So I wanted to switch things up a bit today and talk to you guys about something that I keep seeing pop up over and over again. It’s a topic that I witness inside the free Simplify your Sales FB group, and also inside my paid Mastermind Your Marketing group as well. 

 

Anxiety. 

 

It’s a very real thing and it absolutely has an effect on your ability to work on your shop + business. 

 

If you’ve never struggle with anxiety, you don’t know just how crippling it can be and this episode might not even make sense to you. That’s okay-- no hard feelings. 

 

However, if you struggle with anxiety, I want you to know that I’m here for you and I HEAR you. I want you to know that you’re not in this alone and that it’s something I’ve struggled with as well and it’s only in the past few months that I’ve really managed to contain it in regards to getting things done in my business. Not 100%, but it’s not my everyday normal anymore. 

 

Now, that definitely didn’t happen overnight, it was a deliberate effort on my part. 

 

Understanding that anxiety can be a fuel and not just an excuse. I’ve been blessed-- which I know is a weird and crazy thing to say-- with anxiety and the reason I say it can be a blessing is that even with it’s challenges, it allows me to never fully feel satisfied with what I have. Not in an ungrateful way, but in a way that I COULD do more and I COULD build something bigger. It motivates me to not get complacent in my business and has helped me accomplish AMAZING things. So yes, it’s a HARD thing— a DANG HARD THING— but there are hidden “blessings” that come from having it and using it to fuel your business. 

 

So today I wanted to talk to you about some things that can help with managing your anxiety as an entrepreneur. Because while anxiety can be a great motivator, it can also be paralyzing if it gets out of control. And when it’s to that point, NOTHING feels possible. I’m going to share a bit about my personal experience as well— which feels VERY vulnerable— but I want you to see where I’m coming from and my experience with it and hopefully find some strength from MY story as you relate it to your own. 

 

And just as a disclaimer, I’m NOT a professional-- these are just things to help you get a glimpse at what I do that has worked for me. 

Where my anxiety came from

Okay, so like I said, before we dive into some of my tips on managing anxiety, I wanted to share a little bit of personal detail about MY story and what triggered anxiety to start for me. I know some people have dealt with it their entire lives and I am amazed by you.

 

So just to set the record straight, I haven’t always struggled with anxiety-- I’m definitely blessed in that way. I always go back to when my first daughter was born in 2013 as kind of this “catalyst” for when I started my Etsy shop-- which is true-- but it’s also the period when I experienced anxiety for the first time in the form of a panic attack. 2013 was a BIG year for me in many, many ways. 

 

I--literally-- thought I was dying the first time I felt major anxiety. I felt like my heart was going to beat out of my chest in a frantic fury and that the oxygen was running out of the room. I remember curling up in a ball underneath a desk at my in-laws house one day a few weeks after my daughter had been born and rocking back and forth madly because I was convinced that I was going to crawl out of my own skin at any moment and I was trying to hold it all together-- quite literally. 

 

Now not every moment of every day was panic-attack worthy, but it very quickly became my “new normal” that I would wake up in the morning with a dreaded pit in my stomach that would physically ACHE because I was so anxious about how I was going to get through the day. The idea of waking up with the baby at 6:30 am in the morning and knowing I had to go 12+ hours throughout the day with her in tow BY MYSELF [we had just moved to a new townhouse] and not knowing what the day would hold: would she nap? Eat well? Scream all afternoon? I literally had no idea basically convinced me that this was my new “normal” and that pit wasn’t going to go away. 

 

Now, Juliet did eventually become a bit more predictable and stopped crying every minute of everyday— I mean, it took 6 months— but it happened. But funny thing: the anxious pit in my stomach didn’t go away. 

 

Even if the day very rarely turned out EXACTLY how I had planned it in my head and on my to-do list, I was still a twisted mess of anxiousness throughout it all.

 

So with that post-partum anxiety, I also got post partum depression which was it’s own problem. That took about 18 months to go away-- at the time we didn’t have the medical insurance to get me help, and combined with a variety of other less-than-ideal factors and just general cluelessness that PPD was a real thing that needed to be treated, it lasted far longer than it should have. 

 

If you are listening to this podcast and even THINK you might be struggling with post partum depression, please get professional help! Life does NOT have to feel this way permanently— and the sooner you get help, the sooner you’ll start to feel better. I know right now it doesn’t feel like you will. I’ve been there. I didn’t believe I could ever get better. But you can. AND YOU WILL. 

 

Coming back to my journey with anxiety….At around 18 months post partum, I remember smiling-- truly smiling-- for the first time in a year and a half. We had just decided to plan our first family trip to Disneyland and I actually felt some degree of happy about it which was absolutely FOREIGN to me at the time. 

 

My days got less and less dark as I was pulled out of the PPD. And someday I’ll talk more about how that happened. 

 

But the anxiety? It stayed. And it’s still something I struggle with on a regular basis. 

 

But it’s not my everyday normal. Before it would throw me into a full blown panic attack by breakfast, but nowadays it’s much more manageable and even after having my second child back in November 2018, it didn’t spiral out of control again-- for which I feel incredibly blessed. 

 

A large part of that is because of skills I’ve learned that have helped me cope with it. Note that I’m not saying “thrived with it” because I still wouldn’t wish this upon myself or anyone I know, but these things have made it manageable as a mom, a successful business owner, and a human being in general. 

 

I still struggle with anxiety. Point blank. It’s something that pops up a few times a day, but it’s not debilitating anymore. 

 

However. It definitely HAS affected my work and ability to get things done in my businesses-- which I think if you’re still listening to this episode-- is something that you may be able to relate to and maybe even currently struggling with. 

 

And that’s what I want to talk to you about today. 

 

I want to share what I’VE found to help me as I work through it and get things done with my business. I’m not touting some “cure-all” or a way to manage anxiety in EVERY aspect of your life, but in regards to running an online business, I’m always looking for people who have gone through similar things to me and how they’ve dealt with it, so I hope you can use this episode in the same way. 

 

Now, if you’ve been around for a while, you know that I started my Etsy shop, LittleHighbury, with a newborn in tow. Don’t ask me HOW— I still am unsure. But I needed an escape from motherhood, and running an online shop somehow happened and it became a much-needed distraction. 

 

Now, less you think I hit the ground running, it’s important to understand that I wasn’t able to work on it all the time— in fact, I enlisted my mom and husband to do a lot of work for me— because my post partum depression would ebb and flow. Some days were easier than others. Most days were REALLY hard. In order to make it work, when I felt good, I worked on the business— answering convos, designing fabrics, etc.

 

When I was REALLY struggling, I gave myself a bit of grace and asked for help to fill orders.  It wasn’t ideal by any means, but it’s how I got things done. My husband is truly a rockstar and kept the business afloat more than once. 

 

Things got A LOT easier when the PPD disappeared, but like I mentioned earlier, the anxiety stayed. And I still found it challenging on some days to actually get the work done— just the IDEA of working on my business caused my anxiety to spike.

 

But as LittleHighbury grew, it quickly became apparent that I would need to figure out something or some coping mechanism that allowed me to still get orders filled and completed— even if I was having an “off” day. The consistency in sales was incredible, but it also meant that I couldn’t just “disappear” for days at a time because things HAD to get done. 

 

It’s the same thing with morgannield.com. I still get those massively anxious days, usually on days when I need to go live for a coaching call or a webinar. And the 3 tips I’m going to share with you are HOW I’m able to still get things done in the business even when all I feel like doing is curling up in a ball under the covers. 

 

So again, the tips I’m sharing today are related to your Etsy shop business and how to cope with anxiety and still get things done. I realize this is just a TINY sliver of the anxiety you may be struggling with in your overall life, but I DO know that a lot of Etsy shop owners struggle with major anxiety whenever they think about working on their business, so that’s what I wanted to talk about today :)

 

Okay, let’s dive into some of the tips I’ve found that help me. 

