Is Your Copywriting Hurting You or Helping You?

Copywriting can be a tricky thing. Some of you may not think twice about it while others of you probably dread having to do it. And yet some of you may have hired a pro to take the stress off your plate and let someone else handle the copy details. Whether you run a store, an online boutique, or are a designer communicating to retailers and the press, it’s important that your copywriting communicates who you are, what you do, and why people need your products or need to shop at your boutique.

Often overlooked, copywriting needs to be put at the top of your to-do list! The words you choose to use to sell your product, service, or business can literally make or break a sale. Take the time to make the words you choose count by getting your customers or potential customers excited and engaged rather than bored and checked out. Great copywriting can sell something that no one really needs, while lousy copywriting can steer a customer away from something they may want. A few things you should consider include:

1. Be concise and clear in your copywriting. Avoid unnecessary details but make sure not to leave important details out. For example, don’t forget to include the materials that a garment is made out of on your website or necessary care instructions for jewelry. Be precise about this, though. No need to write these details out in a paragraph.

2. Be creative with your choice of words but don’t confuse your reader. Example, if you are trying to explain a plain cotton t-shirt, rather than say “as soft as a cushion” you could say “as cozy as your bedsheets”. Bedsheets and t-shirts make a better comparison since both are flat and are traditionally thought of as cozy and comfortable. A cushion, on the other hand,  doesn’t give a great visual image for your reader to image the t-shirt as.

3. Don’t be scared to hire a pro. If you aren’t a talented writer, consider investing in someone who is. Rather than just putting the words down to get the copy done, do it right by having someone who can entice your reader and keep them engaged through their copywriting. This doesn’t need to break your bank. You can find talented copywriters at reasonable prices.

4. Tell your customers a bit about who you are. A personal connection is always nice, but make sure you stay focused on the business side of who you are – not who you are on Friday nights out with your friends! Are you a designer? If so, tell them about yourself, but leave out where you went to high school, your favorite band, and why you love Grey’s Anatomy. Instead, tell them what inspired you to design, how you stay inspired, why you love what you do, and anything else that pertains to the designs you offer. Are you a boutique? Tell your customers about the pleasure you take in shopping for your store! Let them know you are always on your mind and that you welcome feedback.

5. Check your grammar and spelling! Yes, I know, no one is perfect. But a lower cased “i” when it should be capitalized? I see simple mistakes like this all the time and it is discouraging as a customer to want to shop somewhere that doesn’t even take the time to review their own copy. Proofread! Better yet, have someone else proofread your work so that they catch the mistakes you may not realize are mistakes. Plus, this provides you with feedback on how your copy is delivered.

Whether you are developing a postcard, working on your website copy, or need to communicate to your customers in a letter, make your copywriting work for you rather than hurt you. Take the time to make it count and if writing isn’t your thing, find someone to do it that is. It will make a difference!

These are just a few points to get you started in your copy considerations. I’d love to hear from you regarding what you think, as well! Share with us a comment and let’s see what other great ideas are out there to help retailers and wholesalers in their copywriting plans.

Do Designers Need “Look Books”?

Often my designer and artist clients ask me if they need to invest in developing a “Look Book” as they prepare to communicate with retailers. There is not a flat answer I can give to them in regards to this since the advice I share with them is specific to their individual product assortment, retail target market, and budget.  That said, I have outlined details about Look Books and their value to wholesalers so that if you are considering to create a one, you can also consider the points below.

What Is a Look Book

To begin, a Look Book is a book that is similar to a portfolio, however it represents a product line rather than providing visual samples of one’s work history. Look Books are used as visual aides in replace of the product, however they are often presented to buyers with the product, as well. The purpose of a Look Book is to provide a “story”, “feeling”, or “inspiration overview” of the product assortment through photographs of the product you want to sell.  Some have lifestyle photos and can be very graphic while others use fashion models to showcase their product and yet others are sleek and simple with no models at all. The creative flexibility of how to show your product in photos can be very appealing to designers.

Look Books are often professionally bound with glossy photos and little or no words included in them while others are presented in three ring binders with plastic portfolio cover sheets. The presentation will vary in design, however the content will always be primarily photos.The details of the product are sometimes included, but more often than not these details are outlined in the Buyer’s Packet instead.

