Be the expert in what you do. Be kind, be generous with your communications, be honest, be yourself and all the rest will follow. –Annie Howes of AnnieHowes on Etsy

Annie is offering a wonderful giveaway with this feature — this beautiful kit that makes six glass pendant necklaces. I’ve ordered from Annie before and can attest that your necklaces will turn out equally beautiful. To enter the giveaway, read the interview and leave your comment.

Annie Howes is settling in to her new surroundings – having gone from the woods to the desert and trading riding horses for riding bikes. She’s busy searching for new adventures in Arizona while trying to keep a balance between family and business – which is can’t be easy considering the huge success of her Etsy shop.

Annie is used to moving – having lived in Guam, Florida, Martha’s Vineyard and Kentucky in the space of 5 years. While in Kentucky the Howes lived in a rural area where she didn’t stand much of a chance to find work as an art director. So, she took her small online business to Etsy and from there…

…well, I’ll let her take over telling the story.

How did you develop your shop idea?

In late winter of 2008, I realized my first big idea: I could be a teacher. On Etsy, I would receive more questions about my technique and materials, and more requests from others on how I took my photographs. I paid attention to what I was hearing and took action by developing a unique product that would satisfy the desires of those who wanted to learn a new technique, or wanted to refine their technique.

After a few weeks of testing and procuring all the components, and designing the tutorial and taking the photos, and assembling the product, I launched the first DIY Pendant Kit. In addition to kits, I began a branding process of supplies which now include several supply items: Glamour Glaze, Glamour Glue, Luxe Jewelry Resin, and Bella Paint for Glass.

My focus is to provide the best quality products at a reasonable price with knowledgeable assistance because I know how frustrating and expensive it can be to learn a new process. My studio is part selling and part testing. I specialize in helping the customer get what they need and learn how to do it with minimal waste of their resources. If you want quality over quantity, I can help. If you want quantity over quality, I offer that, too.

Your blog seems to be a big part of your shop and marketing. How have you used it to push your business forward?

The best blog material has been offering advice on what products and processes have worked for me in what I do as an artist. I have a tutorial on there for making Scrabble tile pendants, a tutorial on how to adjust photographs for listings. I also like to give people a sense of who I am. If I have a few moments, and a photo to share, I get to the blog. I think if you run a blog, it’s really important to include at least one photo or image, mix that with tips, and ideas, as well as something personal and people will want to read it.

How did you find and decide on your suppliers for your kit items (like your bails, glue, glazes, etc.)?

I spent a lot of time researching companies. I’ve asked a myriad of questions and tested quite a few products under different conditions. I work with specific manufactures to develop formulas that will meet the needs of my customers, those who prefer to use safe, non-toxic products that will last a lifetime.  If I find a product doesn’t fit the profile of a quality item, I discontinue it. I don’t want to do a disservice to anyone, neither the customer nor myself, by offering a product that will fail in 3-6 months.

What do you use for marketing? What do you think is the most effective?

In my first year on Etsy, I met several other sellers and we started a team. I helped run that team for several months and we did team promotions on and off Etsy. I made some really good friends as well as learned and shared valuable information about selling online and in other venues. I developed a team website to increase exposure and determine traffic when we ran ads on popular and pertinent websites that fit our collective demographic.

How can a seller create a strong brand identity?

Branding is really important. Do you have a business card that you include in every sale? Does your shop banner reflect the same image? Do your product tags and labels convey your logo and image? What about your Facebook page and blog? Is your brand recognizable in a crowd? Are your product photos distinctly your own?

Each time I make a sale I include in the message to the buyer that I have a website, a Facebook page, and I include a link to my Projects Page where they can get various tutorials. I also have a link to sign up for my newsletter.

Do you use an email newsletter?

I typically send about 4 per year and will include new items and specials. In the fall I have to move the Glamour Glue because I can’t ship it to certain regions of the world when it dips below freezing. The newsletter helps customers know they need to stock up before it’s too late and I’ll run a special to encourage them to purchase enough to get them through the winter months.

