Standing Out on Etsy 101 - 1. Finding Your Voice

The number one question I get asked about from Etsy sellers and wannabe Etsy sellers is, "How do I stand out?"

(probably because my Polarity shop is listed as an 'expert' on how to stand out for the Etsy mentor group TeamSassy because I picked that category for myself and because I sometimes wear stirrup pants with red converse, but only on Fridays)

so I am devoting this first week of spring to a 3 day Standing Out on Etsy Lollapalooza (but without Vampire Weekend and Jane's Addiction) and a 1 day wrap up with all kinds of wonderful links you will want to check out if you are interested in expanding on these themes.

FINDING YOUR VOICE

1. Don't try to be all things to all people. The soprano doesn't try to be a baritone.

(I am feeling the need to work with musical references, it must be my new Vampire Weekend CD, I hope you don't mind)

You don't have to worry about the millions of people out there who will not like/want/need your craft, you just have to focus on reaching the people who will love you.

Example- Your neighborhood five and dime (if you are still lucky enough to have one) sells something for everyone- from fishing lures to underwear, they have it all, but they only stay in business (when they do) if they are the only game in town - on Etsy you will not be the only game in town. Etsy is a niche marketplace- trust me, you need a niche.

2. Your voice must be unique. You could be the best seamstress on the planet, but if you are going to try and sell Amy Butler coin purses on Etsy- well good luck to you. I haven't checked, but I'd bet there are lots of sellers already doing this.

Now you could take those purses to a local craft show and maybe clean up, but you are going to have to sew some pretty unique purses to stand out on Etsy.

3. Your voice must be consistent. It is hard to connect with the right buyer if you fill your shop with very different things.

(dancingmooney does this very well- most sellers trying to combine jewelry and soap and picture frames would certainly muck it up- I would- she doesn't- but you might- so be careful).

Example - I am searching for some bright yellow hair ribbons for my little girl and I pop into your shop where you happen to sell some very nice yellow hair ribbons for $8.00 and I also see in your shop some wonderfully turned, reclaimed, exotic wood wine stoppers for $75.00, well- somehow (in my mind) seeing those wine stoppers will muddy up the yellow hair ribbons for me and on the flipside if I am searching for a wonderfully turned, reclaimed, exotic wood wine stopper and pop into your shop - those $8.00 hair ribbons will somehow de-value those stoppers.

Even more subtle things can cause a shop to just look "off", feel unbalanced and chase away the people you are trying to connect with.

Now, if you are thinking that maybe I would buy some yellow hair ribbons for my daughter, and maybe while I am in your shop, a wonderfully turned wine stopper for my hubby- I can promise you that I wouldn't.

(because #1. my hubby doesn't drink wine anymore, because he claims I steal the corks and stop up the bottles with marshmallows which I only did once during an emergency back order situation that he has never been able to get over and #2. I would have already left your shop)

If I see a shop like my crafty woman above selling hair ribbons and wine stoppers- I would think that this is a creative woman who just hasn't found her voice yet.

Because the kind of woman who's passion would be about pastel hair ribbons (and sugar and spice and everything nice) would most likely be a totally different woman than the one who's passion would be about exotic wood wine stoppers (snakes and snails and puppydog tails).

(unless maybe she wears her leopard print kaftan with her yellow hair ribbons and of course, we may have seen women like this- we just don't want to be seen with them)

So how do you find your voice? Well, your voice is your passion (your voice is what makes you unique) and some artists are born with a strong passion and have an internal pressure to make what they need to make.

If that sounds like you, then your challenge is going to be to find the people who want to buy what you need to make.

Other artists are just born knowing they need to sing (switching back to music again - please keep up), but are not sure what to sing. If this is you- then your challenge is going to be to discover what you want/need to sing.

We are crafty, creative people- we need to make things- the problem may be that we need to make all kinds of things. And I am certainly not saying that you shouldn't make all kinds of things because you definitely should. I make all kinds of things, too- I just don't try to sell all of them.

1. Think about what you love. This can be hard if you have been shut down or busy with so many responsibilities that you have lost sight of yourself.

Look around you- what have you surrounded yourself with? What can't you live without.

Make a vision board and fill it with pictures of the things, colors and styles that you love.

2. Carry a journal and a camera. Jot down your thoughts and feelings, draw pictures, doodle, take pictures of things that capture your attention.

3. Make time for new work. Set aside time to be in your studio (and yes, you need studio space and you need it to be organized because a mess will just give you another excuse to not get going) - this commitment is crucial.

4. Look at art, fashion, industrial design. Lots and lots of it. Particularly work that is outside your medium- all sorts of inspiration is just a click away. Don't be afraid that this will lead you to copy other artists (which is often illegal and always uncool) - it won't, you're not that kind of artist, but it will inspire you.

5. Remember there is no right or wrong. What you make today will be different from what you make tomorrow. First efforts are usually not very good - things evolve.

If you check the early sales of your favorite Etsy shops - you may be surprised at how their lines have evolved. I always think I should refund all my early Uncorked customers because they got something so different from what I sell today!

6. Practice. The more that you work in your chosen medium, the more you will find those ideas that make your work unique. If it was easy, everyone would do it.

Our culture is very fast paced and we want things to happen quickly. But, this just isn't one of those things- there is no secret or fast formula to finding your voice.

Inspiration can come in a flash, but only if you are open and ready for it.

As you grow into yourself - (try new things, discover what you do well, what you need to do, what is important to you) and really allow yourself to be who you authentically are (I also find that as I become more authentic in other areas of my life, my work becomes more authentic also) I am very certain you will find your voice.

And it will be strong and powerful (and maybe off-key sometimes, because you are probably not Streisand).

And people will hear your voice (see your work and your shop) and recognize that it is your voice (your work and your shop) and the people who are drawn to your voice will find you. And they will shop.

Do I hear a Hallelujah?!


TOMORROW- Standing Out on Etsy 101- Part 2. It Takes a Village