Search results (tags) for: "brands"

Seller How-To: Banner Tips

2009-12-01T12:20:00-05:00

There are many techniques and free resources out there to help you create your Etsy Shop banner. I've gathered a few of my favorite tutorials and links to help you get started. Before you go off exploring these, I thought I'd share a few of my favorites banners — think of these as ideas to spark your own experiments. Make your banner work for your shop!

1. Give viewers a good idea of what they'll find in your shop.

2. Crop a photo to the correct banner size (760 x 100 pixels) and you are good to go!

3. Make sure your banner ties in with the colors and branding of your item listings.

4. Use your banner to punch up your promotions.

5. Use your banner to share more about you as an artist — give a little insight into your process.

6. Don't stress! You can update your banner whenever you want. Keep in mind that your banner is only seen on the front page of your Etsy shop, and if you use the My Etsy Facebook application, people will see your banner there as well. I suggest making sure your avatar is a current representation of your shop. After all, your avatar is seen on every single page of your Etsy shop, and in other areas of Etsy (the Forums, Pounce, etc.) You can use the tips and techniques below to help you create a great avatar, too!

Video Tutorial:

DIY Shop Banner by (the unofficial) Etsy Business Blog

Blog Tutorials:

Boston Handmade presents: How to Make an Etsy Banner

PowerPoint Banner Designs from strumpfkunst

Forum Posts:

How to make a banner without a fancy program

Tutorial: How to Make an Etsy Banner Using Picnik

Cool Resources:

Etsy's Bannerator — Enter your text on one of our pre-made designs

Pre-made Announcement Etsy Banners on our Resources page

Free Etsy Banner Holiday Templates from Etsy member catherinetterings

Free Photo Editors:

Picasa - Free photo editing software from Google

Picnik - Online photo editing service

Aviary - Web-based photo editing with lots of fun tools

Gimp - Free image editor, alternative to Photoshop

Don't forget about all the designers on Etsy that can customize a banner for your shop. Try searching "Etsy shop banner" to browse the banner designs currently available.

Have a helpful link of your own to share? Please post it in the comments below!

More seller how-to's about banners can be found here.
Etsy Banner help can be found in Etsy's Help Guide.

Quit Your Day Job: Damselle

2009-11-23T16:00:00-05:00

Melanie, the jewelry designer and business maven behind Damselle, was able to start her jewelry business and become her own boss after working as a store manager for The Discovery Channel. Melanie admits her sales took a little longer to take off than she originally imagined and walks us through the steps she took once she realized promoting her shop was just as important as having a great product. She stands by the fact that happy customers are her best viral marketing strategy, as well as marketing her personal story as a brand. Stay tuned as Melanie candidly discusses the personal and social sacrifices she's had to make in order to make Damselle a reality.

How did you originally get into the business of making things?
I have always made things with my hands. From a young age I went to art schools, most recently the School of the Museum of Fine Art in Boston. I also came from a very creative family, the sort of family in which trips to the fabric store and the book store last hours and can be deadly to your bank account. We made alligators out of old carpet padding. We watercolored the cat. We took the clothing out of our dresser drawers and stored books in them instead. We lived a pretty out-of-the-box handmade life and were pretty fearless about it.

The story of how I started making jewelry and how it became a business is, like a lot of things that have happened in my life, a meandering and unexpected path. I was doing volunteer work helping to care for tigers that had been purchased on the black market and then abandoned by their owners. It was a very special time in my life and I really felt close to those animals, but raising funds to keep them fed while we waited for them to go to their new animal sanctuary homes was difficult. We decided to hold a charity auction, and I needed something to contribute, so I tried my hand at making jewelry.

Tell us about your previous working situation.
It has always been my goal to find a way to live a more creative life and do things on my own terms, but after school I got caught up in the daily grind with the pressure of paying my bills and lost focus. I was working for The Discovery Channel Store as a store manager. I had been there for four years and was recently promoted; it was a lot of work, and a lot of hours, but I felt like things were really coming together.

However, within a few months everything came tumbling down and I was streamlined out of a job. During that summer as I was closing down my Discovery Channel Store and asking myself a lot of questions about what I wanted for myself in the future, a few important things happened. I spent some quality time with my old college friends in Boston, the movers and the shakers, with whom I'd dreamed about my future. I started thinking hard about what really mattered to me. After years of working overtime for someone else, I realized that I needed to take more risks in my life to do what I love.

When you first started selling on Etsy, did you have dreams or goals of eventually quitting your day job?
I have always wanted to quit my "day job," even before I had one. I wasn't sure exactly how I was going to do it, and for a long while I thought I was going to open a tea business, but the high overhead and the idea of being stuck in one place all the time weren't ideal. I had hopes that my Etsy experiment would pan out in an exciting way, but to be honest, I was a bit of a slow learner when I first opened shop. It took me over a month to get my first sale, and almost a second month to get another. I opened Damselle in October, but didn't realize I would need to put real effort into it to become successful until February. I began to understand that promoting Damselle and getting myself out there was just as important as having a great product. Slowly, my business began to grow. Now I think that running a tea business would have been crazy, and my little online jewelry shop is the perfect solution to being a business owner in this economy.

Did you do anything to prepare ahead of time?
Honestly, I am not necessarily the best role model when it comes to preparing to quit your day job. I did speak to an accountant about tax issues, and I did take a part-time job while I eased into running a successful business. However, I don't have any children and if things get rocky I can just take up a part-time job for a while. Most of my preparation involved learning to sleep through the night without a steady paycheck and building confidence in my abilities.

What are the most effective ways you have promoted and marketed your Etsy business? What's your best marketing tip?
I've had more business generated from free, word-of-mouth promotion by my customers than I could ever pay for. I've also been fortunate to have blog posts written about my work on several popular wedding sites by happy customers. This has brought me so much business, and I've had lots of referrals from friends and family of my customers. I don't think there is any secret recipe for marketing success. We all have to figure out what works best for our own business style and target customer base. Take calculated risks and try new things. Always look for new places to expose people to your product. Be fresh and consistent.

One thing that I have found to be very successful in my own marketing is to think of myself, in a way, as a brand. I am often selling myself as much as I am selling my jewelry. Because of that, I try to let my personality shine through in my correspondence with customers. One great idea I had was to make little printable artist bios, which I use to personally thank my customers and to introduce myself. One goes in each package I ship out. These are also great because, if the item is a gift, the recipient gets to discover more about my story and hopefully connect with me and my jewelry, as I am selling a handmade product. I think it's wonderful that Etsy customers care so much about the special uniqueness of the handmade items they buy, and the people behind the craftsmanship.

