Weekly-ish notes on navigating big change

Searching for "say no"

ThreeBirdNest (the Etsy “success”) has nothing to do with you.

ThreeBirdNest has nothing to do with you

This week I read an interesting article about how one experienced businesswoman made a heck of a lot of money selling products, on both Etsy and her own e-commerce shop. I was thrilled, because women in e-commerce who are making it aren't featured as much in the national press as tech companies are and I think there are some interesting lessons shared.
I never read internet comments, so I had no idea (but I should have guessed) the firestorm happening in the comment section – angry Etsians crying out that this isn't a “real” Etsy seller. I was unaware of this until I read Abby's great article on how this “success story” is an example of how Etsy has redefined its own goals and mission.

And here's the thing – Etsy has changed how they define “handmade” businesses. They have changed who's allowed to sell. And this is going to change the way the rest of the world defines handmade. (Also, the journalists got it wrong – this woman isn't “knitting socks, scarves, and headbands” – she clearly states she's importing them.)

But as I think about you and I think about this story, I keep coming back to one thing: Etsy is not you. Your business is NOT Etsy. Your business is its own entity. Your business is based on your products and your customers and your work. If you're hoping Etsy is the solution to all of your problems, you're going to be disappointed. It was never going to be. (It is a great solution for setting up a shop quickly. It is not a great way to find new customers.)

The many many commenters that say “I have very few Etsy sales! Etsy is ruining my business!“…well, they are missing it. Etsy is not your business.

Women have been building businesses for all of time without Etsy. If you have not built a business that you want, it has nothing to do with Etsy. You could have used Shopify or WooCommerce or the local farmer's market. Of my many clients + students who are self-employed (ie, the business is paying their bills), 100% don't rely on Etsy exclusively.

ETSY IS NOT YOUR BUSINESS.

Click To Tweet

You should take the ThreeBirdNest story neither as a measuring stick (I know your inner voice is shouting: “Why haven't YOU done better?”) or as an outrage (“How could she?!”). It is not an example of what's possible in a truly-made-by-hand business. Instead, take it for what it is – the story of how one woman choose to build a business selling + marketing a product. It is an example of what's possible with this particular business model. It is an example of what anyone could do, if this is the kind of business they chose to build. This story in particular tells you what you need to do in order to build that kind of business (professional photographer, model, importing wholesale goods, etc).

But honey, if this is not the business you are trying to build? Forget about it. It has nothing to do with you.

Remember the great Amy Poehler quote: “Good for her! Not for me.”

The trouble comes when you take the results of someone else's business model and you try to compare it to the outcomes of your (very different) business model. An importing business is going to have different results than a handmade jewelry business, which is going to have different results than a pattern-selling business. Different business model = different outcomes. This is why we use three different equations for pricing – you have different costs, time, and expectations.

I agree with the larger point in Abby's post: Etsy is changing its definition of success. The question is: Have you? How do you define success?

Be sure that what you read on the internet, the examples of success, doesn't deter you from your own definition of success. Build the business you want.

What to say when “networking”

What to say when networking

Podcast: Play in new window | Download

Does it feel awkward when you meet your potential customers? Not sure what to say or how to hand them your business card? I know! It can be weird! Last week a client asked me what she should be doing at conferences and meet-ups filled with her potential clients. She loved my answer so much I decided to share it with you!

In this episode I'll teach you:

  • What exactly to say at an event.
  • When to hand the other person your business card (it's not what you think!).
  • How to follow up and turn the contact into a customer.

How to listen

  • You can subscribe to it on iTunes (If you do, leave a review!)
  • You can listen to it using the player above or download it.
  • Subscribe or listen via Stitcher (or subscribe in whatever you use for podcasts – just search “Explore Your Enthusiasm” and it should pop up!).

Find all the podcast episodes here.

Talking about your work shouldn't be scary – it should come easily. Sign up below to learn more about my class, Craft Your Marketing, where you'll learn how to make a marketing plan that fits your personality and your business. Plus, I'll send you some great lessons + tips that you can apply right away to make your next networking opportunity go smoothly!

