it here:
Hello, again! I get what you’re saying, Luann, I really do. But right now I’m really in a down space.
Filled with excitement, I opened up a space in Etsy back in September thinking that *there* I would find people who would see value in handspun hand-dyed yarn. They do, apparently–there are lots of other spinners on Etsy–but evidently they don’t see any value in mine.
Lots of looks, a few hearts, no sales.
One part of me is bugging me to get busy and make more yarn, but the other part of me is saying, “Why make MORE beautiful yarn that no one will want to buy? What’s the point of doing that, when no one wants what I’ve already made?”
I’m sorry for dumping on you my own pity-party, but I need someone who is an artist and “gets it” to vent to. ..
Maybe the Lord is trying to tell me to give up and become a boring housewife who grades papers and washes dishes and remembers when she used to make beautiful stuff. I don’t know.
Dear Reader, I give you permission to wallow for awhile. Things do get hard, and we all get discouraged. (See Myth #14 about this.) (Not yet, I haven’t written it yet!!)
But I can assure you wholeheartedly that the Lord is not telling you to stay small and regret your lost dreams. 🙂
Sometimes we take that leap and many things fall into place. Sometimes we take that leap–and things stay hard.
In fact, that is the major purpose of my blog: To chronicle my journey pursuing my art, with honestly and self-examination. And hopefully, a huge helping of inspiration.
Because, as my husband pointed out to me a short while ago, we always hear about the instant overnight successes. (What I call the Cinderella stories.) And we also hear about the not-so-overnight success stories, where the hero struggles and perseveres, and finally gets a lucky break.
The point is, we already know how those stories end. We know the goal was achieved, because the tales are always told afterwards–not while the ball is actually in play.
My blog is all about the ball being in play. And sharing that process with you.
So here are some possible scenarios regarding this handspun yarn biz, but don’t take the “you” thing personally. These are just some things to think about:
1. When we stand at the beginning of our stories, we cannot see the end.
Sometimes, we can’t even see what our ultimate goal will be. Longtime readers may remember my sad little story about wishing my handknit toy sheep idea taking off.
And when they finally did, how I discovered how much I hated knitting toy sheep.
If your handspun biz where to be an instant hit, you could be locked into a business that takes too much time away from your other pursuits right now. Or you might find spinning is fun for a few hours a day, but not so much fun doing it all day. Maybe you’ll realize you like writing about the process, or teaching the process, more than making yarn to sell. (Although that piece of it will give you the insights you need to do the other stuff–writing, teaching, demonstrating, etc.) Maybe you’ll end up developing a therapy program with your skills. Who knows what the possibilities are?
So maybe right now you think your dream is to sell handspun yarn. But maybe even bigger things are in store for you.
2. We cannot tell what strategy will work, and which ones will peter out.
Etsy looks like a “sure thing” from the outside, but having an Etsy shop does not guarantee success.
We dream of getting into “that great gallery”, sure we will be successful if they would only represent our work. We dream of finding “the perfect show” where we will find all the buying customers we need. We know if only we had a great website, we would be flooded with orders.
In reality, there is no “perfect venue” or “perfect strategy”. There is simply another opportunity to try.
Maybe e-commerce will work for you. Or maybe your yarns would sell better “in person”–at small local shows, or certain events. (We have a big “Wool Tour” here in New Hampshire on Columbus Day weekend. People come from hundreds of miles to tour small farms, see llamas and sheep and angora goats and bunnies, and buy fleece, roving and finished yarns.) Maybe people need to touch your yarn to fully appreciate it first, and then you turn those customers into online customers with reorders.
Maybe a “new product release” about your yarns to a knitting or spinning magazine would bring interested buyers to your Etsy store.
3. We may be trying to sell to the wrong people.
Etsy is the biggest and best-known venue for handcraft. But it’s also a huge venue for vintage goods and craft supplies. And it’s a big shopping venue for other artists. So you may be inadvertently trying to sell to people who can make it themselves.