What have you found to be an unsuccessful promotion?
I have learned that, while I love the exposure of being blogged about, unless a blog has a track record of generating a lot of traffic to my target customer base, it isn't a good investment for me to send items for blog reviews. I can usually get more traffic for my money by simply buying advertising, and I think being blogged about by my happy customers is a lot more effective.

Walk us through your typical workday.

I get up every morning around 7:30 a.m. and make tea and breakfast for myself. Then I sit in front of my computer and check my emails while I have breakfast and try to wake up. I make a list of what I need to do for the day on a week-long sheet.
Then I work out (more often than not) and pack my orders, if I haven't done so already.
Then I shower, but usually still wear jammy pants or sweatpants if I'm staying in all day.
I spend the middle part of my day making and photographing jewelry, in between tea and cat snuggling breaks, while the light is good.
If I need to run to the post office or do any other errands, I also like to do this while most people are still at work.
I also periodically check my emails, relist, and update my social networking sites, to which I am addicted. (In my defense, I do get a good amount of traffic in my shop from those sites.)
In the evening, depending on how busy I am, I usually do a mix of promoting, answering emails, researching supplies, and having free time. If I have a lot to get done, however, I can work into the night.

What do you enjoy most about not having a day job? Is there anything you miss?
My favorite thing about not having a day job is not having my values dictated to me by someone else. I love having direct personal accountability for my successes (and failures). I am living my life on my terms, and I have never been so free. It's great to be able to take the time I need with my family and friends. If that time happens to be at 2 p.m. on a Wednesday, it's not a problem for me to walk away from my work and come back to it later in the evening. I love being able to be creative, and I love hearing the stories from my customers about how my jewelry goes on to be part of their lives.

I do miss having a steady paycheck. Let's face it, becoming self-employed is not for the faint of heart. You need to really love what you do, because there are many sacrifices. I have had to cut a lot of things from my budget to make it work, like buying new clothes and eating out. Right now, I have a roommate.

I also miss the human interaction. It's harder to meet people when you work from home, and I have to be careful or I can become a hermit. Social skills: Use them or lose them! I recently joined my local Street Team, Handmade Dayton, and I'm so excited to get to know all of them.

What's the hardest part about running your own business?
I think the most difficult part of running my business is dealing with change: learning to sleep through the night when you don't know what's coming, being able to push yourself out of your comfort zone to see what you are capable of, learning to recognize and act on changes when they do happen. How am I going to adapt my business strategy to be relevant in the current situation? I have already seen my business go through a major evolution from the novice designs I made for the auction, to a brief stint traveling at crafts shows, making the decision to focus on Etsy as my primary venue, developing the bridal line, handling wedding season and the holidays in different ways. I know Damselle will continue to evolve and I hope that I can keep up.

If you could go back in time, what advice would you give yourself? What advice would you give someone else?
Wow, there is so much advice I would have given myself. I wish I had had the courage to quit my day job sooner. I wish I had understood that I would only get as much as I put into my Etsy shop. I wish I had ignored the woman at the craft show who told me my jewelry was too gaudy for brides. However, hindsight is 20/20, and I think I've done okay.

My advice for other people quitting their day job would be to make sure your passion for what you are doing can carry you through the rough spots. Keep diligent and detailed accounting, even if it isn't your thing...you need to know where you stand financially. Don't be afraid to keep learning and trying new things. Celebrate your victories, no matter how small. And use a kitchen timer to keep yourself on task (especially in the Forums).

What goals do you wish to accomplish in the coming year for your Etsy business?
My goals for my shop are to continue to grow my business into a stable and successful career for myself in which I am able to live my life deliberately and with integrity, and to spread the word to the world about the benefits of supporting artists and craftsmen by buying handmade. When you buy handmade, you are directly supporting real people who have put a lot of attention and skill into their product, as well as making a choice that is less harmful for our environment and helping to grow our local economies.

Is there anything else you'd like to share?
As I'm writing this interview, I've been going through the blog posts I wrote as I went through the process of starting my business, and coincidentally, today is the two year anniversary of quitting my day job. I am not afraid to admit that the road is not what I expected it to be. It is both harder and more amazing than I anticipated. My life has never been richer and I have never felt more excitement and anticipation for the future.

Thanks to Melanie for sharing her story. If you have questions for Melanie come by the Virtual Labs on Wednesday November 25th at 3 p.m. ET. You can see some of Melanie's beautiful work in the Related Items. Check out previous Quit Your Day Job posts here.

Fabulous Packaging and Wrapping With rikrak

2009-11-03T10:30:00-05:00

Have you missed the first half of our series of holiday workshops for sellers? Don't worry, there are many workshops left to help you get your shop in shape this season. (View the entire schedule here.) Last week's workshop was hosted by Etsy seller, rikrak, our resident branding-with-packaging specialist! I've put together some great references from her workshop here, but make sure you read the thorough notes she's provided on her own blog, the rikrak studio.

Packaging How-To Videos:

Etsy Holiday How-To #1: Packaging

Etsy Holiday How-To #2: Packaging

Etsy Holiday How-To #3: Creating Labels and Hang-Tags

Furoshiki Gift Wrapping

Packaging Blog Tutorials:

Holiday How-To's: Sellers, Wrap It Up With Gift Wrap!

Team EcoEtsy Tip of the Week: That's a Wrap

Team Eco-Etsy: Make Your Own Waterproof Shipping Envelope

Furoshiki Fabric Wrap Techniques

Funky Felter's Blog: All About Labels for Handmade Items

Craftster Tutorial: Making Personalized Labels

Team Canada: Making a Cereal Box into a Beautiful Mailer

Packaging Downloads:

Envelope Pattern

Flying Floating Mailing Labels by the Small Object

Free Printable Mailing Labels by Creature Comforts

Free Printable Labels and Gift Cards by oh smile

Sweet Mailing Labs by Elephantom Knits

For more packaging tips and tricks, don't forget to read all of rikrak's workshop notes here. Happy packaging!