Who Needs a Look Book

While there is no clear answer to this question, it is common for higher priced products, luxury goods, and one of a kind items to be showcased in a Look Book. Not meant for largely mass produced goods and inexpensive items, a Look Book is meant to showcase products that need a bit of a push to sell. If you are a jewelry designer who offers one of a kind pieces, a Look Book offers a great outlet to showcase some of the best work you have done. Meanwhile, if you offer customized art or designer handbags, a Look Book can provide you with a creative way to tell your product story. There is more flexibility in the creation of your Look Book versus a line sheet or other contents of a Buyer’s Packet, therefore as a designer you may have more fun with this presentation.

Many new wholesalers in the marketplace include Look Books to help push their product. Since competition is tough, it can often be more tough for new designers/artists/wholesalers to position themselves in their respective marketplace. Using a Look Book will certainly add to your pitch, offering a great outlet to tell your story since you will not always have the opportunity to do this face to face.

Presentation of a Look Book

The presentation of a Look Book is ultimately the decision on the designer, however it should be clearly understood that this presentation is also a reflection of the designer/artist/wholesaler themselves. That said, I always suggest presenting Look Books in a polished and professional presentation if you are going to take the time to create one.  I realize as small business owners it can tempting to cut corners everywhere you can, but I suggest leaving the three ring binders at home, as this reflects a college student’s project versus a professional presentation. Instead, considering simple and inexpensive binding techniques such as book stapling, coils, and book binding will offer you a professional presentation on a budget.

Final Thought

A Look Book can offer a sneak peak to your collection, as well as it can tell a story about your product assortment. Whatever the purpose is that you feel a Look Book can contribute to your line, remember that a complete Buyer’s Packet is more beneficial to you as a wholesaler. A Buyer’s Packet should include a line sheet with photos, pricing, designer/artist overview, introductory letter, and order form. These essential pieces, if done correctly and presented well, can sell your product or at least get you a conversation with potential buyers. Be realistic with yourself as to whether or not you really need a Look Book or if the fancy image of it is selling you on the idea of producing one yourself.

A final thought – Budgets are tight in all aspects of retail these days, so linking potentail buyers to your website with an “Online Look Book” may be something for you to consider instead, therefore saving you costs yet also offering retailers a larger view of what you have to offer outside of what your Buyer’s Packet represents.  Another option is to include a disk in the Buyer’s Packet that offers a digital Look Book. Both of these options can save you expenses while also providing an extra something to your retail accounts and potentail retail accounts.

Calling All Wholesalers – What Do You Need?

Hey wholesalers! This blog is for you!

I want to know what you need to help support you in your retail dreams. Whether you currently sell to retailers, are trying to sell to retailers or would like to know how to sell to retailers, I want to help you. There is a lot involved in communicating with potential retail accounts, therefore I would love to hear from you directly regarding what your immediate issues are.

Please email me with questions that you would like addressed on a future blog that will help support you in your wholesaling needs. You can email me directly at nicole@retailminded.com. While I may not be able to get back to you individually, I will include your question in a near-future blog.

I look forward to hearing from you soon!

Communicating Bad News To Your Employees

Retail morale can be difficult when sales are down, store traffic is slow, and budgets are tight. For some small retail and wholesale business owners, they are being forced to let go of employees they trust and enjoy, but simply can’t afford anymore. For other businesses, they are dealing with stress that is weighing so heavily on them that it is often falling onto the laps of their associates, as well. Whatever your particular bad news scenario is, remember that it is important to communicate these details professionally, reasonably, and nicely to your working team.

How to Communicate Bad News

Have you ever had a friend – or worse, a boss – that gets so heated when discussing bad news that it actually makes the scenario worse than it really is? Often, people abrubtly react to situations without understanding all the details at hand, therefore not sharing the most accurate details possible. Instead, they jump to conclusions, react prematurely, and deliver unnecessary bad news. Others, on the other hand, wait for all the details to be laid out on the table before reacting at all. They take in the details as straight shooters and deliver the bad news just the same.

While both scenarios are common, it’s important to remember a few things when communicating with your employees. If you practice these habits now, it will be easier for you when times are both tough and great.

