The Key to Owning Your Own Business is Perseverance

Well I finally got some good news...but it didn't start out that way...

As you know I'm gearing up to enter the trade show market.  Recently I became aware of Etsy's new Wholesale platform.  I had been researching it for a while but didn't know, or find anyone, who had any experience with it.  Also I must admit I was afraid to take the plunge and apply.  I was afraid of the possible rejection.  But, because I am going to try to enter the wholesale market again, I just decided to do it last week.

Well low-and-behold a couple days after I applied I received the dreaded rejection email.  I was rejected because in the application process you have to list your current wholesale accounts.  I didn't list anything because I don't actually have any wholesale accounts at the moment.  I had some in the past, but when I moved to Mexico I had to put them on hold until I could get production set up here.  I have written to those stores to try to re-establish our partnership but found that three of them closed and the four others haven't responded to my emails.

When I received the rejection I was really upset for two reasons.  1.  How does Etsy expect people to obtain experience if they don't give them a chance to connect with buyers? and 2.  My paranoid side was certain that "experience" was just a front, and that they were really rejecting me for some other reason.  Some of you might not know but dolls are not exactly seen as hip and cool.

Here's my advice when you are rejected and you start to feel the hair on your back stand on end,   think about it for a day.  Talk to your friends and family for advice.  I was immediately in a bad mood after receiving the rejection and proceeded to tell everyone in ear-shot.  More than one person told me to see if I could write back and explain the situation: that I have experience, but nothing currently, because I moved to Mexico.

The next day when I was clear headed and calm I did exactly that.  I responded to the rejection email explaining my situation.  I went back and found all my contacts for my old wholesale accounts and included them in the email.  At first I heard nothing and assumed it was a lost cause but then...then...yesterday, I received an email, and it said "we have reviewed this additional information and would like to welcome you to Etsy wholesale!"

Well as I'm sure you can tell I was over the moon excited!  I have since set up my wholesale account on Etsy and am working on a to-do list of things to improve the overall look of my shop.

First order of business is to get a new photography set up.  Currently I am taking photos in my closet and some days they come out ok and others they come out dark no matter what I do.  Second order of business is to create a better working environment.  My work room is bare bones as I haven't done much decorating since I moved to Mexico.  Etsy wholesale requires you to post photos of your work space and really I'm not ready to share the ugly space I work in.  This weekend I'm hoping to remedy that with a new table for photography as well as some shelves, curtains, and art to make the space more visually appealing.  

Stay tuned as I will be sharing my experience on Etsy wholesale with you.  I have no idea at this point if I am going to even receive any business but I sure hope so.  If you are interested in wholesale for your business, but don't know much about it, check out this article as well as this guide on the Etsy blog.

Be Authentic to Increase your Online Sales

I've posted a lot about this topic in an effort to help other sellers.  I received this message recently:

"I want to give you a BIG thank you! I am slowly trying to use the hints you have given me and this week I sold THREE dolls! Thank you so much."

This message made me really happy because I'm happy to know I'm helping someone with all this writing and also because it is great to know that there are people who really are serious about taking my hard earned advice.

I wanted to write another post about increasing your Etsy sales and it was inspired by a Facebook post I saw this morning on the Facebook group "Etsy Sellers".  The poster said this:

"what's this junk about trading hearts, or trading likes? whatever happened to earning what you get? if you create magic, i'll like you. if you have a simple bead necklace that anyone can make in 5 minutes, after a trip to the local hobby shop, and you're selling it for $25, i'm not going to pay you a like, because of some kinda simple deal for myself to gain a like from you. if you want to show off your talent, and ask for people to be so kind to like your shop if they indeed DO like it, that's one thing. but you can't just post on here, begging for likes, as if you'll get promoted to the next level of artistic fame. at that point, people are like, "oh wow, they have 10,000 likes, but why? look at this junk that they make? welp, now i guess i'm just left to despise etsy completely!..." EARN YOUR KEEP! if you want to get noticed, do something noticeable other than gaining a round of thumbs-up from people who could care less about what you've made. you're screwing up the algorithm for people who deserve that spot. yes, you should feel lame. you've earned that."

Ok so maybe it's a little harsh but I understand his feelings.  As I said above my advice is hard earned.  Sellers who have worked many years to get to where we are are slighted when people ask for advice and don't listen.  We are even more frustrated by new sellers who expect to reach a high status without putting in the hours we have.  You want long-time sellers on your side, trust me.

Many times I receive messages from people saying "I liked your shop, hearted, shared, etc etc, can you do the same for me?"  Then I go to their shop and I don't like their product or I don't think the quality is something I want to represent.  I've said it before, if you don't like it you shouldn't be sharing it.  It doesn't give a genuine impression which devalues your opinion as well as the product.  I'm still trying to work out a way to respond to these messages without hurting any feelings.  At present I don't respond.  

