Newsletter or No Newsletter -- That is the Question

This morning finds me battling equipment issues, as seems to be the case at least one week out of every month. Ah, the perils of small business ownership... So, given that my time and attention is required today in areas other than writing, I'll keep today's blogging to a minimum. I do, however, wish to pose a question for my fellow small business owners about using newsletters to keep in touch with customers.

With the holidays fast approaching (much faster than I'd prefer, truthfully), and given that I'm a greeting card company, I've been seriously considering using a newsletter to help spread the word about the availability of my holiday designs, opportunities for custom ordering, and Mission Soldier Support, the EtsyGreetings project to get handmade cards into the hands of our troops overseas so they can send them to their friends and families in time for the holidays.

I do have an existing (relatively small) mailing list, and have done mailings in the past. But my business has grown to the point that I feel a more, shall we say, professional newsletter is in order. Price, however, is of course an issue, particularly with the astounding number of equipment expenditures that have been required in recent months.

Constant Contact seems to be the standard email marketing service for small businesses. However, as I understand it, there is a monthly fee. And, frankly, I can't see myself using the service more than a few times per year - more than that would feel spammy to me and I fear my customers would balk. I've heard of a few pay-per-use companies (MailChimp, I believe has been mentioned by some fellow Estyians?), but haven't a clue as to which is the best fit for my company.

Which brings me to my question(s), fellow business owners, should you care to weigh in: How do you use email to keep in touch with your customers? Are you happy with your service? How effective are your email campaigns at driving repeat business? How do you handle opting in? Via blog or direct customer interaction?

Your opinion is very much appreciated. Without you, how would I ever accomplish a thing? And with that, I'm off to the printer wars. Check ya tomorrow when, hopefully, I'll be up and running again.

Photography Follow-up -- My New "Studio"

Last month I told you about my most awesome birthday gift EVER, a professional light cube to replace my cardboard home-built version that was literally coming apart. I promised to show you my set-up, so here it is:





As you can see, I use the removable top as the bottom of the cube so I can continue to use my beloved dark woodgrain background (my kitchen table, in case you've ever wondered). Another side zips open - that's the side I shoot through.

To my surprise, the new lightcube actually lets less light in than did my homemade version. So I struggled to find the right camera settings for days on end before finally deciding that I simply needed a third light source (duh!). So I'm now using three office-type lamps, each with a 100 watt GE EnergySmart DAYLIGHT bulb, and I'm happy with the results. With just a teensy bit of contrast correction in Photoshop, here's what I get.

Plan Your Work and Work Your Plan - My New Mantra

As my tone of late might be implying, I've been having some trouble fitting everything into my ever-busier schedule. With orders going up (woohoo!) and shopkeeping activities a necessary part of daily life, even my "foolproof" system has been failing me a bit. While it definitely helps to designate certain days for certain areas of focus - Monday Monday, Trashy Tuesday (not what it sounds like), etc. - I find that I'm constantly frustrated at my seeming inability to ever get ahead. I'm able to maintain, but just barely, and when it comes to exploring new ways to grow my business... forget about it. I constantly feel like opportunity is whizzing by me and I'm just an hour or two shy of being able to take advantage of it.

Recently a friend and fellow work-at-home mommy gave me some great advice. She suggested I create a schedule for the week that includes everything - meals, chores, my daughter's classes, showers, workouts, and even transit time. Once that was complete, I'd be able to see how much time I really had to devote to my business, and could schedule individual activities into each available block of time. Since I was tearing my hair out and willing to try anything, I actually made some time two Sundays ago to do it. It was an elightening exercise, let me tell you. No wonder I was feeling frustrated! It wasn't just that I was feeling like there were never enough hours in the day to get everything done, there actually weren't enough hours in the day to get it done! When you factor in all of my daily responsibilities and keeping up with my orders (the best part of my day, by the way), there are, on average maybe ninety minutes a day in which to promote the business, pursue new opportunities or explore new avenues.

Seeing my daily life on paper was a serious wakeup call. I realized immediately that I was going to have to reset my expectations. Although I hope it will be someday, my business is not my full-time job, and to expect to approach it as though I have 40 hours a week to devote is to set myself up for constant disappointment. I'm not going to pretend like that's sitting well with me, but I know it to be true, and am working on aligning my mindset with my reality.

To that end, I made a long list of things that I wanted to accomplish and began to plug them into the open spaces on my calendar, literally in 30 minute increments. Some promotion-type things I set up as recurring appointments just so I don't have to remember to do them on a regular basis. For a few biggies (like finishing those new designs or working on my invitation portfolio), I actually blocked out 2-hour chunks and simply re-arranged some of my daily commitments to make it happen. I have to admit that the activity was really empowering. It forced me to accept that I cannot do it all. And it challenged me to find creative ways to re-arrange the boring stuff to allow for more exciting pursuits. And you know what? So far, think it's actually working. So far, at least. I mean, look! Here it is 12:30, my calendar says "Blog," and I'm blogging! Wha'dayaknow...........

