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.

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.

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.

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.

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.

A picture sells a thousand works

Here is the honest truth = If your pictures stink, you more than likely won't sell much if any.

Catalog companies have been dealing with this for years. Good pictures are critical when selling your items.

Here are some tips:

1. You do not have to hire a professional. We live in the age of the digital camera, so we can create good photos for a very low cost.
2. Try and take your items in indirect sunlight. This creates the best lightening to enhance all aspects of the item.
3. If sunlight is not readily available, consider a photo lightbox set up. You can spend money on a lightbox kit, but many tutorials like this one exist out on the internet. For very little money and a bit of elbow grease, you can be set up in no time.
4. Consider your background, your arrangement, and the "extra" stuff in the shot during the photographing process and during the editing process. Some great ideas don't translate onto the screen.
5. If your item is quite small, learn how to use your camera for short distances. Many cameras take great distance shots, but create blurry and unusable micro shots.
6. Learn to use a photo editing program to "fix" your photos. Many free programs including Gimp exist that are simple to use but are still very effective. It is totally unnecessary to spend hundreds of dollars on Photoshop to adjust your Etsy photos. Take some time to really learn how to adjust the colors of the photograph to make sure it is an accurate representation of your item.
7. Get feedback on the forums by asking for help and suggestions. There are so many Etsyians who are out there to guide you. They too have been through the photography maze and have experiences they can share.
8. Go to shops and look at what works and what doesn't. This will give you some guidelines on how you want to present your product and thus yourself.
9. You have 5 frames to use for each listing. Don't be afraid to use every one. The more angles a buyer has of a product, the more likely they will feel comfortable with their purchase.
10. Don't give up. Tweaking and learning are all part of this process. Eventually, you will feel you have the best combination of techniques for you and your shop.

Ok - Who is going to by my stuff?

Such a basic question, but truthfully, something to really think about for more than 5 minutes. So here is a bit of important knowledge -

Etsy is a relatively new site - it started in 2005 but has really picked up speed in the last 6 months. There are approximately 1 million accounts (although that does not mean they are all active). As of this writing there are roughly 76,000 shops with at least 1 item in them. The total store count is 160,608 which means that there are quite a few shops that are empty and have been left empty for awhile.

The store count on March 1, 2008 was 137,271 versus the 160,608 open today (4/16). 28,337 new stores have opened in 6 weeks. That's alot of new blood, alot of new competition, and alot of new buyers as many sellers are definitely buyers as well.

So that is an overall numbers picture .... More specific data is required to get a much better idea of what the buyer "looks" like -

Etsy did a survey earlier this year to gather some current and informative data that would best describe an Etsy customer:

She - yes, SHE - by a resounding margin (96%) - is 32 years (41% fall in the 25-34 category) - lives in the United States (82%) - has graduated from college or will be graduating (80%) - and has a household income of $67,000. Half of the buyers work and 23% are full-time moms. Many belong to a social networking site (73%) including MySpace and Facebook, shop online frequently, and might have her own blog (36%).

The link to the Storque (Etsy's online blog/newspaper) article is here that summarizes all this information. There is a "download this file" link that contains a .pdf of detailed survey information which is definitely worth a read.

As an artist and or craftsperson, creativity is your driving force and statistics may at first seem like a sure way to limit this creativity. Instead, use this information to provide some structure and perspective - - maybe not so much when you are creating, but definitely when you are marketing yourself and your product. Knowing your audience when you are wearing that "hat" will make the process that much easier.

Opening a shop - What's in a Name?

Having a strong, memorable name is very important when opening your shop. This will be your brand and will stay with you for the entire time you have your business. So, don't sell this step short.

Follow my logic: The name Etsy is in itself is quite odd --- not unlike Ebay when it first started. We all know what Ebay stands for now, but can you imagine the first time someone explained what Ebay was? More importantly, what if he or she had never explained it and made the person hearing it for the first time guess what the site was for? I would be willing to bet a great deal of money that few if any said it would be an auction site.

