Sensitivity and Etsy

If you ask the typical Etsy seller if they are sensitive to the needs of others, you'll probably hear a resounding chorus of "yes." Yes, we care. Yes, we want to do good. Yes, we really are upset if someone says they're upset.

But if you ask the typical Etsy forum user whether or not its appropriate to exploit a natural disaster, national tragedy, or celebrity death for profit and you get a very different response. Instead of "maybe we shouldn't tag items 'hurricane irene' just to turn a profit," you hear "anyone who is against tagging non-related items 'hurricane irene' is for censorship." You'll see people sling around a bunch of big words that they don't know the actual definition of or question your use of a word like exploitation. We've been through this looking glass before and it's not pretty on the other side.

I could link you to a bunch of discussions on similar topics that have upset me in the past. I won't. I'll point you to the main one recently for context and get on with the point.

Opportunity: Kickstart the New Regretsy Book

Read all about it here.

Helen Killer, aka April Winchell, has written 10 original folktales about Finland that are most likely not even close to true. She hired Regretsy/April's Army illustrators to draw pretty pictures. The goal is to raise money to convert it into a full-color ebook, pay all the artists, and tour Finland.

In case you didn't know, Finland loves Regretsy.

This video explains it better than I can.

Treasury: It's Alive

I wanted to do another April's Army-driven treasury about Halloween. I figured I'd try to hit as many Etsy frontpage mainstays as I could without coming across as a parody. I think I managed it quite nicely.

For those keeping score at home, the Etsy mainstays are: 

• objects photographed on books
• objects photographed on library shelves
• framed objects photographed on library shelves
• stark white backgrounds
• babies modeling hats
• artists camping it up while modeling costumes
• barnwood
• things photographed on neutral backgrounds with a perspective line

This is not a commentary on these artists. I genuinely like all these objects. I was just trying to open up my mind to how to best appeal to a wider Etsy demographic with my more offbeat treasuries. It's working quite nicely so far. 

Don't be afraid of choosing items that fit the look of the frontpage. It might not guarantee a feature, but it could draw in some extra clicks, which could work their way back to your shop.

Finding Trends: In Store Edition

One of my favorite to do with design is to go shopping. I don't have to buy anything to get the most out of the experience. I'm just looking for ideas.

Big box stores--like Michaels, Home Goods, or Target--anticipate the upcoming season. They keep track of what the next big trend is supposed to be and fill their stores months in advance with the hot colors, patterns, and styles for the next season. Right now, if you walk into one of these stores, you'll see merchandise on the shelves to keep you busy until Thanksgiving. If you do an art or craft (or have access to a wide variety of on trend vintage items), you can capitalize on these window shopping trips.

Walk through the aisles of the store that are easily changed out. Does the store have a U-shape display area? Pods filled with merchandise in the middle of the aisle? Constantly redecorated end-caps? That's where you need to focus your efforts for anticipatory planning. Look at the colors, shapes, patterns, images, sizes, even finish--matte, glossy, satin, rough, smooth, dull, eggshell--to see what you can incorporate into your craft.

Halloween this year, for example, is going to feature a lot of black, purple, and red. Do you have items that fit that kind of tone--spooky but not violent--that feature those colors? Can you make items in purple, black, and red to fit that market? Do you have vintage items that fit those color schemes? Then get to making, photographing, and listing, because you can fall into the type of merchandise the shoppers will be looking for online.

They might not realize it, but they will be drawn to the colors they see in the store. Go ahead. Go to Michaels, Home Goods, T.J. Maxx, A.C. Moore, Hobby Lobby, even K-Mart, Wal-Mart, and larger grocery stores and you will see fall and Halloween decor covered in red, black, and purple. Orange and green are still there, but they aren't the focus. You can't avoid these colors if you walk into any mainstream shop. Your potential customers will, subconsciously, be influenced by these in-store trends. This is why the products go out months in advance; the stores are telling the customers what they have to buy. Even if they don't shop for Halloween until a few days before the holiday, they'll want these red, black, and purple items. They'll want the glitter and they'll want the black silhouettes. They'll even be drawn to witches and zombies, two growing trends in 2011.

And you can hit that market just by thinking about what you can incorporate from the trends you see in the store down the street. If you're in line with the trends and offer a unique product, you might just snag a few extra sales than if you stick with what was in even a year ago. It's about researching and working with the manufactured trends. All it takes is a trip to the local store to get that edge.

So You're In a Treasury...Now What?

You log into your Etsy account and see that you have something going on in that off-kilter concentric circle button called Activity. You click on it and see someone chose your item to be featured in a treasury. You're excited that someone likes your listing but don't know what to do or how to capitalize on it.

It's easy. You do a lot of the same things you would do if you were marketing your own treasury.

First, you need to click on that treasury. That gives it another view, which helps with its hotness. What's hotness? It's Etsy's nebulous and poorly defined way of organizing what treasuries appear on the top of the list at any given moment. It's essentially a popularity contest driven by people like you.

Second, you need to comment on the treasury. This creates another link to your shop (item is one, your comment is two). Try to say something relevant to the theme of the treasury. If you can't think of anything, compliment on the creator's treasury making skills and/or thank them for including your listing. I'm more likely to click on an interesting comment than another bland bit of fan service.

Third, you need to click on the individual listings. The easy way to do it is to right-click on each item and open it in a new tab. You do this because hotness is also measured by clicks on the items. By opening each item in a new tab, you are giving the treasury 16 more clicks in under a minute.

Fourth, you need to promote your appearance on the treasury. Post it on your Facebook wall, tweet it to your followers, or even post it on your own blog. Whatever you can do to get more people to click, comment, and share the treasury only helps more people see your item representing your shop.

If a treasury becomes popular enough and is on theme for Etsy's Merchandising Desk, it might be put in the daily Etsy Finds e-mails or, better yet, on the front page. That gives you a lot more exposure for your shop for very little work on your own part. It's worth it to try these steps every time you're featured in a treasury.

Relevancy and Etsy

Etsy has finally put on their big boy pants and decided that making customers happy trumps rewarding people who needlessly renew 40+ items a day. While I sympathize for sellers who have made a profitable business out of this quirk, I'm thrilled beyond belief that relevancy rules Etsy now.

What this means is simple. Instead of listing the most recent items that have search terms as tags, Etsy has set relevancy--looking at how related a listing is to a search--as the default option for all searches on the website. It's easier than you would believe to capitalize on. Read on to see how easy.

On Setbacks and Moving On

If you haven't figured it out by now, I'm big on Halloween. It's my favorite holiday. I do it up big for my family's houses, too. Until this year, I ran three yard haunts.

Cue yesterday:

I just got dumped from Halloween.
It's true. It's sad. I'm heartbroken.
I've done my family's house up for at least the past 6 years for Halloween. You can see the results on my haunt site. I was just told that they don't want to deal with the trick or treaters anymore and I have until the end of the month to get all my big props out of there.
Where I'm living now doesn't get a lot of Trick or Treater action. It's a busy street filled with nasty old Catholics who offer criticism on appearance and manners to visitors on Halloween. I can try like hell to hype up the haunt in its new location but it's not going to be the same.
The only plus side is that this new yard is gigantic. It's twice as big. I'm just really far behind to fill that much space with quality props.

This could have been something far more serious. Not that I don't consider this last minute (under 90 days to Halloween IS last minute for a home haunter who does everything from scratch) mandate serious, but think this way: it could have been my business (writing or crafting). That's where we're going today.