At a friend’s suggestion, I used Etsy as a way to sell to my current customers. I didn’t actually think I could join an already established, close-knit online community (no pun intended) and create a strong presence there.
Even so, I didn’t have a single sale on Etsy. I’m exploring other ways to sell online, and will use Etsy to offload my old supplies.
4. It just may take more time than you think.
Another reader posted a reply to the original comment, and it’s a good one. (In fact, I just realized I’ve repeated a lot of what Kerin said!! oops…)
And see item #1 above, where things taking time can be a good thing.
5. And sometimes it’s just hard.
It’s true–it’s just hard sometimes. There are days when we just feel like the universe is saying “no”.
But what does your heart say?
Because if you give up, there is only one thing that can happen: Nothing!
If you persevere, anything can happen. Including failure, but failure is not necessarily a bad thing. (Go back to the knitted sheep thing.)
#5: What is “success”, anyway? What does it mean to Y*O*U?
Right now you haven’t had any sales. Is that your only measure of success?
Have you learned how to spin and dye beautiful yarn? You’ve successfully developed a product.
Have you learned how to photograph it? Have you successfully uploaded images to a website? You’ve successfully done something millions of people have no idea how to do. (Since I lost my photographer, I’ve had to work on developing a whole nother skill set, and that learning curve is steep!)
Have you learned how to talk about it, write about it? You’ve learned how to pitch your product.
And have you learned how to create a unique product? Which leads us to….
#6. Are you telling your real story?
Sometimes, especially when we first start out making stuff and getting it out into the world, we focus on the surface of the process. When you hear artists say, “I just love color!” or “I just love knitting!”, we are listening to someone who has either a) not bothered to dig deeper; b) doesn’t know how to dig deeper; or c) or is afraid to dig deeper.
What is it about hand-spinning and dyeing that excites you? What does it mean to you? Don’t say, “Oh, it’s fun” or “Oh, it’s relaxing.”
Tell us why.
Here’s a perfect little example that Bruce Baker tells in his seminars.
A potter makes tiny little pots with lids, very charming. But so what?
She explains that her life is so hectic, so harried, that when she takes time to make these tiny wonders, she envisions she is creating a little moment of serenity, of quiet. “And then she draws up the tops, and makes a little lid, and there is a little moment of time preserved….”
Doesn’t that make you want to own one of her little pots? And when you are harried and frazzled, you can lift the tiny lid….and there is your own little moment of quiet and peace.
She told us the “why”. And when you purchase her product, you can have a little of the “why”, too.
7. If it brings you joy, you should not–cannot–stop doing it.
It’s hard when it feels like the world does not want our beautiful work. But remember when I said, “I have to do it anyway, or I’ll die?” That’s what got me through.
Yeah, I know I wouldn’t drop dead if I never made another little horse. But I know something inside me would wither away. And the world, whether it knew about the loss or not, would simply be a sadder place for it.
I want to believe in my heart that somehow, in ways I may not see or could even possibly imagine, that the world is a better place for me making my work. For me being in the world. I have to believe that. Because to believe otherwise is to give in to self-doubt, and eventually, despair.
And whatever we believe in, whatever our religion or creed or ethics, if we are creative people, then we have to believe that creativity makes the world a better place. That anything we make–a lovely skein of yarn, a useful pot, an inspiration movie, a beautiful song, a warm and loving home for those we care about–the world is a better place for that.
Or what are we here for?
So keep making your yarn, because it makes you happy. Don’t give up, but be open to where it leads you (because it may not take you where you think you’re going!) Take the opportunities you find. Let go of the ones you miss, and move on. Think about the deep “why?”, and don’t be afraid to share it.
And know that whatever happens, it’s all good.
I subscribe to a newsletter from Rena Klingenberg called Home Jewelry Business Success Tips. I always learn something new.
Last week, I read this article on web banners.
I’d been struggling with making my own banner. I love the one my beloved friend and photographer Jeff Baird had made for me. Unfortunately, I was having trouble formatting it to different applications, and there was no text in it. I always had to add that, sometimes with lamentable results.