Now, think about the name Etsy. The reason for the name is fluid and has changed over time, so you, as you market your site (i.e. tell everyone you know about your new business (ad)venture) you will most likely have to introduce Etsy (and how to spell it) to your potential buyers.

Then you must decide what your shop name will be. This is the very first thing you must do when you begin selling. It will be your identity, your login, and how buyers find you and return to you again and again. Here are some helpful hints to guide your selection:

1. If you have been a buyer before you decided to sell, don't think you are "stuck" with your buying name. You can keep that as a buying account and open a selling only account. The downside to this is that you must have a second email address, but truthfully, it might be a great way to start fresh and there are so many free email options, this should not be a deterrent.

2. Try to make your name short. Too many letters can lead to misspelling and mis-typing and thus an easy way to keep buyers out of your shop.

3. As Etsy grows, the more obvious names will most likely be taken, so have a list ready. Go into search and type in a name then through the drop down menu, select "sellers: user's name" to see if it has been taken. Or, type in a partial word and all shops that have that it the title will appear and give you a sense of what combinations are and are not available.

4. Choosing your real first and last name may not be the way to go. I think it generates privacy and security issues which is always a consideration when using the internet. There are no hard and fast rules, but this is definitely a consideration.

5. Don't get too "kute" with a name. We all accept Froot Loops as a brand name for a great sugar cereal but changing up the letters of a basic word can lead once again to misspellings and one more way buyers can't find your shop. There is a fine line between memorable and too complicated.

6. And last but definitely not least, try to choose a name that implies what you are selling. Like the original example of Ebay (and even Etsy) -- these names were an initial henderence in the selling and marketing process because it was not initially clear what was on the site.

But - wait - your site is "3bagsfull" and you sell scrabble pendant jewelry. You broke your own rule. EXACTLY!! - use my site as an example and a word to the wise. I initially started selling wool felted handbags and 3bagsfull was a "not too shabby if I say so myself" name for this product. But, the product wasn't a good seller on the site. My product line had to evolve if I wanted to stay on the site. The name was memorable, so I chose to keep it. Because of this I will add a #7 to the list:

7. Don't get too specific because the market will change or you will change or your supplies will dry up, etc. etc. etc. -- but hopefully by then you will have established a BRAND so selling outside your core products will not create confusion for your current and future customers. They will know the name regardless of your product line because of your established quality, creativity and customer service.

Make Stuff, Sell Stuff

So, you have been a crafter for awhile and you want to start selling what you make --- Now what?

Etsy is an excellent place to start selling your items. But, you need to plan before you jump into the deep end of the pool.

Over the next several posts, I will discuss things to consider including: pricing, marketing, photography, shop set up, shop name and more. My hope is that these posts will guide you while you set up your shop and will get you on the road to success.

It's all in the numbers

Etsy was started in 2005 but has seen incredible increases in page views, number of new users, and total items sold. The recent push by Etsy's executive team to capture as much exposure for the site has really paid off as of late. Etsy has received press in many magazines and newspapers including the New York Times. In addition, the staff at the "Martha Stewart Show" has really embraced the site and what it stands for. In the last month Martha has interviewed Rob Kalin, Etsy's founder, along with many of the amazing artisans that sell their wares on the site.

Site Data:
January 2008 -
New Items Listed - 575,174
New Users - 68,013
# of Items Sold - 314,197
$ Total Sold - $3.7 million [ave. price per item: $11.77]
Page Views - 233 million
February 2008 -
New Items Listed - 612,641
New Users - 75,458
# of Items Sold - 349,092
$ Total Sold - $4.8 million [ave. price per item: $13.75]
Page Views - 250 million
March 2008 -
New Items Listed -700,000
New Buyers - 66,000 [note difference in terms]
# of Items Sold - 400,000
$ Total Sold - $5.6 million [ave. price per items: $14.00]
Page Views - 285 million