Marketing Tips from Steven Jobs and Me

 

Apple CEO Steven Jobs was truly brilliant. He left many great quotes as part of his legacy, and here is one that stands out for me:

"We've never worried about numbers. In the market place, Apple is trying to focus the spotlight on products, because products really make a difference. [...] Ad campaigns are necessary for competition; IBM's ads are everywhere. But good PR educates people; that's all it is. You can't con people in this business. The products speak for themselves."

In contrast to this I also read the Etsy forums, which are full of advice on how to market your work. You know, you can Twitter and ban together as teams to dominate Front Page coverage and do a Feasibility Analysis and give your work away for free in order to attract attention. And yes, I've tried all these things and more at one time or another.

The sad reality of Etsy is that only 5% of the 290,000 sellers on Etsy are making over $30,000/ yr in sales. And in the face of this overwhelming failure, they are intent on marketing more, marketing better, and marketing different.

Not that marketing is bad… but as Steven Jobs says, it focuses attention on your products. So if marketing more, better and different  isn’t working, it might be time to focus on improving the products. For an artisan, good products don’t come from making what everyone else is making. Good products come from connecting to that adventurous inner desire to try something new, to master a technique, to innovate, to push something known into the unknown.

My rustic ceramic bowls, hand sculpted with vintage lace textures and up to 7 layers of glazes are where I'm currently pushing the boundaries on functional pottery.

I’ve been eating my staging props

In order to show the size of my pottery, I've been using food as staging props. I scour the produce and bakery sections for food that looks good. I've gotten quite anal about it, actually.

I know I’m starting to sound eccentric in the grocery, but when I saw these great looking radishes, I picked through every bunch to get the perfect color. It sort of annoyed another woman, but hey! I need my radishes to be bright RED, ya know?!

I’m glad that Valentine’s Day has passed. Because my diet has gotten healthier. How would you like to have this on your counter staring at you after you’ve used it for staging?

Target Marketing that Works For Me

I don’t seek out marketing tips because I’m generally selling very well. So I tuned into Etsy’s Success Symposium yesterday at random and just happened to catch April Bowles- Olin’s workshop Attract Your Target Market — You're Not Walmart. I enjoy writing (have you guessed?) so I got caught up in her writing exercise. First you list the characteristics of your buyers. A few of mine are: nature loving, eco lifestyle, animal lovers, non commercial, cooks at home, appreciates the simple pleasures. So then you write a profile of this person- a character who is a composite of your buyers. Mine is a woman who passionately cares about her kids, about the world’s complex big issues, who is creative herself, is proud of her homemaking and entertaining abilities. It goes on and on but that’s the condensed version.

So then April threw in a strange question: “What problem do you solve for this customer?” I scribbled aimlessly and then figured out a few things. It feels silly to even reveal that, so I won’t.

But what I can say is that I listed 4 new pieces last night. Two sold immediately. Those were the ones in which I added a short sentence to what I usually write in my listing copy, based on April’s exercise. Not only that, one sold to the exact same woman who I pictured as my typical buyer.

There are lots of obvious answers to that question- “What problem do you solve for this customer?” Sometimes it’s wanting to give an original gift. Sometimes it’s wanting something that is not disposable, that will live with you and pass memories down through new generations. But the power isn’t in knowing the answer, like knowing my answer.The power is in the question.

Thanks, April Bowles-Olin! I like your style. Marketing doesn’t have to be hyping yourself into a celebrity and stepping over others to get there. It really can be just discreetly, authentically, and effectively, connecting to the people who want to buy your stuff.

How to ride the trend wave in 2011

The global financial crisis was a game changer in how we spend our money. Before November of 2008, advertising was all about “more, newer, and different” without looking at the substance or deeper significance of what was being sold. Tips and trends were about how to ride a tsunami. That it would inevitably crash and devastate  lives was not part of the advertising conversation.

We were supposed to market our work to consumers with disposable income, who were assumedly seeking satisfaction by having more of what they had, or a newer version, or a different kind of it, or more of a newer thing… you get the picture. It was pretty shallow.

By the end of 2010, we can’t read any substantial forecast for 2011 that doesn’t mention values such as sustainability, simplicity, and the human connection. The very good news for artisans is that we no longer have to find a surfboard to ride the trend wave. This year we are the wave! The trend gurus are predicting that artisan, handmade goods made with sustainability and lasting quality by humans with a story to tell are It. All you have to do to market your work now is to show who you are and what you do. Make a cohesive statement in your presentation; your photos and shop copy, if you sell on Etsy.

Through ArtisansGalleryTeam, we are carefully selecting works from the pool of Etsy shops that are legitimately handmade in an artisan studio by those who bring individual vision and advanced skills to their works. Joining with others who are the real deal is going to make riding the wave easier.

Here are some trend reports worth noting:

I have been working in "ethical" for a long time, because I find humanitarian principles very important, and I hated big fashion's disregard for them. Having said that, I think the global economic crisis has made people re think how things are made, where they come from, and has led to an appreciation of small-scale, handcrafted, tangible, home-made etc.. The human stories behind the products are interesting, the big manufacturing model had become boring, impersonal & mechanical.

Ann McCreath from Kiko Romeo

 

 Organic Waldorf Doll By SewnNatural

IMM Cologne believes that as a result of the financial crisis people are questioning what it is they need to live well. This is leading to the emergence of simplistic, formal or severe designs that combine the basic and old with the modern and the high-tech.