 

Okay— Tip #1 - Work through it - just get ONE thing done

If you get anxiety about your never-ending to-do list, it can feel near IMPOSSIBLE to even look at your to-do list, let alone actually accomplish something off of it. 

 

Trust me when I say I’m talking from SO much experience here. 

 

When you’re stuck in the depths of anxiety, the idea of running a business can seem laughable at that point. Like, how are you supposed to accomplish ANYTHING when you feel this way?

 

And I get that-- I really do. 

 

And again-- I’m no doctor or therapist, so take this for what it’s worth-- but I’ve found that a lot of times if I’m feeling anxious about my business in particular, it’s because I’m not actually making any progress in it. 

 

Now, I don’t just mean that in terms of sales. I mean that I’m not ACTIVELY doing anything to grow my business. I know that there are things I SHOULD be doing to grow my business, but I’m afraid to start tackling some new task because it seems incredibly daunting or it’s not something I’ve ever done before or maybe I’m just feeling unmotivated. 

 

That particular branch of anxiety is stemming from FEAR. And I’ve found that most business anxiety comes from that-- you’re worried about taking the leap or making the wrong “step” and that’s causing you to not make ANY progress (which, in turn, feeds your anxiety) 

 

And sometimes just the ANTICIPATION of knowing it needs to get done is all it takes to send me into a wave of anxiety that is crippling as I spiral into the “I’m a failure, this is impossible, etc.” depths. 

 

And guess what? When I feel like that, I don’t ever make that progress or get that thing done. 

 

And so the process repeats itself again and again. Vicious cycle. 

 

So my advice to you is this (and I know it’s harder than it sounds). Just do ONE THING. 

 

Pick ONE thing to do today to grow your business. 

 

It doesn’t have to be the hardest thing on your list or the most tedious. It just needs to be ONE thing. 

 

And a lot of the time, I’ve found that if I can do that one thing and just get started, my anxiety becomes more manageable. I’m not saying it completely disappears, but I recognize my own strength that I CAN work through it. 

 

And usually I want to keep going after that ONE thing. 

 

As I was creating this podcast episode, this was actually INCREDIBLE prevelant. I have been putting writing this episode off because I was worried about what people would think-- since it’s not strictly “Etsy marketing advice.” And it felt daunting to lay it out on the line and talk so candidly about my struggles. 

 

But as I was writing this episode, it felt AMAZING. I had to push myself MAJORLY to start, but once I did, the words came effortlessly.

 

Now this is obviously not going to work 100% of the time and your personal situation may be completely different. But getting started and just DOING SOMETHING and taking action instead of treading close to a panic attack about all the things that need to get done with my business has been an incredible help for my anxiety. 

 

And after I finish that one thing-- if I’m still struggling, I can check out. I don’t have to log in 5 more hours. If I need some self care (like a nap), that’s totally okay. Assuming someone is watching the baby, of course!

 

But this way I KNOW I’ve done at least something to grow my business today-- and it makes the anxiety easier to cope with for tomorrow because I don’t have that added guilt of feeling like a failure + that my anxiety is in control and not me. 

 

So on the days where you need to get things done but you don’t feel like you can do any of it, just pick ONE thing and do it. And then reassess— see how you feel— and make a decision after that. 

 

Tip #2 - Figure out systems that can allow you to take a break if you need it. 

 

Now, this doesn’t “solve” anxiety by any means. But it does take the pressure off, which is definitely something that anxiety feeds off of. 

 

One of the most common problems I hear is that people are afraid that if they take a break from the business-- or stop working for a hot second-- that all their success--even if it’s just a little-- will disappear overnight. 

 

I have two things to say to that:

1- Make sure you’re not relying solely on SEO for your sales. This is where a lot of that anxiety can stem from since you have 0 control of the Etsy algorithm and whatever tests and changes they decide to make on a whim. Now, I’m not saying you shouldn’t worry about SEO at all-- you absolutely should have that set up so you have a strong foundation and can take advantage of the benefits of the built in traffic that Etsy naturally has. 

 

And if you’re struggling to get that started or have been “working” on it for over 6 months and still aren’t done, I’d HIGHLY encourage you to check out my SEO One + Done course that will whip your SEO into shape for Etsy, Google, and Pinterest in just 14 days. So you can move on and cross SEO off your never-ending to-do list for good. Hallelujah! 

 

Okay, and then thing #2 - Figure out how you can work “ahead” to take the pressure off when you really need it.

 

You’re not always going to be able to plow through things and get them done when you’re feeling particularly crippled by anxiety-- I know I’ve seen it in my own life-- and it’s AMAZING to have a sort of “buffer” to back you up when YOU need to step away from your business. 

 

When you have those “good” days that you aren’t feeling the drag of anxiety, I want you to take advantage of them and work ahead in your business. 

 

This may look like:

 

• Create ready-to-ship orders
• Have canned responses ready for Etsy conversations
• Batch your social media + pre-schedule it in advance (+ keep a reservoir of content on hand for those “days”) 
• Set up an automated email sequence to sell your product for you (we talk about this inside MYM)
• Hiring a VA to do some of the “lifting” for you. You may not be to this point now-- and that’s okay! But this is a GAME CHANGER!
• Basically anything you can do to work ahead and not have to be in the moment all day everyday? DO IT. 

 

Bottom line? You are allowed to take breaks, especially on those days that you are struggling. 

 

Set up the systems and things in place so that you can feel okay when you DO take those breaks. 

 

And going right along with that...

 

Tip #3 - Give yourself grace

This is probably THE most important piece of advice I can give to you today and is CRITICAL for working when you have anxiety. 

 

You’ve got to give yourself grace. 

 

This is a lesson I learned the VERY hard way back in February 2018. 

 

At that time I was running LittleHighbury, making consistent five-figure months, and I was also running morgannield.com-- the site I run today. 

 

I had a hyper-active and very needy 4 year old at home, and I was lucky enough to have a surprise pregnancy that left me with a term only a few people know about-- hyperemesis gravidarum. 

 

This is the Princess Kate sickness— the one she got with all 3 of her children. The one where you puke all day everyday for 9 months of your life while you’re carrying a child. You get to know the local hospital staff REALLY well, you get IV’s brought to you on a regular basis, and you become SUPER familiar with the toilet bowls in your house. You also realize that you don’t clean them nearly enough, but at that point, the smell of the cleaner makes you puke more so you let it slide. 

 

So I was throwing up about 20+ times/day, taking care of my 4 year old who was only in preschool about 8 hours/week, and running two businesses. 

 

Now, I wrote a very emotional blog post all about this that I’ll link to in the show notes which you can find over at morgannield.com/blog/episode4, but basically in February 2018 I had a mental breakdown-- I couldn’t stop sobbing (or puking) and my anxiety about everything was THROUGH THE ROOF. I literally thought I was going to die at any minute. I was trying to launch my Mastermind Your Marketing program for the 3rd time and also fill 20+ orders/day with LittleHighbury.

 

In between puke sessions. 

 

Any NORMAL person would say that I was crazy-- and I totally was-- but at the time I was convinced that I had to keep doing both businesses or I would be a failure.

 

Now, I know most of you listening are Etsy shop owners and have never “launched” a digital course, but I’m here to say: IT’S A LOT OF WORK. What looks effortless on the outside is literally just that tip of the iceberg to a whole lotta crazy going on beneath the surface. 

 

My husband found me in the bathroom after an especially grueling puke session and basically told me I had to stop. You know, in between the heaving and sobbing that I couldn’t control. 

 

I couldn’t do both businesses AND be pregnant AND care for our 4 year old daughter anymore.

 

I couldn’t see it, but of course he was right. 

 

So I (he, WE) made the decision to close up LittleHighbury right then and there. 

 

And I had to GIVE MYSELF GRACE that at that exact moment in time, I couldn’t do it all. 