There are other reasons you shouldn't be "begging" for likes and hearts from other Etsy artists (or anyone for that matter).  I recently read this article "How to Increase Sales Online" by Matthew Deal.  Much of the advice in the article is similar to some of my past articles, but I liked a couple of things he said, specifically these:

"There are activities that are a waste of your time. Case in point is self-posting promotional items in a forum filled with other sellers who are doing the exact same thing."

"The point is that other sellers are not your consumers; especially not in a place where all the other sellers are just there to promote their own products."

Now to a point he's right.  I don't think he is 100% right though.  I'm an Etsy seller but I'm also an Etsy customer.  It's not completely wrong to advertise to other Etsy sellers, however, in general, it isn't the best use of your time.  In addition it's really a waste of time to spend your day trading likes and hearts with other sellers in an effort to promote one another when you don't even like their product.  Read the rest of his article for some great advice, as well as a check-list of much better marketing activities for you to spend your time on.

These two are connected because while I don't think sharing your products in forums where other sellers are sharing their products is bad, the tone in which many people share their work rubs some people the wrong way.  If you are writing a post that says something like "give me a like/heart/share and I will do the same for you!  Let's help promote each other!" then you are probably not giving the impression you would like, and instead are actually annoying people.  

As the Facebook poster above said, if you want to increase awareness of your product/brand post it and let it speak for itself.  If you don't get any likes then take a look at your product.  Chances are either you have an undesirable product or there is something wrong with your presentation (photos, description, pricing, etc).  If it's not your product try to figure out how to correct the problems with your presentation.  I have a ton of past articles on all of these topics and there are many more to be found on the Etsy blog as well as other blogs.

Keep reading, keep trying things, and keep listening to those who have been there and are doing it big!

The Voice you are Presenting to your Customers

This post is inspired by Facebook.  It took me a while to write this post because I don't want to talk about anyone personally.  I've just noticed several people, and one in particular, who seem to post very melancholy status updates on Facebook, many times complaining about not being successful in business.  Every so often I think, "wow I wouldn't hire you because you sound like a real downer."  It got me thinking about the voice we present to our potential customers.

Authenticity

I want to be authentic.  If I'm having a bad day I don't want to say "every thing's peachy!" because it makes me feel dishonest.  But what happens if I'm going through more than a rough day?  Maybe I'm having a bad year.  My advice, tell your friends and family offline.  Customers don't want to hear about how horrible your personal life is, and I doubt most of your Facebook friends want to hear it either unless they are a close friend in real life.  In that case they probably already know what's happening in your life.  Constantly whining, particularly about your business, is much much worse.  I realize it takes self control and I've been guilty of it myself, but it really solves nothing, and can potentially alienate your customers.

Turn it Around

For example, when I feel like the activity on my Facebook or in my Etsy shop is waning I offer a giveaway or a fun challenge for my fans.  It's a way to engage your customers in a positive way and help you work on building more likes, views and hopefully sales.  There are many other things you can do too.  Instead of spending your time complaining, do research.  Read the Etsy blog, search for articles on running a small business, or ask other successful artists you admire how they do it.  Other people have a wealth of advice and experience and most are more than willing to share.  

If you must post about a personal problem it is much better to ask a question.  For example, you hate your dead-end job.  Instead of complaining about it maybe you can ask your Facebook network if they know of any jobs in your industry, or if anyone has experienced a similar problem as yours.  Start a conversation that has the potential to lead you to a solution, not just a bitch fest.  We all need to bitch sometimes, but the venue for that is much better with some beers at a friend's house or a comfortable bar.

Analyze

One thing to consider when you have your own small business is what type of voice you want to represent your business.  This article points out that people who post very negative comments have low-self esteem in general.  This article was slightly disturbing although I do believe the research concluded something very valuable.  I find the article disturbing because it doesn't make me feel good  to know that Facebook is conducting research that can potentially effect our emotional lives without our consent.  However the results showed that constantly seeing negative posts will actually make you feel more negative.  Just like in real life when you surround yourself with negative people you find yourself being more negative.  That is certainly not something you want to pass on to your customers.

People shop for many different reasons.  It's very important to know who your customer is and why they buy your product.  I make dolls for collectors and children.  In general I am marketing to the indulgence crowd (buying a doll is purely for fun or a gift).  When people are shopping for a gift for themselves or someone else, they want the experience to be easy, convenient, and fun.  Therefore I want my posts to always convey this attitude.  Be sure to analyze your product and target market in the same way.  You don't have to not be genuine in an attempt to connect with your customers, but you must find your own unique voice which will be in line with what your customers expect to hear when they buy your product or hire your services.

How to Get More Likes on Facebook GIVEAWAY

Last night I was watching the movie Chef, and I was thinking a lot about social networking afterwards.  I didn't particularly like the movie much, but it basically shows how social networking can open many many doors that aren't available through regular advertising.  However the key to social networking is participation.

I've never been much of a participator.  I'm more of a fly on the wall and less of a social butterfly.  This doesn't work so well when trying to sell a product which I found out when I was 19 and tried selling Mary Kay.  The Internet makes it slightly easier because you don't actually have to face anyone in real life (for the most part).

