Social Media Tips for Artisans and Professional Crafters

Our guest blogger today is Sandy Dempsey of the Dreaming Cafe

As artisans and crafters you work in one of the worlds oldest mobile professions. Many of you travel yearly to attend and participate in craft fairs, festivals and outdoor expos.

You may have a website (or you should have) and maybe an Etsy store, but you may also be wondering how to take advantage social media and use Facebook and Twitter to grow your business and make more money.

Here a few quick tips to get you started.

• Collect email and physical addresses from people stopping by your booth or exhibit. Use a guest book or do a giveaway/prize drawing as an incentive for people to give you their personal information.
• Include your website, Facebook page and Twitter ID on ALL of your marketing materials (flyers, brochures, business cards, packaging labels, etc) and encourage people to ‘Follow’ you on Twitter and ‘Like’ your Facebook Fan page or send you a ‘Friend’ request for your Facebook personal page.
• When people engage you via social media, thank them, talk to them and encourage ongoing conversations.
• Use Facebook and Twitter to share where you will be (venue, city, state, booth, etc) in the upcoming months.
• Encourage people to stop by and visit you. Offer them a Fan or Follower only discount or special offer.
• Using the email addresses you have collected to stay in touch. These people have already shown an interest in your work. Share what you are doing, new projects you are working on or share some industry insiders secrets – an enthusiastic, well educated customer is usually your best customer.

Bio: Sandy Dempsey is the founder and creative director of Dreaming Cafe Ventures, LLC, a diverse education and consulting company dedicated to serving the needs of the lifelong learning community with a primary focus in the areas of personal growth and development, creative self-expression, self-employment and social media and technology.

Sandy also writes about, talks about and teaches journaling, creative self-expression, time management and productivity, dream building and goal-setting, using social media and using free or low cost online tools and technology to help start and grow a businesses and make more money.

You can find Sandy blogging at thedreamingcafe.com

Why Your Art Needs a Story

As a committed supporter of small business, I don’t frequent big box stores unless I can’t find what I need from an independent shop. On the rare occasion I do patronize discount houses, I am always disheartened (OK, sometimes I’m just plain angry) to see unlicensed knockoffs of hand made designs.

As an artist, making each piece by hand, how can you possibly compete with a copy of your own work made by children in China? Even if your designs are trademarked and copyrighted,  you likely can’t afford the lost time or emotional reserves to fight these mass manufacturers.  I’ve watched it happen to so many artists and I know it’s a struggle to stay ahead of the copy-cats.

So, what can you do about it? How can you differentiate your work from the inexpensive look-a-likes?

Well, the best way I know is to make sure that shoppers know the difference so that they appreciate the value of your work and understand why it commands a higher price tag. Otherwise, they are not going to pay $279. for a piece that looks just like what they’ve seen in the Target, Walmart or Macy’s. And the one element that makes your work worth paying more for is the YOUness. If your work doesn’t have a story, your customer can’t understand the value and there is no way they are going to pay more for something that looks just like the cheaper one.

Why your art needs a story

Now, more than ever, your art needs a story.  Annette Simmons, author of The Story Factor,  said  “in today’s world almost anyone you want to influence is operating under a deficit of human attention.”  They are drowning in facts, information and  statistics. They need a story they can relate to.  Most people don’t remember facts and figures. They do remember stories. As an artist, you need a story too.

If you’re showing your work at a juried craft show, chances are the attendees  understand the value of your work. In that case, just being personable and explaining a bit about your process, inspiration, etc will help reinforce the old know-like-trust factor. They’ll be loyal fans because they know your face and like you. However, if you exhibit at an un-juried show, it’s likely that some vendors have slipped imports into the mix and you’ll have to work harder to make sure the customers know you.. Knowing your “story”, where you came from and how you got where you are now, adds that human element and makes your work worth the higher price.

If your art is represented in a gallery, you may assume that the clientele perceives it’s value. Don’t take it for granted.

