January 6, 2010
we talked about our blog’s new year’s resolutions- but it’s time to also consider our etsy shop’s resolutions. have you had time to reflect upon last year? did you meet your goals? are you happy with what your shop accomplished? what are your goals for 2010? all of this brings up many thoughts, goals, pride, disappointment and maybe some confusion too.
this post could go any number of ways. we could probably talk all year about what we wanted to accomplish and what our last year’s performance means. but, i recently ran across this article about stretching your boundaries. it took me by surprise how ‘into it’ i was and how i didn’t know how i had never thought of that. it’s so easy to get caught up in your shop and the particular line you’re offering. but, today, i want us to step outside of our shop and take a peek- from the outside looking in!
yoola talks about how many etsy sellers have successful designs in terms of high views, many hearts, appearance in treasuries and even front pages, but somehow…low sales. she then tackles the reason why this may be the case, and how to go about broadening your horizon. she came up with 3 assumptions on why she may be having low sales. 1. people may love the picture and visual impact- and the factor of ‘usability’ of the image (i.e. looks great on the homepage or a blog). 2. people may just love what the product represents. 3. people may be interested in the item and how it was made.
your shop’s assumptions may be the same or different, but after you decide on them- you can gather options for more directions your shop could take. yoola came up with these: 1. she could develop a line of prints, greeting cards, or postcards using her photos. 2. she could develop more items that would resemble the original, but would be more affordable. 3. she could write tutorials on how to make her item.
she decided to start with number 2 and created similar, less expensive items to go along with the more expensive items. creating a series of price points helps reach as many consumers as possible. the next step she considered was #3. there are many pros and cons to publishing you method or design (read them here). but, after much debate, she decided to not only post tutorials on how she made her items, but also sell a pdf pattern on how to make them. her pdf patterns led to seling kits- and gave an option to all those do-it-yourselfers out there. i super love the idea of making kits for your item- i’ve often thought that it’s a slight disadvantage to be marketing to a craft-savvy audience, because many items people can just make themselves. offering a kit is an easy way to supply the materials for them, and still make a sale.
yoola thought outside the box. she started with a great item, then branched it out to reach more people.
from one great item, stemmed smaller items, patterns, tutorials and even kits!
see where i’m going with this?
can you take a moment to realize the potential of your shop, your line or even just one of your products? reaching many layers of the potential consumer will increase your ‘buy-ability’. so, it’s time to re-think your shop and it’s possibilities.
this article on broadening your target audience points out the importance of tiered product lines. the article is definitely worthy of a full read- but to sum it up: offering items as gifts and at a target audience allows you to broaden your audience. think ongoing celebrations like anniversaries, birthdays, wedding and baby showers. seasonal lines that go with the weather or specific holidays like christmas and valentines day gives your audience an easy shop to go to for gift giving occasions.
finally, this article, outlines how to go about offering a new line in your shop! a new line for the new year- catchy, huh?
so. i know this was a lengthy article, but hopefully it helped get us thinking. what do you think about ways to broaden your horizons? i’m thinking of pdf patterns and kits- would you be interested in making your own pillow or tea towel? let’s talk about it in the comment section- i’ll meet you there!