I thought I’d play around making my own, but the learning curve was too steep. I just didn’t want to spend the next three weeks on this when I have so many other, more pressing things to take care of.
So I bought a banner from this guy for $30. I’ve never bought graphic services online before and I was a little nervous.
Even though I ordered the banner at the height of Labor Day weekend, Neil got back to me within a day or two. He sent a little survey, so he could get what colors I like, my style, what applications I needed it for, etc.
I’m pleased with the results. (You can see the new banner above.)
I’m pleased that Neil asked detailed questions about how I saw my art, my business, my brand. The results look similar to what I had, just a little fresher. I like that my signature is in there.
Most of all, I like that Neil picked up on something I hadn’t even articulated to him–that I lean towards a “museum-like” aesthetic in my work, in my display, and in my presentation. He liked the gray background Jeff had used in most of my images, and incorporated that into the banner as well.
Neil also featured the horse images prominently. Yes, I do other animals, even non-figural artifacts, and I’m feeling the urge to create some people artifacts now, too. But even when people fall in love with my bears, my otters, my birds, my pods and stones and shells, they still refer to me as “that woman who does the horses.” For better or worse, my horse has become my brand. And I’m secretly glad, because they are the heart stone, the first source, where all my work comes from.
My old banner will be at my website for a short while, if you’d like to compare the two.
And as always, lemme know what you think, okay?
Expecting customers to already know how to do business with you, is not good customer care.
I had an
interesting–no, make that incredibly frustrating–exchange with the post office awhile ago. It got me thinking about customer care.
We may have different ideas of what giving good customer care is, but we all recognize when we’re not getting it.
If you want to read the conversation, I put it at the end of the article. If you’re in a hurry, here’s my point:
Nobody knows your business like you do. Nobody knows better than you how you prefer people to order, pay or ask for more information. Nobody knows better than you what your return policy is.
Yep, nobody knows better than you–not even your customers.
Nor should you expect them to.
Expecting people to know the ins, outs and idiosyncracies of your biz, and treating them like they’re stupid when they don’t, is not good customer care.
We all have unique ways of running our business. We have our policies and procedures for handling orders, mistakes, returns, questions and repairs. We know our hours of operation, our location, our inventory. After all, we deal with our business every day.
But our customers don’t.
We should keep in mind that our customers deal with many, many other businesses, every day–not just ours.
They deal with schools, banks, insurance companies, hospitals, shoe stores, hair salons, pharmacies, baby sitters, auto dealers, telephone companies, banks and post offices. They order online from Amazon, Blockbuster, Borders, eBay and Medco.
Each of these businesses does things a little bit differently. Each asks its customers to interact with them slightly differently. Each one has their own hours of operation, procedures, policies, forms, payment methods.
As wonderful and distinctive as I’d like to think my biz is, to my customers–even my loyal, loving, regular customers–it’s just one more operation with its own hours, procedures, policies, etc., etc.
Very few people want to expend a lot of brain cells memorizing all the nuances of each business, especially if their interaction is infrequent. After all, how many insurance claims have you filed in your life? Should you be expected to know the name of the form, the supporting documents you need, and the deadline for filing it? Especially if the procedure was updated since you filed your last claim eight years ago?
Even “standard procedures”–say, writing a check for cash at the bank–is tricky if we only do it once every few years. Do you make it out to yourself, or to the bank or for “cash”? Which method do you have to endorse? Which method does the bank prefer??
If we work at a bank, it’s obvious. However, if we rarely even visit the inside of a bank anymore, it’s not so obvious.
Remember–We are just one more business our customers deal with. There’s nothing “more special” about us that would lead us to expect they should memorize how we want things done.
We may think our website is easy to navigate. We may think our return policy is hard to miss. We may think it’s obvious how to use our product. But maybe it’s not. Or maybe it just gets lost in the shuffle.
It’s even worse when policies are non-standard or downright odd. I bet we all know businesses that are closed Sundays and Mondays. Or Mondays and Tuesdays. Some are only open 4-7 on Tuesday, 12-3 on Mondays and Wednesdays, closed Thursdays, and open Friday 10-3. Saturdays and Sundays by appointment only (but no phone number is given and they never answer the store phone.)
