What you think your customer needs and what your customer actually wants are often two very different things.
It happens all the time at the Energy Shop: I design a bracelet that I’m sure will be a hit, and it sits on my virtual shelves for weeks. At the same time, I list a new stone that I’m not sure will appeal to anybody, and it sells out that day.
In fact, when I opened shop I thought my Feng Shui supplies would attract customers, and I hoped my gemstone bracelets might interest a few along the way. I created a few pieces of jewelry and sold out of them in the first week. A year later, I still had the full stock of Feng Shui supplies I started with, but I had sold more than 1,200 bracelets.
Your customers and clients are always telling you exactly what they want, and to figure it out, all you need to do is make sense of their patterns.
Learn and use the customer’s language
Pay attention when reading their comments and feedback. That way, you can begin to use the same words they use in your listings. Their words represent the things they value, such as: beauty, fast shipping, cozy, bright, comfortable, etc. My customers often comment on quality, so I offer a quality guarantee at the end of every listing in my shop.
Additionally, using the customer’s language will improve copywriting, conversion, and overall branding. The best way for me to explain this is with my blog, Marketing Creativity. I only speak “handmade” on that blog because I know they’re largely a community of Etsy sellers like me. Even if a reader is not on Etsy, I trust they’ve been around long enough to know what a “convo” is.
Too often I read handmade terminology in store listings, when sellers tell potential buyers to convo them. That’s probably not the customer’s language; that’s Etsy-speak. It would be more appropriate to invite them to send you a message or use the “contact” button, as there’s a contact button on every page of your Etsy shop.
Learning how your customers classify and search for your products is a great way to serve them better.
Ask for their input
Once when I was hosting a customer appreciation special, I went to my Facebook fan page and asked my customers what attribute they were looking for more of in their life (i.e. peace, wealth, love, stress relief, etc.). It was just another case of what I think they need vs. what customers actually want. The response to my request was overwhelming, and none of it matched what I thought they would be looking for in a sale.
Repeat what works
I am trying to practice what I preach on this one, because I often sell out of best-sellers and never think to restock them. If one of your products sells out as soon as you list it, be sure to replace it. It’s a winner, and you want to keep it in stock. Even if the replacement stock doesn’t sell out as quickly as the first batch, rest assured that it’s presence improves the overall look and quality of your shop.
This also serves as a gentle reminder to not go all-in on a new project because you assume it’s going to take off. For instance, last summer I created a new wrap bracelet that seemed so trendy and fresh. I made the design for my husband, children, and some friends to rave reviews. For all of us who had one, we never wanted to take it off.
So, in anticipation of this new design selling like hotcakes, I spent several hours making a large stock before listing it in the Energy Shop. They never sold. Not even one! New designs are always worth a shot, but I shouldn’t have invested all of that material and labor until I had proof that my customers would love the design as much as I did.
A well-planned business is one that prioritizes what has already been proven to work. It’s fabulous to experiment and keep things fresh for both you and your customer. However, be sure you’re doing a lot more of what you already know works and brings in income.
Until next time and all the best~
Great post Lisa. So much good information~
Hi Lisa!
I am SO glad I found you and signed up for your newsletter! I am in the process of reworking my online Etsy Shop,and I soak in every article,AND save every one in case I need to go back and re-read them.
You give very good advice, and it is so refreshing to know that even prosperous shops sometimes make/invest in products that never make it.
I also must remember that I don’t HAVE to make
EVERYTHING just because I would love to make it.However, I have always felt that the creators whom make ONE or two items and stick with them, always seem to sell more consistently. I feel at a disadvantage at times because my “nich” is a lot of different things, usually one of a kind items. I find it very difficult to make just one thing.I love all kinds of art and products but rather like to come up with my own original creations.
The trick now is to figure out how to make that an advantage or selling point instead of a disadvantage. I never could find a single niche,and it seems to work against me at times.Reading your articles is helping me to see that I am just “original”,and not somehow “less” just because of the industry standard of niche products.So words have to be very important concerning my creations.
This particular post is well worth reading as well.
Very sound advice to go back over customers comments to mull over what they say about my products after they have bought them.
With your wonderful and informative newsletters and GREAT advice to add to what I have learned in both my online shop and my tiny brick and mortar of 12 years,I have much more faith and direction in the “rebuilding” of both my Etsy shop and studio shop.
Thank you SO much for the advice and direction that you share so freely.I know it means the world to me!
YOU are just what I have been missing and what I have needed!You “speak” in laymen’s terms,instead of some boring rhetoric that you fall asleep reading! Thanks so much for that, and please,don’t change a thing! It feels more like a “normal” conversation with a business friend and adviser,rather than some suit talking but not understanding his language,and I love that!
Thanks again!