Michael Bloch, online marketing guru from Taming the Beast, says that if you’re not using coupons in your marketing mix, you’re definitely leaving money on the table.

“While coupons have always been popular with people, they are even more so now given the tough economic times we’ve been experiencing,” he writes in a recent post.  “The availability of a coupon can really make or break a sale.  Aside from the money saving aspect, people enjoy the feeling of gaining a bargain and being treated as special – it’s part of the thrill of the hunt of online shopping as much as any financial benefit.“

Luckily, Etsy.com released an easy-to-use coupon code feature which allows Etsy sellers to offer coupons to handmade shoppers.  Creating coupon codes are easy – check out Etsy’s steps below:

To create a coupon code:

1. Go to Your Etsy > Coupon Codes (under Promote in the sidebar).

2. Click the Create New Coupon button.

3. Create a 5-20 character alpha-numeric code. Each code for your shop must be unique.

4. Set the percentage of the discount. This will be the percent amount deducted from the shopper’s total for their purchase in your shop when they use the code.

5. Set the status as active or inactive.

6. Click Add Coupon to create the coupon code.

After making your code, here are some tips Michael Bloch gives online sellers:

1.  Raise Prices. Bloch tells sellers they may want to consider a standard price increase.  “If your margins are already tight, consider upping your prices as a trial in combination with an intensive coupon offer. This might sound a little odd, but the success lies in the implementation and getting the coupons out there, which I’ll discuss further below. If this feels a little too risky, trial it just with a couple of items,” he writes.

2.  Offer a Coupon Sign-up. Here is where those selling outside of Etsy (or sellers with a great social media following) may really benefit.  “If you make it very clear on your site coupons are available, many people will happily give you their email address in order to gain a coupon code,” he writes. One way to implement this tip using your social media presence is to create a newsletter sign-up where you email the coupon code, or possibly direct message the coupon code on Twitter to new followers.

3.  Set Expiry Dates. “Like any form of marketing, a call to action is needed sometimes in order to get people to purchase. It’s ok to have an open ended coupon with no expiry, but for added punch, perhaps send out those who have those coupons a better coupon deal that expires on X date,” Bloch writes.  Luckily, Etsy makes this part easy with a click of a button to turn a code to an “inactive” state.  On Etsy, if you delete a coupon code, you cannot re-use the same coupon code in the future.

4.  Use Memorable Codes. Rather than use an obscure number (like 56YYUV8), try using something memorable.  Plus, this may increase the chances of the coupon code reaching others via word of mouth.  “Use terms like MAYSPECIAL or SAVE25BUCKS,” Bloch recommends.  “There’s also a psychological element in doing this – it’s a reminder to people of the offer, e.g how much you can save or how long the offer is for.”  Just remember that on Etsy.com, seller cannot edit the name or percentage of a code once it has been created – so choose your code name and sale wisely!

5.  Submit to Coupon Sites. “A myriad of coupon sites have sprung up in recent years; some will focus on your sector, others will contain offers from all sorts of merchants. Focus submitting your coupons for listing on some of the industry specific sites first, then on the general directories. These sites are easily found using term such as <industry sector> coupons or coupon site,” he writes.

One of Michael Bloch’s most important tips is to be patient.

“When you use coupons,” he writes, “you’ll also grow to understand how long it can be between click and sale. Especially with high ticket value items, it may not be that you’ll get increased sales straight away; particularly if you’re using coupons without an expiry date, so hang in there for a couple of weeks.”

What are you waiting for? Create your coupon code for your holiday shoppers!  Just remember that a coupon code made on Etsy.com applies to all items listed in your shop; you cannot restrict a code to certain items or sections.  Also, the percentage discount is only applied to the item price, not shipping or sales tax.  Sales tax is calculated based on the discounted item price, not the full item price.

Learn more about creating coupon codes for your Etsy shop here:

“How do I create a coupon code for my shop?”

“Tech Update: Coupon Codes for Your Etsy Shop”

Have you used coupon codes for you Etsy shop?  What tips do you have for a seller who has never used coupon codes before?  How do you make coupon codes a way to interact with customers and not just “another sale”?

Share your ideas and thoughts with HandmadeMarketing.org!  Submit your article for publication here or simply comment below.

Jackie, from the Etsy blog called Etsy Item of the Day, featured handmade seller Rebecca D. Dillon, famous for her soaps listed at SoapDeli on Etsy.com.  In this feature on Etsy Item of the Day, Rebecca shared ten tips she has for handmade sellers.

Rebecca shared an impressive list of tips for sellers who are selling their handmade items on Etsy.com.

“Be sure to read these over and a big thanks to Rebecca for sharing all this info!” Jackie said in the Etsy feature blog post.