 

 

Explorer Club of Book Lovers – November

I follow my enthusiasm by reading…a lot. And once a month, I share (some of) the books I read last month and the books I intend to read this month. You can join the informal book club by sharing your own list in the comments!

November Book Club for Business

What I read in October

Whew! I read quite a bit this month (thanks to all that time in airports + the following Introvert Recovery days).

My favorites:

The good:

  • I got a good start on the ginormous Steve Jobs biography but had to return it to the library about halfway through (he's just made Toy Story with Pixar!). Whenever it comes back in, I'll pick it up again.
  • Turning Pro was fantastically inspiring. I'll probably be writing more about it soon, in the style of this book review.
  • Someday, Someday Maybe. Lauren Graham's novel is funny and tender, and felt a lot like being in my early 20's. Fun + quick!

The meh:

  • The Culture Code. This was interesting, if a bit reductionist. All the same, it helped me understand a little more about what drives people's buying decisions.

November's To Read List

  • I already slurped up Erika Lyremark's smart book on the 2nd day of the month! It is a collection of her stories from stripping (yes!) which she transforms into business lessons you can apply to your own work. So inspiring, I read it in one day (and came up with a whole new offering!) Best yet, you can download it free when you join her list!
  • A carry-over from last month's list, I'm hoping to get to Shawn Achor's second book soon!
  • Wool is the mega-successful self-published sci-fi novel. I've been hearing about it forever and I just started it last night. Gotta read anything with “Wool” in the title, right?!
  • If You Want to Write, by Brenda Ueland is one of my all-time favorite books. I checked it out again to get me through NaNoWriMo.
  • Wired for Story is another writing-fuel book.
  • Allegiant is the third book in the Divergent trilogy and I am on pins + needles waiting for this book to come in for me at the library!

What are you reading this month?

What was your favorite book of October?

Disclaimer-y Disclaimer! Srini sent me Turning Pro + Erika gifted Think Like A Stripper. But I’m not in any way coerced into saying nice things. Or course I’m biased when my friends write a book, but I don’t mention things I don’t like. Read the usual disclaimer here.

 

The Map is Not the Territory

Last week I was talking to  a map-maker and she said, You know, that goal I set, the endpoint for the map, it just doesn't fit anymore.

Exactly.
The map is not the territory.
Although maps are so vital to planning where you want to go, they're not the same thing as real life. Building your business, meeting your goals, exploring the world, it looks nothing like you thought it would.
Even if you crafted a really excellent, detailed map.
Even if you created it based on experience, and wisdom, and you thought we were traversing the same forest you've already been in.

Nope. The map you make is very different from the experience you have.

And that's a good thing!
The map is a guide, it's a starting point.
But the territory, the actual reality of moving towards your goals, that's the good stuff. That's growth and learning and adventure.

So if you made a map and set a goal and now you're only 1/3 of the way through it, and you look around, and you say, What the what? That's ok.
No, it's perfect! Because you are finally out of your head, off the page and on the real path.

You haven't done anything wrong, you've just learned more. So take out your map and edit it. Add in the rocks you didn't know were there. Build a bridge over that raging river. Take a side trip to refuel.

Whatever you learn from the territory: use it. Apply it to your map.

Or maybe you need a whole new map with a whole new endpoint. Maybe you realized halfway there that there is not where you really want to be. That's ok too! Find a picnic table, right there in the middle of your real life and make a new map.

(I totally stole this phrase from Alfred Korzybski. When I read it, I couldn't believe how totally it reflected map-makers experience!)

 

For more map-making inspiration, see Melissa's, Amy's, or Kristine's.

 

To Blog or Not to Blog…is that the question?

“Is it absolutely necessary to blog, or can I find my Right People without one? I have never been a blog reader myself; I've found most of my favorite shops via Twitter, and the idea of blogging kind of gives me the screaming heebie-jeebies”

 

 

“But I don't like blogging! Do I have to blog? If I don't, how will I get the word out?”

 

A few months ago, two Starship captains posted the above questions.

So we started to have the conversation: To Blog, Or Not to Blog?

