This article is part of my “Marketing for Mompreneurs” training, which teaches moms how to grow their crafting business. Check out the link for more mompreneur articles!
Marketing is super super super important for us crafters to learn. I started talking about it here, but it’s a lot to take in. It is intimidating to the point where it is paralyzing. Where do you start?!
I still get the same paralysis, to this day. But I found a way to get past it. When you compare a real-life example to what’s going on in the online world, it makes waaaaay more sense.
The ultimate guide for how to walk your dog
Let’s say you are a dog person who decides to write a book about how to walk your dog. But this isn’t just an ordinary dog walking book – this one is the “Mona Lisa” of dog walking! Dogs and their humans will be forever changed with this new technique, and everyone will be talking about it for decades to come!
Time to put it up for sale!
So you print up some copies of the book and bring them home, ready for someone to buy. And then you wait… and wait… and wait… Hmmm, nobody is buying the book. What’s wrong? How could it be that nobody in the world is interested in such a revolutionary new dog walking technique?!
Ah! Nobody knows the book exists! You need a way to let people know the book exists! This is where marketing comes in, and why it is so important to your business. You have to find a way to let the people who would buy your book know that it exists.
Try selling it in a bookstore
How about selling it in a bookstore instead of letting it sit in your home? Yes, it will sell way better! So you head down to the local bookstore and tell them you’ve got a book to sell.
The bookstore is just like Etsy. Asking the bookstore to sell your book is just like setting up a listing on Etsy.
Will it sell if nobody can find it?
Unfortunately, the book store owner has never heard of you before and isn’t sure your book is worth placing in a prominent location. So she decides to put your book in the back of the store, on the bottom of a shelf nobody ever sees. The shelf appears to be collecting dust and cobwebs.
Etsy is the same way – as soon as you create a listing, it will show up on page 93. How often do people scroll through 92 pages before finding what they want? I’m guessing never.
Let people know about it!
We need to let people know the book exists! But not everyone will be interested in this book – it would only be of interest to dog owners. Where can we find dog owners?
How about the local dog park? Let’s go there and post a leaflet about the book up on the community sign board in the parking lot!
This is how Google works. We can give Google hints that this book should show up when people type “how to walk your dog”.
Generate buzz about your product
Even though a lot of people walk by the community sign board at the dog park, very few people actually read it. And it’s pretty crowded with other leaflets. We need a more effective way to attract people.
How about we walk around the dog park talking to each dog owner we find?
This is similar to how Facebook groups work. How many groups are you a part of? Why did you join those groups? The owners need to provide some reason to entice people to keep coming back.
Don’t be pushy on sales
While you’re trying talking to a lot of people, many get uncomfortable with you only talking about your book.
How about you set up a tent on the grass and invite everyone to start telling stories about their dog? You engage with people and create a fun atmosphere. Every now and then, you might find an opportunity to tell people about your book!
This is how you keep your Facebook group interesting. You can give people a lot of fun, interesting content related to your craft’s micro niche. And where it makes sense, you sneak in a little plug for your own product. It’s a no pressure environment where people get a lot of valuable content for free.
With all our hard work, some people are actually buying the book! The bookstore owner notices and moves your book up to a little bit better position. Now the book starts to sell to people who haven’t even visited the dog park, just because they noticed it on a shelf.
Just like the bookstore, Etsy will also move your product towards the first page when you prove to them that the product will sell. If you manage to make it to page 1 for a particular search phrase, you’ll start selling your craft to people who aren’t even part of your Facebook group!
Provide advice for related products
With the book gaining more popularity, you start getting people asking you for advice on which kind of dog leash to use for this new technique. You point people to the local pet store for your favorite leash, but it gets exhausting answering this same question again and again.
Eventually, the store owner sees the increased leash sales and comes to you to ask if you’d like to include a review of her dog leash product in your book. She’s even willing to give you a small percentage of the sales!
This is how the Amazon Affiliates program works, and it’s FREE! Amazon creates a special link for you to use. Anytime someone makes a purchase through your link, you get a small piece of the sale! Here is an example affiliate link: Cricut Explore Air 2 Mint
You’ve got valuable real estate!
By now, your book has finally gained enough traction where it’s selling like crazy. The book store owner puts it in the best location, but she sells so many that she can barely keep it in stock. A nearby coffee shop owner notices and wonders if she could advertise her business with an ad on the inside of the book’s cover.
This is like an ad network. You can create a blog and join an ad network when it gains enough popularity. They’ll display ads on your blogs, and you get paid for the number of visitors you get per month!
It’s not so intimidating, is it?
I could keep going on with this example, but I hope you have the general idea by now. It’s not very intimidating when you think of it in terms of a real world example. It just takes some time to read through and understand each piece.
I am a BIG believer in education – heck, I was a first grade teacher for 8 years! It’s hard for us busy moms, but finding extra time to educate ourselves is SO EMPOWERING! I wish I was a better motivational speaker so I could really impress upon people how important education is.
Do you think you’re ready to dip your toes into this world? Let’s get started! Here is where I recommend you start:
Based on what you have learned in this article, create one action item to do something new for your business and write it down in your MOMPRENEUR JOURNAL! Then do it! Focus on one little action item at a time and soon, your business will be booming!
What’s the next thing to learn? I cover it all here – browse through and find an article to read!
You got this, mama!