 

And that was okay. 

 

The world didn’t implode, our bank account didn’t dry up, the zombie apocalypse never happened-- (although if that does ever happen, I’m *pretty* sure I want to be one of the first to go. Kind of a “peace out, cub scout” sort of thing. And for the love of all that is holy, will someone PLEASE explain to me why you would ever want to survive a world where you’re constantly in fear of your life with zombies chasing you. I genuinely don’t understand that!) 

 

Okay, so like I was saying before I popped onto my zombie soapbox-- none of those things happened. 

 

But I was able to focus LESS on being busy and more on taking care of myself. 

 

Not completing 20+ orders/day freed up A LOT of time that I was able to nap, watch movies, and recharge after an awful day when I felt like crap. 

 

Now, those aren’t the most productive, amazing things ever. 

 

But they were the grace I needed to get through that point in time. 

 

And they ended up leading me to having my BIGGEST launch EVER because I was able to focus more on that instead of trying to split my time between managing two businesses. 

 

So give yourself grace. 

 

If you’ve got 4 kids under 4 and the little one kept you up all night teething, it’s okay that you didn’t add the 10 new products-- or even 1 new product-- to your shop that you “promised” yourself you would do today. 

 

If you’ve had a family emergency and been putting out fires all day for everyone, it’s okay that you didn’t photograph your entire new product line today. 

 

If you feel such a pit in your stomach for no reason at all that you can’t even get out of a bed, much less run a business, that’s okay. 

 

You’ve GOT to take care of #1 first and foremost. And that #1 is YOU. 

 

Your business isn’t going anywhere and it’s not going to go belly-up because you took a nap this afternoon that you really needed instead of answering 5 million Etsy convos. 

 

Give yourself grace and give yourself permission to step away, take care of YOU and what YOU need, and then come back to the business. 

 

I promise it’ll still  be waiting for you :)

 

*********

Conclusion

 

Holy cow. Okay, so I thought I’d maybe have a couple things to say about anxiety + running my business but apparently I had a TON to share. In a way, this episode has been therapeutic to me, and I hope you found some value in it. If nothing else, know that you are NOT alone. I still absolutely have days where I don’t want to show up or be running a business because my anxiety is sky high and I literally don’t feel like I can check my email without spiraling into major overwhelm and panic. Mondays, in general, are HARD for me. 

 

It happens. It’s part of being a human who struggles with anxiety. And if that’s you as well, I’m here for you. You absolutely CAN run a business while struggling through anxiety. It’s not something I ever thought I would have to deal with, but I do and it’s here and to some extent? It’s a blessing as weird as that sounds. It means I need to be more thoughtful and deliberate about the things I DO work on and how I plan + run my business. Because some days I just can’t show up. 

 

You are NOT your anxiety. It’s a part of you that you have to learn how to work with, but it isn’t “YOU” -- you are more than your anxiety and you’ve got this. 

 

Alright guys, be sure to check the show notes for any resources I mentioned in the podcast + I’ll see you next week!

Hey guys! Morgan Nield here for another episode of the Simplify Your Sales podcast and I am SUPER excited about today’s episode because I know it’s a pain point for a TON of Etsy sellers and hopefully you’re going to leave today with some incredible gold nuggets and ideas that you can implement right away in your business. 

 

I’m talking ENGAGEMENT on social media. 

 

Because while everyone and their dog shares how important it is to grow your social media, there’s not a lot of stress put on growing an ENGAGED presence on social media. 

 

I want to change that today and walk you through some ideas I’ve tried and tested in my OWN businesses that have upped engagement and actually got people talking. Because there’s nothing worse than putting tons of time + effort into a social media post (and yelling at your kids over and over again to give you a minute in the process) and hearing CRICKETS. It’s the worst, right?!

 

We’ve all been there. I’ve even seen it in my morgannield.com FB group where I have over 13,000 members and have posted something that got buried IMMEDIATELY. That’s 13,000 people and not ONE of them responding. This happened with my Etsy shop, LittleHighbury as well. So trust me-- I know how hard it is to put yourself out there and get nothing back in return. Nobody is immune to this-- it’s happened to 100% of us business owners. So know that you’re NOT alone if you just saw a tumbleweed roll by on your Instagram account. We’ve ALL seen that tumbleweed

 

Lesson:

Now, before we dive into 5 engagement-boosting types of posts you can create, I want to make something REALLY clear before we dive in. If people don’t feel safe or heard over on your Instagram account or Facebook page or wherever your audience is hanging out, you will struggle to get engagement. No matter how captivating your post is, if people don’t feel valued, they won’t engage with it. It’s a foundational thing that MUST be fixed before you try to boost your engagement. 

 

It’s the same kind of thing that I tell my MYM students-- no amount of clever marketing can fix a broken shop-- which is why we cover product validation and shop optimization in the course. You could be the BEST marketer in the world, but if your product sucks or your shop looks like crap, you’re never going to sell a thing. 

 

Same deal here with getting engagement on social media. If your profile is a hot mess and you’re ignoring your followers, you’re going to struggle with engagement. 

 

So before we dive into 5 engagement-boosting posts, let me cover a few tips that I’ve found helpful to create that “safe” and “valued” space that our followers need in order to feel moved to engage with our brand.  

 

#1 -First up - Acknowledge all comments. 

 

This is SO important! If you’re asking for their opinion or feedback or just to respond to your post, and then you ignore them when they do, how do you think they’re going to feel? Are they going to keep responding to your posts? Probably not because they need to feel heard. If you’re asking for engagement, be prepared to give some engagement back! 

 

Now, if you’re getting hundreds of comments on every post, obviously that’s a lot of commenting you’d have to be doing. At that level, commenting on just a few is perfectly fine. But you’re listening to this episode, so I’m guessing that *most* of you don’t have this problem...yet. 

 

So if people are taking the time to interact and comment with your brand, YOU need to make the time to interact and comment back at them. Let them know you value them as followers, appreciate their comments, and that they are heard. That goodwill will go a long way not only in building loyalty with the people you comment back to, but also to those “lurkers” that see the positive interaction you have. 

 

Okay, #2 - Delete rude/potentially hot topic comments

This is one of those “nip it in the bud” sort of strategies. The MINUTE you see a customer service complaint or someone else snap at another commenter, you MUST delete that comment. If it’s a valid concern, message them privately and ask them to email it so you can handle it over there. But do NOT allow it to remain on social media.  Take it from someone who has learned this the hard way and been bombarded with 10+ personal messages about hurt feelings in our FB group-- you’ve GOT to stop these sorts of comments the minute you see them happen. 

 

Things can spiral out of crazy control very, very quickly in the online world. While someone may mean something in a joking + sarcastic tone, it can be hard to read that emotion over the internet-- and things can be interpreted by others as just plain rude. 

 

This will discourage your audience from commenting if they feel they might get “attacked” for their comment, so keep things lighthearted + positive. 

Tip #3 - show up consistently

This one is a constant struggle for me and actually one of the reasons I started this podcast-- so I could have a place where I plan to show up consistently. People flock to consistency and the things/people they can count on being dependable.  

 

So if you’re serious about growing your engagement, then SHOW UP. If you take NOTHING else from this episode, showing up is enough to get the snowball rolling. The rest is icing on the cake. 

*****

Alright, so now let’s dive into the 5 different types of posts to create buzz in your community. Remember-- this can be Instagram, Facebook page or group, wherever you’ve built up your community. 

 

Type #1 - Feedback post

We’ll kick things off with one of my favorites-- asking your followers for their opinions! Sometimes we get so wrapped up in creating what we think is going to sell that we forget to consider our customer! Talk about some killer market research! Just asking what they think of a business decision or having them pick between 2-3 options can be HUGELY eye-opening and give them that feeling that THEY matter. 

 

So what does this actually look like?