Another mindmap, this time for my upcoming class with @sisterdiane

As I was thinking it through, I emailed Diane, she of all Blogging Knowledge (seriously, that woman knows how to make an addictable blog!) and  we started talking about it. Is there some way we can help people answer this question? For their own business and their own strengths?

We started compiling all our thoughts on it; the stuff she's learned through helping people tune-up their crafty blogs, what I've learned exploring crafters' businesses.

And what we came to realize is that To Blog Or Not To Blog is not the question. 

 

The question is: How do you make  a blog (or ANY marketing) work for you, your goals and your people? 

Where's the balance between what you  want to say and what your people want to read? 

 

 

As we answered this question, we found we shared a little system. A system that anyone can apply to any business, to make their blog (or their emails, or their twitter stream) balanced and in congruence with the rest of their business.

We'll be sharing this system (along with lots of worksheets to make sure you apply it to you) in our new class. You can read more and register here.

 

A different perspective of my hand #febphotoaday

PS. Don't miss Diane's experience (and myth-busting) as a Lucky Blogger.

Pricing is not a Benefit

Last week I shared the BOOK with its first readers and the most-beloved little segment is something that came right from the blog. Since it struck a chord with readers, I thought it might be time to re-share it:

A client recently asked:

“How am I supposed to compete with Wal-mart? They have low prices, lots of different colors, and a huge advertising budget.”

I answered them simply:

You are not competing with Wal-mart.

And not just because you can’t (really, you can’t!) but because your Right People don’t want you to be Wal-mart.

They want originality.
Personality.
Specificity.
Personal connection.

Wal-mart provides cheap, mass-produced goods, cheaply.
You make hand-crafted, high quality, one-of-a-kind goodness to people who are willing to pay for it.

As long as you think of Wal-mart as the competition, you’ll spend your time explaining how you’re better than them.
But that’s a waste of time.

Remember how your English teacher used to say “Show, don’t Tell”?

Show your personality. Show your originality. Show your Youness.
And you’ll never have to mention “low prices” or “great deals.”

Here’s a short list of general benefits (the things that make you awesomest):

  • You are a real person. The buyer gets to interact with a real person. And not just ANY person, a person who MADE the thing they’re buying.
  • Your can provide awesome, agile customer support.
  • You are an artist. People adore supporting artists and the artist community.
  • Your thing is one of a kind. The buyer will have something that no one else has.

Of course, you probably know this.

But do your customers know it?
Do you make it ultra-freaking clear that what you make is valuable?

 

If you’re not sure how to make it clear  (or what the benefits of your specific goodness is), the Starship (and the many smart Captains aboard it) can help you with that.

Notes from the BOOK: A spoonful of my own medicine.

Notes from the BOOK is a weeklyish peek into how the BOOK is taking shape. Lessons learned, moments of bing, and excerpts.

Last week I wrote this for the book:

“Get clear on YOUR strengths and your product's unique awesomeness before you start thinking about your customers. If you do it the other way around, you'll create something bland and not-you. Your you-ness is the main selling point when you make something by hand, so we're going to do everything we can to make sure we don't dilute it.”

 

And then I got stuck.

I couldn't write another word.

I outlined my next few points, the rest of the chapter…but I couldn't seem to turn my outline into coherent sentences (even the above sentences are a little murky for me, they're sure to go through a rigorous editing before they end up in the book).

 

A few days later (3 days of no writing! The world was caving in around me!), I recognized something else lurking, some un-book-related stuckness. I've been feeling a bit drifty about what I want to do next (I know, I know, the BOOK should be project enough). This sense of unease seeped into every other aspect of my work.

I didn't feel like my Work has a Mission. It seemed random, piece-meal and unfocused.

 So I went in search of a Mission.

Many journal pages, and days, later I talked to Jay about it.

His first, uncluttered response: Isn't your Mission to Be Tara?

 Oh, yeah.

 I spent another few days trying to figure out what this meant for my business.
Obviously, it's not a business model. It's not a marketing plan. It might be my personal mission, but how could it lead the business?

 

Uh, what did I write up there?