1. Avoid swear words when communicating professionally. Although this may seem like a no brainer to some of you, I am always surprised at how often I hear “F” this and “S” that when working with professionals. I even hear this in front of their employees. Even if their employees don’t seem to care, it still sets an unprofessional tone.

2. Present important information to your associates at designated times that will not be interrupted by customers or any other distractions. This allows the news to be communicated with complete attention, as well as with respect.

3. When pointing out the bad in something or someone, including work performance or tough retail conditions, always point out a positive to balance the bad news. For example, if you need to tell someone their individual sales are down, you could begin by telling them that they are a great merchandiser/designer/whatever it is they are great at and then tell them that despite this, they need to focus on their weak sales, as well.  Let them hear the positive too, even if brief. If you are telling your associates about poor store sales, for example, you could remind them that although they work hard, it’s not reflective of them (if this is in fact the case). The idea is not to have someone only hear the negative.

4. End all conversations that include bad news with encouragement. Even when firing someone, you should offer hope in that they will find a job they prefer more. It’s as simple as doing one to others as you would do to yourself. Simply put, be nice and be hopeful.

5. Remember the other side of this conversation. Be willing and patient in listening to your employees. It’s important that they can communicate with you as their manager and it’s also important that you give them this respect.

While it’s never easy to deliver bad news, it’s a little easier when considering the steps above. If you have any advice on how to communicate in tough times, please share your thoughts with Retail Minded at nicole@retailminded.com.

More Than Just Etsy – Introducing Artfire.com

It’s no secret that retail is competitive. Whether you are walking through a mall or walking down a street full of stores,  you have many choices as to where to shop, what to buy, and why you may want one thing versus another. So in keeping up with retail competition, Artfire.com is giving Etsy.com something to think about.  Fans of handmade crafts of all kinds can now shop Artfire.com for the same types of handmade goodies they can find on Etsy.com. The catch is they support the artists selling their products online in different ways than Etsy, as well as offer both artists and shoppers the opportunity to social network through blogging and online chatting communities catered to specific artists and shoppers requests.

Sellers

As a seller on Artfire.com, you are supported with the tools you need to sell online, however unlike Etsy, there are no commissions paid out when you sell something. The catch – You must be a member to sell on Artfire, and the subscription to maintain this membership is $20 a month. However, with no commissions and the opportunity for a ton of sales, this is an incredible deal. To sweeten this deal, Artfire is now offering a select number of membership subscriptions for $7 a month for life! If you are even considering joining Artfire.com, I’d sign up while that deal is still available. In addition, their marketing plans are pretty aggressive, though they have not dove deep into all of them yet. A recent interview by Rose Works Jewelry designer Ruthie found out that Artfire.com has a few things up their sleeves to help promote Artfire in the near future. You can learn more by reading the interview of founder John Jacobs for yourself at http://roseworksjewelry.blogspot.com/2009/01/artfire-interview-with-john-jacobs.html

To help you also understand the perks of selling your handmade goods on Artfire.com, check out their easy to understand checklist of the benefits they offer. They even compare their services to Etsy, allowing you to fully understand the competition. How great is that? See for yourself and make your own decision by visiting http://www.artfire.com/modules.php?name=Sell

Buyers

As a buyer of Artfire.com crafts and more, you can be assured that your  money is going straight to the artist themselve, therefore supporitng handmade goods entirely. No corporations, not even Artfire, benefit from the purchases you make. If you are anything like me, you can certainly appreciate the value in this since the artists selling their goods are the ones who deserve the full return on their product. In addition, you have a variety of choices in your shopping direction to help you navigate how you want to shop. There are many categories divided into three sectors. These sectors are Handmade & Fine Art, Design & Media, and Supplies & Vintage. After shopping myself for quite some time, I found more than I could have imagined! There really is a ton of great things for sale, and this is only the beginnig. As Artfire.com grows, so will their choice of options for online shoppers. They plan to have a “sale” section, “local community” section, “featured shops” and more. Make sure to check back onto Artfire.com reguarly to see how it evolves into a great online store for handmade goodies. Take a peak today by visiting http://www.artfire.com/modules.php?name=Buy

Still Deciding My Favorite

While I can’t say I love Artifre.com yet as much as Etsy.com, I can tell you that I am checking out both reguarly and will continue to shop both sites. My gut tells me that Artfire is going to definitely shake things up a bit at Etsy, offering artists a great alternative to be competitive with how they sell and where they sell. While I am sure this may have Etsy shaking in their boots a bit, I personally think competition is healthy and it will hopefully make both sites the best they can be. I’d love to hear what you think, though!