 

You could post something like “What should the name of my new product line be called? [offer 3 different options] in the comments, say 1,2 or 3.” 

 

Or 

 

“Playing around with some new design ideas and wondering what you guys think. Which one is your favorite?”

 

The key here is to make it EXTREMELY easy to respond. Don’t ask them to name your product line for you or tell you what designs to create-- give them 3 options and ask for their opinion on those options you presented. 

 

Type #2 - Permission post

 

This is a post type where you’re going to get just a *little* vulnerable. Not a lot-- no need for oversharing here-- but enough that your audience feels like you’re approachable. We’re removing that customer/business barrier. 

 

A permission post is simply giving your followers permission to be who they already are. I first heard about this post type from Boss Mom Dana Malstaf and it is BRILLIANT and SO stinkin’ effective. Basically, you’re meeting them where they’re at, sharing that you too have struggled with that EXACT thing, and give them hope that they don’t have to stay trapped there. 

 

For example, if you sell planners, you might give your followers permission to be completely unorganized and a hot mess. Saying something like “I was here, you’re probably here, too. I got out of it-- you’re not crazy. You’ll get it out of it too. Permission to be a hot mess.”

 

Or if you sell bath bombs, it might be giving them permission to not have a self-care routine right now. To feel frazzled and stressed like they don’t have any time for themselves. And then again, you’re going to reassure them that you struggled with this too and that it’s not the end of the world-- it’s easier than they think to establish a self-care routine and you can show them how using your products. 

 

The biggest thing here is that you point out that

 

1. a) you’ve struggled with it too. If you haven’t, you can share about someone else (a past customer?) who struggled with this, but it WILL be more impactful if YOU personally have struggled with it. 

 

And then b) your product should be the solution to helping them solve that problem you’ve just given them permission about. If you don’t feel like your product solves a problem, you need to head back to that dream customer/target market drawing board and understand the WHY of your product and what it does for your customers. Head over to the show notes to see the link to my podcast episode on your dream customer!. 

 

Type #3 - Human nature post:

 

This one is a FUN one and while it isn’t a straightforward impact to your sales, it WILL boost engagement and get people talking.

 

This type of post is a completely RANDOM type of post and asks things that aren’t related to your business at all. You’re showing them that yes, you are human as well, and it’s not all business all the time-- there’s a relatable aspect to your business as well. It also allows you to share what your opinion is so people can get to know you at a deeper level. 

 

The point of this post is to ask a question that people have opinions on that they just can’t help themselves but respond. Now, I’m going to say this with a disclaimer-- I would STRONGLY encourage you to stay away from hot topic posts.

 

Now, I know some people will say that there are tough conversations (political/religious come to mind) that need to be had and we shouldn’t censor these discussions. I get that. But I need you to understand that there are PLENTY of other places that these comments can be had and usually are encouraged. Unless your brand is political or religious in nature, they shouldn’t be happening on YOUR social media-- it’s not going to help your brand at all and can actually create negative emotions within people that they will automatically connect to your brand. And we definitely don’t want that!

 

So stick with fun questions-- 

What's your favorite 90’s sitcom? (the correct answer to that is Saved By the Bell, in case you’re wondering) 

If you had to live off of ONE type of food forever, what would it be? Chips + salsa 

What’s your favorite podcast episode at the moment? 

 

People LOVE to share their opinions on these types of things so this one is a SUPER easy way to get engagement with your brand!

 

#4 - The struggle post

 

This is similar to the feedback post, but a *little* different. This is more of an open-ended type of post asking your followers for their opinions on things that relate to your brand. Mariah Coz coined the term “copy stalking” and it is PERFECT. If you can find out what your people are saying, you can work that into your copy! We want to steal the words right out of their mouth about what they think about our product. 

 

Now, this isn’t just “which cake topper do you like better? This one of that one?” That’s an okay question to ask, but we’re going to go just a little deeper with this type of post. 

 

So going along with that cake topper post, maybe you sell party supplies. So you’d want to ask something like “What’s the biggest struggle you have when planning a party?” but make it more fun like “Party planning is HARD! I always struggle with xyz-- but what do YOU struggle with? I’m curious!” and BOOM. Suddenly you know EXACTLY what your audience is struggling with and you can use that exact phrasing as you write your descriptions + market your product. GENIUS and you don’t have to create it from scratch!

 

Or say you sell hand-lettered home decor signs. You could ask something like “What hangups do you run into when you’re trying to style your home?” or something more inspirational: “If you had a perfectly styled home, how would you feel?” The comments you’ll get are GOLD. 

 

********

 

Alright, so there you have it-- my 4 favorite types of posts to boost engagement within your community. If your community has been silent up to this point, you’ll want to post more than one-- and keep at it. It’s easy to give up when we post once and nobody responds. Save face, right? But the magic is in showing up. Keep trying these posts and I GUARANTEE you will see increased engagement over time. 

 

So I want you to pick just ONE and try it out this week-- and then let me know in our free Facebook group (I’ll link to it in the show notes!) and share how it went-- we want to hear!

 

See you next week!

Hey guys! Super excited for today’s podcast because it is one of THE foundational things you need to have in place before marketing your Etsy shop: Your Dream Customer. Now don’t turn off this epsiode or be tempted to skip it because  maybe you’ve heard it all a million times before. Okay? Don’t do that! I GUARANTEE that the exercise we go through today is going to give you so much more clarity about WHO you’re selling your product to and HOW to sell it. 

 

So if you’ve always jsut said that your dream customer is a “woman shopper,” then listen up, because today’s episode is for you! Narrowing down that focus from “woman shopper” to a concrete, ideal customer is going to make your marketing approximately 1 bajillion times easier so YOU NEED TO DO THIS. Don’t just put it on the back burner and don’t assume that “you” don’t need a dream customer. EVERYONE NEEDS a dream customer. 

 

The reason EVERY business coach/mentor out there pushes a “dream customer” or “target market” or “ideal client avatar”-- which are all basically the same thing— is because it is absolutely CRITICAL to your shop’s success and being able to market effectively and attract the right type of customers. And by “right” type of customers, I mean customers who actually want to BUY from you. 

 

You will use this “dream customer” over and over again so make a commitment to yourself to get it done now—this week--and then cross it off of your to-do list for good! I think you’ll be amazed at just how good it feels to have it DONE. 

 

And then really quick— throughout this episode I’m going to be referring to this ideal customer as your “dream customer”. Again— same thing as target market, ideal client avatar— but I’m just going to call it “dream customer” throughout this episode. 

 

Okay, so let’s dive in!

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *

 

First things first: What exactly is a "dream customer"?

 

So when I say “dream customer,” what I mean is the type of customer who you would LOVE to have buying from your shop. This person loves everything you do and everything you post on social media; he/she signs up for your email list and even replies to your emails; this wonderful customer recommends you to EVERYONE he/she meets. 

 

The important thing here is that this is ONE person.

 

We’re not talking about an entire fan base. We’re not talking about every person that comes into your shop to browse. This is ONE person— your dream customer— that we’re focusing on. 

 

Why just one person? I get it— it almost sounds counterintuitive and limiting to focus on one type of person. This means your products, your marketing, copy, everything is focused on just ONE person

 

But it’s that laser FOCUS that is going to pay off for you big because this focus is going to help you nail down EXACTLY what your ideal customer— and likewise, audience— wants and needs from you. 

 

We’re NOT trying to appeal to everyone here. When you do that, you lack focus and your marketing, products, everything is all over the place. And that doesn’t convert customers. 

 

So don’t be afraid to narrow it down to just ONE dream customer. 

 

You’re still going to attract TONS of people that maybe fall under the “umbrella” of that dream customer— or even outside of that umbrella. Trust me— and I know it’s hard to do right now— but TRUST ME— you are not limiting your reach by having a dream customer. You’re giving yourself permission to make marketing easy. 

