How to Sell Online Effectively

Well, I was hoping to catch up on reading all of the articles, downloads, bootcamp modules, etc., that I have put aside on small business and entrepreneurship, but of course, started to get distracted by bright, shiny objects!  I did get some great insights from a recently released eBook by Meylah, a site that seems to combine a storefront platform, a blogging service, and online tutorial sales.  I'm really not up for creating yet another site that I have to maintain, but I do believe they make available a lot of sound advice in setting up your small business.  Here's where you can download the eBook:  http://meylah.com/meylah/meylahs-new-ebook-a-roadmap-to-success-how-to-sell-online-effectively

I think I'm finally starting to get the hang of social media also, but I still find it really hard to open up about myself.  Sometimes, when I write a blog post or send out the newsletter, it feels like it's going out into this black hole.  I mean, really, does a newsletter give advice if no one reads it?!  But, then you discover that people actually do read what you write!  It's so exciting to find out that you've passed along information that others actually read and find useful.  So, even if you are sending out messages and not getting comments or direct messages from your recipients, don't be discouraged, just keep conversing, even if it does seem like a one-sided conversation :-)

What's in a Name?

Ah, finally, the end of a very busy week.  Though, now I am trapped inside, trying to catch up on things that didn't get done during the week, on this beautiful day.  Well, I'll probably sneak outside a little later to catch some rays and fresh air.

So, I don't have too much to report at this point.  I'm working on a necklace to go with the golden bangle.  I still have to finish Mom's Vest (yes, I know, I know...) and I've got tons of ideas swimming through my head, but a lack of time and energy.  Yes, the energy is lacking because it's all been going into trying to get the 101 Crochet Tips book done!  I'm happy with my progress on it so far, but it feels like there's still a lot to do.

But, let me leave you with another entrepreneurial thought before I go:  What's in a Name?  I know, a rose smells as sweet no matter what you call it, but you need to think about a good name for your business, one that will make sense to your potential customers or at least grow to make sense.  I chose Many Creative Gifts because I wanted to leave room for other items besides just crocheted ones.  I liked the play on words too (my many gifts in terms of creativity as well as the many potential gift items I hope to be able to offer customers).  You, however, might want to pick a more descriptive name if you are sure that you want to concentrate on one type of product or service.  Back to our example of rhinestone widgets -- you might want to go with "Rhinestone Widgets" if it's not already taken.  Or to personalize, you might want to say "Phyllis's Rhinestone Widgets".  Some people just use their own personal name as the name of a business (doesn't seem to have hurt Martha Stewart or Jonathan Adler!).

It's not like you can't change your business name later, but to avoid losing time, money and creating market confusion, spend the time up front to choose a business name that you think captures the essence of your business and what it has to offer (and will have in the future).  Oh, and another really important thing, do NOT search for availability of names on domain name services until you are ready to act -- if you search for a name and then a day or two later, go back to register it, it will most likely be gone!  Computer programs are set up and ready to purchase searched names, and then, they are more than glad to sell you your desired name, for a premium of course!

Ok, back to work for me (or is it time for that outside break yet?!)

Benign Neglect

Here I am, pontificating about how to run a small crafts business and my Etsy shop looks like *&^$#.  I've been neglecting it, but you will soon discover, it's impossible to stay totally on top of all aspects of your business.  So, choices have to be made, and you have to stop and step back often to assess where you are spending your time.  Early on, I think you have to spend your time establishing your presence in your field.  Ironically, that means a lot of time on the computer (for us creative types, that hurts; but, think of it as just another aspect of being creative).  People need to know you exist before they can even think of buying your rhinestone widgets!  As that starts to fall into place, then you need to start making strategic choices about how you spend your time.  Of course, time needs to be spent actually making your product, but then, back to the computer to let others know your latest designs, etc.  For me, I've been concentrating on coming up with crochet patterns (as opposed to the actual items themselves, but I'm glad to make custom orders ;-)  Thus, I've been spending more time on Ravelry (a community of knitters, crocheters, and designers) posting patterns than on Etsy posting real products.  And, I probably need to step back and think about whether that's a good use of my time or not (I think so, but I do need to think about how to optimize my Etsy shop presence -- any suggestions more than welcome!)

In conjunction with figuring out how to optimize your time spent on your business and establishing your presence on the web, you need to figure out "who you are", "what's your message" and how best to express these answers.  Most business mavens will tell you that you need to formulate a mission statement, tag line, etc.  Don't get caught up in the jargon or formula -- just think about what it is you are trying to do -- "Rhinestones for a shinier world", "My mission is to create the shiniest rhinestone widgets to brighten your day" -- just try to say whatever it is that motivates you to create what you create. Believe me, it will resonate with your customers and yourself much more if you just let it come from your heart.  You will be more motivated to keep creating and getting your message out, and your potential customers will feel your vibe and energy!