Am I really expected to remember that? Maybe for one biz. But for two? Six? Twenty???
Even something as supposedly stable as location can get dicey. Some businesses around here have moved three, four, even five times in the 20 years we’ve been here. Once I sent my husband on an errand I usually take care of. He called me fifteen minutes later–no store. Where the heck were they?, he wanted to know. He’d gone to their address from five years ago. It was already two addresses old.
It’s bad enough to assume people will remember all our quirky hours, or that we tend to move every three years. It’s bad enough to assume they know all the proper terminology, or are familiar with all the forms they need to do business with us
But it’s even worse to treat your customers like they’re stupid when they don’t know. (Hence my post office story.)
We can tell them, we can show them. Signage in your booth helps. (“We accept all major credit cards.”) But you’re still going to get asked, “Do you take credit cards?” After the fiftieth time you’re asked that, saying, “Read the sign!” is not good customer care. (Unless, of course, it’s the same customer asking fifty times. If that’s the case, I give you permission to say, “Hey, no, I don’t, but that artist (insert the name of your least favorite artist) over there takes credit cards.”) Saying cheerfully, “Yes, we do!” is smart.
Clear, accessible policies on your website helps. (“Custom orders are not returnable.”) Telling them helps. (“If this doesn’t work out for you, you can return this pin for exchange or credit towards another piece within 10 days.”) Putting it in writing helps. (“Items can be returned for exchange or credit ONLY with 10 days of purchase.” on your invoices.) Usually, terms such as your return policy must be posted visibly in your store/booth or printed on the receipt.
Clarity helps. Ensure your website is ridiculously easy to navigate. Redundancy helps. Make vital information incredibly easy to find, posting it in several places if necessary.
But most people (me included) simply let all your information leak into “overflow parking.” It’s human nature: Too. Much. Information. Making them feel stupid when they realize the bracelet is too hard to put on by themselves will put the kabosh on future sales. Offering them a different clasp when they complain, or offering the option of an exchange, will help.
Patience will go a long way when hiccups occur. Yes, some customers ramble and have to be gently reined in. But good listening skills, asking good questions, and simply being professional, courteous–and kind–will help you target what your customer needs from you.
And your customers will appreciate it.
In this case, I was out of the country for over a week, and it took me a couple of days to get through my mail. So almost 10 days had gone by before I found the a form notice that my mail carrier had attempted delivery of a registered item that needed my signature. It said the item was being held for me at the post office.
I know that some kinds of mail get returned if not claimed within a certain time, but I wasn’t sure if this would happen with my item.
Form in hand, I called the phone number for the post office on the form and spoke to an employee there.
The ensuing conversation read like Abbott and Costello’s “Who’s on First?” routine.
PO: “Post Office.”
Me: “Hi, I’ve been on vacation for a week, and I got a notice that my carrier had tried to deliver registered package, but no one had been home to sign for it. It’s dated over a week ago, almost 10 days. Is it still at the Post Office, or had it been sent back to the sender?”
PO: “What’s the address?” (Spoiler: She probably should have asked if I had the form.)
I give it to her, she disappears, comes back on line.
PO: “There’s nothing there for that address. What’s your name?”
I tell her my name. (Spoiler: She probably should have said, “What’s the name of the addressee on your form?”) I start to ask if providing a tracking number would help, as there are a couple of numbers on the form, but she puts me on hold again before I can say anything more.
PO: “There’s nothing here under that name.” (silence)
Me: “Oh. Was it sent back already? Is there any way to track it? I have some…” (I was going to say “…numbers on this form” again but she says, “Hang on” and dashes off again.)
PO: “I’ve looked at all the packages and boxes, I looked in x, y, z places and it isn’t here.”
Me: “Oh, sorry, it says here that it’s a ‘large envelope, catalog or…”
PO (very exasperated): “Why didn’t you say so?? Hang on.” (Puts me on hold again, returns.) “Nope, nothing.”
