We'll Take Your Comments at the End

There is a strategy that many successful bloggers adhere to and use every single day. By commenting regularly on a variety of blogs, business owners can market themselves and their products to wide number of potential buyers. This unusual form of marketing can lead to profitable sales.

Here is why:

1. Comments increase the spokes in the blog wheel

Business bloggers use their blogs to attract customers to their sites. The more links on other blogs and websites the better. The higher the number of links (or spokes) connecting back to the e-commerce site, the higher the possibility for a sale. Business owners do not need to rely on other blog owners to mention them in a post or include them in a blogroll. Instead, owners make their own spokes via their comments.

2. Blog readers read comments

The structure of a blog is unusual because unlike print articles, readers can post a reply immediately after reading an entry. The days of writing a letter to the editor and hoping it gets published are long gone. Readers like to read comments left by others if only to see what others thought about the original post. Sometimes they will even leave a comment about another comment instead of the article itself. Commenting has almost taken on a life of its own in some blogging arenas. It is not uncommon to see "one-up-manship" where commenters try to out-do one another by leaving a whittier comment than the last.

3. Commenters can brand themselves with a user name and leave a link to their website or blog

Not only can a reader view a comment, she can click on a commentor's link. That is the ultimate goal when using commenting as a marketing strategy. Getting guests to visit a site means one more opportunity to make a sale. Leaving a thoughtful, funny, or even contradictory comment on a post might be just enough for a curious reader to find out more about the commentor. However, owners should not overuse this technique. Appearing "spammy" is a sure way to lose a click.

4. Commenting regularly on small and large blogs can drive sales

Business owners should subscribe to blogs they like via RSS feeds (my subscription options are on the left column) or email. This puts blog postings at a marketer's fingertips and lessens the amount of time spent on commenting. Owners should select blogs that are in their field as well as in areas of real interest. This helps make commenting easier. The pool of potential customers grows as the mix of subscribed blogs grow and change. Different blog topics attract a different readership base and demographic. Owners should always look for new markets to tap and target. Also, owners can strategically put their products in front of a large group of customers by commenting on popular blogs with high readerships.

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From Doodles to Dollars

For many many years I have been a doodler, and now I can convert these doodles into dollars by selling t-shirts and mugs on sites such as Cafepress.com and Zazzle.com. Working with sites like these provide another income source for my craft business. It can get me through some leaner times when sales are slow or when I am building inventory that is not ready to sell.

Here is a doodle of cute skull and crossbones I did recently. I took what I had drawn on a piece of paper and scanned it to convert it into a digital .jpg file:


Then I took my software I bought very cheaply through Serif.com and drew over my pencil marks to create a digital drawing that could be adjusted and sized to any dimension I would need. I then exported it into a .png file, the file format I recommend when using these sites:


I then uploaded to my "shop" on the site and selected the types of products I wanted to have my doodle placed. This is one of the many t-shirt styles I selected. The website takes my design and then places my design over their image to give the potential buyer an idea of what their purchase will look like:

It is now on the internet for anyone to see and purchase if she wants.

These type of sites are called "Print On Demand" or POD. This term is used in the publishing industry but also describes companies who sell items such as t-shirts, mugs, tote bags and mouse pads. The company does the work for you, so you do not have to own a press or manage inventory.

A doodler uploads the image, decides the items the image should be sold on, and sets a retail price for the item. The web company has a base price for the item which can be looked at as the wholesale price. When an online customer purchases from the doodler, she pays the retail price plus ship charges. The website produces the item and mails it to the customer. The difference between the wholesale cost of the item and the retail price is placed into a "holding" account under the doodler's name. After a 30 to 45 day period, once it is clear that the item has arrived and won't be returned, the website sends the doodler a check. It can be called a royalty check or a markup check.

There is a certain amount of simplicity that is nice for sellers/doodlers using this retailing technique. It takes some creative ability and some time, but once the item is up on the website, the seller needs to do very little else. He or she can literally just wait for the monthly check to arrive in the mail. There are sellers on both sites that can and do make a very good living using this selling vehicle. For others, like myself, it is a nice way to diversify, use my creativity in a different way and receive some money for my efforts.

Cafepress: Cafepress has free shops, but their "dynamics" are limited and potential sales are effected by these parameters. Most full-time sellers on the site pay a monthly fee of $6.95 US to have a robust shop that has alot more features which can lead to higher sales.