More Packaging Tips | Holiday Tips for Sellers | Holiday Workshop Schedule

Quit Your Day Job: Spiderbite

2009-08-31T16:30:00-05:00

Sarah Jane, the creative mind and savvy businesswoman behind Spiderbite, was just 8 months out of earning her degree from art school and working at the Subway fast food chain when she decided to make selling on Etsy her full-time business venture. She's truly been able to start from the ground up with a fresh idea and feels the flexible hours outweigh the isolation she often experiences in running a one-woman operation. Keep reading to find out why she recommends email lists and branding a business as the best marketing one can do for their shop and why some months she's willing to live on PB&J sandwiches and Ramen noodles.

How did you originally get into the business of making things?
I went to the Rhode Island School of Design for illustration and while there I took a class on developing products. For our mid-semester assignment we had to develop a product and sell it at the student sale. That’s when I came up with the Nightmare Snatcher journals. At the sale I sold out and thought it was great. So I added the books to my illustration portfolio site and a teacher of mine showed them to his friend who owned a gift shop. Next thing I knew I was wholesaling to several stores. I think I just got a bit lucky and knew some of the right people.

When you first started selling on Etsy, did you have dreams or goals of eventually quitting your day job?
When I started on Etsy I definitely knew that my goal was not to work at a fast food joint the rest of my life, but I didn’t really anticipate being able to do it so soon. I was really disappointed to graduate from art school and spend my days working at Subway. But I was really only out of college 8 months before I was working for myself. It was the greatest feeling in the world to finally stop working at sandwich shops and shoe stores and be my own boss.

Did you do anything to prepare ahead of time?
For the most part I just jumped into it. Since I was so soon out of college, I didn’t have a family to care for, a mortgage to pay, or too many bills, so it was kind of easy. I picked up a couple of bigger wholesale clients and was selling consistently on Etsy to the point that I didn’t need to work another job. When I figured out that I was making enough to pay my rent, what few bills I had, and my student loans, I decided to go for it.

What are the most effective ways you have promoted and marketed your Etsy business? What's your best marketing tip?
The most effective marketing I have done by far is having an email mailing list. It’s a good non-intrusive way of keeping in contact with former customers as well as people who are just interested in your work. You can let them know about new products, sales, and special offers. I often include coupons and first dibs on certain products for those on my mailing list, which is a good incentive to keep people signed up. The key is to never add anyone to your mailing list without his or her permission and to not send out too many emails. I send about one or two a month.

My best marketing tip is to brand your company and your product. Keeping a consistent and cohesive look to all your packaging, logos, and products helps to solidify your image and company in people’s minds. That way every time they see a package, a new product, or your logo, they are immediately reminded of your company and of where to get more great items.

What have you found to be an unsuccessful promotion?
People always seem to recommend Twitter, Myspace, Flickr and a myriad of other free online venues to advertise your wares, but I’ve personally never found them to be that beneficial. For the amount of work you have to put in to get it to work for you, it seems like it would be more cost effective to pay for advertising. I’d rather pay for ad space and use my time to refine my craft and make more products to sell.

What do you enjoy most about not having a day job? Is there anything you miss?
I enjoy the flexibility of the hours the most. I’m pretty much a night owl and being able to start my day around 2-3 p.m. is ideal. I’ve worked night jobs before, but then I ended up missing everything else that my friends and family were doing because I was always working while they were off. Being able to make my own hours, I can work late at night one day and if I decide to go out the next night, I can just get my work done earlier in the day. I miss having co-workers to pal around with and complain about work to. This is probably the reason I’ve spent so much time in the Etsy Forums. I’ve gone whole days without seeing a single person, so it can get lonely working all by yourself.

Walk us through your typical workday.

Typically I get up between 12:30 p.m. - 1:30 p.m. (I said I was a night owl!) and jump on Etsy. It can be really addictive to check. So I try to limit it to 3 times a day, but I usually end up checking about 6 times a day…
If I have orders, I go through and pick them out and package them up.
Next, I start making monsters. Typically I’ll pick one main job for the day depending on what I’m running out of, whether it's cutting fur, putting together the monster faces, or adding pages to the books.
If it’s a Tuesday or a Friday, I take a trip to the post office to drop off my orders.
Finally, I just work on into the night until it’s time for bed.

What's the hardest part about running your own business?
The hardest part is probably cash flow. It’s a Catch-22 when you don’t have a part-time job or a financial backer to fund your business. You need to spend money to make money, but you need to make the money in order to have money to spend. So, it can get a little tight some months. When that happens I usually eat PB&J and Ramen noodles for a month.

If you could go back in time, what advice would you give yourself? What advice would you give someone else?
I would have started on Etsy sooner. When I signed up, I didn’t actually open up shop for about 6 months. As soon as I did, I was outselling my personal website ten-fold and had more stores contact me about wholesaling.

What goals do you wish to accomplish in the coming year for your Etsy business?
I'd like to finally reach my 1000th sale, which I’m hoping isn’t too far off. I would also like to make some new lower priced items, and some larger sized books for Spiderbite. I would likewise like to get my second shop, WeirdlingWorks, which I run with my dad, filled up and going.

Thanks to Sarah Jane for sharing her story. Have your own questions to ask? Come on by and chat with her Thursday, September 3 at 5 p.m. ET in Etsy's Virtual Labs.

You can see some of Sarah Jane's beautiful work in the Related Items. Check out previous Quit Your Day Job posts here.

How-Tuesday: Valentine's Day Round Up

2009-02-10T16:45:00-05:00

When I was in first grade, my teacher Mrs. Cechetti would bring in hand-crocheted ornaments for each holiday. (For all twenty-five plus kids in the class!) There were black cats for Halloween, ice skates — complete with paper clip blades! — for the winter holidays, Lincoln hats for President's Day, and white bunnies with pink ears for Easter. I remember thinking, even at six years old, "Wow... That's a lot of work, she must really like us!" (This was in addition to the pure delight and admiration I felt for her magical ways with yarn.) That direct hand to heart connection still resonates, twenty-five plus years later.

With Valentine's Day just around the corner, what better time to highlight fun hands-on ways to show you care? Here's a round up of some of the sweetest treats to make and share... xox

Red Velvet Cupcakes

"Intimidated by baking, assembling, and decorating a homemade red velvet cake for Valentine’s Day? Give cupcakes a try instead!" says Nicole of Pinch My Salt. These decadent Red Velvet Cupcakes "aren’t pink, they aren’t reddish-brown, they are a dramatic RED, perfect for Valentine’s Day! And in addition to the beautiful color, these little cakes are light, tender, and downright delicious!"

