August 2012 - Page 2 of 2

Month: August 2012

5 reasons people aren’t buying your thing.

This morning I had a great conversation with some business-y friends and I just have to share it with you, because it's the kind of question that gets asked a lot in the periphery. People moan about it on Twitter, they email about it and despair. But it's something nearly everyone experiences and it's time to bring it out of the darkness and into the light.

It's the Cricket Launch.

It's when people we love and admire have this experience we've seen over and over: super smart people create a program, a product, a service and they work hard on it, and then they launch it…to crickets. Nothing. No sales. Why?

Here are some of the reasons I've spotted in real life Cricket Launches:

You don't have a business, you have a Thing you're into (a hobby, an idea, a passion) and you offer something that doesn't help anyone with anything they care about. You don't have a system in place to support the product, or for telling people about it, or for continuing to interact with it. (You can just announce: I have this thing! and expect it to continue to sell.)

It's all about The Maker. MY process. MY stuff. Here's what I need in MY life, and I explain it (on the sales page) by telling MY story…but without ever translating that into YOU and YOUR stuff and YOUR life. (In other words, if you're solving a problem I didn't know I had = crickets)

Not enough people hear about it. You can't launch something to 20 people and expect to sell out (well, you can, but those 20 people need to ADORE you, not just subscribe to your blog and never visit). However! You can start with nobody and open a shop and THEN build people (this is the difference between coaching/classes + physical products: you have to make the physical product FIRST and then make it available, and then find people. If you spend all your time “building an audience” you'll never make anything.)
So if you launch your handmade thing and you get crickets…that's ok! All is not lost! Keep making more stuff, keep putting it out there, PLUS start finding people are into it (How? By marketing it!)

However! The Not Enough People thing isn't the biggest thing (even though everyone wants to obsess over that). The biggest variable (in the crafty businesses I know) is that people have to understand that you Do A Thing That They Could Buy. If I don't get that in the first 15 minutes I spend with you (which is, like, 8 hours in internet time), I'm not going to buy it. No one's going to buy it. This is really #2 all over again. I have to know you SELL it and get why I would buy it for ME (not why YOU make it.) If your website is all about your love of sewing, and there's not a clear link to your fabric shop anywhere, it doesn't matter what marketing you do – no one will know they can buy.

You're only talking to each other. (This might actually be the Biggest Thing in some groups.) The internet is an echo-chamber, especially if you only hang out with one community of people. Your one group might be the forums on Etsy, or your knitting group, or even the Starship. If I only ever talk to my business-mentors group, I would never sell anything. I do the kind of work that isn't FOR any of them. It's for crafters who are in the awkward middle of their business, who want a accountability + feedback. So even though I check in with my mentors, I have to spend my time getting to know crafty businesses who have already started.
- If you only hang out in one group, you'll start coming up with a version of your Thing that will serve things people in that group, which might not be your best work, or your best next step. And you'll be limited to serving the people you already know (and that can make it awkward when they don't buy.)
- You know how I said that stuff about talking so your customers understand? Yeah, if you're speaking in your group's language only people who will know that language will get it. You have a better shot if you speak your language, but an even better shot if you make sure the words you use make sense to your really right person, not the language of some tiny community they don't belong to.

Well, that was bracing!

It's no fun to talk about the things that aren't working. But most likely, you've already experienced this. You've already felt crappy about crickets. And it's time to know that you aren't alone, and all is not lost.

In fact, it's the opposite of lost!
If you found yourself and your crickets in this list, you've been found! You've figured out what brought the crickets and you can figure out what will exterminate* them.

*It'll cheer you right up to say “Exterminate!” in your best Dalek impression.

There are lots of things you could do to rearrange, change, or improve on everything on this list. You can turn it on it's head. You can expand the group you hang out with online. You can translate your language into something your customers will understand. You can find out what your people really want, and give them that. You can get out of the echochamber and into another space, for even an hour a day. Just experiment.