My likes on Facebook have been rising dramatically in the last few months.  It started out when a Portuguese (or Brazilian, I'm not sure) web page featured my dolls on their Facebook page.  Within a day I had a hundred more likes.  Since then my likes haven't increased quite so dramatically, but compared to a year ago they are increasing significantly every day.  When that happened I thought "wow I only need a couple sites to do that for me and my likes will be huge!"

My boyfriend made the comment once "who cares about likes if people don't actually buy anything".  This might be your attitude too and I completely understand.  When I see a jump in my likes I eagerly run to check my email hoping to see Paypal notifications alerting me that someone has paid me $.  Most days I hear crickets in my inbox.

What you have to remember is; likes equal visibility.  The more a person sees a product, the more likely they are to buy it in the future.  Sales generally tend to come later in the form of direct sales or partnerships with stores.  This is why it is important to keep your page active and vibrant.  I've talked about this before but want to remind you, don't over do it.  If you are posting something more than once a day you risk irritating your fans to the point they will unfollow, unlike and/or block your posts.  I was noticing recently that I every now and then have an "unlike".  I always wonder why, but I don't think it's possible to know.  It's something to contemplate though.

Here's a secret I recently realized.  Likes are not as important as shares.  And shares are much harder to get.  It's easy for someone to click like and move on.  Sometimes people don't want to share things they like for fear of how their friends might respond to it.  For example I see political, religious, sensitive things I like all the time on Facebook, but I don't share them because I don't want to start an argument on the Internet.  I will admit this is the problem with making dolls.  Some people think they are creepy and they don't want flack from their friends for "liking" them.  Ba-humbug I say to that.

Sometimes when I sit staring at my Facebook page contemplating how to reach more potential customers I wish that more people would share my page instead of just clicking like.  My potential customers are nearly everyone because I sell toys for children.  Everyone (almost) knows a child that needs a birthday gift, shower gift, Christmas gift, etc.  Recently I did an experiment and asked my friends on Facebook to please share my other Facebook page Mexican Fabric and Fashion.  Only one friend did, and my likes on that page went up by 7.  That's not dramatic but it's pretty good for 1 share.  Imagine if all 404 of my friends shared it.  

Now I'm not asking anyone to share anything they don't actually like.  If you don't like the product, don't share it, in my opinion.  There are so many groups on Etsy, created for the sole purpose of promoting each other's products indiscriminately.  I don't think this is a good practice, and I surely don't want to be asked to share something I don't particularly like.  To me this only breeds insincerity which in turn cheapens the product or brand.

However, if you like something, if you want to help your friend grow their business, then remember to share.  I didn't even think about it much until I had my own business.  Now I share what my friends make because I know how much it helps me when others share mine.

Recently someone posted this article on Facebook and when I saw it I cringed.  I can understand her premise but the view is very narrow.  Those of us that make something, or have our own business, rely on people liking and sharing our posts.  Without them it is very hard for us to spread the word about our business.  One thing that she points out in the article though is that instead of clicking like she makes a comment.  I think that is great too.

So why am I talking about all this?  Because I'm starting a sharing campaign today in the form of a giveaway!  Before I left for New York I had a custom request but I needed to buy the right color fabric in the US.  I also needed to make a prototype in order to get the pattern size right.  The custom order was for a tiny bunny in fleece with a floppy ear and his hands up by his mouth.  This is the completed custom that was sent to the customer.

But now I have the prototype here.  He's not a bunny but a little 3.5 inch bear.  I thought he would make a great little giveaway prize.  I'm hoping to make more of these little guys for my shop in the near future.  Here he is:

If you would like to win him here is how you can enter.  This is a Facebook sharing campaign so therefore you must share BeBe Babies and Friends on your personal or business Facebook page.  It is totally up to you what you share.  

You can share:

-my Facebook page

-this blog post 

-an item in my Etsy shop/or my entire shop

 -my Flickr

-my Pinterest

The rules are:

 1.  You can only share on your page once, HOWEVER, for every friend of yours that shares BeBe Babies as well, you will receive an additional entry.  So tell your friends to share the post to get their own entry as well as give you an additional one!  Make sure they tag you and me in the post so I can find it easily.

2.  In order to verify your share, you must tag BeBe Babies and Friends, or me Casie Brabham, in your post.  

3.  This campaign starts now and will last one week, closing on September 5th.  I will announce the winner on Saturday September 6th.

Here are some stats for you.  In 2013 I had an increase of 224 likes in the entire year.  Currently I have had an increase of 429 likes in 2014 alone.  At the beginning of 2014 I was averaging 22.4 likes per month.  At this time I'm averaging 85.5 likes per month. What can we do in one week?  I'm not sure, but the goal is to reach 2,000 likes by the end of the week.  That means I need 902 likes in only one week.  I need an average of 128 likes every day.   Yikes I don't think it's possible but let's see what happens.  Will you help me?

If you have any questions let me know!  Thanks in advance for your efforts and good luck!