Yum! Click here for the recipe and share them with someone special.

Amigurumi Love Birds

Made for each other in complementing yarns, this pair would do Mrs. Cechetti proud! Make your own set to share with your lovebird. Get the complete pattern at Lionbrand.com.

Thanks to WhipUp.net for highlighting this super-cute duo.

Tic Tac Toe Hearts

"When you think Valentines, what comes to mind? Hearts, red & pink, and crafts, right? Well I've included all three of those elements into the classic game of Tic Tac Toe.

(Oh, and chocolates are included too, which I was eating as I was crafting these red & pink hearts!)"

By Marie LeBaron, care of AlphaMom.com.

Make Your Own Valentine

Don't have a Valentine? Why not make one? That's just what Erika Kern, of myimaginaryboyfriend and craftstylish did.

"I must admit I'm not a big Valentine's Day fan. You see, I've never actually had a Valentine, but I suspect that even if I had, I wouldn't care for it. It seems to me that Valentine's Day only exists to make people in relationships feel as though they must spend spend spend to prove their love and to make the single out there feel as though they were the loneliest sots in all the world. Still, I am a romantic, and though Valentine-less, I still hope for love. This Valentine's Day I've decided why wait for Mr. Right when I can just make my own! Wanna make your own, too?"

Get the full instructions here.

Do you remember your first-- or your favorite-- handmade Valentine? Tell us about it in the comments below.

More How-Tuesday Projects | Season of Love Posts

Team Tip: Merchandising!

2008-11-10T13:36:00-05:00

There are many benefits of joining an Etsy Team, including cross promotion among Team members. With the holidays quickly approaching, joint merchandising and promotional efforts are a really great way members can help each other and boost overall sales — and help shoppers find those perfect holiday gifts.

For example, take Leandogpottery's Labyrinth Soap Dish. She might include a link in the product description to fellow Team member savor's Tart - Olive Oil Soap, and mention what a lovely pair the two items would make for a gift!

Savor would do the same, including a link to Leandogpottery's soap dish in her item listing. Now, with a little teamwork from sellers, shoppers can easily find a great gift set within a modest gift budget.

Savor's Tart - Olive Oil Soap, $4.50 & Leandogpottery's Labyrinth Soap Dish, $13.00

Below are some other ideas for bundling, coupling, grouping, branding and merchandising items from your Team:

You can also pair items from your shop with other items in your shop - suggest coordinating items in listings.
Or you can include a link to a search for your Team's tag in your item listings to help shoppers find items they might like from shops of other Team members.
Use the Etsy mini to highlight great items from your Team on your blogs, social networking sites and other places on the web.
If you're primarily a buyer on Etsy, you can show support for your favorite Teams by including links to their Team tags in your Etsy profile.
To mix things up a bit, try occasionally Twittering or blogging about a Teammate's shop from your account - it's more fun and you'll get more attention that just talking about your own work all the time.
Many Teams find it useful to include a Team image as the last item image in an item listing - the image might have your Team's logo and a Team search tag, so shoppers can recognize items by a particular Team more easily.
Organize a ring of links to your Teammates shops in your announcement.
Follow the steps in this previous Team tip to promote your Team everywhere.

Teams are a wonderful way to work with your fellow sellers to accomplish more marketing than you could by yourself. By getting creative and doing some smart merchandising, you and your Team can work together to drive more traffic and increase sales for each other.

For more Team Tips, please check the Teams Resource page. Also, we discuss the Team Tips, news and ideas in the Etsy Teams email list! Keep up the great work, Etsy Teams!

Etsy Holiday How-To #2: Branding your Shipping Materials

2008-09-30T11:36:00-05:00

You know Dasher and Dancer... but do you know from which Etsy seller that fetching present came? In our second segment, Julie shows you how to brand your items by making clever and attractive shipping mailers and envelopes from recycled materials. Here is a PDF file with an envelope pattern.

Keep that coal out of your stocking and tune in to the rest of the series for more Etsy Labs Holiday How-tos on sprucing up your shop, shipping, photography and more!

See more helpful how-tos about your indie biz in the Seller Handbook.

[This video was originally published October 22, 2007. We're bringing it back for the '08 season!]

Handmade Cults: An Interview with Douglas Atkin

2008-06-27T14:12:00-05:00

Douglas Atkin, from Meetup.com, answers Etsy's questions about networks, branding, and gender in our continuing series, A Dude's Perspective.

Please introduce yourself and talk a bit about what you do at Meetup.
My title at Meetup is 'Chief Community Officer.' We’re a company that’s all about creating local community offline, around common passions, causes and needs. A large part of my job is to create a sense of community amongst the organizers of Meetup Groups. What they do can be hard work (leading a community group, ensuring each Meeutup is successful, managing the membership), so I’m trying to help them learn from, and be inspired by, each other.

Before this job, I used to work in marketing and advertising for about 25 years. I worked in everything from small creative advertising ‘hot shops’ in the UK to large multinationals in both London and New York.

A few years ago I published a book called, The Culting of Brands: How to Turn Customers into True Believers. It looked at how and why people became committed to cult-like organizations, and examined everything from real cults and religions to fan clubs, corporate cults and cult-like brands. The idea was to get to the heart of why people believe and belong.

I'll often hear people say that women are more "social." Do you see that translating to Meetup?
Yes. There is a tendency for more women to form and join Meetup Groups than men. This is a reflection of a tendency in society at large for women to have more and larger social networks than men. Interestingly, there are many studies currently being published that show longevity, health and happiness are related to how social a person is: how many relationships and how close they are. It’s potentially a reason for women’s longer life-span.

Etsy is 95% women. Any thoughts on why that came to pass?
Not specifically. I guess that there has always been a tradition of women making things within the household, both in our culture and others. It’s probably something that has become an unconscious expectation and inclination for women to do more than men, but that’s conjecture, not based on any study.

Are there things that subcultures and brand cultures do differently that appeal to men vs. women vs. mixed-gender groups?
The strongest communities (virtual or actual) have some key ingredients that are universal; they apply irrespective of gender, race, geography or language.

Every strong subculture or community has a clear ideology or worldview. The ‘Handmade Movement’ is a great example of this. Within the larger Etsy community, it appears that there’s a world view that values the connection of producers directly with consumers, with all the attendant implications for globalization, big box stores, oil-based society and so on.

