I came to ETSY in July 2008, with one thought on my mind: “I want to share my jewelry with others.” and that Artisan Dream is still as much alive in 2011 as it was in 2008, maybe even more now. I have five simple words I live by for marketing: persistance, Patience, Perfection, Projects, and Passion. Passion, the most newly added has helped me the most to keep going for what I enjoy most in life. I could never imagine not having jewelry in my life, and whatever I need to do to keep me passionate and happy about my craft I will try to do. There is a lot going on in ETSY, from the concerns with ineffective renewing all the way to the sadden feeling many sellers feel from Heartsy, the one thing that keeps me from dwelling on what I can’t control is remembering why I am here “to share my jewelry with others…” How can you use the 5 P’s?
Persistance: Keep going and keep being consistent with your marketing. So many of us spread ourselves thin, so thin it’s nearly impossible at that point to really be effectively marketing for customers. If you are only spending 10 minutes a day on Facebook, twitter, Project Wonderful… it takes away from building a following. YOU can always build a better base when you are strong, and are able to nurture those relationships. Can you imagine opening 15 shops at one time? Can you imagine effectively building up a good shop when you only get to spend 5 minutes a day on each? Think of your marketing the same way. Pick one or two venues of marketing and build them up from there. Don’t bite off more than you can chew.
Patience: Catherinerings had a wonderful thread about building a Facebook fan page following. Did you read it? It took her awhile to build her base of customers. Can you imagine throwing in the towel after a week because you don’t have sales. This is not an overnight success. You have to build, you have to be consistent, and you have to be patient. I highly recommend this thread if you are considering a Facebook fan page: http://www.etsy.com/teams/7722/business-topics/discuss/6860668/page/1
Perfection: When I first started on ETSY I made the mistake of setting up shop and assuming I would make sales. My first pictures were horrible, my tagging was bad, and honestly I am surprised I made any sales in the first 6 months. It was only when I realized that you can always be working on shop, and always trying to improve it did I finally start making consistent sales. I am always revamping tags according to the merchandising article that ETSY has on their blog, I am always reworking tags, and changing pictures on items that are having a harder time selling. Projects: Aside from Passion this may be one of the most important P’s, Projects. If you stop crafting new things, stop listing new things, your followers will get bored. Don’t ever let customers get bored of you, or even worse you get bored of yourself. It’s so easy to get wrapped into the “I must sell mentality” and work on marketing all day, and never make time for that creative (and extremely crucial) part of your business. I am always making new items, new lines, and working on new ideas. In 2009 I abandoned most beaded designs and have been working with vintage pieces, cabochons, and cameos ever since. Right now 1/3 of my shop is on sale to make room for all my new jewelry I have been working on this last month.
Passion: Without that continued passion, you know the passion you felt when you first started creating and selling, then it’s hard to really keep that Artisan Dream alive. It has to be more than just money, it has to be all of the above to keep yourself wanting to really do this for yourself. It’s that repetitive I’m not selling that really gets us all in a rut, gets us discouraged, and makes us abandon all of our hard work. It’s that passion that causes so many to have a creative rut…. and sometimes it can last awhile. If you don’t have balance, creativity and marketing, I think that’s when your passion for this becomes affected.
Make it a great day, celebrate those milestones, and pat yourself on the back. There are many who think this is easy, and it’s not. It takes dedication and many sacrifice what others take for granted in order to try and live out that artisan dream.