For several years I owned a contemporary craft gallery in a quaint coastal village. I represented artists and craftspeople from all over the US and Canada. Now you would assume that with the upscale ambience and the word “gallery” in the name, customers would expect to pay more for items that are handcrafted.  But I was surrounded by souvenir shops housed in cute victorians, carrying items embellished with the local town name. Some of these shops had mass-produced Chinese copies of the same handmade-in-the-US yard sculpture that we carried. They were priced a fraction of the hand-crafted piece. My neighbors put a 4X mark-up on these imported knock-offs while my handmade pieces were at keystone (double my cost.)  So, why did customers  buy from my gallery and how did I build a loyal following for the artists despite the challenges of knock-offs? I made sure that everyone who walked through the door was greeted with eye-contact and a smile and told that the items in the gallery were made by hand. When a visitor looked at  each display, they were told the artists name, a personal “story-bite” and a brief description of the  craft process. For example, we carried a line of hand made venetian glass jewelry.  Several neighboring shops carried manufactured jewelry made with Chinese “murano” glass-not made on the island of Murano at all.  But visitors to the my gallery were told the story of the artist, Jane, an American opera singer who went to Italy years ago to sing and fell in love with glass. Fluent in Italian from her opera training, she was able to befriend the Venetian crafts people, were invited into their studios and taught the craft of making beads. She then designs her own beads and goes over several times a year to design her seasonal lines. She brings her beads back to her Portland studio where she hand makes her jewelry.  My clients purchased her work because they felt a human connection to the item which increased the perceived value and they became collectors because they remembered her story.

So how can you, as a artist, differentiate your work from the knock-offs? Your work needs the story of YOU. Every piece you display for sale should be accompanied by a photo of you and a personal bio. Not a resume bio but a human interest story. No one is going to buy your art because you have an MFA in ceramics or a certificate in gemology. Art is an emotional purchase and it’s your story that speaks to the buyer. They want to know about your family, your pets and what inspired your craft.

It’s the story of YOU that will sell your art and turn shoppers into collectors.

Is your bio a resume of facts or does it tell a memorable story of who you are and what you stand for?

Is your business hiding in the back alley?

Chatting with artists and crafts people at a large juried show this past weekend, I heard the same complaint repeatedly. Many of the exhibiting artists said they would like to do less live shows and sell more in galleries and online but they found it difficult to get their work into galleries and even more of a challenge to sell online. They almost all had a website or a page on Etsy, Artfire or another handmade site. The problem was, in a sea of hundreds of thousands of artists with listings on these sites, they weren’t getting noticed or seeing enough traffic to make significant sales.

This complaint is not unique to the craft industry. Many new entrepreneurs seem to have the idea that all they have to do is put up a website (or list their wares on Ebay or Esty)  and people will find them and buy their products. Then the surprise comes when they’ve spent money and time to launch the page and no one finds it.

Would you lease a retail space down a back alley accessible only by another back alley that no one uses unless directed by someone on the main street?  And set up a gallery there to show your best work? Of course you wouldn’t. But that’s what you’re doing if you put up a webpage and sit around waiting for sales to happen. No one can buy from you if they don’t even know you’re there.

So, how do you get the merchants on the main street to recommend you and direct your ideal customer back to your gallery? That’s how you have to think about getting the buyers to your site or page.

Ask yourself these questions:

• Who is my ideal customer and where are they hanging out?
• What shops (or sites or forums) do they already spend time in?
• How can I reach them and get them back to see my work?
• Is there a way to get the main street “shop-keepers” to direct my ideal customer to my shop (site or page)?

One of the most valuable lessons I learned in the advertising world 35 years ago is that whatever business you are in, you are really in the business of marketing your business. Unless you are already generating enough revenue to hire a marketing team, you don’t have the luxury of spending all day every day making your art. A good chunk of your time in the beginning has to be allocated to getting your work in front of the person who will pay you for it. And the most efficient way to do that is to identify and align yourself with those who already have the attention of your ideal customer.

So, how do you do that? Here are a few tips to get you started:

What kinds of items are complimentary to what you make? For example, if you sell handmade bridal jewelry what other types of businesses would your ideal customer be patronizing? Likely someone selling handcrafted invitations,  veils or headpieces, custom bridal shoes, caterers, photographers, wedding planners, make-up artists, florists, bands and DJs, etc. You might contact them and work out a mutually beneficial set up where you may do a guest post on their blog site with a link back to your site or an arrangement to feature each other’s products and services on your sites. Another free and easy way to get your name in front of those who will buy your product is to find these complimentary businesses on Twitter or Facebook and follow or “friend” them, build a relationship and then once you get to know each other, you can recommend the other’s businesses and link to their sites.

You can’t assume that your ideal client is an active internet user.  Using the same example, while most young brides use the internet, what about the MOB who does all the planning? She may not be online so you will have to come up with some off-line ways to promote your business.

Consider organizing local, complimentary businesses as above for a  trunk show and everyone can send invitations their own list. This means that you each have access to get your products or services in front of the combined clients of the vendors involved. This will benefit each of you and can be a fun, profitable event.

Be creative in the way you think about what business are complimentary to your own. And don’t overlook some that are not necessarily in the same industry. For example, still using the bridal jewelry example, a great resource would be the sales manager at venues such as hotel banquet rooms. Often the first thing a bride does is visit locations to hold the wedding so the sales and catering manager will have access to  brides and their families before they’ve even begun the planning process.