Do you see your crickets here? What have you done to exterminate them?

Melissa makes a map

There's nothing so exciting as finding something you've made, in the wild. Living in someone else's life and totally transformed by them. And there's nothing I like better than seeing people's maps! I don't get to see many of these, because this is a personal process. But every once in a while a Starship Captain will share it as it unfolds, and it seriously the best part of my job.

Today, Melissa of Pressbound is sharing her map with us. You can read all about her process (trial + error!) on her blog*, but she also answered a few of my (squealing) questions:

*My favorite part of her post? She says “Tara and the Starship (this sounds like a band name, right?)” I am TOTALLY naming my band that!

What did you learn during the process of map-making?

It's really important to break every goal up piece by piece until you have small manageable tasks that can be completed within a day or two.

Before, I would state many smaller goals that would eventually lead to me achieving one larger goal and gave myself deadlines but didn't really think about the smaller steps beyond that. But that wasn't working well because I was constantly falling behind and unable to get everything done. I was overwhelming myself and expecting too much in too little of a time period. Once I broke it down and saw how many steps it would take towards achieving smaller goals/metrics that lead to the main goal, then I was able to determine what can actually happen in a certain amount of time (or what was unrealistic).

What surprised you?

The sense of clarity I felt once I finished my current revised map.

I've spent too much time flailing and not knowing what to focus on in my business. This map has given me the direction I needed and eased quite a bit of stress.

Now that it's been a few weeks, how's it going?

I've been working on developing 2 new card lines. I'm still in the design process. I've picked a launch date and gearing up for promoting the lines and developing a few launch offers. However, I'm realizing that maybe I should have broken some steps down even further and figured in marketing efforts into the map as well. A few products I thought I might develop may change into different products too. I'm realizing that this kind of map is organic and flexible and it's okay if some goals and actionable steps change as I move closer to my goal.

I asked Melissa these questions a few weeks ago, and since replying, she previewed one of the lines!

Have you made your own map?
If so, share it in the comments!

Commitments, change and the Great Blank Page of Life

Today's my 8th wedding anniversary.

I woke up this morning all glow-y just thinking about it. But why? We don't have special plans, or do anything crazy, but I love this day, nearly above all others.

I think it's because today is really about commitment.

I'm a fan of the Big Change. I'm changing things all the time. I moved states in 2 weeks. I quit my dayjob. I opened a yarn store. I closed the yarn store as soon as I realized it wasn't for me. I change how I sell yarn almost as often as I think about it.

Change, change, change – I like it!
(I'm singing this now*)
A year ago, when I was trying to decide between creating a line of mill-made yarn to wholesale OR to write a book, I had dinner with Cairene. I told her, I'm afraid that I'm afraid of commitment. That I won't pick either project because they're just so big and long-term. What if I'm holding myself back because I like to change everything all the time.
And she said something like, “You are NOT afraid of commitment. You're married! You're committed to your business, and to your community. You commit to the stuff that matters, so you'll make good decisions about all the other stuff.”

That has stuck with me, and I remember it when I have big scary choices. I worry that I change too much, that I'm missing out on the benefits of slow and steady…but that's not true. I'm just very picky about my commitments. Because commitments are big, and they give life shape.

Celebrating an anniversary is not about getting married, it's about the commitment I made, not to just not get divorced (that's the bare minimum for being married), but to love this person. To figure him out. To communicate, even when I don't want to. To be vulnerable. To look at my Stuff. To let him communicate, be vulnerable, to see his Stuff, to see his very heart and to choose to react with love and tenderness.

This commitment isn't just to Jay, it's a commitment to my life. To open up, to experience it all and still stay soft. To show up and choose love and tenderness. It's not a one time thing. Or an every-year thing.
It's a daily thing. I have to daily choose love, tenderness and understanding. In every area of my life, in every relationship (even the one with myself.)