You can read all of Rebecca’s ten tips for selling more handmade here.  In this article, our team wanted to focus on more information about promotional items.

Rebecca’s seventh tips was to look into using promotional items to get your Etsy shop’s name out into the public.

Rebecca says a goal of handmade sellers should be to get product into the hands of buyers on the Internet.  She says one of the best ways is to create “promo” items.

Don’t worry, if you are wondering what a promo item is, you aren’t alone.

“Generally promotional items are samples of your product or a useful item that represents you shop – such as a magnet – and reminds a consumer that you are there and where to find you,” she says in her feature on Etsy Item of the Day.

If you’re lucky, these promo items will be saved or used, whereas business cards are often lost or thrown out.

Referring back to her fourth tip in her top ten tips for Etsy sellers, Rebecca reminds handmade sellers to always include your established .com on any promotional material.  That way, the potential buyer has an easy path to purchasing your items.

So how do you get these promo items into the hands of potential buyers?  Rebecca has a few suggestions:

• Distribute samples or promos when you sell at craft shows.  Simply pass out the promo materials to anyone who stops to look at your work.  “In the case of samples, sometimes “try before you buy” can make a huge difference! Include samples or promos in bags with buyer purchases,” Rebecca says.
• Rebecca suggests swapping promo items with other sellers online who sell complimentary but different items from yourself.  “These swapped items can then be included in online purchases or distributed at fairs and markets,” she suggests.  Unsure if this will work for your Etsy shop?  Rebecca insists this worked for her.  “I have had a fantastic response from good sample and promo items,” she says.
• Another idea Rebecca has is to include a coupon code for a discount or free shipping helps to entice buyers even more.  As a double benefit, using a coupon code can tell you how effective your marketing efforts are.  Play around with this one – try using different codes for different venues to see what works best for your Etsy shop!

Rebecca says she has tried sample boxes on multiple occasions from various sites, but never noticed sales from doing so.

“Everyone’s products are different and reach different audiences. I would never discount sample sites without first trying them as others have reported success,” she said.

You can connect with Rebecca by visiting her shop’s Facebook page, Twitter feed, or the seller’s website.  You can also visit SoapDeliNews to see the newest things happening at her Etsy shop.

Visit Etsy Item of the Day to see her full feature, including Jackie’s favorite item from SoapDeli.  You can submit your shop for a feature on this Etsy blog here.

Share your tips for using promotional items to attract more buyers to your Etsy shop!

Why share? Our team publishes ideas from handmade sellers, artisans, and crafters.  Don’t forget to include links to your social media sites or handmade shop site in your article.  Sellers receive free press for lending their knowledge, and both new and experienced sellers alike get new ideas.  Share with HandmadeMarketing.org here.

Janet Bocciardi, crafter from the website Honey from the Bee, shared her thoughts on why she thinks a good story and attention to quality help potential buyers have a memorable experience.

“What makes your pair of chalcedony earrings different than the ones in a department store? Why do customers want to buy jewelry from an independent artist vs. a large chain store?  There are probably quite a few different responses to those questions, but I think figuring this out is paramount in helping one sell their artisan jewelry or other items,” Janet said.

“I think we all know we’d rather put on a pair of earrings where we knew who made them than perhaps a factory or worse child labor in a third world country,” Janet explains.  “However, sometimes the price just seems easier to focus on.”

Janet suggests handmade sellers draw potential buyers in with their personal story.  “If at an art fair, buyers may get hooked on your personality or image, but online one has to focus on the story,” she said.

Can’t think of a good story to share with potential buyers?  Janet suggests writing about why you are an artist.  “Or more focused to what inspired the piece you are selling,” she continues.  “It may be the additional colors you chose to highlight the stone remind you of that Caribbean trip you took last winter. Whatever it is – write about it.”

Janet provides a great example for sellers:  “Your chalcedony earrings are drops from the sea, dripping from a mermaid’s ears as she peeks out of the water and looks longingly to shore,” she writes.

In addition to sharing a personal story with potential buyers, Janet says quality work is a key to selling more handmade crafts.  “Make sure your work is of high quality,” she tells HandmadeMarketing.org.  “One of the things that’s finally hitting many retail shops is folks are just tired of buying stuff that breaks before a reasonable amount of use.  In this day and age of making your money count, and wanting to use our resources wisely, who wants to keep replacing?“

To accomplish this, Janet things taking good and bright photographs of items is a great first steps to ensure buyers can really see what they are buying.  “Value your work.  Items perceived to be priced too low are also seen as ones of questionable quality,” she says.

Thank you for the tips Janet!  You can connect with Janet via Twitter or her blog on her site Honey from the Bee.

Have you tried something new to market your handmade items?  How did it work for your shop?  Do you have any advice for a new seller?