What kinds of businesses are complimentary to yours? Who can you align yourself with to help you get customers to know you are out there?

Are you supporting your own or the theives who rip them off?

Do you check labels when you buy for yourself, your family and friends? I sure want to believe, if you are a crafts person trying to make a living selling handmade, that you support your own industry.
An artist friend just showed me something she bought for her garden that I knew to be a knock-off of a local crafter.  I couldn’t hold my tongue. This is a woman who has been complaining that she can’t get the price she believes her work should command and that she doesn’t know how she’ll make it as an artist if people are “too cheap” to pay what her work is worth. So, I called her on it. I asked where she bought the piece (although I could guess) and if she knew where it was made. She said she hadn’t checked the label. I asked if she knew that it was a copy of a US crafter and she said she did but couldn’t afford his work  because (get this- “I’m just a struggling artist” ) and that even if she could, it was for “outside after all.”  I was livid and laid into her, as only a good friend should do: “If you aren’t willing to pay the extra for made-in- America, how can you expect people to pay for your work rather than buy a similar piece made in China?” For the record, I’m not talking behind anyone’s back here. I told her she was going to be the subject of my public rant. I said I wouldn’t use her name but I have to admit it’s tempting.
If you’re in the industry, you likely know the difference between a knock-off and a licensed piece made with the artist’s permission for which the artist receives a royalty. One is stealing, one isn’t. Who are you going to support?
So, the next time you are exhibiting at a trade show or crafts fair and you’re worried about making enough to cover your booth fees and travel costs, plus net a profit, ask yourself how often you buy the knockoff because you’re “just an artist and can’t afford” the higher priced handmade version. There’s no question that it’s tough to find certain items made domestically and that when you do they are often pricey. But so are those designer brands that you think are made here. Look at the label of your $200. handbag. Or the sweatshirt you picked up in our nations capital or, better yet-anything decorated with our starts and stripes, including an American flag. If you’re having trouble making it as a crafter, ask yourself if you are supporting your fellow artists. Yes, you may pay more than if you buy the same item made oversees but the answer is to buy two pieces made by hand rather than four made in China. I’ll hop off my soapbox now, but…please, please support your own.

Join a tribe, create your sewing circle, make a living and a difference

Last week, I put out a call for people who love to sew but hate to market. I was thrilled at the overwhelming response from readers and astonished at what some had to say. Many of the emails I received were from people looking for a “work-from-home JOB”.  Why would  someone who for a long time went by the name “self-employment muse.” want to “hire” you?

If you’ve been following me for awhile, you know that my mission is to help people create meaningful self employment, that I once had a payroll of over one hundred. While I loved knowing that my business was enabling people to earn a living, it broke my heart when the business could no longer support that many employees. I am committed to empowering people to be responsible for their own livelihood and not be at the mercy of a boss.

It’s my conviction that the creation of small businesses will be the cure for a sick economy; that the only real security is self employment. When I put out that call last week for people who love to sew but hate to market, it was in response to all of you who say you are looking for a way to make a living doing what you love. You love to create but not sell. I LOVE marketing, letting people know about cool products, especially handmade items.  So, what I’m looking for are people who want to be self employed, want to have their own business and be their boss. I don’t sew but I have a product that I know will sell if you, the crafters, supply it.  It’s my goal to create a tribe of entrepreneurs who love what they do and have control of their own time, income and environment.

If it’s a job you’re looking for, I’m not your gal.  But, if you’re seeking inspiration and guidance to be your own boss, to join a tribe of inspired entrepreneurs, let’s talk. You have the equipment since you already sew. You can do all the sewing yourself or create your own community, your sewing circle. And we’ll all be making a difference, making income doing what we love. That’s what inspired livelihood is all about.

Love to Sew but Hate to Sell? We need eachother.

Recently, inspiration for a product has been so noisy, so constant, it wakes me from a sound sleep. The timing couldn’t be worse since I have a number of plates spinning and deadlines looming but when an idea wants attention so desperately that it keeps jumping around in front of your face,  it can no longer be ignored. So, a few nights ago, I woke up at 3AM and doodled down the design, made notes on sourcing materials and marketing the product.
Because any business I create must meet certain criteria that support my core values, I’ve been considering how this project will impact lives. My design is handcrafted and labor intensive so it makes sense to outsource the production.  My first thought was to teach women in a developing country to make the product, enabling them to earn a fair wage and support their families. Then I thought about the unemployment rates in our own country and all the women who’d benefit by the opportunity to work from home.
I thought of Detroit and all the families whose incomes were dependent on the auto industry. Having spent years in home furnishings, I know what outsourcing overseas has done to the Carolinas and the affect it’s had on entire communities.  So, wouldn’t it make sense to use this idea to create livelihood for families in our own country? I’m going to start here but I need your help. Who do you know who loves to sew and would love to work from home on their own schedule? Let’s see how many women we can help create their own livelihood. Is this you or someone you know? Let’s do this together. I’d love to hear from you.