Me: “Is there any way to track it? If I give you the number on the form…”
PO (interrupts): “You have a form?? Why didn’t you tell me that?!”
Me: “Well, I thought I did. Let me read you….”
PO (interrupting again): “Give me the number.”
Me: “Okay, there are several numbers on here, which one…”
PO (interrupting again, speaking louder and faster): “The (indistinct) number.”
Me: “The ‘what’ number?”
PO (angrily): “The (indistinct) number! On the back!”
Me: “Look, I can here you say ‘something number’ but I can’t hear what the ‘something’ is.” (silence)
Me (trying again): “I can’t tell which side of the form is the back or front, there are two numbers, one starts with…”
PO (interrupts again): “The (indistinct) number! On the BACK of the form!”
pause…. (I’m trying to stay patient.)
Me: “I can hear you say it’s a number and that it’s on the back. My confusion is it’s not very clear which is the front and which is the back of the form, and there are several strings of numbers. Is it the number starting with RF…”
PO (interrupts again): “No, no the number on the BACK!”
Me (cautiously): “Is it the bar code number?”
PO: “That’s not it! The BACK of the form!”
My tongue is now bloody from biting it so hard. I read her one of the other numbers, which thankfully is the right one. She puts me on hold again, and comes back.
PO: “Are you by any chance also known as ‘Durable Goods’?”
Me: “Yes, I….”
PO (interrupting): “Why didn’t you say so?? It’s right here. You can pick it up anytime.” (I refrain from telling her I answered every question she asked me, but she hasn’t answered any of mine yet.)
Me: “Well, actually, I’d like to have it….”
PO: “YOU CAN PICK IT UP ANYTIME!”
Me: “I’d rather….”
PO: “What else do you need??”
Me: “I’d like to have it delivered.”
PO: “You have to sign the form to have it delivered.”
Me: “Yes, I understand, I can sign the form, I just didn’t know if it were still at the post office…”
PO (interrupting, angrily): “Yes, I SAID it’s RIGHT HERE, you can pick it up anytime. If you sign it, you won’t get it til Friday.”
Me: “Friday is fine…Look, I…”
PO: “We’re busy, is that all?”
At this point I asked to speak to her supervisor.
PO: “Why? She’s not going to get that package to you any faster.”
Me: “Look, this is getting out of hand, I…” and she puts me on hold again.
Supervisor: “Your package is right here, you can pick it up anytime.”
Me: “I know that, I want to let you know how rude….”
Supervisor: “Hold on, the other phone’s ringing.” (puts me on hold) “Look, we’re pretty busy, you’re package is here and you can pick it up anytime.”
Me: “I know that, I’ve been treated very rudely by your employee. Don’t you care about that?”
Supervisor: “Well, I can’t help you with that. Goodbye.”(hangs up)
Now, I usually don’t engage in Post Office bashing. I think they move an incredible amount of mail at reasonable rates. And usually I am treated with courtesy in my interactions with them. Although I noticed the last time I was there that all the nice people have retired….
But if there were another option for mail service, I would have seriously considered it after this little incident.
All this, just because this person assumed I should know their procedures for registered mail. Which I get about once a year. And let me know how dumb she thought I was because I didn’t know.
If all queries are handled like mine was, I have my suspicions about why they’re so busy.
Using PayPal for online sales can be great, but know the drawbacks of PayPal before you get burned.
I found out the hard way that online shopping can be a dangerous thing.
I’ve shopped on Ebay for years, back in the day when its url was actually eBay with a jillion letters and stuff, and many vendors didn’t even post pics of their products. And I was an early user of PayPal, too. It guaranteed your money was safe with Ebay transactions, and it made everything soooooo easy.
As PayPal expanded its services to other online venues, I continued to use it in good faith. I heard rumors of “issues”, but figured it was mostly the kinds of transactions I didn’t indulge in–gold coins, international purchases, deals that were somewhat shady to begin with, etc.