 

And that’s what we all want, right? Marketing to feel easy so you can get back to doing what you love— creating. Or napping. You do you. ;)

 

Now, I want you to be honest with yourself for a second— you’ve probably  been trying to appeal to everyone with your shop up to this point. And I get that logic— the more customers you appeal to, the more sales you’ll make, right?!

 

But that’s actually REALLY backwards thinking in online business. 

 

There are SO many shops online— SO many just on Etsy alone— that you probably feel like it’s impossible to stand out. It’s a saturated marketplace— no point sugar coating it. 

 

And without that laser-focused vision and voice, you are going to get lost in the sea of other Etsy sellers out there. General = boring

 

Laser-focused = standing out. 

 

And the thing that is going to set you apart from the competition— to help you STAND OUT— is speaking your customer’s language. So that when people come into your shop to buy a digital art print that they can buy a similar style from another hundred thousand shops— they buy from YOU. 

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *

 

Step 1: Write a detailed description of your dream customer

 

Use the questions below to start creating an imaginary profile of just the ONE ideal person you’d like as a customer. The more specific you can be with your answers, the better, as this will give you a perspective shift and help you really understand not only WHO they are, but also what they’re going through.

• What is his/her name?
• How old is he/she?
• What is his/her relationship status?
• What does he/she do for a living?
• What are his/her spending habits/favorite stores?
• What are his/her favorite books/magazines/TV shows?
• Where does he/she “hang-out” online?

 

Remember-- this is your DREAM CUSTOMER-- it's not an actual, living human being. So YOU get to decide how these questions are answered. There is no right or wrong answer!

 

If you’re stuck and can’t start from scratch, a tip I have is that usually YOU or SOMEONE YOU KNOW tend to match your dream customer pretty well. So use that as a starting point.

 

For me, with LittleHighbury, I was definitely my dream customer. My dream customer was a new mom in her mid twenties/thirties struggling with motherhood and feeling like life was really chaotic and a mess and looked like NOTHING she was used to. Which basically described my first couple of years as a new mom. Some people ease into motherhood gracefully. Others tend to struggle a bit. And then there are others that consider it a small miracle that they even made it through the next hour. I definitely fell into the latter camp. 

 

So when I was creating this “imaginary dream customer” — I named her Ashley — she was A LOT like me. Not 100%, but had a lot of similarities because I genuinely understood where “she” was coming from. 

 

It’s kind of like how you’re supposed to “write what you know.” It’s a lot harder to have a dream customer who you share NOTHING in common with. It’s doable, just a bit harder. So something to consider. 

 

So use that as a starting point if you’re really struggling to figure out your dream customer’s descriptions.

 

 

 

So here’s my example:

 

My dream customer is a 25-35 year old new stay-at-home momma. She’s just had her baby and is adjusting to this new “motherhood” role, which feels a bit chaotic and out of control at the moment. She appreciates beautiful design and shops in higher-end stores for the quality and style.

 

 

 

Okay, now for Step 2: Determine his/her major struggle

 

Next, I want you to address this very, VERY important question:

•  What problem or challenge does my dream customer struggle with on a regular basis?

 

This is a HUGE part of your dream customer equation and one of those marketing “secrets” that can make a big difference in your ability to sell your product. 

 

Everyone has struggles. Yes, even your imaginary dream customer. And right now I need you to identify those struggles. 

 

The easiest way I’ve found to identify these is to ask “what keeps my dream customer up at night?”

 

Now, I’m not asking you to go deep into world hunger or solving poverty or politics or anything like that. Obviously you dream customer might care about one or more of those things. But right now, I want you to think about something more tangible and close to home. 

 

Something like “rushing to get dressed in the morning” or “feeling like they never have time to themselves” ABSOLUTELY counts as struggle. 

 

Now, a quick tip here: You'll find the most success with this if you can tie this struggle or challenge loosely to your NICHE (the specific category that your product(s) fit into). So, for example, if you are selling baby products, your customer's struggle should relate to motherhood, and not to something completely unrelated. :)

 

Now if you’re thinking “my dream customer doesn’t struggle with anything!” I want to tell you gently, that yes, everyone struggles with something. Even imaginary people. Think of fiction novels you’ve read— there’s no good story if there isn’t a struggle. And if you’re thinking your person doesn’t have any struggles, you just need to dig a bit deeper. 

 

If you’ve already got a fan base, this is as simple as talking with your people. Taking a look at past posts you’ve created and the ones that got the most engagement. Asking your customers what they think about xyz or what they find hard about this or that. Market research is SUPER easy when you’ve already got an audience built up— you can just ask them!

 

But if you’re like “no, of course I don’t have an audience, Morgan. That’s what I’m trying to figure out and why I’m listening to this podcast!” and I hear you.

 

And if that’s you, this is what I recommend doing: FInding someone who DOES have an audience and using them for your market research. Now, this won’t be as effective as reaching out to your OWN audience— so don’t use this as a cop-out excuse for just TALKING TO YOUR DANG AUDIENCE, but it’s a decent alternative if you don’t have an audience already. 

 

So yep, I’m basically telling you to stalk the competition. Now this isn’t something I recommend you do frequently because spending too much time looking at the competition causes a lot of wasted time and discouragement as you compare yourself to them. But this is one of those rare occasions that it’s totally appropriate. 

 

So if you have some competition that shares a customer base your dream customer would be a part of, or maybe a Facebook group that has members that would match that dream customer profile, take a look at comments and what they’re saying. What kind of content is being created? What are they responding to? What kind of comments are they making? Use this information to get an idea of what they talk about, what they struggle with, the language they’re using. 

 

And then use that research to nail down what YOUR dream customer is struggling with. 

 

 

 

Example:

 

My dream customer is struggling with adjusting to this new “normal” that is motherhood. She’s scrambling to get back some semblance of her “before” life, because right now everything just feels rushed and chaotic.

 

 

 

Next up: Step 3: Position your product(s) as the solution to their struggle

 

Okay, we’re bringing it all home— woot woot! Now I want you to take a look at what you’re selling, and then take a look at this dream customer and what they’re struggling with….

 

And BRING IT ALL TOGETHER. 

 

Ask yourself: How does the product I'm selling solve my dream customer's problem?

 

All we’re looking for here is a quick-win. We need to make sure that your product matches up with your dream customer. Again, not solving world hunger or bringing world peace (although kudos to you if your product does that!). We’re just looking for relief or a quick “win” for your customer. 

 

Something easier said than done, right? So let me share some examples:

 

My flagship product is baby headbands, which can be quickly popped onto baby's head to complete an outfit - voila! So my product can help my dream customer feel "put together" again by making her mornings as easy as possible, and giving her a quick 5-second "win" with getting baby ready— taking the edge off the “chaos” that life feels like to her right now.

 

Or if you sell statement necklaces. Maybe your dream customer is a busy working woman who is struggling to express her personality while looking professional. Your necklaces are the solution because they give that quirky POP that she’s looking for to express herself, but still maintain that professional wardrobe her career demands. 

 

Or maybe you sell seasonal throw pillows. And your dream customer is someone that loves a cohesively decorated home but doesn’t have the time or energy to make it happen. So maybe the solution your product provides is that you’ve already grouped the pillows together in sets so it’s as easy as purchasing a set and presto! Decorated house. 

 

The key here is to look BEYOND the product as only a product. You need to understand WHY your dream customer should care. How can your product “transform” his or her life? What unique value and solution does YOUR product provide?

 

Okay, and then once you’ve figured that out, it’s time to turn that into an attraction statement. This is a statement that’s going to a) help you understand how all these different parts of this exercise work together, and b) be something you print out and hang up near your workspace so you remember it at all times. 

 

To write an attraction statement, you’re going to want to tie everything together and format it in the following way:

• I want to help [my dream customer] who is struggling with [this particular problem] and wants to [experience this solution that my product can provide].