And there's something special about committing to this anew each day. Choosing this commitment again and again provides a kind of constraint to my change. A healthy, creative constraint. It's like writing with a timer on – the constraint allows a great freedom, because you know you can do anything within that. It takes away the Great Blank Page of Life, and fills in the outline.

Knowing that you've got this outline, this shape, creates a safe space to move in. I can change everything about my life, every week if I want, I can explore new things, I can set off on adventures, because of this safety. And the really great thing: it doesn't take the government, or a church, or even flowers (but I did love my flowers).

All it takes is a commitment.
To love. To choose. To live and feel and still, love.

*Uh, the words to that song are “chain, chain, chain, chain of fools”…but I, until this very moment, thought she was saying “change, change, change”. Hmm.

How to Experiment (and scare yourself)

Confession: during this session of the Effective Blog class, I've been following along with the students and doing the homework myself. You see, I'm kinda ambivalent to blogging, but I love experimenting. But how I feel about blogging is old stuff. It's not new or based on the current reality. I need to experiment, to see if everything is true or not. The other day in class, Diane mentioned that she likes to do 30-day experiments to see if something works or not. That, combined with this post from Elise, combined with the excellent stuff I learned during our live discussion, inspired me to get started now.

So I'm doing a public 30 day experiment, right here. And I'd like you to join me.

I didn't plan on saying anything about it, but I'd like to have some company. And experimenting is better when we do it together. I'd love for you to join in with me, to hold your own experiment!

Before we get in to it, let's talk about what makes a good experiment (you can find full How to Experiment instructions on page 100 of the book.)

How to Experiment

1. Set a thesis. What do you want this experiment to do for you? What do you think will happen?

2. Set the parameters. How long is this experiment? What will it entail? (You are so much more likely to stick with something if it has a clear end date. You'll also get better results if you plan a time to stop and reassess.)

3. Put the support system in place to hold it. What will you need in time, space and energy to do the experiment? How can you set up your day, week and life to make that possible?(Hint: if you're not writing every day now, something will have to change for you to be able to do that next week. Time, space, tools, etc.)

4. Review the results. What worked? What didn't? At the end of the experiment, make notes about the results, how you felt, and what you learned. Use it to set up your next experiment!

You can use this to experiment with anything (going vegan, trying a new marketing channel, increasing sales, etc). The really important thing here is to experiment with things that you expect a clear result from in the time allotted.

For our experiment, we're going to start today, and stop on 9/3. That's not very long, so pick something do-able for that long, and set your goal small. Very small. Even smaller than that. Got one? Ok!

Here's mine:

1. Thesis: blogging every weekday until 9/3 will increase my connection with the community or readers and explorers. How will I know that happened? People will join me in creating their own experiment, and even more people (let's say, twice as many) will join me for the next group experiment in September. (This will probably also result in more emails, Twitter conversation, etc, but I'm not measuring those.) This all serves my Big Goal for more connection (via vulnerability) in my life + work.*

2. Parameters: The experiment ends 9/3. It includes sharing something publicly here, in this space, every weekday. Something useful, entertaining or inspiring. At least once a week I'll hit “publish” on a post I'm a little afraid of.**

3. Support systems in place: Time to write every morning, creating a list of possible topics to carry me through the whole month, scheduling the ones I feel inspired to write. (In other words, my classic non-planning planning.) I'll talk more about the tools I use later.

*This goal isn't that business-y, because I'm plenty busy with current clients. But what I've learned through building the Starship is that there's an amazing private, deep community there, and I'd like to supplement that with a broader, more public community outside the Starship, so that everyone can experience at least a bit of the magic of exploring with others. In order to do create that, I have to stop doing all my stuff in the privacy of one-on-one and Starship work, and start bringing it here. That's the reason for this experiment!

**This week, that post would be this, right here!

That's my experiment. Would you like to join me with your own?

You can experiment on absolutely anything! (Blogging regularly, blogging about different topics, using Twitter, FB, Instagram or whatever in a new way…the possibilities are endless!)

