Marketing Your Etsy® Shop for Sold-out Success

 

Lesson Info

A Facebook Strategy That Works

We get to come out of the complex process of marketing. We get to now look at some marketing strategies that win big. We're getting absolutely a break from building those marketing strategies and build the systems and the goals and all that heavy stuff. We're gonna actually look at some campaigns that are working. I want you to prepare to be impressed because we really have some exciting stuff to come in this segment. We're looking at examples of working strategies, things that people are doing really well. What I love the most about these are that they are low-cost or no-cost marketing strategies, as everything we're covering today is. Everything you can do for either free or very low cost and that's amazing. You can really get your business up and running. In fact, I recommend you don't even add paid advertising until you get this in order and it's converting the way that you want to. I'm going to start us off with an example of Facebook Mania. I'm going to show you an Etsy shop that...

really does super well on Facebook. The example is from a lady named Kat. I'm gonna show you how she creates sold out success time and time again using Facebook. Her sales, which only happen about monthly, generate more than $10,000 in a to 20 minute span of time. So, she has it strategized and planned out in such a way, it's so brilliant. This is Kat. With great respect, I want to introduce you to the shop. Katwise on Etsy, that's K-A-T-W-I-S-E. She makes up-cycled sweater coats. She makes these in giant batches. What you're looking at here is the sample of how she starts to promote it on Facebook. She's an Etsy veteran since 2006. She might be one of the earliest Etsy shops that I know of. She gave me an interview one time so I got to go through that journey with her which I'm gonna tell you more about. Right now, she's at nearly 30,000 sales on Etsy. Each coat that she makes is one of a kind. I like this because she's one of the few examples that I have built in that have that one-of-a-kind strategy or that one-of-a-kind system to their business. I like a repeatable listing but if you're gonna do one-of-a-kind, Kat is a great example for you of how to do it well. So, she has raving fans, raving fans on Facebook. To find her actual shop, you want to go to Katwise with a K. K-A-T-W-I-S-E.Etsy.com. From there, it also connects to her Facebook page online. What you're looking at on the screen now are examples of the presale activity that she creates before the sale actually happens. This is the way she does it. She announces a sale date and time. So, let's say this is happening at Thursday at 9 P.M. She does 9 P.M. Eastern Time because she tells the time specifically because she knows that everybody's going to be tuning in at that specific time. The day of, she lists coats in batches. You'll see three different posts down her wall where she uploads about 20 coats into each batch. Each sale that she runs has a theme. She names each of the sweater coats she makes. So, you can see from this example, these were called, this is from the Yeats collection. This is from the Marx Brothers sweaters collection. She just did a Pee Wee Herman. It's always a theme and each of the coat has names. So, it's really cool. The price point of these coats, the average price point is about $500. When the coats go live, she previews them. So, she's listing these as samples on Facebook. She's listing them up for grabs. She's not putting prices or anything else. It's just to let everybody know what's gonna be activated in her Etsy shop specifically at Thursday at 9 P.M. if that was our example. Not only does she set sales times, but I've seen rules of engagement. There's posts that come with the actual sale like, "Don't be disappointed if you don't get a coat this time. "You'll get another chance in a month or so "there will be a new batch." These are literally, I'm pulling these from what I read on her-- If you add a coat to your cart, don't think that reserves it for you until you check out with it with PayPal. Somebody else can take it from your cart if they check out first. It's such a scramble. Rather than the seller scrambling for sales, it's the buyers scrambling for the products. And she says after the sale, "If you didn't get a coat, if you want to go trade, "if you didn't get the right size, "or didn't get the right style," 'cause they're scrambling to get whatever is in the listing, then they have a trading forum where they can come in and trade their Katwise coat. It's a sight to see. So, any time that I'm teaching and I notice one of her sales is running off. I tell everybody that I'm teaching, "Go watch Katwise. "She's about to do it, she's about to list a sale." You can watch it go live in her Etsy shop. Refresh the page and half of it's gone. Now, remember, these aren't, these are not inexpensive coats. The average price point is $500. She lists between 30 to 40 in an average sale. You can literally refresh the page and watch them disappear. Watch them go to the buyer's