Interior Trends 2011 was recently released by IMM Cologne

Natural Gemstone Cluster by ThePeachTree

Whenever we feel as consumers that the time is right for paring down, we focus on simple designs and simple, warm colors. Plain metals and eco friendly materials: wood, bone, simple and soft semi- precious stones with Earth colors and a simple palette will prevail for 2011.

Lisa Jesse (Lisa Jesse has the #1 website on Google for trend prediction)

home business on steroids

What you see here is one day’s sales from OneClayBead and MarciG on Etsy! It’s freaking awesome and out of control! This is where we eat dinner generally. You can see the menorah and the flowers left from Thanksgiving, which are lost in the jumble. I print orders as things sell, and put them, with the correct piece, on my long table. There is typically lots of room for the 3 of us to eat, but it’s getting harder to sit down to a quiet meal. We have to push the sales down in order to set the table.

My friend Natalie has been coming over in the evenings to help with the packing. Here she is with my husband, Ken, as they make PayPal labels. Today the packages wouldn’t all fit in the car and we have to make 2 runs to the post office. This is my computer room but it now looks like UPS has set up an annex with board games, books, and a drum circle.
I’ve lost my zen a few times just living in this much activity every day. What brings me back is the feedback and notes from my buyers :
Beautiful! Gorgeous! Even better in real life! I am so happy with this and will be back to buy more! Oh and insanely fast shipping too... OneClayBead is awesome!
This is truly one of the cutest things. Thanks so much! I can't wait to give this to my friend for Christmas!
These are such beautiful ornaments. My infant daughter died two weeks after Christmas nearly 4 years ago, and each Christmas her brothers and I pick out a special ornament for her. Your doves are perfect.
The emotional connections made through buying and selling my handmade pottery are truly moving. It makes the chaos of my home a worthy price to pay.
Wishing you some joyful chaos today!

Building a Body of Work

We fall in love first with the pure act of creation. From there we chose a medium, such as clay, paint, metalwork. The pieces we make for sale are a consequence of an inner exploration, and that’s the most fulfilling context for creation. If you follow this path, what you create is a legacy that is distinctively your own, as Jonathan Fields so aptly describes. What you get if you don’t follow this path is a frustrating, jealousy producing, creative dead end of finding objects that others have made and trying to make them. In this world there is a great deal of finger pointing and reading endless marketing tips, and seeing other creatives as competition. The most threatening people of all in this world are the ones who are successful. Frankly, it’s not a satisfying place to be, and if you are a creative person stuck in this world, get out now! Put your time and energy into building a body of work!

A body of work is a clear, recognizable  path that you are taking with your artistic exploration and creations. To build a body of work,  just pick one thing that you like to make that you can make well. Make that with one invariable quality, and several variable qualities. Your same quality might be same subject matter, size, color, or utilitarian function. For example, I made these casseroles last year:

 

 

Here are some variations:

I also took the casserole shape in this direction and developed Keepsake Boxes, which is a smaller version of my casserole form, without handles.

A body of work is a path that you forge. You end up in uncharted territory, making things that aren’t like other people’s work. You begin to respect and even like other creative people, and recognize those who have also forged their own path. The challenge now is to continue to progress, to continuously move forward.

Werner Erhard once said, “Any idiot can walk a path when shown one. But out here, there is no path. The path is made by your walking.”

That’s what I’m talking about!

MarciG in Seventeen Magazine

Marci is featured in the June issue of Seventeen Magazine, in an article on teens who started their own business. Feature writer Farnoosh Torabi found Marci’s Etsy shop, MarciG, in February, along with many other possible teens on Etsy. She took her time and answered the interview questions thoroughly, telling her story of how she started her Etsy shop as a business after getting turned down for summer jobs last year. Marci’s writing skills undoubtedly helped catch Seventeen’s interest.

Since publication, Marci has had many sales to Seventeen readers, including a mom of a 12 year old who was reading Seventeen with her daughter. She’s gotten lots of fan mail from other teens asking about how they might get started.

Besides fame and fortune, the article gives Marci a unique endorsement of her accomplishments as she applies to colleges. Creativity and entrepreneurial skills are not measured by SAT scores, and this helps show where some of Marci’s talents live. 

Marci turned 17 on May 20, and was published in Seventeen on May 29th. I hope that her year brings more happiness and success, and you must know how proud I am to watch this beautiful flower of a girl unfold.

MarciG’s flowers

 

                                              

Marci G

at work

I love Marci’s new flower bowls. They have evolved from a bowl that looks somewhat like a flower to flowers that contain the idea of a bowl.

I started in clay as sculpture and transitioned to functional work. Marci’s path is the reverse.

Signposts

On Monday I felt discouraged. I asked for a sign that I am on the right path, both creatively and with marketing my work on Etsy. On Wed I was included in a beautiful Treasury, and yesterday I had 2 new sales. Furthermore, my hair stylist would like to book a workshop with me for a client's Bridal Shower. What fun for everyone, and how good it feels to be chosen!

We planted this iris tuber in the fall of 2006. It grew but did not flower in 2007. Last spring, it graced us with this amazing bloom. And I think of how much my hopes and dreams and efforts and vigilant attention for my small creative business resemble an iris.

I think also that our hearts are like the soil in my garden. Our hearts must be enriched regularly in order to nurture the roots and seeds and tubers of the dreams we plant.