Click the flashing button or the link to sign up and take a look around:

Open a Cafepress Store

Zazzle: Zazzle is a new venue for me but has been around awhile and has some interesting features. One new relationship that Zazzle has just begun is its ability to take my designs and put them on actual Keds (TM) shoes. They just went through a site redesign that I think looks great.

Click the button or the link to sign up and take a look around:

Open a Zazzle Shop

Another couple of points:

1. You don't have a doodle but a great "that should be on a t-shirt" idea, these are wonderful sites. Text t-shirts sell very well.

2. You don't want to sell anything but need several t-shirts with your logo on it to (wo)man a booth at a craft fair, this is another great way to get them printed fairly cheaply and quickly without having to invest in hundreds of t-shirts that might be required at a local t-shirt print shop.

Disclaimer: The links are set up through an affiliate program. I still recommend both sites and you can sign up without the affiliate association. Just go to the sites directly.

Copyright: The above drawings are my work and cannot be used without my consent. I own the copyright and they cannot be used for commercial gain.

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Tag! You're it

Every shop owner at Etsy is familiar with tagging. In many ways it is the main, if not sole, mechanism to drive potential buyers to a seller's store front in a large and ever growing e-tail landscape. Although rarely a fun part of the crafting and selling process on Etsy, it is still an activity that must not be rushed through regardless of the "pain."

The default description by the search box at the top of every (repeat:every) page is "Handmade Items: tags, titles." Don't let the simplicity of this option allow you to decrease its importance. Here are some thoughts and pointers that might give you pause. They might even change your tagging habits:

1. Internet users don't like to scroll --- caveat: Internet users aren't real crazy about drop down arrows either.
Regardless of the reasoning (most likely -a desire to find what they are looking for mixed with a bit of laziness) it can be appropriately assumed that unless there is a significant reason to click the drop down arrow for other choices, tags and titles will be the method shoppers find your goods.

2. One of your tags should be your shop name
This is a new tagging method that I am embracing after picking up this great tip from reading the forums. Although not an obvious initial tag choice, it could be the tag that gets more guests to your shop than any of your others.

First, it is not unusual for the shop name not to match the etsy id name. Many shop owners selected ids that aren't the name they use in the banner, announcement, and marketing efforts. The reason could be as simple as the lack of availability when signing up.

Second, tags indicate descriptions and categories. For example, I am currently one of the many Scrabble Tile Pendant sellers on the site. Having the option just to type in my shop's name, 3 Bags Full, gives the shopper a quicker way to get to my shop without having to wade through pages of other sellers' items.

Third, my shop id is technically 3bagsfull, but it safe to assume that a customer will space out the name. Entering several possible combinations including misspellings can better insure the shopper finds you.

Fourth, for those who are hesitating using this approach because "Sellers: usernames" is an option for searching, I ask that you reread #1. Also, if the buyer doesn't type in the exact username with all the words touching, it is possible that he or she won't find your shop.

Lastly, as a side benefit, putting your shop name in your tags gives you the option of telling someone you met, "Just go to Etsy.com and type in 3 Bags Full in the search box." This is a real plus when you don't have business cards handy.

3. Ummm.....what else???
If you ever find yourself asking this question while tagging, I would suggest it is time to stop and move on to the next task at hand. Another thing that shoppers are not a fan of is finding an item in their search that has nothing to do with what they are searching. A non-fan can also be called a non-customer. And, some of them could have long memories.

In addition, using esoteric, general or even silly tags are in most instances a waste of time. Mrs. Fields, when asked what she made her cookies with, always replied with "Love." Clearly a great marketing line that any good advertising copywriter or PR person should use until it is worn out, it doesn't hold the same kind of power when talking about searching habits. It is best to use the descriptions and attributes that are meaningful to your product. If Etsy ever decides to limit the number of tags it allows, this point will be even more crucial.

4. Titles are tags
The default search uses both the tags you have added plus it converts the words in your title to tags as well. If you have strong, search-worthy tags that get the buyer to your item, then this is not an area of concern. Etsy sellers are creative and using a creative title plays a part in this. But, recognizing the technological structure of the site and how it "works" can not be overlooked. A creative title can be included in the item description area and a more bland title can be used to get the purchaser in the shop.

For example, I took the "clever" route when naming this article, but it may not explain the article's focus or intention. Luckily, my blogging software also has a tagging system to help with any confusion.