Jewelry Design, Surfing, Bali, making a living AND improving lives of women and children?

Designing jewelry and belts, surfing, traveling to exotic Bali, protecting the environment and helping to improve the lives of women and children. Is it possible to make a nice living combining  these diverse interests?

That’s the kind of question I get from clients.

My friend and mentor, Barbara Winter, shares this story of Inspired Livelihood in action:

Last weekend when I headed to California to visit my family, I had a short list of things I wanted to do while there. One of those items was to visit Betty Belts, a small shop in Ventura which had recently bestowed one of their tote bags on my sister Margaret in a store contest. Although I didn’t need a belt, Margaret insisted I needed to see the store.

She was absolutely right. From the moment we entered this cozy shop, I knew we were in a special place. I learned that the store is named after a pioneering woman surfer who inspired other women to master the sport.

We began our visit by admiring the beautiful silver jewelry made by the group of artisans that stock the store. Owner/Designer Donna von Hoesslin was puttering about the place. Within a few minutes, I discovered that she was passionate about jewelry, the environment, surfing and Bali, Donna has found a way to integrate all these passions into her life.

She also proudly announced that her business had recently reached its seventh anniversary. The shop is a recent addition to the successful online business that Donna’s run for most of that time.

When I admired a bracelet she was wearing she told me the story of its inception. She and several members of Team Betty had gone to Bali, Donna challenged them to each come up with a new jewelry design, give it a name and choose a cause that would receive 15% of the profits from its sales. The bracelet she was wearing was called Compassion and the designer had been so moved by the huge number of stray dogs in Bali that her cause was a pet rescue mission there.

Jewelry wasn’t all that this shop had to offer, however. There are magnificent scarves imported from Bali, large framed photographs of surfers taken by Donna’s boyfriend, and her own signature beaded belts.

I’m quite sure that Margaret and I were both smiling when we walked back to my car.
“I just love meeting people who love what they do so much,” Margaret said. Of course, I agreed. All that passion is positively contagious when it’s put to such good use.

After I got home, I paid a visit to her gorgeous Web site where I read, “Donna von Hoesslin takes her inspiration from her love of the ocean and the beach lifestyle, combined with the influence of 17 years of living in Europe.

“She believes in giving back where she can and does so by supporting many causes, among which are environmental fundraisers, at-risk youth, women’s surfing (through athlete and event sponsorship), 1% For The Planet Membership, Coop America, and support for the mostly female artisans in Bali who make the products and much more.”

This lovely field trip reminds me that  people who practice inspired livelihood just keep spreading all that goodness around.

Barbara Winter shares ideas and inspiration with other creative entrepreneurs through her blog Buon Viaggio, her long-running print newsletter “Winning Ways” and “Joyfully Jobless” News ezine. In addition, Barbara conducts seminars and retreats across the country and internationally. Since it first appeared in 1993, her book “Making a Living Without a Job” has been a handbook for thousands of people. An updated edition hit the market in Sept, 2009 and was an instant best seller.

If you know you want to find more meaning in your livelihood doing what you love and making a difference in a few lives, your community or the world, April is the time to step up and get started.

Are you having trouble figuring out how doing what you love can improve lives and earn the income you need?

I had such a tremendous response to the March Idea Generating special that I’m extending the offer through April. I’ve bundled my “Idea Generating” sessions and you can now sign up for a package of 3 Private One-to-One Phone Sessions with me for $270. My single session rate is $185 an hour but because NOW is the TIME to TAKE ACTION, I’m opening up a limited number of session hours to a select few who are ready to Spring into Action.

you can purchase a
3 Session Package for $270 ( less than half the usual hourly rate.)

Find out More about these Idea Generator Sessions

STOP beating yourself up for not accomplishing what you planned to earlier this year. Forget those New Years resolutions. Winter is hibernation season in nature for a reason. But, NOW is time to SPRING into action!

3 Reasons You should go to Bead Shows, even if you Don’t make jewelry

Yes, I know this sounds like crazy advise, but even if the art you create has nothing to do with beads, gemstones or precious metal, you are shortchanging yourself and your business if you don’t attend a bead show this season. Ideally, you should visit a major show like the Tucson Gem Shows, but if you can’t travel to Arizona, there are likely smaller bead shows within a few hours of your home.