Speaking of vibe and energy (or lack thereof), time to go to the day job ;-)

Dipping In a Toe

So, back to entrepreneurship.  Last post, I was talking about being sure that this is really what you want to do and are committed to do.  Well, I'm going to take a step back here because I think there are some things you can do to test the waters before you really have to commit to anything.  Now, another disclaimer -- I'm talking mainly to creative, artistic types who want to explore whether they can make some $$ from their artwork.  I think many of my basic principles should be applicable to others too, but I don't want to lead anyone astray either.

Let's say you make incredibly beautiful (or at least that's what your mom and friends say) rhinestone widgets.  You've given them as gifts and made some custom order for friends who have been more than happy to reimburse your expenses for materials.  But, will anyone actually buy these things at a retail rate?!  Well, with the internet, it really doesn't cost much to find out!  And, that's what I mean by "dipping in your toe".  Exactly how you ask?!  I'd suggest three basic steps:  1) set up a blog, 2) set up Facebook and Twitter accounts, and 3) list your widgets on Etsy or another one of the crafts selling sites (more on this later).  And, link them all together.  Except for listing fees on Etsy, everything else shouldn't cost you a dime, but should afford you ways to let the world know about your rhinestone widgets and how people can buy them.

The blog should be your hub -- these days, with all of the functionality offered on blogspot and wordpress, it's almost as good as having your own (expensive) website (though, you might want to at least reserve the name you want to use for your potential business, and there's yet another topic for a post!). 

The Facebook and Twitter accounts are a way to make connections to others who can get the word out about your product.  Start with your friends, especially the ones who say they love your work -- well, have them say it out loud to their friends and provide testimonials that you can use on the blog so that potential customers don't have only your word for the greatness of your product.  I'll warn you, at first, you feel like you are shouting into a black hole.  Your updates and tweets are going into an empty forest where they and the falling tree are not heard.  But, amazingly, a wonderful person who is not your mother or already a friend actually responds, "likes", or starts following you.  It is indeed a happy day!

Ah, and yes, exactly where can people go to buy your product?  Etsy is the big kahuna marketplace for all things crafted, but there are others who are trying to establish similar models (small or no listing fee and a cut of the purchase price on the back end.  I'll post more about the pros and cons of such services next time).  Nothing like getting an email telling you that an item has sold and to "ship now".  And, once you get over the shock, you really had better be ready to ship!

Ok, I've given you some tidbits to think about, and I'll be following up with more details and more ideas soon.

Part-Time Entrepreneur

I'm discovering that my posts on running my business seem to get more hits than the ones on crochet itself!  Hey, that's ok, if I can provide helpful information, whatever it is, I'm glad to do it.  So, I think the next couple of posts will be about trying to run a small business.  A few disclaimers though:  I am fortunate enough to have a day job, so this business of mine is done on the side.  I also have not done a business plan or had to seek outside financing.  In fact, it's not like I'm raking in a ton of $$ or anything, but for me, it's not about that (well, not totally :-)

So, if you are thinking about starting your own business, I think you should consider a few things:

1)  Do you really have the interest and commitment to do this? 

You've got to have an idea for your business that you really are going to enjoy doing, day after day, week after week, etc.  And, you've got to be committed to putting more time into it than you probably think you're going to need to.  I'm sure you've seen plenty of internet advertisements for "Work a Couple of Hours, Earn Millions" programs.  I'm not saying that some of those programs aren't of value, but really, as they say, "if it sounds too good to be true...."  I probably spend about 2 hours each day and even more each weekend day working on some aspect of the business.  Ironically, my day job involves sitting in front of a computer all day, and I chose crochet as a way to use a different part of my brain and different skills to get away from the computer.  But, in this day and age, I'd say that I probably spend 50-70 percent of my time in front of the computer for my small business!  But, more on that in another post.

Another danger -- you might really love doing something right now as a hobby, but think about whether you will still enjoy it as much if it becomes a business.  Why do I keep emphasizing the enjoyment aspect of this?  Because I believe it's the only way that you will achieve the commitment level and be willing to put the time into it that is necessary to even give your business a chance to be successful.  I don't want to discourage anyone, and I'm not a risk taker by nature, so I guess I am trying to offer a different perspective on this topic than you might be getting from other sources.

Ok, there's some food for thought.  Next post, we'll explore some ways to get started if you're on the bandwagon.