Street Teams are a Girl's Best Friend

A quick update on my quest for the 100th sale - mission accomplished! I want to acknowledge several peeps who, in my first 3 months as an Etsy seller, have offered me incredible advice and encouragement, without which I certainly would not have had the confidence or know-how to sell a single thing in that big scary crafty megamart I've come to love:

Jen of Funky Chic Boutique - local Etsy buddy and very first heart
Laurie of Stories and Divinations
Vanessa of Flourish Boutique - my first brick & mortar gig!
Laurie of ouou
Hilary of Hilary Hitchcock Photography
Annie of Annie Howes Keepsakes
Those fabulous FAMs - the best street team EVER!




Recently I've been asked several times about the benefits of joining a street team as a new seller. As a member of six street teams myself, I'm forever singing the praises of the Etsy street team concept. Aside from being a great way to form new friendships with others who have similar interests, these groups can be incredibly helpful for growing your business if you use your membership to its fullest potential. Granted, street team memberships come with their fair share of "strings" - their own social networking sites, message boards, participation requirements, and massive quantities of email to keep up with. But, with so many Etsy shops out there, there is no better way to get noticed than to team up with a successful, energetic, talented group of like-minded folks, all dedicated to increasing their visibility via the power of partnerships and cross-promotion.

To help ease potential fears of all the "moving parts" associated with street team membership, and to help you focus your efforts as you join a new group, I offer the following mini-tutorial on how to jump into and get active with your teams:

1. Familiarize yourself with and set up a profile on each of the team's online "places" - ning, flickr, proboards, myspace... wherever your particular group may "meet."

2. Show off your personality and your fabulous wares. Most street teams have "meeting places" that allow you to share pictures, create a personalized page or signature, or to set up a blog. These are all great ways to be noticed by your fellow team members and to direct a little friendly traffic to your shop. Remember that, in addition to wanting cool and creative friends, all of us craftophile types like to buy from people we know and like, so putting your best face forward is always a smart idea.

3. Start interacting. A great way to strike up a virtual conversation is to add someone as a friend or contact within your group (in the case of a social networking site or flickr). That gives you a chance to say "hi" and let somebody know you noticed them. You may just get a comment on your page or a heart for your shop, and you'll start to recognize your new friends' avatars on discussion boards and forums.

4. Get INVOLVED. Not only should you participate in any and all promotions your team might be working on (to the extent that it's humanly possible, of course), you should take an active role by offering input, helping to set up the promotion and getting the word out. A street team is only as successful as its members are active, and what better way to show your commitment to the success of the group than being a cheerleader for your team's activities.

5. Save the drama for your mama. Seriously, it's a street team, not high school. Should you get the sense that a particular discussion topic might be getting heated, stear clear. If you find that the team's becoming divided or that new members are being ignored (or, worse, criticized), simply find another team (there are 250+ to choose from). This crafting thing's supposed to be fun, right? And working for yourself means that you have the power to create a drama- and politics-free environment in which to create and sell your treasures. Don't settle for any less - it's your business, after all.

Fuh-fuh-fuh-Foolin' - April First is Almost Here!

Who else has Def Leppard on their iPod?!?! YEAH, BABY! LET'S GET ROCKED!...... Oh. Just me? Ok, then.... moving on.

Alright, people, huddle up. April Fool's Day is just around the corner and this year I'm determined to be the "fooler" for once. I may be a Virgo, but I'm vowing here and now to set aside my intolerance for silliness and take advantage of this once-a-year opportunity to make someone (ahem - husband) feel like a complete idiot for one brief shining moment. Mean-spirited? Possibly. But, from the moment we met, the man has been constantly looking for ways to embarrass, confuse, ridicule or otherwise horrify me in front of large groups of people. It's my turn!

How about you? Are you planning to get up to some dirty tricks this April 1st? Any fantastic ideas or are you drawing a blank? To get us both started, I'm listing a few of the great classic pranks of all time.

• RIGGED SPRAYER - Put a rubber band around the button on your sink's spray nozzle. Create a situation that requires your victim to wash his/her hands and watch the hilarity ensue.

• FUNNEL FUN - Put a funnel in your pants waistband and drop a quarter from your forehead into the funnel. Bill this activity as particularly difficult and challenge your victim to try it for him/herself. Once the funnel is in place and the victim has leaned his/her head back to balance the quarter, grab a full glass of water and pour it quickly into the funnel. Run!

• SALTY SURPRISE - Fill your sugar bowl with salt. Make some coffee. 'Nuff said.