HandmadeMarketing.org thrives from tips like Janet’s.  If you have a marketing, photography, or advertising tip that has worked for you, share it with the HandmadeMarketing.org community!  Submit your tips to our team of editors under our “Join” section.  If we publish your tips, we’ll link to your shop, blog, or social media pages as the source!

HandmadeMarketing.org reader Krystal Hosmer recently shared a blog article with our editors.  This article focuses on damage control and how to handle a disaster.

Krystal has been selling handmade online since the middle of 2008.   She sells on both Etsy and ArtFire.

“I like Etsy.com for the traffic numbers,” Krystal told us when asked to review and compare the two selling platforms.  “However, I don’t like how they handle a lot of snags in their operations, as well as their seeming “deafness” to repeated requests from sellers for a whole catalog of improvements/policy changes.”

Krystal shares that ArtFire.com is much more responsive to handmade sellers’ needs and wishes.  “They also offer much better seller support and seem to incorporate seller suggestions much more frequently. If they could get traffic numbers up and attract more quality artisans, I’d switch my main focus to Artfire,” she said.

Krystal writes on her blog that she received a newsletter in her email inbox from another handmade artisan.  “I’ve removed the identifying information,” she writes.  “I share it with you to illustrate a very important point in handmade marketing – damage control and how to handle a disaster.”

Below is the text in the e-newsletter:

(name removed) & I are closing our online doors!

We have gotten behind and had too many negative feedbacks, subsequently Ebay has suspended our account and we can no longer get our order information.

If you have placed an order with us within 45 days, PLEASE got to paypal and open a dispute, it will be decided in your favor and you will get your money back.

If you paid by check please contact us through our web site within the next 48 hours so we can get your information and get your (item we make) to you.

If you placed an order and it has been OVER 45 days, you will not be able to get your money back so PLEASE contact us through our web site – we have orders written down just not the shipping addresses, so we can still get your (item we make) to you, but will need you to give us your shipping info.

We are so sorry! We may open our web site up again someday for custom work once we have made all of our (item we make) in waiting and paid off paypal (you will get your refunds regardless, just wait the obligatory 7 days I believe).

Best to all and thanks for your support through the years- (names removed, business name removed)

Krysal tells her blog readers this example of correspondence to potential buyers is “a stunning example of how not to talk to your customers.”

“Let’s face it, life happens and we all screw up in business at some point or another,” she writes in her blog article.  “The order gets misplaced and we forget about it or we get unmotivated and we miss the deadline on a custom order. How you recover from these kinds of mistakes is a measure of not only your integrity, but also your commitment to customer service.”

“Remember, if you do a good job, people might tell their friends. If you do a bad job, people will tell everyone!” she warns handmade sellers.

In fact, in a recent study reported by the ICR (International Communications Research) is a vital part of having a successful business.

“More than 20 percent of customers walk out without making a purchase and an equal number stop shopping at a store altogether where they experience bad customer service, according to a national telephone survey of more than 1,000 consumers sponsored by MOHR Learning, the retail training unit of Provant, Inc.   Moreover, 26 percent tell their friends about the experience and urge them not to shop at the store.”

“While the content of this email is glaringly honest, the phrasing leaves a terrible taste in my mouth as a potential customer of this business,” Krystal continues.  “When I got this, I was forcefully reminded of my mother’s propensity when I was growing up to blissfully ignore the pointed nasty looks from us kids and go on happily telling to the grocery checker or waitress every embarrassing personal detail of our lives. Thankfully, she has gotten much better about this as we have gotten older!”

“It was like watching a train wreck in slow motion and having no power to stop it,” Krystal writes.  “From a customer’s standpoint, I’d never trust these people with my money ever again. They just admitted they are incompetent slackers who can’t manage to fill orders or ship goods in a timely fashion.”

“Not only that, they just told us they couldn’t be proactive and tell their customers what was going on. I don’t know about you, but I can forgive a screw up if someone apologizes and makes it right. But if I got stone silence followed by this? Hello, keep your items and give me a refund!!” she writes on her blog.

Now, compare it to the following rewrite which says the same thing, but phrases it very differently:

Dear Customers,

(Name and I) have decided we need to take a breather from our online store. It has become clear that we need to focus on filling our current backlog of orders, so we are regretfully closing our store for the time being. Thank you for all your business and faith in us.

PLEASE NOTE: If you have placed an order with us that has not been delivered, we cannot access your customer information and may not have a shipping address for you. We intend to either issue a prompt refund or fill your order as requested, but in order to do that, we need to hear from you right away. Please contact us at (email address) so we can make individual arrangements.

If you wish to be contacted when our store reopens, please drop us a line at ( email address).

Best Wishes,

Names

Krystals says the lesson to be learned in this example is honesty can cross a line.  “There is such a thing as too much honesty!” she tells other sellers.