A strong and differentiating value system is something that can be ‘bought-into’ by either men or women. You just have to ask yourself whether the one you have chosen specifically alienates men.

Inevitably, a strong and differentiated worldview will bring the community into conflict with others. In Etsy’s case, it is the prevailing cultural belief that low priced consumption and globalization are good at whatever cost. Conflict with an opposing ideology can be a benefit within a community. It can help create solidarity in the face of a perceived threat.

The other key ingredient of community is interaction between its members. In fact, a community is about as strong as the degree to which its members interact with each other. Whether virtual or face-to-face (face-to-face is always better, as a species we’ve been wired to communicate in many non-verbal and non-written ways), a community should strive to do everything it can to be social.

So perhaps it’s here that a community should strive to reach out to and involve its potential and existing male members, given this gender’s tendency not to be social. But there are examples of many male dominated subcultures that are thriving (fans of sports teams for example).

Are there ways in which subcultures or virtual communities can be more inviting?
Many. And it’s critical to be welcoming. The way cults and many successful religions work, for example, is for members in the organization to form direct relationships with those outside of it. This happens before any major effort is made to convince the potential recruit of the ideology (which may repel them early in the relationship). We’re social animals, belonging is a fundamental part of the human condition, and forming a relationship eases the person into the organization. The monologue that’s going on in the recruit’s mind is: “Well, I like this person and we share many of the same values. Their religion/organization/brand can't be that bad. I’ll give it a try.”

This applies to buying brands, too. A personal recommendation from a person with whom you already have a relationship (family member, friend, colleague or other trusted source) is the strongest incentive to buy something, bar none.

What could individual sellers do to attract male shoppers or to brand their stores or a line of products? Any specific ideas?
The very first thing to do is understand your potential male purchaser. Get insight about what his needs are, his lifestyle, what he's like. Basic consumer research goes a long way in both being able to design a product that meets his specific needs, and in how you pitch it to him. The tendency of many producers, whether it be a producer of handmade goods, or even a major corporation, is to have an idea, make it, and expect customers to beat a path to their door. A critical step is to find out whether people want it, or their motivation might be to buy something like it.

It’s hard to give specific examples because each product and the need it’s satisfying will be different (or should be). But get out there and learn. Then craft your product and pitch accordingly.

Do you have any anecdotes to share about communities that were once gendered in some way transforming into a more mixed group?
Somewhat related might be what Saturn Cars did when they launched. They realized that, contrary to popular belief, and contrary to how every other American car maker sold, more cars are bought by women than men.

Through many radical changes to how cars had been sold for decades, Saturn did things that appealed to both men and women. They did away with haggling over the price, and made a set price for each car. They made the dealerships appear more like your living room than some messy office where the dealer was about to screw you. They ran classes for people to learn basic repairs. They had ‘community events’ that centered on the local dealership, such as owner car rallies, barbecues, trips out to the local theme park.

The buying and owning experience felt like more of a community experience, and less traditionally male dominated than any other car brand could offer. And they grew to become the best selling small car within two years.

Do you think that the crafting scene is not jibing with males who make stuff (not necessarily crafty stuff)?
It’s hard to generalize, but ‘crafting’ might need a makeover to get away from the ‘hobbyist’/cutesy/amateur image that it may have. Personally, ‘crafting’ connotes all those things I just mentioned. ‘Handmade’ means something different. And ‘Handmade,’ when associated with the kind of movement Etsy is trying to start, means something else again. To me, it’s the latest iteration of the anti-industrial, depersonalized means of production that William Morris and Gustav Stickley pioneered in nineteenth century England and America as a reaction to the dehumanizing effects of industrialization. Buying something handmade now starts to feel like it’s both a purchase of quality and a statement.

Many, many successful brands have championed causes and had clear values. And people have bought them as much because they personally identify with those values, as the quality of the features. Apple is a great example: it stands for creativity and non-conformity. Committed Apple users would define themselves, and the brand, as standing for those things.

Creating that emotional, values-based bond leads to incredible commitment. I see a huge opportunity in Etsy sellers aligning themselves with the values of Handmade that Etsy is championing. Badge it in someway. Buyers are likely to proudly show off their items not just for the inherent worth of the product, but because it stands for a value they actively support, whether they are male or female.

Looking for more info on branding and marketing? Check out our recent interview with branding guru Seth Godin.

Q & A with the Lovely (and Crafty!) Vanna White

2008-03-25T13:10:00-05:00

You may think you know Vanna White from her role as America's favorite letter turner on Wheel of Fortune, but did you know she's also an avid crocheter with her own line of yarn? That's right, her "Vanna’s Choice" collection from Lion Brand Yarn was launched just last June and has already become a top seller, helping to raise money and awareness for St. Jude's Hospital in the process. We took a spin with this crochet connoisseur to learn more:

Listen to the Lion Brand's Yarncraft podcast to hear their interview with admin from their visit to Etsy Labs!

Q: When and how did you learn to crochet?
A: I learned from my grandmother when I was 5 but I came back to it 25 years ago when my hair dresser encouraged me to crochet on the set of Wheel of Fortune. Whenever I have downtime on the set, I crochet. I find it very relaxing and I have something to show for the time I’ve spent doing it. I connected with Lion Brand Yarn when I spoke about my love of crochet on the Tonight Show with Johnny Carson 14 years ago. They contacted me and it’s been a great friendship ever since.

Q: What is your favorite thing to make with yarn?
A: I love to crochet afghans. I have made countless afghans over the years as gifts for friends and family. I put a tag in each one that says "Handmade for you by Vanna White."

[Fashion images courtesy of Lion Brand Yarns]

Q: Do you have any other crafty hobbies, or any that you'd like to learn?
A: Recently I've taken up cooking. I get recipes from the internet and my favorites are desserts.

Q: Have any handmade heirlooms been passed down in your family?
A: I treasure the doilies by grandmother made for the tables and I still have them.

Q: Have any of your Wheel of Fortune fans ever sent you crocheted or crafty items?
A: Yes, when I was pregnant, I received all kinds of baby items!

Q: What three things inspire you most?
A: I have two children and they are my greatest inspiration. I’m also very involved with St. Jude Children’s Research Hospital. The amazingly talented doctors who work at this hospital inspire me by their dedication to such a worthy cause. Half of my proceeds from Vanna’s Choice are going to support St. Jude.