• BUG IN A BURGER - Pick up some rubber "roaches" at a toy store. Surprise your family with take-out. I get the giggles just thinking about it...

• EARLY BIRD - Wait til everyone's asleep and set the clocks forward a couple of hours. Wake your husband and/or kids at the time their alarm clocks would normally go off with a shake and a panicky-sounding, "Get up! You're late!"

• TIGHTY WHITIES - Buy the same type of underwear your victim normally wears in a much smaller size. Wash several times to create a well-worn look. Replace the underwear in your victim's drawer with the smaller size. Try desperately to suppress your laughter as he/she victim tries to get dressed.

I don't know about you, but I'm inspired. Watch out, my one true love, I'm comin' for ya. You won't know when and you won't know where, but rest assured - you'll be fooled. Mmmmmmmmmwah ha ha ha!

Quick & Dirty Tips for Better Etsy Pics

In the past couple of weeks, I've participated in several shop critiques through various team sites and forums. Overwhelmingly, the comments I received related to the quality of my photos, something I wasn't surprised by in the least. I am in no way, shape, or form a photographer. I have a decent eye for good product photos, though, and I knew going into my critiques that I didn't have them. I have struggled with this since I opened the shop, making subtle improvements almost daily, experimenting with different backgrounds and lighting, adjusting things in Photoshop, etc., but never really conquering the problem. However, the advice I received from lots of seasoned Etsy professionals have really helped me focus my efforts to spiff things up in my shop.

Apparently, the trick to getting views (and we all know you don't get sales without views) is to make your photos "pop" in a list of similar products. While I'll freely admit that my photos are not yet a shining example of the uber-professional Etsy listing we all hope to be able to claim as our own one day, I have seen a significant increase in my views since I incorporated some of the tips I'm about to impart.

1. Always shoot in natural light. It keeps your colors true and eliminates wonky shadows indoor lighting can cause. If you must shoot indoors, head for a window and turn off the overheads.
2. Never, ever use the flash for your product photos - it will mute bright colors and wash out subtle ones. If it's dark outside, wait til the next day to shoot. A day's delay is always better than a crappy-looking listing.
3. Use a simple background in a color that contrasts with and compliments your product. Use props (minimally) to establish scale.
4. To avoid fuzziness in close-ups, use the "macro" setting on your camera. On most cameras, it is associated with a little flower icon. You'll be amazed at how close you can get without the shot getting blurry.
5. White should be white, not gray. Often, simply using "Auto Adjust/Correct Color" in your photo editing program will do the job. If necessary, adjust lighting (and then contrast if necessary) until you're satisfied with the result. If the white almost hurts your eyes on the screen, then it's just about right.
6. Use square photos so they won't be cropped when you upload them - they look best in list views (the way most people will find you), and in the thumbnail Etsy minis. I accomplish square photos by creating a 1000 x 1000 pixel blank file in Photoshop and dragging my image into it. You can then resize and move your pic around in the frame until you've got something you like.
7. Choose something intriguing for the first pic - probably not a photo of your entire item, but maybe a close-up of single design element. The first pic should make a potential buyer want to see more and therefore click through to your listing. Since I feel that my graphics are the strongest elements of my designs, I have chosen to use the graphic itself as my first pic. I was hesitant at first, but I've had several people comment on them being better than a close-up of the cards.

And that's it! Hope it helps. I'll keep working on it too, and will let you know once I'm so thrilled with the results that I stop making changes. Yeah! Like that'll happen!

Found! Sweet Deals and Free Stuff!

I am probably the last person in the indie community to know about this, but I recently came across this site:

It's a very non-threatening, not-overwhelming way to check out who's having a sale, doing a giveaway, or offering some other fabulous way to get something for nothing (which is my very favorite way to get something after all!). Examples include the chance to win a handmade goodies grab-bag for commenting on Smidge or a free 8 x 10 print with commissioned fantasy portrait by Lacy Clagg (soooooooo cool).

I'm usually not big on sales and special promos, but I was so inspired by all the free stuff at IndieContests that I added my own sweet deal to the mix. So exciting.

Now get over there and get your bad self some loot!

Order from Chaos - How I Get It All Done

So, I sat down last weekend to review and revamp my "system." The moms among you know exactly which "system" I mean. The "system" (and, yes, I'll stop using quotation marks now) is what gets things done around here. It's the way I ensure that somehow or other, amidst playdates and potty training, I manage to keep people clothed and fed, and maintain a (somewhat) orderly environment. I have two systems actually - one for Home Management (capitalized 'cause it's important) and one for everything else. I tend to think of the Home Management tasks as requirements and my non-houseworky tasks as goals. Goals are those things that somehow move me forward in some area of my life, be it career or art or simply the pursuit of happiness, as opposed to those housewifey-type things that require hours and hours of work just keep things the same. Up to this point, my system for accomplishing goals has consisted of a list of projects I'm hoping to get to - paint that rocking chair, make an appointment to meet with that shop owner, mock up that invitation, get that scrapbook done for my dad's birthday... Not particularly formal, but it does help to have it all on paper.