What do you think has been the key to your Etsy success?

The keys to my success are several: a clear vision, originality, dedication, and endurance.

Running your own business is time consuming yet rewarding when the customers like their first order so much they come back to see you again.

Support is also important. If you’re like me, wearing a bunch of different hats and running your business by yourself (you don’t have a partner in business to share the workload), find a team for support.

A team offers many benefits to the soloprenuer because you and your teammates will think about things differently which will provide you with a new perspective. Plus, keeping up with changes on Etsy can be sometimes challenging. And there are other topics of general camaraderie which help keep us sane with a laugh or a virtual hug.

My husband has always been a big emotional supporter of my business. If he hadn’t been supportive of my hobby, it wouldn’t have had a chance to turn into a viable business.

What things do you do to provide excellent customer service and make sure your customers have a good experience with you and your products?

First, I put myself in the customer’s shoes. A customer has to have some faith that I’m going to be who I say I am and deliver what I say I’m going to deliver. I work to provide the most accurate description of the item and provide an accurate photo of the item. I don’t want any unhappy surprises when the customer receives their order.

Next, if I was the customer, I would want to know when my order ships and I’d like the delivery confirmation number. I send an email when I ship the order and I check the “shipped” button on Etsy.

If the customer has a question or complaint on an item, I do answer it as quickly as possible and when I can put all of my attention on it and when I can provide the most information. I don’t want to answer a question by saying, “I’ll have to get back to you.” When possible, I’d rather wait an extra couple of hours and be able to say, “Oh, this is why: it’s because of xyz. I can help with that. Here’s what you do…”

Is there anything else you want to tell Etsy shop owners that are starting out or want to really increase their sales?

I strongly urge Etsy shop owners to evaluate their shops and their business as a whole. Think about the following questions:

• Are you doing what you love, or are you doing what you’re doing because someone else is successful at it? If you’re passionate about what you’re doing, your passion will shine through.
• Are you good at what you do?
• What are your strengths and what are your weaknesses?
• Are you being original in what you’re doing or are you lost in thousands of similar items?
• Have you developed your niche?

Recognize an opportunity when it comes knocking. Maybe in order to make your favorite widget you need to make a different widget which appeals to a broader audience. That widget can lead to another widget, which will lead to an increase in sales.

Pack your orders with care. Be sure your goods arrive safe and intact. Include a sample of a new item, or an extra of the item your customer ordered if it’s cost-effective to you. For example, a customer may order manufactured glass, and I might include a sample of my handmade glass to illustrate the difference. Or they order Luxe resin and I want to let them know that Glamour Glue is a fantastic paper adhesive and sealant so I might include a sample. A piece of candy can make any order that much sweeter. A brief Thank You with your signature shows you care.

Be the expert in what you do. Be kind, be generous with your communications, be honest, be yourself and all the rest will follow.

Did you catch it all?

This interview is PACKED with gold nuggets of Etsy wisdom. Here are some of my favorites:

• Listen to your customers – their questions can point you in the direction of new selling opportunities.
• Be a teacher
• Create a strong brand that you carry from your shop, to your blog, Facebook page, business cards, etc.
• Put yourself in your customers’ shoes and communicate with them like crazy!
• Be an expert, be original, do what you are passionate about.

Annie is super generous. Not only did she share her recipe for her Mean & Juicy Grilled Burgers, she is offering a giveaway of an Italian Florentine pendant kit. The kit includes her handmade crystal clear glass and everything you need to make six amazing necklaces.

To enter the giveaway – leave a comment below letting us know what you learned from Annie and what you want to put into action in your own business. You get one additional entry for each of these things (so up to 3 entries):

• liking the AnnieHowes Facebook Page 
• signing up for either 7 Keys to Unlocking Etsy Sales Free Ecourse or the MoxieTonic Weekly Email Newsletter.

Scout’s honor – just also mention it in the comments if you do any of the above!