Here’s why you must attend a bead show.

Inspiration:

Even though I no longer make jewelry, I get inspired to do other creative projects every time I walk a bead show. You can’t see all those colors, textures and shapes without a burst of new ideas.

Trends:

Whether you create sculpture, wearable fiber art or wall art, you need to be  current on  trends and any trade show will give you  an overview of what’s happening in fashion, home and lifestyle. Even if you make vintage crafts, you MUST be up on popular colors and trends.

Original VS Knockoff:

For years I sold venetian art glass and beads handmade on the island of Murano in Italy. If I didn’t attend mainstream tradeshows, I’d have no idea that thousands of vendors now sell “Murano glass” which is factory made in China and looks to the untrained eye like the real thing. I wouldn’t have known why sales slowed down and people thought the prices of the handmade pieces were outrageous. Learning that what you sell is now knocked off for a much lower price doesn’t mean you should stop making that item, only that you must be sure your pieces are different enough from the import to warrant the much higher price. And, you should make sure that you or anyone wearing or selling your work knows your personal story and why your work is special and commands a higher price.

Bead shows are also a source of connection with other artists in different media. I’ve never attended a bead show that didn’t include vendors other than gems and jewelry. As is the case anywhere you assemble artists, you’ll find a high level of creative energy and opportunity to learn and network with like-minded people. And if those aren’t reasons enough, you’ll have good, clean FUN. Go play.

How to Sell Handmade Jewelry for Valentine’s Day

What are you doing right now, this week to ensure that you will have income this month?

By now you are likely back to work after the holidays. I hope you enjoyed time with family and friends or just relished some quiet solitude, if that’s what you desired.

“Back to work” has a different meaning when you’re self employed, particularly if you love what you do and where you do it. If you are in an area of the country experiencing winter storms, you’re probably feeling extra grateful that you don’t have to bundle up and scrape the ice off your windshield before you brave the icy roads for your longer than usual commute. This morning as the airwaves buzzed with school closures, traffic delays and treacherous road conditions, I sure appreciated my self employed status. If you already work from home, is your business meeting your financial expectations? Are you finding your work fulfilling? How are you dealing with potential isolation?

Maybe you are still working for someone else but have promised yourself that 2010 is the year you’ll break free and start your own business.

Whether you’re looking for ways to supplement your income, increase the volume you are already doing in your business or just starting out, January is the time to map out your immediate and long term business strategies.

What are you doing right now, this week to ensure that you will have income this month?

If you’re thinking that people are not spending after the holidays, you’re missing out. Whether you sell a tangible product, information or service, January can be a strong month if you stay open to thinking differently about your potential clients or customers.

Think about all the people who receive cash gifts for Christmas! They may have been eyeing that handmade piece you showcased in December but were in the giving rather than “self-gifting” mindset before the holidays. Now, they have “me” money but unless you remind them you are still out there making fabulous stuff, that money won’t find it’s way to you.

What about the people whose new year’s resolutions involve eating healthfully or learning a new skill? Now is a better time than pre-holiday to market your personal chef, fitness training or voice coaching services. Let’s say you teach macrobiotic cooking or  jewelry making or sell supplies? Both the recipient of cash gifts and the new student are your potential customers.

There are also a number of little known holidays in January. Just google “January holidays” and you’ll find that today is National Bird Day. Who knew?  I have no idea who comes up with these fairly obscure days of celebration but had you known this earlier and planned ahead, you could have arranged a show and sale of your handmade bird ornaments or bluebird earrings at the Audubon club.

Think of what you could have done had you known that tomorrow is Dia de Reyes.  Tonight, January 5,  figurines of the Three Wise Men are added to the nativity scene. Before bed, Mexican children place their old shoes under their beds, where the Wise Men will leave them presents.

Next week is Japanese Coming of Age Day and the 24th is the Anniversary of Gold Discovery Day in California. (1848). My head is spinning with ideas for marketing your creative services and handmade crafts on those and other January holidays like Chinese New Years and Australia Day, both Jan. 26th. If you’re asking yourself what those  celebrations have to do with you, have you forgotten that you are reading this on the “world wide web”? As my friend Barbara Winter says, “your clientele is no longer limited by geography.” So, go explore what’s being celebrated in your neighborhood and around the world. Rather than thinking you’re too late for Christmas, you’ll find you’re early for some creative offerings or craft selling opportunities. What are you doing now to ensure you’ll have cash flow next month?

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