“There are many ways to say the same thing,” she writes.  “While you should always be honest in any communication to your customers, you don’t have to make yourself look irresponsible and untrustworthy by baring your mistakes like this. It is not necessary (not to mention, deeply harmful) to share with them with information they should not know about your internal operations.”

Krystal says that if she had received the rewritten message instead of the first example, she would feel a lot differently about this artisan’s online business.

“I would be much more understanding and probably be willing to take the personal gesture of apology and contact them to work out my order (had I placed one). Even if I didn’t have an order pending, I’d be much more likely not to write them off completely, as the first email has caused me to do,” she said.

“If the worst happens, you don’t need to go into your whole tragic story and frankly, do you really want your customers to know that you have screwed up on such a massive scale that Ebay suspended your account?” she writes in the article.  “People don’t want to hear excuses, they want to know what’s going to happen now. Just address their concerns and remain professional and polite.”

When communicating with potential buyers, Krystal suggests stepping into your customers’ shoes.

“Think about what would attract them to your items instead of another seller’s items,” she suggests.  “What need can your item fill in their life? Is there a story behind your creation that they can feel good about telling over and over again?  Try to incorporate these things into your item descriptions as well as using the words “you” and “yours” to make them feel as if they already possess this sought-after item.”

“Remember we are bombarded with information every second, so keep the description focused and short!” she recommends.

Krystal also shared what she believes are the biggest challenges to running a successful online craft business.

“It’s learning how to actually sell things. You cannot be successful if you do not understand what makes your customer buy your item as opposed to someone else’s item,” she told HandmadeMarketing.org.

She recomments The Artists Center blog.  “It has a great series of articles addressing this very thing,” Krystal said.

“I think running a business that is both satisfying and profitable is a huge challenge for a lot of artists,” Krystal said.  “So many artisans undervalue their time! I won’t work for $5 an hour but I’ve seen artisans work for less! This leads to underpricing their goods and “giving away the farm” as it were. Unrealistically low prices in the art/handmade universe equals cheap quality & unskilled workmanship in just about every buyer’s mind.”

Do you like Krystal’s ideas about communicating with buyers?  Learn more about her marketing tips for handmade sellers by checking out her blog or following her on Twitter.

Do you have tips for communicating with buyers?  What role does effective communication play in selling handmade online?  What are some lessons you have learned while trying to perfect your e-newsletters?

Share your ideas with HandmadeMarketing.org!  Tell us how you communicate with your online shoppers.  If we feature your tips in a future HandmadeMarketing.org, we’ll link back to your shop, site, or blog.  Submit your ideas under our “Join” tab to receive the extra press for your shop!

Although the Internet allows handmade sellers to sell their products to anyone, anytime, and anywhere around the world, the world-wide recession is beginning to take its toll on both buyers and sellers alike.  All around us, businesses and financial systems are shutting down and we read daily about others losing their jobs and their houses. Is there still a place for selling handmade online?

“I feel that the recession has impacted the handmade online community in a number of ways, one of them being the amount of listings we can afford to list,” said Victor Colon, a seller at both ArtFire and 1000 Markets.

“Another way this has affected the online community is by creating an atmosphere of doubt, you start questioning yourself during these times!” Victor told us.  “I see a lot of online sellers doubting themselves, doubting their price points and stressing out about sales.  I see a lot of unsure, hesitant and leery handmade sellers, not understanding why they are not doing better. There is a lot of confusion because of this unsure time. But I also see a community that is strong and will continue to be a force.”

“As a designer, I have been really worried in this trying time for my customers,” said Victor.  “I have always been able to create on a budget.  However, that does not mean that my clientele have money to spare in this recession.  For my handmade shop, I have seen the effect of the recession in the number of items purchased and the hesitation to buy more expensive items.”

“In turn, I have been forced to try and create so that my costs are much lower.  I have incredible prices already for the amount of work involved in my craft. But instead of feeling good about my price point, I was moved to see what I can do if I really tried.”

Victor told HandmadeMarketing.org that he has always been a great bargain shopper, but he thinks the recession requires more than effective shopping.  ”I care as much about my clients as I do about my creations, so a part of me knew that cutting my price point once again would be something I have to do.”

“I have always considered it part of my business to keep my costs down,” Victor told HandmadeMarketing.org.  “I have never been one to try and get top dollar for a piece. When I create I create in several price points, I have always wanted to make my work available to all people.”

He set out to find new suppliers and new ways of utilizing components which would be cost effective.  He also tried to discover knew ways to use these everyday items.  ”This is not easy when you have a “formula” already in place,” Victor said.  “But I found a new supplier one that keeps their costs down, so I can keep mine down.  Even though I have never been one to mark the highest prices for my pieces and have always been fair about pricing, thinking about my clientele is always part of my creation process.”