So when I found an ad with a great deal for custom-printed T-shirts on Facebook last month, I didn’t think twice about ordering a bunch for our family. (“I’d Rather Be Watching FIREFLY”, in case you’re wondering.) I paid with my Paypal account, which actually had a balance for a change.
Weeks went by. No T-shirts. I checked back at the website to email the company.
When I clicked on the “contact us” tab, a funny message appeared. And not “funny ha ha”, either.
It said the company was experiencing “problems” processing orders. And it said to be patient and wait “a few more weeks”, as orders would be processed in the order they were received.
Warning bells started ringing. For one thing, the vendor hadn’t been proactive and contacted me. I’d had to track them down. And “a few more weeks” would put me outside the 45-day safety period where I could still file a claim with PayPal.
I immediately filed a claim with PayPal, thinking of their buyer protection guarantee. But that turned out to be a little more difficult–and ultimately problematic–than I’d anticipated.
First the process and the form to fill out was a little confusing. I was asked over and over to contact the seller myself to resolve issues. Been there, done that, did NOT get the T-shirt. Duh!
Then I was asked to submit “documents”. What documents are there in an online transaction?? I left that blank. For the rest of the process, a stern and rueful “You did not submit documents!” glared at me from my report.
Then I was told I had to escalate the claim before any action could be taken. But if I waited too long, the claim would automatically be dropped.
I waited a few days, then escalated.
I waited a week for a report on my claim. And the results shocked me.
PayPal had indeed determined that I had paid for goods I had not received. They had determined the seller was not responded to emails. And then they determined the seller had no money in her account. Hence, no money could be refunded to me.
So the case was CLOSED. Thank you for using PayPal, the safe way to shop online.
I could not believe it. I called PayPal, and got the same answer.
Short story: PayPal guarantees buyer protection only for transactions made through Ebay. No other transactions are guaranteed.
I think of the hundreds of transactions I’ve made over the years buying books, craft supplies, all the shopping I’ve done on Etsy and other vendors over the years, and I’m floored.
I asked what happened to the vendor who’d disappeared with my money. “Oh, we’ll watch and make sure they don’t open another PayPal account!” Huh? How are they going to do that?? They don’t have any way of contacting this vendor other than an email address, and yet they were sure they could “identify” this person if they ever open up another PayPal account…..??!! Yeah, we all know how hard it is to get a new email account.
I feel fortunate. I am sadder, $36 poorer and wiser. But all I lost was less than $50 and a few hours of my time. It could have been worse, much worse.
And I’ve learned my lesson. I now make sure that when I pay with PayPal, I select the “other funding options” which puts the money on my credit card instead. I may pay extra fees, but if I have a dispute, my credit card company will do battle instead. And I believe they will take better care of me than PayPal did.
So be forewarned. Read the fine print. If “guaranteed buyer protection” means “We kinda tried to get your money back but we didn’t have much luck”, then that’s a guarantee I can do without, thank you very much.
I’m exploring a new social networking site, LinkedIn, this one for professionals. Professional what?, you ask. Well, there are a lot of professional artists, writers and bloggers there already. You can be, too!
So IF you are already LinkedIn, and IF you read my blog/know my art/read my article in The Crafts Report magazine, or if you’ve enjoyed my guest articles that were published in Clint Watson’sFine Art Views daily email newsletter….
… I’m humbly asking you to recommend me in my LinkedIn Profile.
And if you figure out how to use this new resource, let me know, because everyone is asking me!
If you are NOT already LinkedIn, consider it. I know, I know…. As my friend and fellow TCR writer Nancy Lefever always says, it can feel like we are Plurked, Twittered, Facebooked, emailed and blogged to death and distraction these days.
I agree. Yet I still participate.
It takes time to figure out a comfortable level to work these venues at, and I tend to avoid following anyone who states that they Twitter 152 times a day….
But it’s about visibility, it’s about connections, and it’s about exploring new ways to get our work out there.
Some of these venues will fail miserably, some will peter out quickly. The life span of these new ventures runs about 2-3 years. It’s impossible to try them all, and it’s hard to foresee which ones will amount to anything.