hands. It is a sight to behold. So, there are some marketing triggers. Here's some more examples. You're looking at the 80s horror coats. I mean, this is so cool, so uniquely her. Then, she did a cashmere line. There's marketing triggers present. There's a sense of scarcity, of course. You have to get it. They're all limited edition, they're all very unique. There's a lot of social proof. Kat has well over 150,000 fans on Facebook. This is built over time. This is since 2006. But, that's not really the point with Katwise marketing. This is a great way to manage a one-of-a-kind shop. This is a great way to manage the demand that comes when your product gets popular and you're still trying to produce it as a one-of-a-kind product. She also is very much involving the community in her success. They really feel part of it. She has a great blog. She has a lot of different ways to engage her community. She has a lot of different ways that she shows off a very personal style, a very unique brand. I love this strategy for one-of-a-kind offers. I love the way that she capitalizes on the limited edition and the limited nature of the coat. Remember, that this wasn't built overnight. She will have a sale, she will sell out in 10 to 20 minutes. But, it is proof that a consistent long-term strategy works. Katwise, of course, has been in business for 10 plus years. I want to thank Kat for giving me the permission to show how she does what she does in this. But, before I move on from her, there's something that I really want you to see. She gave me a fascinating interview for my blog, absolutely fascinating. There's such cool things. I really invite you to go check her out. She lives in this rainbow-colored home in New York. She calls it the house that sweaters built. It's named Calico 'cause it's so rainbow. She has these rainbow-colored school bus that parks outside. I don't know what was going on but I just saw that she hosted this party for hundreds of people. It was like a three day long party. Everybody was welcome to come hang out on her grounds with her and her boyfriend. So, just really cool. When she's not making coats, I know she's traveling the world. She just has this very extraordinary, creative life. I absolute love it. But, throughout the interview, she told me that she had finished high school early to follow the Grateful Dead. (laughing) I mean, I love her. I mean, I love her so much. That's where she learned to sew. She would go to these concerts and the style was this patchwork coat. She felt like she was bigger or not the same size as the other girls that were wearing this. So, she taught herself how to sew so she could wear that patchwork style. From there and with those skills, she became a New York City street vendor. During that time, she said she had gone to court so much that it lost its charm. Like, the judge was not charmed with her anymore. So, she was running out of options and that's when she turned to Etsy in 2006. It was a brand new thing and she got on board with it back then. But, what I love here, she said, and she's so creative and so unique. But, she said, "I am fascinated by economics and marketing "and how much room for authenticity and creativity "there is within growing a business." I'm feeling emotional about it. That is what makes my soul soar. I love it. I love it. And, yes, to this. Yes, to this all day. Marketing is so much more. There's room for authenticity and there's room for creativity. This gets to be a fun part of growing the business. If you really make it your own, you'll really be pleased with your results. So, in my world, marketing always goes hand-in-hand with authenticity and creativity. Marketing Creativity is the name of my blog. It's always been about making that authentic connection. I hope that's how you are receiving what I'm teaching when I'm here with this class. I hope that's how you pickup what I lay down because I'm all about being authentic when you talk to your customers and employing your creative nature at the same time.



This course is part of the 
Turn Your Etsy® Shop Into a Sales Machine Bundle.  

For makers whose livelihoods are dependent on their hard work and passion, taking on the task of connecting and communicating with customers online would seem to be an extra burden. You feel as though you’ve already entered untested waters by growing your online business with Etsy®, and now you have to become a veteran marketer as well?

It’s actually easier than you think. Join Lisa Jacobs for this class and learn to:

  • Talk about your product in a way that gets people excited to buy
  • How to gain big exposure for your brand and products
  • How to create a consistent business plan with predictable results
Get paying customers to your Etsy® storefront using simple, proven marketing strategies. No far-fetched theories, generalized blanket statements, or big business comparisons here - just specific, direct training for creative business owners. Stop scrambling to connect with buyers, and focus on the work that inspires you.

 
 
 
 

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