Talk to Me

Whether a buyer or seller, I want to know what you think of Artfire.com. Email me at nicole@retailminded.com with your thoughts. In addition, I’d love to hear about any other online sites that you either sell your product or shop for product from handmade designers. I have also been checking our www.Crobbies.com and www.Bonanzle.com lately and will update you soon with what I find out about these sites, as well.

Thanks in advance! I look forward to hearing from you soon.

Selling Your Homemade Goods

As the economy continues to struggle, many people have tried to supplement their income by selling their homemade designs, crafts, and more. For some, this has been a welcome relief to the financial stress they were feeling. It’s also provided a great outlet to enjoy working again. For others, it has proven to be an investment with no return. And yet for others, it’s simply a hobby they enjoy that they are lucky enough to make a few bucks on. Whatever your story is, there will be a time when you determine if you want to sell your products and how you will do so. Below are three jumpstart scenarios to help get your feet, or should I say your products, wet in retail.

Craft Shows and Street Fairs

There are a variety of ways you can sell your homemade designs. A popular and often entry level step in doing this is through craft and street fairs. Depending on where you live, craft shows and street fairs are a great outlet in showcasing your product to a broad audience of potential customers. Typically, you need to register in advance for these shows and will often have to pay a participation fee. This fee usually covers the promotion of the shows, a table for your product to be merchandised on and any other necessary costs to put on the show itself. Most shows are one or two days total, so your time investment is not too much. In addition, vendors at the shows end up meeting other designers like themselves and network to help advance their product recognition while also finding support in what they do. These are great perks to managing your own small business, since knowing others in similar positions as yourself can only help you advance yourself and better understand your local community.  Finally, one the best things that comes from shows such as this is the opportunity to gain feedback on your product and to see what sells and what doesn’t. If you are serious about making and selling your designs, then this is a great first step in understanding who your customer is, what products work for you, and how you can improve your overall product and presentation.

Etsy

For most homemade designers, crafters, artists, and more, www.etsy.com is part of their lifestyle. Whether as a place they shop or for inspiration, Etsy offers a wonderful assortment of homemade designs in a variety of categories. If your product falls into an Etsy category, selling your product online through your own personalized Etsy shop is a great next step.  Etsy gets over 20 million visitors from around the world each month on their website, so your selling opportunity is truly endless. Of course, so is the competition, but this is simply the reality of retail.

Building your own Etsy shop is as easy as a few quick sign up steps on www.etsy.com. Don’t let the online selling intimidate you from opening your own Etsy shop. They have made it easy and accessible for designers to showcase their homemade goodies online, while also taking away the added stress your own website would entail – such as marketing, press, and more. There are minimal costs involved, but the reward is a great website with a customer base ready to shop.

Consignment Selling

Maybe you have a boutique you visit often that would consider selling your goods. Possibly you have a friend, or even a friend of a friend, who owns a store and would sell your product to help get you started. To help encourage these stores to want to sell your product, offer to sell your product on consignment. Consignment selling, which is when you provide stores with your product without them having to pay for them upfront and only paying for them once they are sold, is a great way to get more of your product into more stores at once. This is a very realistic scenario for new designers as well as in our tough economic crisis. Consignment selling often demands a contract to be in place, however many small shops and boutiques do this on a friendly, non contract basis. I would recommend using a contract that outlines how long the product will be in the store, what the store will owe you per each product sold, and any merchandising, packaging, or care instruction details that would help sell the product. You may also want to include in your contract the opportunity for the store to buy your product upfront after a certain period of time or after so many products have been sold.

By selling your product in more than one outlet, you open yourself up to a variety of customers, selling opportunities, feedback, and growth. Be open to what you learn from each of your selling experiences to help your business grow in the direction in which you want it to. If your dream is to place larger orders in larger stores and have a larger customer base, don’t let these small steps get in the way. Each step will bring you something that will get you closer to your retail dreams. And if selling on Etsy and at your local craft fair is all you want, then get at it and have fun!

 

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