And yet, one of them may forge that one connection that gets your to your next step.
Is it worth it? I dunno. But I’m willing to try.
I actually find it interesting and challenging. A creative act. Just another aspect of my artistic self, connection. My art is all about connecting, so this feels like a natural extension. In a way, building an online presence is another “body of work”, similar to the one we build with our art: Who am I? Who am I to other people? What is my public image, and how much does it align with my private self, and the work I want to do? How does this online presence contribute to the knowledge of others, and to the greater good in the world?
My body of work–my artwork and my writing–tells you who I am as a person, and shows you the better person I strive to be.
Ultimately, this social networking stuff, it’s just another way to tell my story.
And on a lighter note, it can be fun to Twitter, my friends. If it sucks your time, confine it to your coffee break(s).
One bright note….LinkedIn might be a good one to join because it’s easy to search for the contacts you already have. I was surprised to create almost 150 contacts the first day, more than I have in several months of Facebook presence. And the connections are one I already treasure, I just hadn’t thought of them as my network. That person who I met on Freecycle? They work for our city government. That artist who commented on my blog? They work in academia, too.
Suddenly, my world seems bigger than I ever imagined.
Live and learn. And if you are truly a lifelong learner, as I strive to be, we’ll will be learning for many years to come.
p.s. A big shout-out and thank you to Gerri Newfry, who “recommended” my blog before I could even post this! Thank you, Gerri!
And geez, I went back to see how you can recommend me, and I can’t figure it out, either! If someone knows, please let me know, okay? I’m not sure if you have to be signed up on the site, but here are the instructions from LinkedIn:
To recommend a person from their profile:
1. Click ‘Recommend this person’ found in the upper right hand corner of the profile. You will also find a recommendation link in the Experience section under the position for which you want to recommend them.
2. Choose a category: service provider, business partner, student, or colleague.
3. Follow the instructions provided based on the category you selected.
Once again, I’ve been inspired by thinking about someone else’s problem.
Someone posted on a professional forum awhile back. They’re just starting to sell their work online, and they’re having trouble with keywords for search engine optimization..
Their art is unique and indescribable. It takes a lot of words to even begin to describe it. So how do they compress information about this incredibly unusual work into a few keywords that will shoot them to the top of a Google search?
Thinking about an answer helped me a lot.
I started setting up my first Etsy shop last night. Filling out all the boxes (a welcome section, an intro section, etc.) quickly overwhelmed me.
I struggled over how to introduce myself to an audience who has no idea what I do or how or why I do it.
Then I realized that’s not what I have to do.
There are two approaches to selling your artwork on the Internet:
1) Marketing and selling to people who don’t know your work.
2) Marketing and selling to people who do.
In the first case, your focus is figuring out how to rise, even for an instant, above a sea of other artists and competitors, all hawking their unique, unusual, desirable work. That’s what the artist on that forum was trying to do.
In the second case, you already have an audience–your current customers. That’s who I want to to sell to.
I thought to myself, “These people are not strangers to me.”
My customers already follow my work and my writing. We’ve met and talked, at shows and online.
They already admire my work and want collect it. They may even already know what they want to buy. They don’t want to wait another year for my next retail show. They want to buy it now. They’ve hinted, nudged and outright bonked me on the head to start selling online. They’re waiting for me to get going, because the holidays are coming and they know what they want to give–and get!–for Christmas.
My initial marketing plan is simply letting them know they can now buy from me online, anytime, day or night, winter, summer and fall.
I don’t have to work my way through the tens of thousands of other vendors on Etsy. I just have to let my collectors know I’m there.
Of course, as time goes on, perhaps my marketing will grow and change. But so will my work, and so will my customer base.
The internet will never totally replace personal interactions at shows or open studios. But the internet can support, and encourage, and expand upon that.
And once those bonds have been formed, it’s up to me to make it easier for the people who love my work, to have it.
P.S. If you are someone who loves my work, I would welcome any suggestions about what you’d like (or expect) to see in my Etsy shop (both artwork and words). It’s great to have your perspective!