Victor was able to come up with his new “Recession Line”.  In the end, what has been the impact of Victor’s “Recession Line”?

“At this time, I have not seen any changes in sales my sales remain consistent, but support for my line has been amazing!” Victor told us.  “I love my recession line. It took a while for me to find the cost effective pieces.”

“It has been very interesting,” Victor continued.  “I get a great response from my clients as they think I am just nuts for trying to make my handmade designs even more cost-effective. From other handmade artists, I get negative feedback. They think I should raise my prices. But this is something I have done for the benefit of my clients, because I think they are worth it.”

“It is very sweet.  It seems that my customers don’t really care about price,” he said.  “If they want a piece they want it regardless of the price. But they love buying it at my price point.  It has impacted my clients, but it has impacted me as well as a designer and a person. When you take that extra step to make a difference for someone else you can feel it! It is empowering!”

“Please look them over and see what you can do if you put your mind to it and care about your clients as well as your work and your business. Stay creative and remember there is always a way around any obstacle you simply have to find it!” he said.

Victor wanted to share another ounce of encouragement with HandmadeMarketing.org readers.

“My friend owns a Gallery and has the very same problems as I do… little to no sales. So it is not just online sales but sales across the board that have slowed. And like everything this to will pass, and until it does I will create and continue to make it more affordable!” he said.

You can see work by Victor Colon at both ArtFire and 1000 Markets as well as check what he thinks about selling online at his blog.

What do you think of Victor’s “Recession Line”?  Do you think the idea could help you entice buyers and cut your own costs?  What marketing ideas do you have for the recession?

Tell the HandmadeMarketing.org community your tips for selling handmade online in a recession.  You can submit your ideas to our editors under the “Join” tab.  If we publish your tips, we’ll link back to your shop or blog – hopefully steering more shop views your way!

HandmadeMarketing.org reader Deb Green, from Etsy’s DebProductions, shared her advice for any handmade shopkeeper for how to make the most of a buyer’s experience.

“Try to imagine you are your customer,” she suggests.  “This is more difficult than it sounds. You really have to use your imagination here. Put yourself in your customer’s shoes. Think about what they are thinking and feeling.”

How can a seller do this?  Deb says to ask yourself if your customer is the following:

• A time-poor parent with babies and little kids?
• A lady or man of leisure who has time to browse?
• A busy office worker who’s shopping from their desk?

“All these will affect how you market your work,” Deb tells HandmadeMarketing.org

Deb gives an example of how knowing your online customer can help you increase sales.  “Assume that your customer is not a craftsperson,” she says.  “You and other craftspeople may be fascinated by the latest technique, or materials, used. But your customer wants to know the end benefit.  They’re not interested in how the superfine merino wool is grown, or knitted, but they are interested in that it won’t scratch or itch. Omit the production detail, focus on the user benefit.”

She gives another example that may ring true for potential buyers who buy handmade online.  “Assume they’re in a hurry,” Deb tells sellers.  “Your customer is probably at work at their desk, looking for a gift for their partner, parents or children. Don’t write masses of descriptive paragraphs.”

Deb suggests using bullet points in your Etsy item descriptions.  She thinks using terms like “quality construction/materials”, “satisfaction guaranteed”, “won’t fall apart”, “washable” and “one of a kind” may help our hurried online consumer.

“These will help them make a decision and get them quickly to the checkout and credit card which is in their wallet/purse under their desk,” she said.  ”After all, they don’t want their boss to see they’re spending work time on shopping!”

Deb also suggests online sellers make it easy for customers to make a second or future purchase.  ”Once they’ve ordered, they’ve shown that they trust in you and your product,” she explains.  “Contact them as a courtesy and assure them their order is on its way.”

As a way to boost repeat sales, Deb says to find a way to reward customers with a special deal on a future order.  “10% off, free postage, or whatever fits your bottom line,” she suggests.  “It costs you much less to retain that faithful customer than it does to woo a new one.”

Like Deb’s tips?  Check out her blog to hear more of her thoughts!

What do you think of Deb’s ideas for walking in your customers’ shoes?  How do you relate to buyers that visit your handmade shop?  Do you have suggestions for new seller on how to make the most of repeat customers?

Share your thoughts with HandmadeMarketing.org.  Submit your handmade selling tips under our “Join” tab.  If our editors publish your tips or experiences, we will link to your online shop, blog, or website so readers can check out your work.

Branding elements for your handmade shop may be easier to create than you think. Jessie McCann, an Etsy seller and blogger, shared her recent blog post dedicated to creating a brand with HandmadeMarketing.org.

“When I started my jewelry business on Etsy.com,” Jessie wrote, “I was faced with a challenge that most of my clients had to face – creating a brand identity or a visual identity for a business. This time, however, it was for my own business.”