 

The result? A statement that shows you exactly WHO you’re selling to, WHAT they’re struggling with, and how you’re going to position YOUR product to offer them a solution. 

 

Instant stand-out-of-the-crowd material. 

 

 

 

Okay, and for me, this looks like::

 

I want to help new stay-at-home mommas who are struggling with feeling frazzled and chaotic and want to feel more "put together" in their morning routines without wasting time they DON'T have.

___

 

Okay, now before we wrap up, I want to address a question I KNOW is going to get asked-- and you may already be asking it out-loud as you’re listening to this episode:

 

What do you do if you sell a bunch of different types of product that attract a bunch of different types of people? 

 

For example, maybe you’re a Print on Demand shop selling t-shirts and totes and mousepads and pillows and clocks. A VERY random assortment of items. 

 

To answer this without going on for another hour, I’m going to refer you to another podcast episode I have—and I’ll link to it in the show notes— that walks you through picking a FLAGSHIP product line that brings FOCUS to your shop. It’s one of the best-kept secrets to setting your shop up for success on Etsy and it’s going to bring you TONS of clarity on what you sell and how to create that focus when you feel like your shop is all over the place. So definitely check out that episode— I’ll link to it in the show notes over at morgannield.com/blog/episode4 if you want a direct link to that particular episode. 

 

Alrighty, that about wraps it up! Your homework for this episode? Take action!

 

 I’ve got a super easy to fill in worksheet waiting for you that will walk you through EVERYTHING we talked about today and make it SUPER simple to get it done. So set aside an hour or two this week and commit to nailing down your dream customer + attraction statement. And then bask in the awesomeness that is having that item crossed off your to-do list FOR GOOD because it’s going to feel amazing! 

 

So get to work + I’ll see you next week!

 

Show notes:

Mastermind Your Marketing

Dream customer worksheet (ref Amy porterfield)

Flagship customer podcast episode (eps. 3?)

Hey guys! Today we’re kicking things off by going WAAAAAAAAAAY back to the basics with your Etsy shop.

 

Today we’re talking about your PRODUCT LINE. You know-- the stuff you sell. 

 

Because while I can go on and on about marketing like it’s going out of style (and trust me-- in the upcoming episodes, I definitely will!), but at the end of the day, if you don’t have a strong product line in your shop, no amount of clever marketing is going to bring you that long-term predictable revenue you’re aiming for. 

 

And I don’t know about you, but I’m ALL about setting my shop up for long-term success every step of the way. If I’m going to put in all this work upfront, I don’t want to be just a one-hit wonder-- I’m in it for the long haul and financial freedom.

 

So let’s dive on in! 

 

// Flagship product

 

Alright-- so first things first: What makes up a strong product line? Isn’t having awesome products enough?

Trust me-- I know just how easy it is to get sucked into the trap of "if I can make it, then I should list it" as an Etsy seller (I mean, if you think about it logically: more products = more money, right?!), but I need you to trust me on this: Just because you CAN make it doesn’t mean you should LIST IT in your shop.

 

In fact, I’m going to go so far as to recommend something that you MIGHT not agree with-- you ready for it? ...I recommend that every Etsy seller starts out by focusing on just ONE (gasp!) type of product-- which is known as your FLAGSHIP PRODUCT.

 

Now that term totally sounds more intimidating than it is-- but when I use the term “flagship product” all I mean is that you have ONE major product player in your shop-- and that’s the product that your brand becomes known for. 

 

Your goal with having a flagship product line is to be seen as THE EXPERT in this niche-- the "go-to" shop for this particular type of product, and the industry standard that people look to.

 

And it’s a strategy you see in play ALL THE TIME-- even if you don’t realize it. 

 

Think about it:

 

• When you hear the name “Dollar Shave Club” what product do you immediately think of? Razors

 

• When you hear the name “Hydroflask” what product do you immediately think of? Waterbottles
  
  
• And when you hear the name LittleHighbury, my Etsy shop, if you were familiar with me, ideally you would think of baby headbands ;) 

 

The reason you see this product line strategy pop up over and over again in small businesses when they start out?

 

IT WORKS. 

 

And it is KEY to making those early-on sales-- with the added bonus of not wasting hundreds of dollars in inventory for multiple product types.  

 

Now I know you might be thinking right now, “But morgan-- I need to list a bunch of things in my shop so I can experiment and see what sells” and I’m going to tell you- in the kindest way possible-- that logic is flat out WRONG and is actually holding you back. 

Let’s take a look an example of this.

 

Let’s say you’re in the market for a wedding invitation because YAY you’re getting married-- congratulations by the way-- and you’ve done your research and found 2 awesome invitation designs on Pinterest that link to Etsy shops where you can purchase those invitations.

 

For the first one-- SHOP A, we’ll call it-- you visit their shop and see that they definitely DO sell some wedding stationary-- including the listing you liked. But because they don't want to "limit" themselves in the market, they've also got a line of kids birthday invitations, graduation announcements, raffle cards, banners and more. They don't have a dream customer because they "have something for everyone!" so their marketing copy and turnaround times are all over the place to try to appeal to everyone. You’re not even sure they could get you your invitations on time because there’s no clear-cut wedding stationary turnaround time-- just a generic “custom orders may take longer!” message. 

 

Now the second shop--Shop B--is STRICTLY wedding-related. They have invitations, save-the-date cards, RSVP cards-- the entire wedding suite.  They have only ONE type of customer in mind-- the bride-to-be; so they're used to working with wedding deadlines, and they understand the importance of attention to detail-- the paper type, the coordinating envelopes-- all of it. They have set policies, exact turnaround times, and a streamlined system for customization.

Now, let's imagine, to take it even a step further for our example’s sake, that both of these shops have the EXACT SAME invitation design that our bride is looking for because #copycats on Etsy is a real thing. 

 

I want you to honestly answer to yourself: Which shop do you think you would feel most confident purchasing from? 

 

The answer is Shop B, of course!

 

In fact, I'm willing to bet that even if Shop A sold the wedding invitations for a little bit cheaper, you would probably STILL purchase from Shop B.

 

Why is this?

 

Shop B looks like (and likely is) an EXPERT in their industry. They understand their product, their customers, and their processes and have them nailed down to a T.

 

And--spoiler alert-- buyer trust is what ultimately converts a browser to a paying customer every. single. Time. Yep, sharing the secrets of the universe here, my friend. 

 

So with that example in mind, I need you to go into creating your flagship product line with FOCUS above everything else. I don’t care if you sell candles or party printables or tote bags. FOCUS is absolutely key to a strong product line. 

 

How focused should you be

With that in mind, you might be wondering, “well then, how focused do I really need to be, Morgan? Like are tea towels enough focus? Or do I need to take it a step further and sell only tea towels with pictures of fruit on them?”

 

And this is where it gets to be a bit of a gray area because each shop niche is so unique. 

 

My advice? You shouldn’t go SO niche that there’s no market for it. Tea towels JUST with images of lemons on them, for example? TOO niche. You’d be better off with tea towels that follow a certain design aesthetic-- like typography tea towels or vintage-designed tea-towels. 

 

Selling custom tumblers? It’s probably too niche if you JUST have images of bulldogs on them. Maybe broaden your shop to include listings of ALL dog breeds. 

 

And finally, maybe you sell party printables. Doing JUST princess themed printables is a bit niche-- focusing on modern kids birthday printables or maybe even just baby shower printables is going to be niche enough for you. But again-- don’t cross over into the kids birthdays AND baby shower printables in one shop. That’s not focused enough. It can be a tricky kind of balance to find, so if you’re stuck, consider taking a look at other successful shops in your niche doing well and see where they draw the line, so to speak. 

No fail product formula

Once you’ve determined your flagship product line “niche,” it’s time to actually decide what designs will go into it. 

 

And with that in mind, I’m going to do my best to give you what I consider to be a no-fail product line formula for your shop that you can take and adapt to fit YOUR product line. 

