Thursday, July 9, 2015

Book Review and Giveaways : The Art of Audience Building for Etsy Sellers

By on Thursday, July 09, 2015 45 Comments

"The landscape of online sales is rapidly changing." That is the opening line in an eBook I received for review called the Art of Audience Building for Etsy Sellers by the Hunting Handmade Collective. It's so true.  It was never enough before to just set up shop online and hope customers will come. The need to promote is much, much greater today simply because there is now so much more online. The use of social media is no longer an option but an absolute necessity for getting your brand and products seen.



I do not know who the individual team members of the Hunting Handmade Collective are but they, as a team, have grown their own audience on Instagram called @Etsyhunter to nearly 60,000 followers - the highest Etsy related account after Etsy itself.   Each day they post a small curated selection of products from Etsy sellers. They welcome submissions but these have to make the cut (note, there is a fee for this service ).

They created @Etsyhunter because they wanted to help a friend who was starting out on Etsy and struggling to get noticed.  They said, "We decided to pool our resources and help her build an audience in relation to Etsy related products - to create a tool to allow her and others like her to get their products out there."

It is clear from the book that the collective learned a great deal from their hunting and curation. They firmly believe in attracting an audience first and foremost. The selling of products is secondary but will flow once there is a sufficiently large base of fans.  And once that base is built, word of mouth and referrals (in today's parlance, "likes","tweets") will also follow.

This approach is totally opposite to what so many people think and do. But it also explains why so many struggle to sell  -  they essentially have no audience to sell to.

The eBook is not a step by step guide per se but offers, in a logical fashion, explanations and many suggestions on how to market, network and interact with others.

The 56 page eBook is divided into 6 chapters and a conclusion:
  • The Art of Audience Building
  • Six Steps for Blockbuster Branding
  • Success with Social Media
  • Networking for Success
  • Becoming a Thought Leader
  • Back to Basics
  • Conclusion - Tying It All Together
In the Art of Audience Building, the authors make it easy to understand why and how you need to be seen as a trusted expert on your chosen craft. In addition, it is not always about you and your products. Indeed, hard selling is off putting and rarely works. Branding is also something many are ignorant of or just can't grasp. It is however essential for a cohesive appearance and marketing of one's business.

They were spot on with their social media platform picks - Facebook, Pinterest, Instagram, and Tumblr. The social media chapter covers how to use these effectively.  The authors said to try others as well but it is important to pick a couple of these or even all 4. Why?  These sites all share 3 things in common - enormous numbers of people, predominantly visual media and the ease of sharing especially via smartphones. The potential of going viral on these is definitely there. For example, this remarkable teen has made $100K in sales on Etsy - she didn't have much luck on Facebook but one of her rings was reblogged (shared) on Tumblr about 50,000 times.

What they don't cover is how to manage your time doing all this!  Hiring someone is not feasible for many people.  So being organized, prioritizing and using helpful apps like Hootsuite for scheduling are steps in the right direction.

I also found The Secrets of the Etsy Hunter at the end of the book very helpful. No one should be surprised photography is one of those secrets! Good photography is essential for successful audience building.

Their long term observations of why some stores do better than others is distilled into a list of 7 tips to consider when designing a new product. Being aware of current trends is one such tip - popular items are easier to sell.  I felt there could have been an 8th tip - making something nobody else offers but where there is a demand. To be fair, the book does talk about niches but in the Branding chapter. Finding a niche requires keeping vigilant for untapped markets and opportunities. But as they pointed out, it has to be something you enjoy making and are passionate about it.

Although they are targeting Etsy sellers, the book's topics are also relevant for other marketplaces. Etsy gets a ton of traffic but individual sellers need to get their brands visible in this crowded marketplace. Smaller sites have far less traffic which makes it even more important for sellers there to promote their stores.

This eBook definitely explains and brings up to date the approaches needed to grow an audience of potential customers.

Giveaway

If you'd like to win one of 3 eBook copies of  The Art of Audience Building, please make a comment below. Make sure you leave contact info below if you do not have an online shop or blog.

Email subscribers need to scroll down the post they receive, click on Share Comment and enter your comment. Pick Name/URL. If you don't have a store or blog, leave the URL blank.

This giveaway is international.

Extra entries if you become or are a blog subscriber or follower etc. If you also do shout outs about this giveaway, those will count as additional entries too! Please say so in the comments.

It ends in a week's time at 6 pm EST Thursday, July 16, 2015 . I will pick the winner randomly and announce the results as soon as possible after. So be sure to leave a contact email if you don't have an online link or make sure you come back and check! Otherwise I will redraw in a week. Good luck!

Disclosure

Before You Go:

______________________________
Original Post by THE BEADING GEM
Jewelry Making Tips - Jewelry Business Tips 

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45 comments:

  1. Oh this book sounds like exactly what I need! Would love to win it... I'm a subscriber and blog follower-fingers & toes crossed! Oh and I can be contacted at retro-grrl@hotmail.com :)

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  2. This sounds like a must have book for any Esty fan! I'd love to add this to my important to read shelf.

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  3. Hi from Toronto! I'm considering Etsy as a platform, but have not heard good things about it layely. I'll take all the help I can get, so would love to enter your giveaway contest fir the book. Thanks!

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  4. Great giveaway, thank you. I'm a subscriber and blog follower and am going to post on Pinterest.

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  5. Gee thanks, what a great giveaway. Knowledge is power. Hope I win!