To begin creating an identity for your online handmade shop, Jessie suggests listing everything you need to produce, including business cards, earring cards and price tags (in case you ever need them for home parties or craft shows.)

“After I figured out what the costs were to print separate items,” Jessie told us, “I decided I could save money by designing one card I could use for multiple purposes.”

Jessie designed Etsy shop business cards in a unique and smart way, allowing the card to be converted into an earring card by punching two small holes right below the shop’s logo.  By planning branding elements that serve a double purpose, handmade sellers can avoid costly mistakes.

“The standard business card size is a perfect size for all of my earrings,” she said.  “When I need to make price tags, I cut off the top part of my business card, punch a small hole and tie a piece of cotton thread through it. Viola! I have a price tag. I write the price on a label and stick it on the backside of the card. The UV coating on the back of the cards allows me to easily apply or remove the labels.”

Jessie said she then applied the same look and feel of the handy business cards to her Etsy shop “Thank You” cards and gift certificates.

“I used to put my jewelry inside an organza bag when I shipped,” Jessie told HandmadeMarketing.org.  “I switched to gift boxes last fall feeling that the gift box is sturdier and the presentation is nicer.”

She applied the same look and feel when she designed the labels for the shop’s gift boxes.  Jessie uses these small labels to seal each package before she ships the order to buyers.  ”I want my customers to feel that the package they are about to open is very special,” she told us.

Jessie’s ideas are popular among Etsy sellers!  Another handmade seller commented on Jessie’s informative post.  “I’ve been working on the same thing. I started with new packaging for my buttons and magnets that would allow me to say what was inside the package (it’s not always easy for people to tell the difference) but it wouldn’t change the look of the packaging too much,” the seller wrote on Jessie’s blog. “Then I moved on to my business cards, address labels, stickers etc. It’s really helped my business too because people recognize the packaging now and it’s all cohesive.”

Jessie’s advice regarding branding is simple: with careful planning, you can create attractive branding at minimal cost.

To see more photos of Jessie’s branding elements, visit her blog.

What do you think of Jessie’s branding efforts?  Did she suggest any ideas you can use for your handmade marketing plan?  What do you do to create branding for your online store?

Share your tips for selling more online!  We want to hear your ideas for success in the handmade community.  Readers who submit articles and are published receive a link from HandmadeMarketing.org to their shop.  Our hope is the extra press helps others find you and your tips help other handmade sellers succeed.

Submit your ideas to us by clicking the “Join” tab!

Etsy seller Dahlila, from the shop DahliaFound, began selling on Etsy.com because she found the selling platform to be “very inviting and attractive.”  Dahila said, “It felt like boutique instead of a mega mall. I liked that.”  Dahlila says she credits the look of Etsy.com as what drew her to the site  – “The design and simplicity of use. It’s very attractive.”

“I have two Etsy shops,” she told us, “one for fun cards and crafts and the other for vintage decor and accessories.”

Dahlila says that the most important thing she tries to do when selling on Etsy.com is relate to her customers and be genuinely interested in their needs.  “I want them to have the right color, best card, cutest bracelet to match their dress, the right vintage shoes to wear to the prom! I want it all to work out grand And maybe, if I’m lucky, they’ll come back or share my shop with someone else,” she tells HandmadeMarketing.org.

This Etsy seller takes extra measures to make the difference in the eyes of a buyer.  Below are Dahlila’s ideas:

• Make It Personal. “Add a personal note with their package, even if it’s just a few lines,” she suggests.
• Take Time. “I hand wrap even my vintage items,” Dahlila says, “Tissue paper and a bow goes a long way.”
• Have Fun. “I like fun stickers,” she tells us.  “Sometimes I stick them all over the box.”
• Thank You Stamp. Dahlila told us about her “thank you” stamp.  “I found an ink stamp that says “thank you!” on it,” she sais.  “It never hurts to remind your customers how much you appreciate their business. Stamp it on their card or package box. Even grown-ups deserve a little fun in the mail!”
• Encourage Questions. “Some people are genuinly afraid to ask,” Dahlila told us.  “I say, ask away!”
• Shout Outs. “I Twitter a lot and every so often I throw out a huge “thank you” to my customers,” she says.  “Whether they see it or not, the universe knows.”

How have Dahlila’s tips paid off?  Customer have commented on her efforts.  “It really is heart warming when it happens,” she tells us.  “Sometimes they write it up in my feedback, other times it’s just in a nice e-mail or convo from a browser. It really feels wonderful when it happens.”

Dahlila shared an example of a time where her efforts to connect with her buyer left her satisfied.