The first job, when you're selling something so very YOU, is to get clear on what that YOU is and then make all decisions from that. Your strengths, your vision, your you-ness guides everything (in fact, my whole BOOK is about HOW you make smart marketing decisions based on your you-ness).

 

The drifty, unfocused feeling came because I lost sight of that.

I've been making decisions based on what I thought I should be doing.

On other people's definitions of my business.

And other people kept thinking I was a consultant.
So I had to set up my site like a consultant.
I had to market and make offers and products like a Consultant.

 Except I'm NOT a consultant. I'm not a person-who-knows-better.
And I'm so totally not a coach (unless it's napping. I could totally be a napping coach).

 

 I'm Tara.

(my own Tara, not other people's versions of Tara)

An explorer.
A writer.
A sharer.
A big-sister (a smidge more experienced, a little bossy, mostly goofy).
I share that here.
I create tools and spaces for you to do YOUR OWN exploring.

In those tools and spaces, I'm a silly, friendly, encouraging fellow traveler. I share my path and help you figure out yours, all while protecting and respecting YOUR experience.

Knowing that, respecting that and paying attention to that Tara-ness IS a mission.

It is a business model.
It is a marketing plan.
It guides my decisions.
It helps me focus.
It keeps everything coherent and heading the right direction.

 

And back to the BOOK…

The last week of not-writing, it was my own good sense trying to fight through the what-everyone-else-says clutter to assert itself in my life. To bring me and this place and everything I do in alignment with what I was writing.

 

(why yes, it is a little frustrating that I didn't recognize it before spending a week gnashing my teeth)

 

What's your mission? How does it want to assert itself in your business?

You are not Wal-mart (and that’s why we love you)

I was working with a Recipe client who asked:

“How am I supposed to compete with Wal-mart? They have low prices, lots of different colors, and a huge advertising budget.”

I answered them simply.

You are not competing with Wal-mart.

And not just because you can't (really, you can't!) but because your Right People don't want you to be Wal-mart.

They want originality.
Personality.
Specificity.
Personal connection.

Wal-mart provides cheap, mass-produced goods, cheaply.
You make hand-crafted, high quality, one-of-a-kind goodness to people who are willing to pay for it.

As long as you think of Wal-mart as the competition, you'll spend your time explaining how you're better than them.
But that's a waste of time.

Remember how your English teacher used to say “Show, don't Tell”?

Show your personality. Show your originality. Show your Youness.
And you'll never have to mention “low prices” or “great deals.”

Here's a short list of general benefits (the things that make you awesomest):

  • You are a real person. The buyer gets to interact with a real person. And not just ANY person, a person who MADE the thing they're buying.
  • Your can provide awesome, agile customer support.
  • You are an artist. People adore supporting artists and the artist community.
  • Your thing is one of a kind. The buyer will have something that no one else has.

Of course, you probably know this.

But do your customers know it?
Do you make it ultra-freaking clear that what you make is valuable?

If you're not sure how to do that (or what the benefits of your specific goodness is), join Catherine and I for a class all about finding and communicating the benefits of what you make.

The class is today, at 5p ET (that's 7am tomorrow for Australian Catherine!) and registration closes when the class starts. Grab your spot here.

Lindsay is crafting a (generous) business

This is the third in a series of  interviews with smart people who are crafting a business. Part friendly chat, part case-study, all helpfulness!
If you know someone I should interview (even you!) let me know.

Today I'm talking to Lindsay of Simon and Ruby, a shop full of gorgeous, handmade jewelry. I was inspired to interview Lindsay after learning she gives freely and generously.

I noticed (right away!) that you give 5% of every purchase to World Vision. I love that! Can you tell us more about why?

I’ve been involved with World Vision in various ways since 1996 or so. Consistently, this support began before I created Simon and Ruby, but I wanted to make sure that I had the means to continue to contribute to an organization that stole my heart.
My husband and I began supporting a little boy from Haiti (who is now not so little) back in 2004. His name is Blondeng and he just turned 16 years old in May. We’ve written back and forth with him for the entire time we’ve been married and we always joke that maybe one day he’ll come visit.

