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2014
Boost Your Shops Presence
TABLE OF CONTENTS
Syllabus ................................................................................................... 3
Contributors ............................................................................................ 3
Lesson One: Create a Brand Promise ....................................................... 4
Worksheet One: Value Propositioning ..................................................... 5
Lesson Two: Build A Narrative ................................................................. 8
Worksheet Two: Build a Narrative (Example) ............................................ 9
Worksheet Two: Build a Narrative (Your Turn) ........................................ 10
Lesson Three: Assess Your Shop ............................................................ 12
Worksheet Three: Assess Your Shop ...................................................... 13
Lesson Four: Visualize Your Shop .......................................................... 14
Worksheet Four: Visual Shop Checklist ..................................................15
Lesson Five: Connect With Your Market ................................................. 17
Worksheet Five: Draft Your Week on Social Media ................................ 19
Lesson Six: Research on the go............................................................... 20
Worksheet Six: Research on the go ........................................................ 20
Lesson Seven: Whom and What to Pitch ................................................. 22
Worksheet Seven: Goal Setting .............................................................. 25
Lesson Eight: How and When to Pitch .................................................... 26
Worksheet Eight: The Pitch Checklist ..................................................... 27
SYLLABUS
Seminar Goal: Bring new traffic to your shop by building and communicating a strong brand story.
This seminar will help you define the key factors that differentiate your brand, build a narrative around
those elements and ensure that every aspect of your shop tells that story. Once youve developed a brand
promise that is reflected throughout your shop, well guide you through exercises to promote your shop on
social media and through press pitches.
WEEK ONE: DEFINE YOUR VALUES
CONTRIBUTORS
Claire Comfort: Etsy Seller Education Specialist
Abigail Feuer: Etsy Seller Engagement Manager
Parker Gard: Etsy Seller Education Specialist
Cheyne Little: Etsy Seller Education Specialist
Campbell Miller: Etsy Seller Education Intern
Nikki Summer: Etsy PR Manager
Katy Svehaug: Etsy Seller Development Content Coordinator
Featuring Amy Flurry, the talented editor, stylist and author of, Recipe for Press: Pitch Your Story Like the
Pros & Create a Buzz.
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When you think of your business, what are you most proud
of?
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1. What value are you providing to your audience through your product? What are you really good at?
My product is valuable because
2. What unique attributes (service, quality, experience, etc.) set your brand apart from the competition?
My brand is unique because
3. What characteristics define your target market? How do you want customers to feel after interacting with your business?
My audience is . Theyre looking for . from my product.
4. What are your customers already telling you? Take a look at your reviews and jot down some of the words buyers have used.
Once youve articulated your businesss values, unique selling points and target market, you should start to
see a fourth element emerge: YOUR BRAND PROMISE.
Stumped?
Take a moment to think of a few brands that have easily recognizable brand promises. For example, every experience with Apple
products conveys the companys emphasis on innovation and design.
LESSON TWO:
BUILD A NARRATIVE
On Wednesday, you got at the core of your
Dont assume people will know that your designs are inspired by
who casts your jewelry learned the trade from her mother. Why
of who makes up your target market will help you select the right
and how you do what you do are integral parts of your business.
LIMITED EDITION
Grab Their
Attention
drain.
Contextualize
unique print.
Make it
Memorable
This year, she wanted to buy one for him to add to their
Point:
Point:
Point:
Grab Their
Attention
Contextualize
Make it
Memorable
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NEXT STEPS
Youll be able to repurpose this content in a variety of ways. You may need to edit it down for different
purposes. Or, you might wind up focusing on one key point and adding more information about a specific
product. Your first opportunity to put this copy to use is by updating or creating your About page.
Be sure to fill out both your bio (250 characters) and your story (5,000 characters) and add the names and
titles of any members of your shop.
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jotting down the key messages you wrote last week or pasting
that supports your key message and brand promise. This may
them into your writing field, then playing around with that
already done.
NEXT STEPS
Use the worksheet on the next page to reflect on what you have written throughout your shop. Ask yourself
how your current written content as well as business practices represent your brand promise. How can you
improve your audiences understanding of your business and products?
Take your drafts into the real world. Update each written element of your shop, starting with your shop title
and ending with at least five of your item listings. Make a plan to gradually revisit the rest of your listings
over the next few weeks. Youll notice this gets easier and easier as you practice your freshly formulated
brand voice.
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Assess
Rewrite
AND BIOS
SHOP TITLE
SHOP
ANNOUNCEMENT
POLICIES
PRINTED MATERIALS
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You have a lot more visual control over your shop than you might think. Your visuals involve much more
than the first photo of each listing. Make sure youre looking at each graphic element of your shop as parts of
a whole.