“Right now, I have a customer who emailed me about a shawl she has been wanting for quite some time,” Dahlila shared.  “She was concerned about the cost of international shipping.  Once I told her the cost, she disappeared. This happens often, but there was something about the kind way she asked about the item that really stuck with me. This item has had only minimal interest and is headed for the sale rack. In my mind this woman needs to be matched with this piece. They belong together! I’m making her a drastically cut price offer. Then I just wait and see.”

“Another time,” she continued, “I was thrilled to see a customer interested in a cake tin I had. She had a huge matching kitchen set. I was so excited to sell it to her and told her. We laughed that we were bringing all the pieces back to their rightful home. She later sent me a photo. It’s in my feedback. I loved that.”

Dahlila reminds Etsy sellers that relating to handmade shoppers is the reason many started their shops in the first place.  “I am in the business of selling and making money, but if there isn’t some joy in what I do, I can’t do it. I really love matching people up with something they love. I’m a vintage match maker!” she says.

You can connect with Dahlila on her blog or follow her on Twitter.

How has connecting with buyers helped your shop?  Do you have tips for how to make lasting relationships with handmade shoppers?  Have an experience you would like to share with HandmadeMarketing.org?

We want to hear how you relate to handmade shoppers!  Tell us your tips for making the most of a customer’s experience in your shop.  Submit your ideas and tips to HandmadeMarketing.org by clicking our “Join” tab at the top of the site.  If our editors feature you, we will link back to your shop as the source!

What makes sellers leave your handmade shop?  To find out why Etsy buyers turned away from Etsy shops, HandmadeMarketing.org looked to the Etsy.com forums for thoughts from sellers:

1. Photos. Our team found that many Etsy buyers will leave your shop once they see bad photos.  As one seller put it, “Poorly done photos because I can’t get “into” what they are selling.” Need help updating your photos?  Take a peek at these simple online photography tips from HandmadeMarketing.org reader Jim Juris.
2. Detailed Descriptions. Some sellers overlook the descriptions of their items.  “Lack of description is a big deal for me,” an Etsian said.  “It really surprises me sometimes when a description just states the obvious in one sentence.”
3. Go International. Suprisingly, HandmadeMarketing.org found several references to shipping prices.  One seller noted that if a shop doesn’t quote UK shipping price, the seller leaves the Etsy shop.
4. Location, Location, Location. Think your profile on your selling platform doesn’t matter to buyers?  “Lack of location,” one seller writes on the Etsy.com thread.  “I haven’t purchased from anyone with no location. I just don’t.”  Another seller in the forums agreed.  “I’m not a big fan of people not disclosing their location. I like to read the profile and get a good feel for the individual.”
5. Strange (Or No) Policies. “I have a real problem buying from someone who tells me in their shop announcement “I am not responsible for lost packages”,” one seller writes.  “It’s a nice early warning system, though.”  Another seller agrees.  “Poorly written policies (or no policies at all)” can cause a potential buyer to bounce.
6. Forum Etiquette.  We were also surprised to read how many Etsians pay attention to the forums.  “I have to be honest, what turns me off from a shop?,” one seller commented. “Mean spirited, snarky sellers that I come across in the forums. No matter how great their items might be, I would never buy from them!”
7. Pity Train. Comments about “seller desparation” were everywhere in this Etsy.com forum thread.  “The “I’m so poor that I need to make sales or I will be late with rent” – I’m here to shop not feel bad!” one seller commented.
8. Arrogance. “I’ll also echo the distaste for “holier than thou” sellers. I don’t shop at a b+m with rude, arrogant employees…the same goes for online,” one seller commented. Another seller agreed and wrote, “I want to buy from someone who i like or would want to hang out with.”

What makes you steer clear of a handmade shop?  Do you have any suggestions for how to keep customers in your shop online?  What advice would you give to a new seller to make their shop more inviting?

Tell us your ideas for keeping potential buyers in your shop!  Tell us tips for how to sell handmade online under our “Join” tab.

Having excellent customer service with your online customers is an easy way to boost sales for your handmade shop.  Because interactions with those buying online are limited, make each encounter count.

Selling jewelry online can often be difficult because of competition from other sellers, challenges in producing great handmade jewelry photos, and the challenge to establish affordable pricing.

HandmadeMarketing.org reader Sharon Paradiso, from the Etsy shop SeedlingsJewelry, recently published an article on her blog and wanted to share it with the HandmadeMarketing.org community.

Sharon thinks excelling at Etsy starts with customer service.  She has had many encounters with the power of customer service.  “Over the past decade in roles from retail to consulting in industries as varied as baking to web design, I’ve experienced a range of customer service,” Sharon told us.

“I’ve heard a lot about customer service too, but mostly from executive types who loved charts and graphs,” Sharon explains.  “I’m sure there were nuggets of wisdom in their countless slides but the folks who deal with people every day will tell you they have a few simple rules to keep their customers happy.”