Q: I first learned of your crochet skills when you were emceeing a Lion Brand fashion show and now you have a line of yarn with Lion Brand named after you! Can you tell us a little bit about what the process of developing the line was like?
A: I worked closely with Lion Brand to develop a yarn that has an incredibly soft feel, yet would be practical in that it can be machine washed and dried. Once we found the right fiber and texture, we developed a color palette that has beautiful colors that are in the same range tonally so whatever colors you put together will match. Since I love crocheting afghans, we made certain that this yarn would be ideal for knitting and crocheting afghans. We’re adding colors since the line has been so successful and a new yarn called Vanna’s Baby Yarn with contemporary colors for babies and kids.

[Fashion images courtesy of Lion Brand Yarns]

Q: Any crochet trends you can forecast for spring?
A: People have been experimenting with crocheted stuffed animals of all different types and I just see them getting more and more creative. You can make almost anything with yarn!

Q: Any trends you wish would go away?
A: Not really. When it comes to something that has been lovingly made by hand, it's all good.

Q: What's one thing people don't know about you that you wish they did?
A: That I am a normal person and lead a normal life. I cook for my kids, take them to school, do homework with them, tuck them in at night. Exercise is important for me, too (so I can fit into those Wheel of Fortune gowns!). I'm not an extravagant or glamorous person at all.

Q: Any other thoughts you'd like to share?
A: I think that handmade gifts are so meaningful and more valuable to people than the most expensive store bought product. I love the look on people's faces when I give them a blanket for a new baby or an afghan for their home. I have this one friend who has a 13 year old and I made a blanket for him when he was a baby. After 13 years she tells me that he still loves loves it. That means everything to me.

Dear Etsians: for this week only (3/25-4/1/08), Etsy users can get 20% off catalog orders at Lion Brand Yarn. Just enter "etsy0308" at check out. Special treat!

Check out Vanna's top Etsy finds below:

Wednesday Workshop: Create a Story for Your Products

2008-02-06T10:43:00-05:00

Join us Wednesday, February 6th, in the Virtual Labs, specifically the "photo lab" room, at 4:00pm EST sharp for the next Labs Online Workshop!

This week we will be discussing the advantages of creating a story for your products. There are so many creative ways you can tell a story in the photos and product descriptions of your items! We are going to give you all the secrets we have. Please join us and give away your secrets too! You'll wanna bring your pen and paper to take notes with for this one!

See you soon,

Etsy Labs

Shop Makeover Series: Hello Brand New World

2008-02-05T23:21:00-05:00

Over the course of January, we published the Shop Makeover series here on the Storque. We tailored it to helping Etsy sellers make tweaks, changes, and overall facelifts to their shops for the New Year. It was our hope that by offering advice on how to better the look and feel of one's business, that sellers would take a look at what changes could be made to their own shops to help boost their sales and overall brand. In addition, when we hold all of our shops to a higher standard, the overall look and feel of Etsy gets taken to a higher standard, which helps us all in the scheme of things!

The following are a handful of sellers who read, made changes, and posted their "before and after screenshots" for everyone to see:

MayaBella took tons of advice from the shop makeover series and gave her shop a total transformation. Check out pics of her shop front before the makeover:

...and the transformation of her shop after the makeover:

She redid her banner to incorporate the look and feel of her items. The red color of the banner also ties into many of her items' backgrounds.

Here is a subtle yet effective change from jakrandomart's shop before she started making over her shop:

And take a look at her shop now! You can see she made both banner and photo changes to give a more rich and inviting feel to her overall shop. Her avatar also matches her branding.

Another wonderful overall shop transformation comes from hippiehempstress; hippie not only drastically changed the look of her photos, but also took advantage of the wondrous Etsy bannerator to give her shop a brand new look and feel! Check out the photos from hippiehempstress' shop before she made changes:

...and just look at the improvements she made to her shop now:

Look at that! The focus issue is cleared up (macro lens setting perhaps?) and the backgrounds are much more styled and of a piece.

Two sellers took advantage of the advice from this "What's in a name" article and changed their shop names. feltsewwhimsical changed her name to CorkandCotton and MalibuBarbie112 changed her shop name to quintessentially; they both systematically kept the look and branding of their new shop names the same as their old ones to create less confusion during the transition. Both of these changes were smart choices in my opinion, way to go ladies!

pawandclawdesigns changed her shop's photos to more colorful shots after taking the advice from the "makeover you shop with color" article, and she also took advantage of Etsy's new bannerator mixed with some of her own design skills to get a fresh new banner design:

ShannonButler changed her shop banner and avatar to match each other, as well as the ordering of several of her photos to show off her items much better and create an enticing thumbnail shot for her shop viewers:

Congrats on the Make Overs! YOU LOOOK MAAARVELOUS! And this are just some examples of the hard work that many Etsy sellers undertook in January. If you took some of our shop makeover advice as well and are happy with the results, please share what you did and how it has helped in the comments below. Before and After screenshots are always encouraged and welcomed!

xoxo,

Etsy Labs

Shop Makeover Series: I Heart Marketing My Etsy Shop and You Will, Too! Part 1

2008-01-25T14:00:00-05:00

We at The Storque think that tinaseamonster's series on marketing your Etsy shop (originally published in September of 2007) is an invaluable resource for sellers. Therefore, we're reposting it as part of the Shop Makeover Series. Have you thought about your marketing recently? If not, have a gander at this helpful article!

I have recently fallen in love with a new craft (of sorts). I think of it when I am not doing it, I do it when I am not thinking about it. It is loads of fun and super rad and makes me think in new ways every day. What is it?

Marketing my Etsy shop.

Yep, it has become my new passion. Talking to my fellow shop owners and reading the forums, I know that not everyone has embraced this part of the indie craft experience like I have. So, I am going to share what I have learned.

What follows here is the first piece of a series. Let’s go!

Is your shop ready?

Before you even think about marketing your shop, make sure it is ready! This is all about branding. The best thing about Etsy is that it's a tool for everyone to have their own little brand. I truly believe that we should treat our shop as our personal brand. Rather than making it an informal dumping ground for the four things that we made in art class once, we need to put some thought into it.

Now, you may be wondering: what is a brand?

From Wikipedia: “A brand often includes a logo, fonts, color schemes, symbols, and sound, which may be developed to represent implicit values, ideas, and even personality.”