By using proceeds from Simon and Ruby to continue this support, we’ve also been able to give to others in our private lives as well. For a long time, I wanted to go work for World Vision. I truly believe in what they do in communities and would love to be a part of that.

To be involved, even on a small scale, is a huge pleasure for me.

Just to give a little background, World Vision is a Christian humanitarian organization dedicated to working with children, families and their communities providing emergency and hunger relief, long-term community development programs, agricultural development assistance and leadership training. Check them out at: http://www.worldvision.org

I just recently read a quote that said, “Generous people have more to give”. Do you think this is true? How has it been true in your life?

Gosh, I’d love to have more to give than I currently do. I think that if you have a generous heart, you find ways to give, even if you don’t have the financial means. You give your time, your ear, and your energy.

I have a close friend that completely exemplifies this phrase. She’s a consistent inspiration in this regard. She opens her home, her heart, and gives more time and compassion than you can imagine. I think that if you really want to give back, you’ll find a way. Life has this funny way of working out so that you can.

I love your little descriptions about the people you've named the item after (“Rayen learned to do the hula last summer.”) Are these real people? Imaginary people?

The people in my life inspire some of my pieces and anecdotes, but many come from books I read, songs I listen to, or movies that I watch. I’m an avid reader and adore watching movies. Much of my inspiration comes from these.

Does the person inspire you first? Or do you make the item and then name it?

Most of the time, I begin with a color scheme or vague impression of what a character would wear and the design forms from there. I take the inspiration, but the name usually doesn’t come until later. Sometimes I’ll make a piece and look at it later and a friend immediately comes to mind. Then it becomes her necklace.

When I was little, I wanted to be a writer, so the anecdotes that accompany my pieces give me the chance to let out that 12 year old version of myself every once in a while. I’m no Carolyn Keene, so I’ll stick to the basics.

One of the most common questions I get is “How do you manage all the tasks involved in a business? How do you organize your time?” So…how do you?

Hahaha. Time management. I like to think I’m pretty good at it. You have to be. Juggle a full time job, a full time creative passion, your home life, and a few hobbies… you have to become good at it. Otherwise you’ll end up letting something slide. I’m not willing to do that. Each week, I take a look at what needs to be done and make my list. I love making lists. And more than that, I love checking things off my list. Then, I wake up each morning and form a game plan for that day. I’m still learning that sometimes what I think will take an hour actually takes two. Or that phone call in the middle sometimes sets me back a bit. Life finds a way of fitting itself in the cracks. Some days are better than others, luckily I have some very understanding, patient friends and family. One day, I’ll be able to pursue my creative life full time. I imagine my intense schedule won’t be left behind, but at least I won’t have the commute!

If you enjoyed this interview, let Lindsay know! She's @simonandruby on Twitter.

My favorite bits of Lindsay-wisdom:
  • “I think that if you have a generous heart, you find ways to give, even if you don’t have the financial means. You give your time, your ear, and your energy.”
  • “Life finds a way of fitting itself in the cracks.”

You can support World Vision by shopping with Lindsay or (and!)  you can support Pancreatic Cancer research by shopping with any of the generous crafters in Kim Werker's Pancreatic Craftacular (even if you don't plan on shopping, read Kim's story, it's powerful.)

Generosity is hard, especially when your energy is focused on just paying the bills. But I'd like to invite you to join me in challenging ourselves to generosity.
What can you give? What would really stretch you (and your biz)?

Shannon is crafting a (publishing) business

This is the second in a series of  interviews with smart people who are crafting a business. Part friendly chat, part case-study, all helpfulness! If you know someone I should interview (even you!) let me know.

Today I'm delighted to be talking to Shannon Okey of KnitGrrl.com. and Cooperative Press.  Designer, author, publisher, editor; Shannon has done it all in the knit-publishing world and generously shares her expertise in her recently released book, KnitGrrl's Guide to Professional Knitwear Design.

Shannon, let's start with how you got into publishing?

I set up my publishing company a few years ago because I had big plans for my own projects, but the first book we actually published was Purls Forever, by the owner of South West Trading Company, whose yarns I really loved. She was getting barraged by publishers who wanted to work with her, yet didn't want to include what she thought made her book idea so unique and valuable. It's that whole “water it down to appeal to a broader audience” conundrum… yes, you MIGHT appeal to more potential readers, but there are so many overly-general books out there already.