Sharon shares her three easy tips for keeping customer service above the rest in your online shop.

1. Keep Customers Informed. “Whether this is an e-mail letting them know you’ve received their order or a verbal acknowledgment to someone in your shop, “I’ll be with you right away,” you can stave off so many difficult situations if you just keep the lines of communication open,” Sharon tells us.  “Why wait until something is a problem when you can get your customers involved early and work out a solution quickly?”

   Sharon shared an example of a time when she ordered a custom item from an online retailer.  “We e-mailed back and forth over all the details and I was assured it would be shipping out the next couple of days, but after that initial flurry of information, nothing,” Sharon said.  After sending the retailers a message to find out what had happened, she received a quick message back.  Sharon said the message read “Sorry for the delay, I had some difficulties getting everything together.”

   Sharon thinks this retailer could have easily engaged smart customer service skills.  “How simple it would have been to send that message two weeks ago instead of inspiring me to write an article about good customer service,” Sharon said.  “Even at the beginning of the relationship with your customer, make sure you have enough information about your products or services that they can get the basics before coming to you for help.”  A simple line of communication with customers can end up increasing your Etsy sales.

2. Consistent Messaging.  Sharon thinks the messages you send to customers are important to snagging sales.  But what are your shop’s messages?  “This includes your branding, your packaging, your pricing across shops – anything that is your product identity needs to face the same way,” Sharon says.

   Sharon gives a great real-life example of how neglecting to be consistent and pay attention to detail can turn a customer off.  “The next time you are at a cold beverage display, pay attention and if some of the bottles are facing with the label off-center; see if it makes you skip that bottle or give the impression the store is messy,” she explains.  “It’s subtle but important.”

   Being consistent is vital if your goal is to become successful selling on Etsy (or any other selling platform.)  When Sharon first created the look for her Etsy jewelry shop, she had many people ask her if her pieces were a brand she was reselling on Etsy.  This is because customers noticed everything was so coordinated.  “Everything from the little cards to hold earrings to the colors of the links on my blog were, in essence, facing forward in the display,” Sharon explained.

   Sharon thinks aethetics in design is crutial to upping customer satisfaction.  “It conveys confidence in your product,” Sharon said.  “I feel this carries over into everything that is part of the message I’m trying to convey with my jewelry and they are easy things to do.”  She thinks just because a seller isn’t a pro with graphics or printed materials doesn’t mean they cannot make this aspect of their online store a priority.  Sharon suggests making some friends who can help with this area and do a trade!

   “Beyond creating an experience for your customers, being consistent solves potential problems with your shipping policies or pricing between online shops,” Sharon says.  “As you reach out to your customers in various ways with consistency they will look forward to your updates, to your new creations, to weekly blog posts, to tutorials and contests. They will be ready to reach for a second bottle from your forward facing display and share it with others.”

3. Make New Friends (but keep the old). Sharon predicts taht keeping shoppers informed with an open line of communication and being consistent with your message will lead to repeat customers at your Etsy shop.  “These folks appreciate you and your product and are now fans. How fantastic do you feel when someone remembers your name or sends you a note thanking you, puts a little something extra in your package or even just a coupon for a friend?” Sharon says.  “From a communication view, a quick e-mail a month after a sale asking if they are still happy can be an opportunity to turn them into a permanent fan with recruits.”

   Sharon told us about a fabulous idea to keep past customers involved.  Sharon calls it being “Spotted in their Seedlings.”  The idea is simple – “I ask people to take photos with their new jewelry so I can feature them on my website and Facebook fan page,” Sharon said.  HandmadeMarketing.org thinks this is a great idea to engage customers and show off your handmade items (especially handmade jewelry or accessories) at the same time!  “Another easy follow-up would be to give your previous customers a special discount on new items,” she shared.

In the end, Sharon acknowleges that customer service can mean many things to different people.  “To me, it’s about consistent communication on all levels of your relationship with your customers. With handmade items, you really are putting yourself into everything you do – why not make the entire experience a true representation of the best of yourself?” Sharon asks.

To take a baby step toward ideal customer service for your handmade shop, Sharon suggests examining one aspect of your current customer service and find an area where you want to make some changes.  “Use the upcoming month to create a plan to move the business side of your creations forward,” Sharon said.

Thank you for the great ideas Sharon!

HandmadeMarketing.org invites you to check out more online customer service tips from handmade sellers.  What do you think about Sharon’s customer service ideas?  What challenges do you find selling handmade jewelry on Etsy, ArtFire, or other selling platforms?  How can you make small changes to your shop’s customer service?

Tell us what you think about Etsy customer service!  If we publish your ideas, we give you a link back to your shop or blog.  Other sellers benefit from your tips and your shop gets some much-deserved press!