Your brand can be you, you on too much caffeine, components of you, or something completely new. Creating your brand can be the most fun and challenging part of this. For your Etsy shop, the main components of your brand will be your User Name, the Avatar and your Shop Banner. Create your own little world. Don’t just toss up a bunch of stuff that doesn’t explain who you and your brand are. Have a vision for your brand and follow through with it.

Odds are you already have picked your user name, but if you haven’t, make sure you remember that it will be your shop name. Name recognition is super important when creating not only your Etsy shop, but also your brand. No one is going to remember “lisa523designs” or something like that. Pick something original and interesting that people will want to talk about!

Avatars! Create a memorable avatar. The avatar is your face on Etsy and is often the first thing a customer will see from you. I find that the best avatars are one of three types.

Faces. I love to see your face in your avatar. If you are your brand, then this is totally the right way to go. I love to see the person behind the craft. A rad example of this is ashleyg. I love her avatar because she is this real person looking straight at me. She seems nice and genuine and maybe even a little shy?
Item avatar. Make sure your avatar is an item that you actually have for sale in your shop and it is a good photo with a light background. An example of this is blockpartypress.
Brand identity. I feel strongly about not changing your avatar too much, except for when you are switching between a series of avatars that are on a theme or that reinforce your brand identity. Kateblack’s series of avatars are cool, because I can always tell they are hers. They just kinda scream “bad-ass.”

Try to stay away from avatars of your pets or your children. There are far too many of these on Etsy and they tend to all blend together. No one loves your dog or child as much as you do and that is the way it should be!

Shop banner, announcement and featured items are the parts of your shop that you should experiment with most. Create a new banner when you launch a new product line and rotate your featured items: most importantly, remember your brand identity during this and try to present a simple shop homepage.

There are a million other things that you can do get your shop ready for customers. Taking good action photos of your items, writing amazingly interesting descriptions, and providing international shipping options are all important. Two important notes on this: First, if you sell clothing, put the size as the first word in your product title. Makes sense, huh? Second, think globally. And if you tell people you will ship to the world, you will sell to the world.

When your shop is ready, the real fun begins! In the next installment, I write about marketing on the Etsy site.

Tina Seamonster blogs her life and craft at www.ilikeseamonsters.com. She is a guest blogger at The Crafty Bastards Blog, where portions of this article originally appeared.

All about Etsy FAQ Series: Etsy's Approach to Advertising in 2008

2008-01-16T11:35:00-05:00

Matt, as the head of the Marketing and Press Team, often gets asked the question, "Does Etsy Advertise?" He answers below with Etsy's strategy for the coming year, his contribution to the All about Etsy FAQ series.

Yes, Etsy does advertise, though it is but one arrow in our marketing quiver.

I am of the opinion that one should employ a variety of methods if he/she wishes to healthfully promote and grow a business. At Etsy, we tend to focus less on advertising and more on generating positive word-of-mouth, press, promotion at offline events around the country, strategic marketing partnerships with other businesses, distributing promotional materials via teams, speaking at industry engagements, and generally building a strong brand.

That said, advertising does have its place here, and as the business grows we will be expanding our ad buys both online and in print. Do not expect to see a multi-million dollar campaign of television commercials, radio spots, and glossy print ads anytime soon, as I think that would actually be detrimental to the Etsy brand. Instead, a wide variety of strategically targeted ads and google adwords combined with search engine optimization will be our MO in 2008.

Furthermore, as it is our overwhelming intention to help all artists make a living making things, we are considering subsidized, cooperative advertising opportunities in a variety of print and online publications. The idea is to offer affordable advertising opportunities to those Etsy sellers who wish to advertise their individual shops.

Comment below and let us know your thoughts!

Introducing a New Series for the New Year: Shop Makeover

2007-12-27T10:00:00-05:00

We're launching a new series of how-tos in the New Year, "Shop Makeover." After the hustle of online shopping during the holiday season, and after a bit of a breather and time with the family and friends, it's eerily quiet. As we return to our shops, we may find ourselves thinking "what now?"

The best thing about New Years is that it provides a demarcation point in the flow of life: out with the old, in with the new. So we're asking our sellers to join us in a New Years resolution: it's time for Shop Makeover! We will reassess and evaluate shop presentation, branding, organization, wording and all those things you've been meaning to do but putting off because of the peak selling season.

This Shop Makeover series of how-tos will set conversation topics and provide useful tips for sellers on how-to revamp their photos, tagging systems, banners and avatars, reorganizing shop sections, and better titles. Please let us know what other things you'd like us to cover in the comments below.

Also, we'd like to feature some sellers who undertake some of the most dramatic and wonderful makeovers. What we need you to do is take some screen shots of your shop to show your "before" so that we can compare them to your "after." It's going to be a learning process for everyone and we need some brave souls to share their experiences! Let us know in the comments below!

Etsy + Moo: Ideas for how to use your new Moo products!

2007-11-16T06:16:00-05:00

Since the recent launch of the Etsy+Moo promotion (read more about the announcement), we here in the Labs are excited to show you some great ways to get creative with your Etsy/Moo products and take the branding of your Etsy shop to a whole new level! Here are some options for Moo MiniCards, stickers, and postcards:

Make a garland to decorate your craft show table or tent:

Business cards
Promotional discount or coupon cards
Trading cards
Hang tags
Price tags for a craft show or boutique:

Earring display cards
Or even MAKE a pair of earrings out of them

Freebies
Holiday cards
Promotional mailing cards
Necklace display cards
Party invitation
Birth announcement or shower invitation

Playing cards
Luggage tags
Thank you notes
To and From holiday tags
Magnets
Name place cards at a dinner party

Stocking stuffers
Seal an envelope with the stickers
Even use the BOX:

And some more awesome uses found on Flickr:

Get started making your own Etsy branding products for your shop by visiting the Moo site!

Do you also have some great ideas for how to use moo products to help brand your Etsy shop? Share them here in the comments below! We'd also love to see how you use your Etsy moo products, so send your photos to labs@etsy.com!

Seller How-To: Finding Your Etsy Niche

2007-10-12T17:34:00-05:00

So you’re a seller on Etsy. You're trying to get your name out there and be noticed. However, standing out in the crowd of enormously talented sellers and the wide variety of high-quality items is no easy feat. In fact, it can be daunting. How do you make your work seem different than everything else that's already out there?

Let's talk about finding your "niche" at Etsy and running a shop that has your distinct stamp of individuality.