 

Just be sure to keep in mind that as you’re designing this product line, we still want all of your items to look like they belong together-- that they’re coming from the same shop owner. Our goal is to have your shop feel like a boutique, not a garage sale!

 

Your product line

Alright, so we’ve determined that you just need 1 REALLY strong product line (your “flagship product”) designed with your CUSTOMER in mind. And really quick-- let’s bust the myth that “You have to have 100+ items in your shop to be successful (or add new product every single week)”. 

 

Um, no. 

 

Believe it or not, you only need 15-20 listings to start making consistent sales on Etsy. So stop the overwhelmed feeling that you’re never going to make it because 15 listings?

 

Totally attainable. 

 

Now, if you’re starting from 0, it’s pretty straightforward. But if you’re listening to this with 200+ digital printable listings, you may be wondering how the heck you can even begin to apply a flagship product line to your shop. Never fear-- here’s what I recommend as a breakdown of listings in your shop:

• 50% relatively neutral options
• 30% should follow trends in patterns + colors
• 20% over-the-top fun “out-there” unique options that YOU love

 

Okay, let’s take a look at breakdown of what each of these categories actually mean. Because I bet you’ve got questions-- so let me do my best to answer them!

50% relatively neutral options <-- this is what people tend to buy. 

 

Even if you have the COOLEST custom color options for your jewelry, you’ll usually find that most of the time people will be drawn in by the colors, but ultimately end up purchasing the neutrals as a “safe” option. 

 

I saw this ALL THE TIME in my Little Highbury Etsy shop. People would come in for my watercolor pattern designs and usually end up purchasing maybe 1 (MAYBE) watercolor floral pattern and then 2 solid colored headbands that they could-- literally-- purchase anywhere else. 

 

So having neutrals and solids-- while not particularly ground breaking-- will always make up a surprisingly large portion of your order totals. 

 

Now, with this in mind, I mean neutrals for YOUR product. I don’t just mean cream and brown and black. Yes, those are neutral colors, but they might not be neutrals for your shop. Neutrals simply means the “standard options”

 

So if you sold custom sprinkles blends-- which, if you do, please send me your shop link because that’s ones of my biggest weaknesses-- but if you sold custom sprinkle blends, you’d want to have some more neutral options-- not necessarily brown and black because those aren’t usually typical sprinkle colors, even though they’re “neutral” by definition. But a basic red, yellow, orange, blue-- those would be considered neutrals in YOUR niche. So keep that in mind when designing the neutrals for your shop. 

30% should follow trends in patterns + colors <-- this is what will bring people into the shop via popular search terms on Pinterest or Google

 

If you’ve avoided trends in the past because you’re worried about appearing as a #sellout, know that I hear you, but I also want to add that you’re missing out on MAJOR sales and traffic because of your stubbornness. 

 

Following trends in patterns and colors is one of the SMARTEST biz strategies out there for designing a flagship product line that is going to sell. 

 

People flock to and buy trendy items. It comes back to that sales philosopy that you have to see something 7 times before you feel confident enough to purchase it. Well, when you see a pineapple pattern 1, 2, 3, 7 times, you start to pay attention. And you start to think about pineapples. And suddenly you’re yelling out “pineapple for the win!” when you’re spot a pineapple for your husband and it becomes a competition to find them first in every episode of Psych. 

 

But regardless, when you start seeing pineapples pop up everywhere, you start to take notice. And you start to realize that yes, maybe there IS room for a pineapple in your life. And before you know it, you’ve bought a pineapple pool floatie and swim trunks for your baby boy who probably won’t actually get in the pool this year, but you’ve got them JUST IN CASE. 

 

With trends, people are searching for these “themes” at a higher search volume. And there’s actually LESS shops competing for them-- because they’re more niched-- so the sooner you can jump onto a trend and introduce it into your shop, the better. 

 

This is a strategy I adopted VERY early on in LittleHighbury and it sealed the deal for me. Just using Pinterest to scout out trends, I added Chevrons, tribal, unicorns, pineapples-- all those patterns into my shop depending on the trend season and saw crazy-high spikes in views and sales because of them. Mind you, a lot of people would STILL purchase neutrals to go with that trending item-- don’t ever underestimate the power of neutrals--, but it was the trending item that got them into the shop, whether they purchased it or not. 

Alright and finally, 20% over-the-top fun “out-there” unique options that YOU love <-- this is what will go viral + get people talking about your stuff)  

 

Time for another Etsy myth: If YOU love it, your customer will automatically love it. 

 

NOPE. 

 

If you are designing the majority of your product line around the idea that YOU love what you’re selling-- with NO consideration for your customer or what they’re interested in-- then no wonder your items aren’t flying off the virtual shelves. 

 

However. I’m not telling you to weed out everything that you absolutely adore in your shop-- that sucks the fun right out of selling on Etsy. 

 

Instead, I’m asking you to dedicate just 20% of your product line to these fun, over-the-top designs that maybe you completely love, but aren’t necessarily there for the sales. They’re just so plain cool that people feel compelled to look closer, talk about your stuff, and share it with everyone they know. 

 

Think about it: have you ever had your mom send you a link to a product because it’s just “so you” even though it’s not practical at all and there’s no real need for it in your life? My family does this ALL THE TIME with gnomes for me. I have no need for gnome products in my life, but I like them, so whenever my family sees something especially clever-- like gnome shaped crayons, or a “oh gnome you don’t” board game-- which is an excellent game, by the way. Totally bought it for a gag gift for my sister and then purchased one for ourselves as well as our best friends down the street. 

 

But whenever you see something SO AWESOME, we feel compelled to share. And I want that last 20% of your product line to be that AWESOME stuff that pushes the envelope and get’s people talking about your shop. 

 

Fun fact: People will visit your shop JUST for those unique items and probably end up purcahsing a neutral item anyways. 

 

We’re not trying to turn that unique over-the-top item into your best sellers (although it may become so strictly by accident if it goes viral), but we are trying to leverage them to get people to share them, to pin them, to talk about them. We’re using them as a master traffic-driver into your shop.  

 

So when I say “over the top,” what am I talking about?

 

Let’s say you knit hats. And you’ve got a bunch of standard knit beanies very soft, neutral colors-- totally cozy and beautiful and neutral options for your audience. 

 

Your on-trend options would be possible on-trend colors or shapes (ie- like a slouch beanie or a giant pom-pom beanie or a chunky knit beanie, depending on what is on trend for the winter-- I can’t keep up with winter fashion. Basically if it’s comfortable and warm, I wear it). 

 

Your over-the top ones? They might be themed-- and include a cat design knitted in or maybe cat ears on top. Not ones someone would wear everyday, but unique enough that someone would see that and IMMEDIATELY share it (or even buy it!) for their crazy cat lady mother. I like cats, so obviously that’s why I used them as an example. It might be something completely different for you. Maybe you sell soap-- and your over-the-top ones could be crazy scents-- like funfetti cupcake soap or churro-scented soap. Yes, those are TOTALLY weird, crazy combinations that the average bather won’t be using (although I’m tempted to buy them), but that’s the point. They’re FUN and have viral potential :) 

 

Alright-- so just a quick recap: 

• 50% relatively neutral options
• 30% should follow trends in patterns + colors
• 20% over-the-top fun “out-there” unique options that YOU love

 

Additional product lines

Okay, and now the moment you’ve been waiting for-- when is it appropriate to add in ADDITIONAL product lines. Because you’re a creative and I know you’ve got a million ideas going on in your head. Trust me, I get it. 

 

Once you’ve created a STRONG flagship product line and it has STARTED SELLING, THEN you can toy around with the idea of adding additional product lines. 

 

Why the wait?

 

It all comes back to FOCUS. When you’re just starting out-- or at least just starting out with actual STRATEGY in mind, it’s easy to get distracted and run a million miles per hour in a million different directions. 