To join in, just leave a comment with your experiment (including thesis, parameters, etc), and we can check with each other using #experimentFTW on Twitter or Instagram. Prefer to keep it private? Email me! On 9/3 we'll be back here with a new experiment!

The Adventures

This week was full of real-life adventures (I traveled solo) and internal adventures (family) and crafty adventures (quilting).

The view

Farmer's Market score :: vegan smore's :: driving :: new shoes :: lamb! :: quilting :: singing along to FUN! :: finished quilt top

The finds

This week I was almost entirely offline. My short time online (1 hour every morning) was spent entirely inside my new class. Even so, I managed to stumble across a few internet wonders:

PW shares her 10 important things about blogging. If you thought about taking my blogging class, you'll definitely want to read this.
Kristy talks about the change (and our class!)
Thanks to Diane's post, I found this great post on internet jealousy.

If you're at Stitches Midwest, stop by booth 631 and say hello to my publisher! And get some lovely yarn from Starshipper Riin in booth 327.

What adventures did you have this week?

The Adventures

Welcome to a new little weekly thing, wherein I practice noticing the week's good and gathering it one place. Each Friday I share pictures (from Instagram), my favorite links (I usually tweet them), and whatever else I think you’ll like. This is totally inspired by Colleen and Elise.

This week was all about getting ready for next week's class. Not just because it's a lot of work, but because this is very rare for me. If you look around this site, you'll notice that there's not a lot going on publicly. I don't have one-on-one consulting open to the public, I no longer do small classes, and I don't have many products for sale. There's the book and Map-Making Guide (each around $25) and then…the Starship. Which is a one year, $500 investment. If you wanted to get my take on something, or just learn from one class, there's not a lot of opportunity for that. Monday's class is only the second one I've offered all year. But I do teach classes monthly, I answer people's questions daily, and I brainstorm and problem-solve live for over 30 craftybusinesses every week…inside the Starship or with my long-time clients.

So this, this 8 day, $50 class, which comes with lessons and one-on-one conversations and question-answering – it's all the awesomeness of the Starship, but in a tiny, easy to digest bite. That's great for you, but it's challenging for me. Its a bit vulnerable to put out a class that might or might not fill up. To dive into something short-term so fully and boldly. To risk and to pursue, without getting a big commitment in return. It's an opening up (and it's kinda uncomfortable).

But!

This opening is a fractal. Both a sign and cause for openings all over the place this week. I took part in my first on-air broadcast. In it, I spoke honestly about the wretchedly overwhelming year that came after I quit my dayjob. I encountered (gently, and quietly) a personal pain I've been avoiding for a long time. I cleared up and automated my finances, so that I'm making measurable movement towards my goals. I created (and found a sponsor for) a live event in Seattle.* I got my first royalty check.

Here's what all that opening looked like:

Goodness from the Farmer's Market :: Sliced peaches for this cobbler:: Knitting with my Starship Captain inspiration :: a homemade vegan coconut mocha frappuccinno to power the live video chat :: celebrating with Your Sister's Sister in the sofa cinema

The places + finds

The video chat! I learned SO much from the smarties who shared their stories. You can watch the whole thing at the bottom of this page.
Wanna get your own royalty check? My publisher is teaching a class called Get Published. Check it!
I wrote about Speaking your Customer's Language over at Rena Tom
Yesterday was National Ice Cream Sandwich Day! My favorite favorite vegan treat is this sandwich. YUM.
In my work with Vianza, I discovered and fell in love with the packaging vegan body goods from LOVE + TOAST. Then, yesterday, I stumbled on them at my grocery store and scored some shampoo. Today my hair smells (and feels) fabulous.

*Details of the Seattle event coming soon, but for now mark your PacNW calendars for September 1 at Noon.

A friendly reminder: If you want to craft a blog that works for your specific business, today's the last day to register for Crafting an Effective Blog. Don't dawdle!

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