Developing a unique style and approach with your shop is the best way to successfully carve out a niche for yourself. You know the items that are immediately recognizable as a certain seller's handiwork? That’s what I’m talking about. These sellers have found their niche by cultivating a style that is immediately recognizable.

Finding your Etsy niche implies not replicating what the shop next door is doing just so you can sell. It means you have to be creative, experiment with the craft you know how to do well, and define your own personal universe so that it shows in your shop and items.

Elsita is an ideal example of someone who has quickly and successfully found her niche at Etsy. Her shop has a variety of different items: dolls, jewelry, illustrations, sculptures — yet all are marked with her individual Elsita-style brand and blend harmoniously in her shop. Result? A neatly carved Elsita niche! “Success should never be a goal,” Elsita says. “Success is always the result of something else, which in my opinion is:

1. Do what you know how to do and try to do it the best you can.

2. Be yourself, use your own unique universe as a source of inspiration.

3. Don’t get used to the same thing; have fun, explore and try something different.”

Elsita’s way of exploring and defining her personal universe is through her sketchbooks and notebooks.

“My favorite one is called ‘Elsa against Asle.’ (Elsa is my name and Asle is my name spelled backwards.) This book is all about exploring ‘Asle,’ which is the part of me that I never get to know enough. Anytime I try something new in my art I get to know a part of me that it is less obvious.”

Another successful seller with a unique sense of style is Kreativlink, who is based in Austria. Kreativlink’s handmade journals and sketchbooks have a distinctive and inimitable quality, and are easily recognizable on Etsy as...well, Kreativlink! She says, “Finding a free niche at Etsy? Almost impossible. But finding your style, that’s the thing! Don’t think whether something will sell or not. Don’t look at what others do or what others sell. Just concentrate on your thing. Experiment. Make it over. Try different materials or techniques. Go bold and crazy! Don’t think about customers, make it just for YOU. Exactly the way YOU like it. You will come up with something you truly love and it will reflect your personality and your ideas. And that’s what people like to buy here on Etsy. They do not only buy a notebook, for example. That’s available at each supermarket, and probably less expensive than what I make. What they buy is my personality, my ideas, my dreams and yeah — my journals!”

Other sellers successfully find their niche by focusing on something that is close to them, so that creating is an enjoyment. Heli of helis is a talented artist based in Turkey, and despite her many skills in various mediums (painting, drawing, ceramics, knitting, crochet, papier-mâché…you name it!), she has found her Etsy niche by dedicating her shop items to an endearing “superhero” character and the character’s friends. Helis says, “This character (and her friends) are close to my heart, and I enjoy thinking about what she will do next. This character is easy to add to different kinds of items (T-shirts, dolls, paintings, prints...maybe later small bags or pouches). There are so many possibilities with her and her friends. The 'family' is growing and can grow to eternity.”

“For me, the important things [to cultivate] in my products are distinctiveness, good quality materials and good customer service. I sketch a lot and let my imagination fly free. I don't try to [make an] item that would sell a lot or is trendy. I make what gives me joy and will hopefully put a smile on my customers' face.”

Let your imagination fly free. Discover your personal universe. Experiment in the craft that you do well, or learn a new one and add your own individual flavor. Try to think outside the box and not do exactly what you were taught or what you see others do. Put your stamp on your items, photographs and product descriptions, and keep it consistent. Before you know it, your item listings will be easily recognizable as "yours" and you will have successfully found your own Etsy niche!

Etsy Team Tip: Running a Promotion Online

2007-10-02T08:31:00-05:00

The PlushTeam this week is holding a really awesome contest this week, which inspired me to write this week's Team Tip of the Week.

This week's tip is to team up with other sellers on your team to run a joint promotion online. Create a reason for people to browse from shop to shop and have every participating shop promote the online event. If your team is rather large, perhaps break it down into smaller groups of shops that compliment each other. Cross promote with other groups on blogs, with your Flickr account, on social networking sites and through email. Getting people clicking through your shop for fun is a great way to gain exposure!

For more Team Tips, please check the Teams Resource page. Also, we discuss the Team Tips, news and ideas in the Etsy Teams email list! Keep up the great work, Etsy Teams!

Etsy Team Tip: Promoting Your Team for the Holiday Season

2007-09-26T13:27:00-05:00

The first step in promoting your Etsy Team for the holiday season is to take stock and start simple. Does each member of your team include a link in their email signature and personal blog to your Team's blog, Treasury or Team page on Etsy? Members can also list the address of Team blogs and locations in their shop profiles. Some Teams make a little graphic or button representing their Team to post anywhere they can on the web and on promotional materials. Teams can also include a little team symbol in member's avatars, creating cross-Team branding which can be highly effective.

These simple strategies can go a long way, and will support your bigger promotional efforts such as Team-wide sales, contests and other events.

For more Team Tips, please check the Teams Resource page. Also, we discuss the Team Tips, news and ideas in the Etsy Teams email list! Keep up the great work, Etsy Teams!

The Global Microbrand: Further Resources

2007-07-04T20:00:00-05:00

On July 2, 2007, the Etsy Labs had the pleasure of hosting new media consultant and educator Antonio Gould for an informative lecture, both in person and in our online Workshop. (Previously mentioned in the blog here...)

As a Digital Media Consultant, Antonio's talk "The Global Microbrand: Using the Web to Stay Small whilst Selling all over the World" focused on useful tools and methods for entrepreneurs to take small businesses to a global level, while maintaining a niche market. The goal for this type of business-person is to create a sustainable business but to remain hands-on and have creative control over their products.

Antonio's many business examples, brainstorming tools and helpful resources were enough to get anyone inspired about their small business! He also explained the value of utilizing podcasting and video on blogs, connecting with others through social networking sites, and keeping up to date on what your fellow bloggers are doing.

The list of resources Antonio referenced in his talk are here in PDF form, for your viewing pleasure. Thanks so much to Antonio for coming in and giving such a great lecture!

Video #1:

Video #2:

Video #3:

We've posted a series of videos from his talk on the web. Click above for the first installment and check out the Etsy blip page for the rest of our videos.

Special shout-out to Xiane for being the guinea pig shop which the group critiqued! The Labs and online Workshop audiences checked out her blog, MySpace, and Etsy shop. It was a challenge to integrate both the online and offline groups live and in real time. We learned a lot and the next event will be even better!

See our flickr photos.

Note: This was originally posted in the Etsy Garden.