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  6. This book is such an important resource for any artist to be successful in today's marketplace! And, the concept of social media as a marketing essential is one that every artist needs to be aware of. What a precious resource, and I would love to add this to my library! Thank you for this opportunity.

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  7. Looks like a valuable resource. Thanks for doing this giveaway! I follow your blog.

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  8. Learning and reading are my second favorite activities, with the first being beading. I would love to have this book. Thank you for the chance to win a copy.

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  9. This sounds like exactly the information I have been looking for. I am a subscriber and blog follower and love the information, inspiration and helpful hints imparted to us.

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  10. Hi Pearl
    This sounds like a great book to read. I would be interested. Thank you for finding it!

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  11. I need all the help I can get. This book sounds exactly what I need. Because my online sales aren't doing well.

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  12. This books sounds great. I think it might be a great aid!

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  13. This would be a very helpful tool and I would love to read it. Thanks Pearl

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  14. This sounds like it is just what I need. I am getting ready to open my Etsy shop and have been quite apprehensive sbout it. I would love to win this.

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  15. Boy we could all use a lot of help in this area. Thanks Pearl for the opportunity to learn more. Blog follower: zoowatcher10@yahoo.com.

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  16. This book sounds very interesting.
    I follow you on bloglovin, tweeted, FB post, G+, pinned. Thank you, Pearl.

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  17. We are ready to bring our Etsy shop to the next level and this book would be veru helpful ! Blog follower :)

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    1. As an etsy seller for years without much success and being the captain of a bead embroidered jewelry team, I certainly would appreciate any information that would help sales to increase. Carolyn Turner

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  18. Marketing is totally foreign to my nature. I sure could use some help changing that.

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  19. This book could be very helpful. With a little bit o' luck �� I'll win a copy! Thanks for making this available. Cheers!

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  20. The old adage from A Field of Dreams - 'If you build it they will come' - has never been true. Not for anything.

    Marketing is the biggest thing you must do - whether online or in a gallery or even a tent sale.

    Without it you are making a lot of product for yourself and friends.

    Looking at your site or your table as an unbiased consumer should always be foremost in your mind. We are programmed to react and we often buy from a simple emotional reaction.

    Knowing how to tap into triggering that emotional reaction is something we artists all need to do.

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  21. Sounds like a must have book. We all need help getting started and this sounds like it will do just that.

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  22. This book sounds wonderful and definitely something that I can use. I'm just getting started in jewelry making and I'm already finding how difficult it is to find buyers.

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  23. Oooooohhh. Advice to help me make more sales on Etsy (& elsewhere)! It's such a crowded market & I can use help standing out from the crowd.

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  24. I'm a blog subscriber/follower and could use the book.

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  25. This book would be a blessing to me. I am 72 and trying to get into the business. I love to make jewelry but I need to sell it also. Social security is not what it is cracked up to be!

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  26. This sounds v interesting! Thanks for posting this review! If I don't win I may buy it!

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  27. Sounds like a good book! Thanks for the giveaway!
    Alikat2004 at Ravelry.com I'm a blog subscriber and on your newsletter as well.

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  28. I think social media is so hard to do well, some people manage it and create such a buzz about their products but it's in the minority. More tips about this are always welcome! I follow on Feedly.

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  29. I've often thought about selling my wares on etsy and the like, but I just don't know how to get organised and get started! This could be the start of something beautiful...

    I'm an email subscriber: lauraproudman@gmail.com

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  30. please pick me or else I will have to buy it!

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  31. Any help on etsy would not only be appreciated but needed!

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  32. Oh my sister and I could use this book! We are not sure how all of the etsy stuff works yet!

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  33. I would LOVE to win this. I nreally need it! Thanks for the chance. Sharing on other groups, too.

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  34. There is definitely an art to selling on Etsy and this ebook appears to have a ton of good information. I could definitely use the help!

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  35. This looks like something I could really use. I've been meaning to open my Etsy shop since I currently sell on Artfire and needs to expand to other sites.

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  36. Sounds like a read I need. My Etsy shop. Panache Jewelry needs all the help I can give it. More sales on line, maybe ease up on art/craft shows.

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  37. This would be great! I would love to win a copy! I am a blog follower, email subscriber, and follower on Facebook and Twitter. My email is adrian10104@yahoo.com

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  38. This book sounds like a great resource for Etsy sellers like myself. I have all these social media accounts but not sure how to use for maximum benefit. My shop @bstrung has been growing but everyone wants to grow more.

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  39. I SO NEED THIS BOOK! I'm wanting to put my jewelry on Etsy but I don't have a clue! Please help!

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  40. Sounds like what I need to get started. Have no idea how to get started.

    Carolyn
    Carolynscreations@live.com

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  41. I would love to win this ebook! Thanks for your wonderful review!!! Email is grace@jessicadolls.com

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  42. Thanks for the great review!!
    Etsy shop: http://www.playfulpaperwork.etsy.com
    playfulpaperwork@gmail.com

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  43. Thank you so much for the review! I am sharing this with my friends and co-creators in the Etsy World! This is a great resource. I purchased one book before, but it seemed outdated in regards to today's social media world. It didn't even mention Instragram! Looking forward to this read.

    My etsy shop is https://www.etsy.com/shop/ChiefLifeChangers and my email is hello@chieflifechangers.com

    Thank you again for the review and giveaway.

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  44. I would to have this book.Thanks for the giveaway!!

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