A lot of the people that follow me on Twitter have shops on www.Etsy.com. I get the question every day asking how they can stand out. It’s a good question. Let me give you an example of the problem, at the time of this writing there are 688,786 items that come up on Etsy for the word jewelry, 104,303 items for the word bracelet and 150,203 items for the word pendant. While not nearly as bad as the 1,803,050 items that come up on eBay for the word jewelry, we’re still talking about big numbers.
So how do you stand out?
Step one: You have to do something that stands out. Quite honestly there are very few artist in the jewelry section that create work that looks any different from the work of hundreds of other store owners. Not to pick on jewelry shop owners the same situation exists in most categories on Etsy or for that matter eBay or any of the other sales venue. No question about it, it’s really hard to create anything that would be stand out when you have this much competition.
Step two: Specialize in whatever your passion is. I think most creatives are ADD to some extent and it’s hard to focus on just one thing. This is the reason why you’ll go in some shops and you’ll see jewelry along with paintings and dolls all by the same artist. Consumers want consistency. Even if you go to Wal-Mart the store is divided into sections. You won’t find beer on the same isle as tires, they know it’s bad to mix drinking and driving (sorry couldn’t resist). So let’s go back to the Etsy bracelet number of 104,303, if you narrow that search to lampwork bracelet the number drops to 8,830. Now which buyer do you think is more likely to buy, the person searching for jewelry or the person that is searching for lampwork bracelet. What kind of confidence do you think the buyer gets when they go to a shop only selling lampwork jewelry as apposed to one selling lampwork jewelry, soap and stationary in the same shop?
Step 3: Promote, you can’t just hang a shingle at Etsy and expect to make tons of sales. If you’re going to sell then you need to promote from outside of Etsy or have someone else do it for you. I’d be lying to you if I told you promotion was easy but the first place I’d tell you to start is by promoting yourself. The reason most people are looking for something handmade is because they want to feel a personal connection to a real human. This is why Twitter, blogs Facebook and YouTube are so important, they help you create an online personality. Quite honestly it’s easier to go to Wal-Mart than to purchase from your shop. If your shop is devoid of a personal connection then why should they go to the extra trouble?
Never forget - People buy the artist as much as they buy the art. More today than ever people are starving to own something that has a human touch. Be human, let your store and you online presence reflect that. You can’t hide behind a computer any more and hope to be a successful crafter.
{ 29 comments… read them below or add one }
Great advice! I look forward to reading more of your articles.
I am so human! I hope I can achieve these goals! Thanks for the advice!
-10oneworld on Etsy
Very well said. I’m constantly trying to improve and do more. It is tough having artists add, however, much of what I’m selling is my style…modern.
Thanks for great advice.
alamodestuff — on etsy
Smart advice! I know that for me, usually the deciding factor is the human one… I want to make a connection with the artisan, know something even a little personal that sets her or him above the rest. Also, I want to know that the artisan has put heart into the product, and what better way than to know a little about the artisan herself?
Great writing, as usual. I know your advice will help some sellers out there!
How true! I am trying everything I can to establish an online presence and come off as human! I hope I am doing a good job…
hey, I’ve been following your tweets with interest.. one thing i’ve found is i’ve discovered alot of cool crafters and artisans when they participate in showcases and contests, like the one we recently did on Dabbled for halloween. It’s a good way to showcase your work and stand out from the crowd. We’re doing another one for christmas / holiday, if you t hink your readers might be interested: http://www.dabbled.org/2008/11/holiday-craft-and-art-at-dabbled.html
keep up the interesting info,
dot
Great article! As usual, you’ve gotten me thinking - I did the numbers on Etsy before I opened my shop - and your take is right on. Now you’ve got the wheels turning again….
Keep these articles and your tips on Twitter coming!
Good article. Basically, be true to your passion and show the world who you are.
Etsy is kind of the polar opposite of Walmart, isn’t it? That’s a good point.
very good points. I too have been truned off by shops who are “jack of all trades - master of none”.
Do what you love to do and do it well is step one.
Shameless self promotion and ALWAYS presenting yourself in a professional manner - step 2.
Great suggestions and great post! Makes sense.
I am your “follower” only from today but have read all your posts with a great interest! Thanks a lot for them!
What I find almost controversal is that if my work is to be outstanding I need to “hush”, to concentrate, to let the creativity flow from within me. BUT, to market it means to be sort of noisy at many places, as you have said - blog, etsy, flickr, twitter… How to juggle all of this? I would love to hear your advice…
Very good advice. Lots to think about! Thanks!
Monika marketing doesn’t have to be noisy to be effective. I would actually say that it’s less effective. The other thing that most people don’t realize is that most of the social aspect is one way. I tell people all day my thought but most just read and feel more connected to you. Also you need to find the venue that works best for you, you don’t need to do them all nor do I recommend it. You’ll never get anything done if you do.
CraftyCoach
Thank you! Will contact you - somehow :).
For me, I find that my work is a little different than all those other jewelry artists that I meet at art shows/craft fairs. Depending upon the show/fair - I find interesting, is that their jewelry sells easier than mine because it looks familiar and people tend to like that.
Absolutely outstanding info! Thanks!
Just began to follow you, I am so glad I found you
You have great ideas and suggestions. I love to create, I am a former secondary art instructor. I miss the classroom
thanks for the follow on Twitter. Been dabbling with Etsy since the spring but would love to ramp it up next year on a fulltime basis.
loved your insight, people dying for the human touch . . so true.
scarlettmccrary.etsy.com
I’ve been in marketing (I’m a copywriter) for ten years. Your is great advice!
this is a great post and good advice. i have been selling art/craft off line for 30 years and the one thing i know for sure is that most people are buying the story as much as the item….i imagine that is just as true online but you aren’t face to face so you have to think of other creative ways to make ‘eye contact’
Hi, Thank you for your advise, I tell most of this to my students who come in to learn lampworking, they want to leave already being able to make money from the art form…I explain that I have been promoting for years in one way or another & that there is a path that one must travel to get to a certain level of making regualr money from their craft/art & never lose their passion…
Thanks again for highlighting this issue…
Jelveh
Peace
A wonderful, informative post! I’m adding you to my Google Reader!
I think you’re right on the money that a lot of crafty folks are ADD, at least when it comes to their crafts. We tend to pick up inspiration all over the place and end up with a rather jumble sale-esque shop front.
I’m trying to move my silver in the direction of bold shapes and colors, combined with felt. Of course, I need to get rid of my older, slightly fussier stock first. When I decided that I was also developing an abiding passion for buttons and sewing, I opened up a secondary shop rather than give my customers to much to look at. Too much choice is sometimes as bad as not enough!
Great site. Glad I came across it!
um….
I think I found my new favorite place to go for advice on the web..Thank you, Crafty Coach..You gave me some clarity!
this is great advice! I search the web looking for crafters and artists who stand out. Sometimes they are very hard to find.
Also, I am WAY more likely to buy from/feature the people with whom I have a personal connection.
Great article!
I just added you to my Blog Roll.. I’ll be back to see you again, love your ideas!
Thanks for the advice. And, keep giving the truth!
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