This week, I had what we’ll call a growth week. (Because given the recent tragedy, I have no right to say I had a bad week.) But I did have one of those weeks where it was more challenging than fun to run my own business.
On Monday, my cozy/cuff was featured on Etsy’s facebook page. While this little mention did wonders for my page views that day (and did generate some sales), it also kicked off a discussion that included some not too positive comments. (You can read more about it on my personal blog.)
But after the initially getting down about the negative comments, I finally decided to focus on the positive lessons I could take from the experience. And I thought I’d share them here with you:
1. Appreciate that people are talking about you. – When you’re a small company (or a one person show) you biggest worry might not be negative feedback – it might be that no one is talking about you at all. Obscurity is a huge challenge for designers and crafters, and any attention can help drive sales. (Regretsy is proof of this.) Now I’m not advocating that you start creating poorly made products or resort to horrible customer service just to get people talking. (This will NOT help you.) What I mean is, if you create a product that generates a little controversy, use it to your advantage. (Case in point, Margaux Lange’s Creepy… but Cool). Because while not everyone will love your product, just the fact that people are talking about it can send traffic your way.
2. Not everyone is your customer. (And not every market is your market.) – And that’s ok. Unless you make something that everyone uses from day to day (like toilet paper), not everyone is going to buy your product. What’s important is that you are able to identify your customer, and start bringing your product into the markets where your customer shops.
3. Use customer feedback to refine your marketing message. – This may be the biggest breakthrough I had this week. There are often many different angles you can take to market your product. Maybe you play up the fact that its handmade, or that its a unique home decor item, or some other hook. But some of those angles may not be a good fit for the aesthetic of your object, or the price, or your personality. By listening to conversations about your work, whether on the web or in person, you can help position your product in a way that best serves the product.
I’ve now got a new mantra that I’m using to direct the photography, tag-lines, descriptions, placement, and overall marketing of the cozy/cuff. Its an ongoing process, but it feels like I’m headed in the right direction. And listening to that criticism gave me the push I needed.
So next time you have a challenging week as a business owner, ask yourself – “what lessons can I take from this to help grow my business?” Sometimes a slight shift in perspective is all it takes to turn a negative into a positive.
Megan Auman is a designer, maker, educator, and entrepreneur who has built a multi-faceted business around her passion for great design and sustainable business. Her 
great post, megan! i, too, was saddened by the negative comments on that facebook post. i even shared your story with the founder of the “the daily worth” because it was so troubling.
i think your breakthrough “#2″ is so important for a lot of people – and exceptionally difficult for a lot of people. it’s similar to the idea of “creating a mission statement” in my ebook. no one wants to limit who they market to or identify their target audience – but when you do, you find that there are more people in your niche than you ever thought possible.
and suddenly, you’re speaking their language!
i’m confident – and i’m sure you are too – that your cozy/cuff has a HUGE market – even if those commenting on facebook aren’t a part of it. thanks for sharing your breakthroughs!
Yes, #2 is key. There are people who think everything should be cheaper than it is. They aren’t really anyone’s customers. Now that I think about it, I’m not sure why they are in the ‘handmade’ community, since they clearly don’t value it. At best, they just don’t do the math behind making things. But #3, refining your message, will help keep their attitude from seeming plausible to others. Thanks for being willing to talk about this stuff.
Just read up on all the various posts Megan – had no idea this FB thing happened to you. I have to say, as someone who deals with price resistance a lot myself, it is SO tiring having to explain and justify over and over and OVER what it actually costs us to make the work and how hard it is to actually make a living from it. Anyone who has trouble understanding this obviously does not rely on income from their craft/art/product. I think your fellow crafts-peeps know exactly how you feel.
Kudos to you for taking the time to work through it in a thoughtful manner, and to have gained something from the experience.
(and PS. I personally think your cozy cuff is EXTREMELY reasonably priced!)
What I like about your blog is that is really honest and brings up valid points and concerns that people like me can relate to. It isn’t easy doing what we do.
Thanks for being so candid and again, honest . It’ s something that seems to be lost on-line these days.
Hi Megan,
I’ve followed your personal blog for a bit, and wanted to comment on the Facebook/Cozy/Cuff incident since you originally posted about it.
I’m so sorry about the negativity flung your way, and I’m very glad to see that you have transformed it into something positive. Not only for your business, but as a lesson that you’ve generously shared with your larger community.
As someone who used to sell directly to the general public every weekend, I am oh-so-familiar with these types of comments. And you couldn’t be more correct: These people are not your customers. Take any value that you can from their comments, but otherwise don’t waste one blinking second worrying about them.
Best Wishes!