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Why you should claim your blog at Technorati

Blogging has been around for some time, but more and more crafting business owners are realizing it is a must-have part of their marketing initiative. Blogs can be personal, professional or a bit of both. Computer and internet technology can make building personal selling relationships difficult. A blog can tear down some of the "impersonal" walls by allowing customers and readers to get to know the products and owner better. The more comfortable and interested the customer is, the higher the likelihood that he or she will purchase and ultimately, return to purchase again.

Bloggers have many things to do to maintain a rich and viable blog. Readership is a key indicator of blog success and in turn should lead to higher sales. One goal a blogger should strive for is to have as many links to the blog as possible. Those links are like invisible spokes that spread out in every direction all over the world wide web. The blog is the hub. Technorati is a sure fire way to get more spokes in your blog wheel.

Technorati was originally developed to track blogs and give a single portal where anyone could go and find out who was active in the blogosphere. It also developed a method to rank the importance of the blog. It is quite an achievement to be ranked in the top 100 of all blogs on the internet. Technorati's focus has spread to cover many elements of the web, but tracking blogs is still its main activity.

Having a business's blog included in Technorati's blog roll can lead to increased recognition and acknowledgement. This will grow readership. The business owner will more than likely reach a new audience that he or she would never have reached under current activities such as posting in the forums at Etsy or including the website on business cards picked up at craft shows. The buyer pool will naturally expand.

Technorati will begin ranking the blog in two ways. The first is by establishing authority. Every time the blog is mentioned on another blog or website, the authority number increases. This can be done by having other bloggers put your link in a "recommended blogs" area and develop a blog links exchange. The second is by establishing favorites. Technorati members can "favorite" blogs that they deem important. These two factors are combined and determine a blog's ranking.

For those who have advertisers or are hoping to one day to seek advertisers, joining Technorati will provide valuable statistics that potential advertisers will require.

So, if you regularly blog and want to expand your marketing efforts, join Technorati today. Once the account has been established, you will be able to very easily "claim your blog" by creating a post using html that is provided. You will then "ping" (give a signal) to the site that the blog is ready to be tracked. Once the process has been complete, the post can be removed.

Finally, copy and paste the html widget (seen on the lefthand side of this blog), so readers can easily favorite your blog without having to leave your site to go to Technorati.

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Back in Business

Clearly, I have been away for awhile. But, not to fret. I have some great articles to write and some great information to pass on.

So...stick with me and you won't be disappointed.

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Book Review: Craft, Inc. by Meg Mateo Ilasco

Craft, Inc.: Turn Your Creative Hobby into a Business (via Amazon)

Recently, I purchased a copy of Craft, Inc. to add to my growing collection of craft related books. The majority of my library is filled with how-to content. This is the first book that focuses on the business of making and selling crafts. It was heralded as a "must-have" for our community and overall, I agree with this sentiment.

Published by Chronicle Books, this short (160 pages), petite volume is definitely worth its $16.95(USD) cover price. This tome fits in nicely with the other craft related titles put out by this group, many of which will seem immediately familiar. (As a side note - Chronicle Books is the US distributor for all you Moleskine fans out there and you can purchase them right off their site.)

The book is organized nicely. It begins by discussing the "Creative Mind" and how it can align with your "Business Mind." It provides lists and talking points that will guide you while you are taking the specifics steps necessary to move from a hobby to a thriving crafts business. It discusses not only the legal and licensing aspect of business, but also branding your company and product, evaluating your target market, and the difference between being-inspired-by and copying (with a follow-up discussion on how to protect your work.)

Ilasco spends time reviewing pricing strategies as well how to source materials. She discusses how a small business can begin outsourcing production to foreign and domestic manufacturers if an owner sees that as part of the business vision. In addition, she reviews a variety of marketing and publicity methods that can drive exposure and growth. She even includes a very handy packing list for trade show participants.

The book would be a great asset for any craft-based business owner, but what gives it some "life" are the many interviews of successful and often well-known owners in the industry. The answers are insightful and are geared to supplement each chapter's topic. Some of the more notable interviewees are Lotta Jansdotter of Lifestyle Goods and Jonathan Adler.

Ilasco's website is located at www.mateoilasco.com which is worth a perusal. I also HIGHLY recommend that you listen to a pod cast interview conducted by CraftSanity.com. She tells how she went from owning a popular wedding invitation website to opening her own shop and ultimately writing Craft, Inc.

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