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)

I changed my mind

I've changed my mind. The advantage of having lived half a century is that my mind has grown gentler in its stances, and experience has worn the sharp edges of self righteousness so that I roll more readily. Plus I live with crows, like The Crow mossie here. Whenever I am stating or thinking one of my many strong opinions, I hear a crow call out 'HA! HA! HA!'

The strong opinion that I used to have was that it was Unfair of Etsy to allow the same person to make the Front Page twice in the same day, when other equally deserving artists are rarely seen there at all. As you may guess, I was on the Front Page again last night, when a beautiful treasury made by twolefthands got promoted, and a piece of mine along with it. So that is the second in one day for me.

What I see now is the plain old hard work, meticulous attention, and willingness to learn that made both selections possible. The Big Secret IN I have with Etsy admin is that I read their Storque articles on what they are looking to feature each month. And although I do not scramble to glue flags on my pottery because Memorial Day is approaching, I do look at what I have that fits those categories. I make mugs with oversized handles that men usually prefer, and so I tagged them 'fathers day', and included a sentence in my description to that fact. Then I relisted the mugs. I'm guessing that this is how they came to the attention of whoever in 'admin' made the treasury of the hour.

As to being in a FP treasury, I make treasuries with other people's work, never my own, 3-5 times a week. I'm pretty sure that most people who I select for treasuries will at least come look at my shop, and IF they like it, and IF they are making a treasury that could use something like mine, they may return the favor. So, by making treasuries, I increase my chances of being in other people's treasuries, and that increases my chances of being in one that is promoted to the FP.

I also have worked very hard at my photography, and I am now going back and resizing photos so that they look right in the cropped 'gallery' mode. I am getting rid of backgrounds that are too dark or chaotic. This makes my images work better in the treasury format.

So these are all my D list insider secrets, for what it's worth. Plus, listen to what the birds are saying. It's fun. Pay attention to the crows. They've given me a reality check many times with their HA! HA! HA!