I want specificity and personality! I suppose those two things are what have really driven my move into independent publishing.

(Note I say “independent” and not “self” publishing, because my company Cooperative Press is not just doing books by yours truly).

Do you suggest new knitwear designers go the self-publishing route first or build a reputation through other publishers?

I think these days they might not have a choice! The economy has driven many larger publishers to scale back, and it isn't as easy to get a contract as it once was. I know that there's an argument to be made for the PR value of having a big company behind you, but after the initial release, you're pretty much on your own and it either sells or it doesn't. If you're the one in charge of making sure people know about the book (through good social media use, getting out there to events, etc), you're personally invested, and you're more likely to do a good job of it.

Don't get me wrong, you need to allocate a decent amount of time to marketing, but you'd be doing much of the same even if a big publisher put out your book. I'm not going to be quiet about my book on Twitter and Facebook and Ravelry or whatever just because Big Publisher X's PR people are out there promoting it, too.

What about writers?

The craft niche is a unique one — we have a fairly small circle of places for people to find out about things. Print knit magazines, Ravelry, Knitty, the popular knitblogs, etc. If you're a novelist, it's going to be a little more difficult, unless you are already well known or unless you have a very very very specific audience you can target. (See: Debbie Macomber and her knit-related books).

However, it really boils down to quality — if your work is good, and people like it, word will get around! Give them tools to recommend your book to other people, whether it's offering up a sample chapter they can send to their friends (with ordering info at the end, of course! think Kindle and how they offer samples of their books), or planning an interesting online event, or…?

So which comes first: building an audience or self-publishing?

It definitely helps to have SOME kind of audience going in, but as I said, if your work is good and you help people to spread the word on your behalf, you'll GET an audience.

Is this changing as the industry (both yarn industry and publishing industry) changes?

I think so. I think people are more willing to purchase independently-published work now than they once were, and I think that pattern PDFs had a lot to do with it! The convenience coupled with the large selection of items available online (thousands upon thousands more patterns than you could buy in print magazines, for example) influenced purchasing behavior for hundreds of thousands of consumers around the world. I suspect that companies who don't offer digital options will see people moving to the ones who do — it's important to assess what your customers want, after all.

Why did you self-publish your latest book?

It's a topic no big publisher would touch, it's too niche-y. Despite the fact there are 5200+ people in the Designers group on Ravelry (and if every single one of them bought a PDF copy of my book, I think I'd earn more than I've made on my 12 big publisher books combined), there's this assumption that designers — and people who want to be designers — are in the minority. Spend some time on Ravelry and then tell me that's true. (Hint: it isn't).

In addition, this book (ignore the title!) holds plenty of solid information for creative professionals of all kinds, so there's an even bigger potential audience than those 5,200 people. I don't think a book needs to sell 50,000 copies in order to be a success. It's about getting the right information to the people who need it when they need it.

What have you learned from self-publishing (marketing, business skills)?

I know a lot more know about ebook file formats than I ever thought I would! The marketing skills I already had, I was just pushing them into a different direction. My new challenge has been forming the right relationships with distributors so we can get into more of the craft chain stores, etc.

Other than the scale of the project, what has been different from publishing your own patterns, to publishing a whole book?

It's much the same — you have a lot of prep work followed by doublechecking everything over ten times, staying in touch with various people (for example, all the people I interviewed in the latter half of the book), designing the layout, figuring out how to optimize the PDF version, etc!

Thanks Shannon, for answering all my questions, I've learned tons!

My favorite bits of Shannon-wisdom, that apply to ANY business:
  • “I want specificity and personality!”
  • “It really boils down to quality — if your work is good, and people like it, word will get around!”
  • “I suspect that companies who don't offer digital options will see people moving to the ones who do — it's important to assess what your customers want, after all.”

If you are a knitwear designer who'd like some help getting published, definitely check out the book and Shannon's Get Published! class.

1 2 3 4 … 33