Just recently, I've added a couple of important elements to my extra-mommy activities. First, I opened my Etsy business and began promoting my stationery line in earnest. Second, I've been volunteering with a local womens' group. While I very much enjoy these activities, I've noticed an appreciable increase in TV time around here. As you mommies know, TV time is the best indicator of the attention you either are or are not giving to your children. If the TV is on, you're probably doing something else while your kid is parked in front of it. Personally, I don't much like TV time, so when I see it becoming our primary at-home activity, I know it's high time to sit down with a pencil and get my priorities in line.

To get us started, let me show you what my system looked like before (and I apologize in advance for a couple of cheesy mnemonic devices). The tasks you see outlined below are those tasks that I generally save for naptime or early morning before anyone else is up. While my daughter's awake, we do our daily chores, i.e. general picking up, laundry, errands and dishes. The system just helps me organize those things that only need to be done once a week. The idea is to get through the task-of-the-day and then use any kid-free time I have left over to get cracking on my goals list.

• "Money Monday" - pay the bills, balance the budget
• "Trashy Tuesday" - collect and take out the trash and recycling, scoop up the dog poo
• Wednesday - clean the bathrooms
• Thursday - dust and vaccuum
• Friday - clean the kitchen and sweep/mop hardwoods and tile

At this point I should also mention that I cook only once a month, usually the first weekend. I get a big list together beforehand, head to the store on Friday, and get to cooking Saturday morning. By Sunday night, I have 30 two-person meals prepared and frozen. When my husband comes home, which is often fairly late, I just defrost and throw together a salad. The cooking system evolved after lots of trial and error. I just found that, although I generally enjoy cooking, I don't enjoy cooking after 8 PM, and we don't have the money to constantly order out. The cook-ahead thing has been a huge money and time saver, and I highly recommend it to moms that are looking for more time for artsy stuff.

Aaaaaaah, artsy stuff... That brings me to the problem I encountered when I tried to fit all my brand new 2008 activities into my otherwise foolproof system. All the little "tasklets" related to my volunteering and entrepreneurial endeavors seemed to require my constant attention - database updates, emails, outreach, networking, shop maintenance, design - and there simply were not enough hours in the day. Plus, when I tried to do a little of everything every day, I found that I wasn't able to focus enough on any one thing to feel that I'd actually made any headway. And then naptime was over, I felt frustrated and (yes, I'll say it) resentful that I couldn't seem to succeed at the things that were important to me. Having never been one to stick with status quo when it's obviously not working, I knew that I had to make some changes before I became completely overwhelmed and gave up on all the fun stuff.

Hence, the revamp. I'm banishing the chaos and spiffing up the system. I will GET IT ALL DONE if it kills me! And I'll enjoy every minute because I'll know that I'm WINNING the battle for balance. To get started, I had to prioritize. First, I made a list of all the activities related to my business and volunteering, and determined how often each needed to be done. Then I took a look at my goals list. If an item on the list wasn't directly related to my business, I immediately moved it to the bottom of the list. Since the business is still in start-up mode, I have to expect that certain things will take more time. Once I feel like I'm really up and running, I can get back to things like painting those chairs. The process was sort of painful (I really wanted to believe I could do ten things at once), but I'm extremely optimistic about the result. The idea is that, each day, when I find myself with time to focus, I will first attack the Home Management task-of-the-day and then move on to my business/volunteer tasks. If something doesn't get done on a particular day, I just push it to the next day until I get caught up. And so, without further ado, here it is, complete with brand new mnemonic devices to help me keep it all straight.

• Daily (early AM and late evening) - email, social networking, promotion, shop maintenance, add new listings
• "Money Monday" - do the Macaroni and Glue books, purchase supplies
• "TDWCC (the name of my womens' group) Tuesday" - focus on volunteer activities
• "Working Wednesday" - assemble orders, package, and ship
• "Thinking Thursday" - put together outlines for blog posts and cue up as many interviews/features as possible for the coming week
• "Forward Friday" - map out next steps for the business, research new avenues for marketing, set up meetings
• "Wonderful Weekends" - design, assemble and photograph for the week's listings

And there you have it! It sounds like a lot, but I swear it's manageable! I'm one week into the new system and, not only did I keep the house running as usual, but I made it through my new weekly list AND got two handmade gifts out the door for family birthdays. Woohoo! And I only stayed up until midnight........ Ok, I stayed up until 1:00 a couple of times. Ah, well. What can I say? It's a work in progress.