 

Take it from someone who has seen this over and over again inside my paid Mastermind Your Marketing program with new students coming in: Lack of focus is the fastest way to burnout and failure. That’s why we keep everything in a 12-week step-by-step program inside Mastermind Your Marketing-- you can’t work on it all at the same time and expect great results. Nothing EVER works that way. Focus is KEY to success. 

 

I mean, even as I’m working on this podcast, it’s worth noting that I’m NOT scheduling out new social media posts and creating a new Facebook group and trying to add in a youtube channel right at this moment. If I did, this podcast would NEVER get anywhere. And while this podcast is not a paid product, it IS a priority for my business right now and I absolutely need that focus to actually get it done and out there. So even after 9+ years in business, I still live by and preach FOCUS. It’s a game-changer. 

 

So ready for some take-action from this episode? Good!

Here’s what I want you to do: Brainstorm your new flagship product line. If you’ve got an older shop with hundreds of listings, let's start by taking a closer look at just your top few best-selling items. Do those items have anything in common? Use that common “theme” as the starting point for your flagship product line. 

 

And yes, this MAY require you to deactivate/flash sale/burn a few items currently in your shop that don’t match. This is a GOOD THING. If they don’t fall under your flagship product line, they need to go. So set aside some time to do some major housekeeping this week. 

 

And then post your progress in our Simplify Your Sales Facebook group. Or ask for some feedback if you’re having a hard time wrapping your head around this concept. Everyone always things that applying strategies is hardest for THEIR product, so if you need some people to bounce ideas off of, our FB group is where it’s at-- and I’ll link to it in the show notes, which can be found at morgannield.com/blog/episode2.

 

Alright, so we’re now at the point in the show where I tell you to get to work. I’ll see you next week!

Hey! Morgan Nield here and welcome to the first ever episode of the Simplify Your Sales podcast. Recording this episode actually feels a bit surreal because I have been dreaming and planning and scheming for SO STINKIN LONG that I didn’t think this day would ever come. It’s one of those things where you think “Oh, I’ll just start a podcast!” and then you realize JUST how much WORK it’s going to take to make happen and here we are, more than 6 months later and just getting our first episodes out there. It’s definitely been a long time coming, so I couldn’t be more excited about it all! 

 

So today’s episode is going to be a bit unique-- I wanted to share my vision for the Simplify Your Sales podcast, but I also wanted to share a bit about me-- in case you’re just being introduced to me for the first time and you’re wondering who the heck this fast-talking girl is. Trust me-- I hear you on that!

 

(Who I am:)

 

So I’m Morgan Nield and I’m a 31 year old stay at home momma with 2 kiddos from a teeny-tiny town in rural Utah. One where the cattle outnumber the humans and you get stopped in the middle of the road because you have to wait for a herd of sheep to cross the road. 

 

Rather than share my life history-- while fascinating-- I thought it could be fun to share 5 random facts about me instead:

 

1. - I’m short. Like 5’ 1”. We have 9 ft ceilings in our house and I basically stand on a chair almost everyday when I cook dinner to reach things. My husband is 6’ 2”. My 6 year old daughter is already over 4 feet tall. Basically, I’m a midget in a house full of giants.  

 

1. - I’m a period piece junkie. If it takes place at a different period of time than the one we live in and they’re wearing gorgeous costumes, I’m in! My favorite author is Jane Austen and I’ve seen nearly every variation of every movie based on the novels. My favorite book is Emma-- which is actually where I got the name of my Etsy shop from.

 

1. - I have a cupboard full of sprinkles. Yes, I am serious. There is a cupboard in my house-- mind you, I have to stand on a stool to reach it-- but a cupboard, nonetheless, that is dedicated to sprinkles. Holiday, birthday, every color you can imagine. Big, small, metallic, shaped. EVERYTHING. 

 

My husband’s weakness is shoes. Mine is sprinkles. You can NEVER have enough sprinkles. 

 

1. -  I worked as an events manager for a publishing company before diving into Etsy. I brushed shoulders with the likes of Tom Brokaw, Jane Seymour, Michael York, Kylie Minogue, David Archuleta-- who is ADORABLE, btw-- all sorts. It was amazing and incredible and EXHAUSTING. Sometimes I miss it, but most of the time I’m just happy I get to stay in my pajamas on the weekends if I want to instead of running a million miles per hour coordinating huge events.
   
   
2. - I’m a Disney fanatic and my favorite Disney princess is Merida. While she is a bit of a spoiled brat in the beginning of the movie, she also has the philosophy that you can change your fate-- and then she actually does something about it. And I resonate 100% with that. YOU are the one in charge of your fate. 

 

So there you have it-- 5 random facts about me that have nothing to do with anything other than giving you a better picture of who I am and the random quirks that come with me. 

My Etsy experience:

But even though I have an enviable cupboard of sprinkles, that in NO way qualifies me to teach you about marketing your Etsy shop. I understand that! So a little about my history on Etsy--

 

I began my Etsy Shop, LittleHighbury, back in late 2013 as a way to cope with the intense post-partum depression + anxiety I was feeling after my daughter, Juliet, was born. I needed something that was more than just another repetitive task in motherhood for me. Motherhood was EXTREMELY difficult on me and no part of me eased into it gracefully. I admire women who make this look so natural and effortless-- you are incredible! Without a doubt, though, for me- this period of time was one of the most difficult and emotionally challenging experiences of my life.  

 

So when people ask me HOW and WHY THE HECK I started an Etsy shop with a screaming newborn in tow, I literally saw no other option-- and as dramatic as it sounds, I genuinely attribute my real-life survival to my Etsy shop. It kept me sane until my post-partum depression started subsiding at about 18 months.

 

Now, this wasn’t my first Etsy shop-- I had opened one back in 2011 originally and it had sputtered along as a big old flop before I shut it down. This is, however, the first Etsy shop I opened...and went into with an actual marketing plan. In a nutshell sequence of events, I opened my shop in November, it went from $0 - $1,200 in the first month and grew to multiple five figure months over the next 2 years, earning over $600,000 in revenue.  It has been a crazy and a wild ride and one that I am eternally grateful to be a part of. 

 

What I do:

Now, I want to make this clear: I don’t consider the product I sold-- baby headbands of all things-- to be particularly groundbreaking or unique (it’s a very saturated market!). And I certainly don’t attribute my success to an “incredible” product.

 

There were PLENTY of other shops on Etsy that had MUCH better products than I did in my niche-- I’ll be the first to admit it. My products were basically average.

 

But the difference between me and the shops that had INCREDIBLE product but maybe only 1/10 of the sales I had?

 

It all comes back to strategic marketing. 

 

And that’s what this podcast is going to be all about. 

 

I want to debunk the myth that selling online is hard. 

 

Here’s the truth: Selling online the way you HAVE been trying to is hard. 

 

Selling online-- with the right strategies and automated systems in place-- is EASY. 

 

Even if you’re an introvert. 

Even if you’re tech-challenged. 

Even if you come from 0 marketing background. 

 

My hopes for this podcast are to show you just how easy and natural it CAN feel to sell online. You don’t need to feel sleazy or sales-y to move your product and make money. You don’t need to spam the crap out of Instagram or sell cheaper than everyone else on Etsy to make sales. Trust me on this!

 

With the RIGHT foundation + strategies in place, you can sell your product EFFORTLESSLY-- and in a way that feels good and right for you and doesn’t undercut your profit. 

 

Whether you have quit-your-day-job revenue goals or just want a bit of financial “wiggle room” at the end of the month, you’re going to learn proven strategies and tactics that are going to leave you feeling EMPOWERED that yes, YOU can do this. 

 

And with that, that’s a wrap for the Simplify Your Sales pilot episode! Thanks for tuning in and getting to know me + this podcast a bit better-- I can’t wait to have you join along for the ride-- see ya in the next episode!