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Do you have five main photos and supporting bio photos on your About page?
Your About page is the perfect place to flesh out your visual brand representation. Show off your workspace, your process,
your packaging or some beautifully styled product photos, similar to those you might find in a look book.
You might be tempted to add a logo or text overlay to your images to avoid
may make it harder for Etsy and other venues to promote your items.
Watermarks can also distract from the visual impact of your photography.
Think creatively about how you can protect your photos. For example,
product photos.
Are you accurately depicting the size and scale of your items?
Jot down names of some common objects that will help show the scale of your item and complement your shops style.
Are your photos cropped in a complementary way? Do they look good on different devices (tablets,
Do your product photos tell a story and communicate your shops style?
Next Steps
Create your own photography action plan. Commit to making changes this weekend. Optional to-dos: Hire a
photographer, reshoot some of your items, practice styling a scene, re-edit some of your best shots or create
a press file folder with images you plan to send along with your pitch.
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AGIRLNAMEDHENLEY
A workspace or shop photo
VITAL
LUNATICART
Product Packaging
KIVAFORD
SEVENTHTREESOAPS
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When people subscribe to your brand, theyre interested in more than just what you sell.
Alison Feldmann, Editor-in-Chief Etsy Blog
Although not all of your posts should link back to your shop or include a call to action, some definitely should. You can intermingle posts
about a series of new listings or a special offer; just be selective. When spurring a next step, David Morgan recommends, using wide
words instead of narrow words for example, use discover instead of click.
NEXT STEPS
Check out our social media worksheet to tighten your social media presence and begin testing content. On
Friday, well start to evaluate how your audience reacted to these posts and what you can learn from them.
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Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
Backstage pass
Be an expert or
Product feature
Backstage pass
Be an expert or
Product feature
Backstage pass
inspire
inspire
Each day, use the framework below to come up with a post. Or, if you prefer, write all seven in one sitting at
the beginning of the week. If you choose the latter option, youll spend only a few minutes posting on each of
the remaining days of the week!
POST ONE, FOUR, AND SEVEN: BACKSTAGE PASS
Pick One Thing To Share
The Objective
Your workspace
The Objective
A motivational quote
The Objective
Brainstorm some ways you can talk about a new item or tell more about it,
enticing followers to click through to your item listing without bombarding
them with the same message over and over.
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Post #
Day
Time
Type of Post
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RE-SHARES
REPLIES OR
FAVORITES
CLICKS
COMMENTS
OR LIKES
TO SHOP
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on Etsy
NOTES
Motivational quote
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Research:
You might start by sharing related content from a third party. For
For example, ask them to post about why they buy vintage goods.
Once you do, see if you learn anything new from their responses
line much like your current offerings, but using new fair-trade
that you can integrate into the way you talk about your products.
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recommendations.
3. START SMALL
5. STAY ORGANIZED
Create a document to keep track of connections you
make. Remember to update this list periodically to
make sure your contacts role hasnt changed!
Set up a Google alert for your businesss name and
keep a record of every pitch you make in case a blog
decides to run your story or link to your shop without
following up with you. I see a very organized
spreadsheet in your future.
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dcor aficionados.
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DATES TO CONSIDER
This is a list of some seasonal events, holidays and trends to consider as you plan your own press
calendar. Remember to think about the longer lead times for print and web and prepare your pitches
accordingly.
JANUARY
JULY
Fourth of July
Birthstone: Garnet
Birthstone: Ruby
FEBRUARY
AUGUST
Valentines Day
Vacation time
Birthstone: Peridot
Birthstone: Amethyst
MARCH
SEPTEMBER
Back to school
Fall fashion
Birthstone: Sapphire
Easter/Passover
Birthstone: Aquamarine
APRIL
OCTOBER
Easter/Passover
Halloween
Earth Day
Spring Fashion
Birthstone: Opal
Birthstone: Diamond
MAY
NOVEMBER
Mothers Day
Thanksgiving
Birthstone: Emerald
Black Friday
Cyber Monday
Hanukkah
Birthstone: Citrine
JUNE
DECEMBER
Fathers Day
Hanukkah
Birthstone: Pearl
Christmas
New Years
Birthstone: Turquoise
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Media Outlet
Section
Hook
Etsy Blog
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4. Make it personal
press. Darting off ideas that are not fully thought out
read exactly that, like a half-baked pitch.
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5. Follow up
CONGRATULATIONS!
Youve completed your Boost Your Shops Presence workbook. Flip back to the syllabus on page 3 and check
off the goals youve accomplished. Youve done a lot.
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