This is the second part of a two-part post. If you missed part 1, please take a few minutes to read it and then return for the dramatic conclusion…

“I love how it feels to buy handmade, to feel a real connection to the real person who made each piece. You can’t buy that at the mall.” – Etsy Tweet 5.31.11

The genius of Etsy

In today’s cookie cutter, fast-paced world, we are searching for something unique, truly beautiful, homey or personal.

That’s why we buy those silly little decals to decorate our mom-mobiles. Our car is identical to thousands of others on the road, but the family it carries is one of a kind. By attaching stick-figure avatars to our back window, we ensure that we don’t blend in and get lost in the crowd.

That desire to stand out and express our individuality is why [Read more...]

Just a quick marketing thought for you to mull over while you’re kicking back this weekend.

Where does your customer base fall within your sphere of influence?

Sales can come from any point on the the circle, but the further out the customer, the more work you have to do to get them to buy. If you want to market smart and grow your business, you need to draw your customers closer.

The first time a customer visits your shop they may buy, but they probably won’t. If you tell them how to connect with you — social media, your blog or email — they can choose the option that is best for them. Over time and with greater exposure to your products your true fans will move in closer.

Email is the most valuable connection

When someone subscribes to your email newsletter it tells you two things:

• They have a high level of interest in your product or service
• They trust you

Take that trust and strengthen it by sending regular, relevant emails. Build on their interest with clear links to your products. And to keep them opening your emails and shopping your store – provide phenomenal customer service and thank them with generous loyalty offers.